Search Engine Optimization (SEO) Content Strategy

What is Search Engine Optimization (SEO) Content Strategy?

In order to understand what SEO content strategy is, it would be better to break it down into its relevant parts. The best SEO content strategy is a combination of these interlinking elements.


SEO (search engine optimization) and SEM (search engine marketing) are two terms which look similar, but are two separate parts that depend on each other to function.

Search engine marketing (SEM) is the process of paid search marketing: it involves paying Google to show an advert at the top of the SERP (search engine result page).  Search engine optimization (SEO) is the practice to implement ‘organic’ marketing methods, otherwise known as unpaid marketing methods, to increase the quality and quantity of traffic your website generates.


Content is the way to communicate the message of your business with your audience. It’s a process of giving your online audience what they want. This includes all the material you want the audience to know about your business; as well as any relevant and interesting information that they might like to know.

It’s a wonderful way of showing users your expertise in a specific field to grow your domain authority. Quality content is also one of the most important website ranking factors. Those who perform searches actively seek the information they want, so let’s give it to them in the form of high quality content on your site.


Evergreen Content: Content that does not lose value over time. Examples of evergreen content: “How to:” tutorials or encyclopedia-type entries.

Temporal Content: Content which  has a short-term relevance. Examples of temporal content: Holiday or seasonal pieces.

Studies consistently prove that evergreen content has the most potential to drive the biggest amount or organic traffic for the minimum amount of effort. For evergreen content to stay ‘green’, it must be tended to via historical optimization: to refresh and update past content to increase lead generation and traffic. By updating, you capitalize on the existing authority and traffic that the content has already generated as a result of improving the accuracy, freshness and comprehensiveness of your content.


Many people believe that sufficient key word research provides a great content strategy, this is not the case. The problem with exclusively using keywords to drive your content strategy is: not all of your audience’s needs are captured in the search. Optimizing is about making your website easy to understand for search engines to create a better user experience. An audience-centric content strategy helps you create better SEO content that converts.

A content strategy is the planning and execution of content, therefore it is a holistic plan that handles questions like:

  • Who is my audience?
  • What are their needs and pain points?
  • What types of content do they want to consume?
  • How do they currently have conversations, online or offline?
  • What unique expertise does your brand offer?
  • How can you match your expertise to your audience’s needs?

The key to connect with your audience is to develop a unique angle on the topic that finds connections between your brand’s expertise and your audience’s pain points.


  • Prioritizing lower difficulty topics and themes
  • Content layering and optimal internal linking
  • Regular upkeep and maintenance of existing content
  • Topic clusters


Your website is the best tool to market your business, however it must be responsive to the needs of your audience. When your content has no strategy and your website is not optimized you miss out on potential customers, sales and conversions.

Digital Marketing South Africa can help you take your business to the next level. We have a team of digital wizards equipped with all the tools necessary to help you grow your business online.

We handle all aspects of online marketing, including:

  • Content Strategy,
  • Content Creation,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks)
  • Email Marketing
  • Pay Per Click
  • Marketing Automation

Feel free to contact us for more information about our online marketing services.


A fully functional website is absolutely necessary to your online marketing strategy. It must be modern, mobile responsive and it must be designed with SEO and user experience in mind.

Your website should form the basis of your marketing efforts and include elements such as a blog engine and social media sharing.

Digital Marketing South Africa utilises the professional web design services of ITM Website Design. Please see their website design pricing and packages here.

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