Content organization is the gathering of all the necessary content assets and organizing them relative to the audience’s needs. It involves identifying content pieces that gained traction in the past and improving their structure/format, content value, and design to make it more comprehensive and useful for your audience.
This process helps the website earn high quality backlinks by improving the content piece and resulting a website which performs better on search results, while also helping searchers find the information they need without being disingenuous or overstimulating.
Here’s a few tips on how you can organize past content or create new pages to get more natural backlinks to your website.
Organize Existing and New Resources on Your Site
Google is now looking at the site’s topical content authority as a determining factor in ranking relevant pages on search results. The more comprehensive your page is about a certain topic, the more likely it is to rank over other relevant pages.
If you have an existing website, the first thing you need to do is to review the overall content strategy of your brand. This will help you see little elements that need to be improved to yield better results.
Start with this list questions to better evaluate your existing content marketing campaign:
- Who is your target audience? The more specific your answer, the better off you can target your users.
- What value can you provide to your audience? Determine if it is monetary or non-monetary, and if you can add new offerings, and include them in your list.
- How does my webpages perform on search? Do they get much SEO love?
- Does your sites’ categories target specific persona/group of audience?
Next, it is time for a deeper analysis of your target audience: What do they want to get from your website?
If your website is information-focused, you can place resources/guides on the most important areas of your website to get your users notice them easily.
If you consistently produce high quality content assets on your website, you could create a new category that is focused on one specific sub-niche.
Start by going back to identifying your users’ wants and the level of your audience (beginners, advanced, etc.). Then, you can search for keywords you can target for your categories. I usually go with related searches, Google Keyword Planner and SEMRush to find keywords that I can target for my categories.
When you start typing a Google search for an industry term and do not hit enter, you’ll see relevant terms that can be targeted for categories and blog posts.
You can discover their search volumes by dragging them on Google Keyword Planner.
To find more related keywords for categories, you can simply grab other website’s categories and see if they’re ranking for certain keywords. If they do, then they are gold keywords to optimize for.
Note: Don’t only focus on keywords with high search volumes. There are times that keywords with low volumes tend to convert more often because they are targeted to a specific group of users.
Categories tend to rank higher on search results, which can help your website get more visibility on search—and probably earn more natural links from site owners who are looking for references or resources of information. It also decreases bounce rate and entices users to stay longer on the site.
Take a look at my site’s Google Analytics stats. By making the categories visible on the upper portion of the site and by adding new resources, it helps my users click more pages and categories, which leads to a lower bounce rate and a higher dwell time.
Create a FAQ page
FAQs or Frequently Asked Questions page is a list of answers to questions pertaining to a specific product/service, to a brand/website or to relevant industry topics.
This FAQ page can help your website get the attention and trust of your users, as it enables you to reveal the expertise of your brand when you make your answers straightforward and comprehensive.
To start with FAQ page, you need to identify first the purpose of creating it. Do you intend to answer the commonly asked questions in your industry? Or do you want to provide solutions to problems your customers have?
If your answer to the first question is yes, then you can start with a list of all the frequently asked questions on the web. Use Quora to discover questions that haven’t been answered yet and are relevant to your website/brand.
Select questions in your list that you think your team can answer thoroughly. Never make your answers self-promotional. Instead, make them brief, clear, and straightforward.
Allow Influencers to Participate in Content Creation
There have been several content assets that went viral because of the combined efforts of three or more contributors. Given that the information provided by three heads is more comprehensive than the value offered by one content creator, this works quite well.
If you’ve been publishing infographics some time, you know this type of visual content works best when it is:
- Backed up with data collected from extensive research, surveys, and other collective analysis tasks.
- Consists of actionable and readable texts.
- Visually appealing with chosen colors and images
To make this infographic acquire more natural links from relevant blogs/sites, you can reach out to key influencers and experts in your industry and ask for their suggestions. In your email, you can ask them to provide any tip/information regarding the theme of your infographic.
Include the tips in your infographic and the URLs (websites) of those who contribute to your content. Reach out again to those influencers to share your piece. You’ll get higher link acquisition rate using this approach because people love to share media they are mentioned in.
Content organization allows websites to maximize the value of every content piece and let the users find the right resources easily. This will help the website to become user-friendly, which makes it makes it rank higher on search results and earn high-quality, natural backlinks.
Image Source: 1
Screenshots taken June 2014
Subscribe to SEJ
Get our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry!