Content
Forget About Keywords Creating SEO Content Strategy, Think about Customers!
November 21, 2024
8 min
The global content marketing industry revenue is estimated at over $73 billion.
According to the prediction of the Statista Research Department, the value of content marketing is planned to reach a tremendous $137 billion by 2026. What's more, 98% of companies implement a content marketing strategy as part of their overall marketing concept. Hence, no doubt that you will need an effective content strategy for SEO.
Nowadys, SEO content strategy should not be based on keywords. Surprised?
Most businesses understand the concepts of SEO and their importance. Hence, it’s impossible to gain a competitive advantage just by creating content for keywords your customers are searching for. Having an outstanding 20-year experience in SEO, we are more than sure that content strategy needs to target your marketing and business goals, first. But, let’s view everything step-by-step.
So, first of all, let’s define what is a SEO content strategy.
SEO content strategy is the process of adequately organizing a website’s content to maximize the likelihood of it appearing in the top search results. In such a way, the strategy allows companies to gain organic traffic from search engines.
However, there’s no single recipe for building an effective content strategy. It needs to meet the characteristics of your company, its business goals, and customers’ journey in it. That is why you need to consider these factors in creating your own unique content strategy for SEO.
Creating high-quality content marketing strategy for SEO is no longer optional—it’s essential. Integrating content strategy and SEO can significantly improve your website's visibility, attract the right audience, and drive sustainable business growth.
The Role of SEO Content in Business Success
Considering the fact that the success of eCommerce depends on the interactions with the target audience, one of the main recommendations is an investigation of the buyer persona. Do not limit yourself to the demographic, geographic, psychographic, and behavioral segmentation characteristics of clients. You should study the customers’ journey map, analyze possible touchpoints with the target audience, and the ways people consume the content. Only based on the profound information about your buyer persona, you’ll be able to create an effective SEO content strategy.
In developing an effective SEO content strategy for eCommerce, you need to do some research. For instance, you make the keyword research and apply the SEO competitive analysis to determine the gaps in competitors’ SEO strategies in search rankings and keywords to find existing opportunities.
Promodo accompanied Claspo in the SEO content strategy creation. For this matter, we have analyzed competitors’ blogs, their topics, and their traffic to create an effective content plan based on low- and medium-frequency search queries. Take a look at the analysis results below.
Publishing SEO content tailored to each stage of the marketing funnel is crucial because it ensures that your brand addresses the specific needs of your audience at every step of their journey.
The first phase customers encounter is the awareness stage, where they identify a problem or need but haven’t yet found a solution. For instance, a traveler may realize they need a cost-effective way to stay connected while visiting multiple countries. At this stage, they are simply gathering information about their options.
For content marketers in the eSIM market, this is the time to provide helpful, educational content. Examples include blog posts or videos on topics like:
The goal of your SEO content strategy at this stage is to establish your authority in the eSIM space and build trust with potential customers. While they may not be ready to make a purchase yet, providing valuable, informative content positions your brand as a reliable resource.
At the consideration stage, potential customers begin evaluating different solutions to their problem. For example, a traveler who is aware of eSIM technology now wants to compare providers and understand the features available.
Content at this stage should focus on detailed information about your offerings, such as:
The primary objective here is to position your brand as a dependable and customer-centric provider with competitive offerings and a variety of plans to suit different needs.
By the decision stage, customers are ready to make a purchase but are evaluating their options one last time. At this critical moment, your content should persuade them to choose your eSIM service over competitors.
Effective content ideas for this stage include:
Your SEO content strategy should focus on emphasizing your unique advantages, such as competitive pricing, seamless activation, wide coverage, or excellent customer support. The ultimate goal is to convert leads into paying customers by demonstrating why your eSIM solution is the best choice.
Find more examples of how we created a SEO content strategy for our client which increased sales by 25% in our case study.
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Basically, B2B and B2C content strategies have much in common. The main difference is the type of customer that consumes the content, and as a result, the way of thinking they apply in the purchase journey. That is why consider the following aspects during B2B SEO planning.
Developing the content strategy for B2B, you need to be aware that this will generate considerably less traffic than the B2C sector. For instance, the key phrase “window replacement in London” will have considerably higher traffic compared to “polymer spacer system windows” because the niches’ sizes are different. Hence, do not plan KPIs in the B2B segment as high as in the B2C.
B2B SEO planning also needs to be based on low-volume keywords, as they are more likely to be searched by professionals in the sphere. For instance, “window replacement in London” asked by final consumers is a high-volume search keyword. On the contrary, the “polymer spacer system windows” key phrase, which is likely to be searched by wholesalers, distributors, or contractors, has a low-volume ranking in Google. Hence, consider this issue in your B2B SEO strategy.
In the B2B sphere, the sales cycle is much longer. The main reason for this is a larger number of decision-makers. For instance, if an electronic appliances eCommerce considers ordering digital marketing services from an affiliate agency, at least three persons will be engaged in the decision-making. First, the marketer searches for a range of companies available in the market and chooses the best options. Further, a Chief Marketing Officer (CMO) picks one from the provided selection. Finally, the CEO confirms the decision. That is why the digital marketing agency needs to have content for all managerial levels.
Here are the samples of different content for different decision-makers:
Strategic Level – C-D Mapping: A New Approach to Marketing Strategy Developing
Tactical Level – What to Expect From Black Friday 2022: Tends and Forecasts
Operational Level – Why Emails End Up in Spam and How to Avoid It: Reasons and Recommendations
Hence, launching a B2B content strategy, consider writing relevant themes for multiple decision-makers.
For local businesses, a well-executed SEO content strategy is critical to building visibility in local search results and attracting nearby customers. Here’s how you can craft an effective approach:
Incorporate location-specific keywords into your content to ensure your business appears when users search for services in your area. For instance, instead of targeting "flower delivery," use "flower delivery in Brooklyn." Use tools like Google Keyword Planner or SEMrush to discover the most relevant local search terms.
Your Google Business Profile (GBP) is an essential asset for local SEO. Regularly update your profile with relevant content, including special offers, new products, or events. Ensure your business description includes local keywords and keep your contact details consistent across all platforms.
Write blog posts tailored to your community’s interests. Highlight local events, partnerships, or guides like "Top 10 Cafés in Downtown Austin." Hyperlocal content not only attracts readers but also establishes your authority as a local business.
Reviews are a significant factor in local search rankings. Create content around positive customer experiences, such as success stories or spotlight features. Encourage satisfied customers to leave reviews on platforms like Google or Yelp to boost your credibility.
You may also be interested in the article called How to Manage Reviews on Google Maps
If your business operates in multiple locations, create dedicated landing pages for each area. For example, instead of a generic "Plumbing Services" page, have a "Plumbing Services in Miami" page. This helps you rank for location-specific searches and improves the customer experience.
A strong local SEO content strategy helps your business stand out in competitive local markets by boosting visibility and attracting customers actively searching for your services nearby. By targeting localized keywords, creating community-focused content, and optimizing your online presence, you can connect with the right audience and drive measurable growth.
Despite effective recommendations from professionals, also consider a wide scope of SEO tools, online services, and software for content making.
Google Search Console is a free tool which can be used by anyone who has a website. The service allows monitoring the website’s presence in Google SERP. The tool provides information of what gets indexed and how it needs to be optimized for better performance in the Google search results.
Ahrefs is considered to be one of the powerful online SEO tools. It allows determining what parts of your website need changes to get higher ranking. In addition, an opportunity to determine competitor’s backlinks benefits the development of the SEO content strategy.
One of the main benefits of SEMRush is a fast and easy access of the website’s rankings, data changes, as well as new ranking opportunities. In addition, marketers often use the function called the Domain Vs Domain analysis to compare their competitors.
As the market grows, an increasing amount of SEO tools for content creation appear. For instance, you may try Ubersuggest, KWFinder, Moz Pro, SpyFu, and other services to improve your content strategy for SEO. In case you find it complicated to use the tools, plan or implement your SEO content strategy, we may also rely on professionals.
Read about data gaps in the most popular SEO tools in the Promodo's research.
An effective content strategy is at the heart of any successful SEO effort. It’s not just about adding keywords to pages—it’s about creating content that speaks to your audience’s needs and guides them from discovery to decision. Done right, it helps your business attract more visitors, build trust, and turn casual browsers into loyal customers.
At Promodo, we know how to make this happen. We specialize in designing content strategies that work for businesses of all sizes. Whether you’re a local shop aiming to connect with nearby customers or a growing brand looking to compete in a crowded market, we tailor our approach to fit your goals.
Our team focuses on what really matters: understanding your audience, crafting valuable content, and ensuring your website performs well in search results. With our help, your business can rank higher, attract more traffic, and, most importantly, grow.
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Team Lead of Content for promodo.com
Content marketing manager at Promodo with 7+ years of writing.
When creating valuable business content, I always seek fresh data, interesting facts, the expertise of professionals, and meaningful insights to bring relevant ideas to the audience. I believe that good content can enrich the experience of marketers, empower business owners to make data-driven decisions, and enhance companies in growth.
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