{"id":194637,"date":"2023-07-20T10:48:05","date_gmt":"2023-07-20T17:48:05","guid":{"rendered":"https:\/\/www.bruceclay.com\/?p=194637"},"modified":"2023-07-26T18:44:52","modified_gmt":"2023-07-27T01:44:52","slug":"steps-writers-create-expert-content-seo","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/steps-writers-create-expert-content-seo\/","title":{"rendered":"5 Steps To Help Writers Create Expert Content for SEO"},"content":{"rendered":"

\"\"<\/p>\n

As savvy as SEOs and writers are, no one is an expert in multiple industries. Yet, we all have to gain that insider expertise right away<\/a> when we land new clients to best serve them.<\/p>\n

And if there is one area in SEO where expertise is going to be absolutely critical, it\u2019s content development.<\/p>\n

Quality content<\/a> doesn\u2019t happen by accident \u2013 there is a process to follow. So how do you ensure quality content as part of an SEO program? Here are five steps to help content creators ramp up quickly to start creating expert content right away.<\/p>\n

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    1. Do thorough keyword research<\/a><\/strong><\/li>\n
    2. Identify the experts<\/a><\/strong><\/li>\n
    3. Provide company resources<\/a><\/strong><\/li>\n
    4. Create a content repository<\/a><\/strong><\/li>\n
    5. Maintain the brand\u00a0<\/a><\/strong><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n

      FAQ: How can I ensure quality content as part of an SEO program?\u00a0<\/a><\/strong><\/p>\n

      <\/a>1. Do Thorough Keyword Research<\/h2>\n

      The keyword research<\/a> portion of your SEO program should be so extensive that you have a really good idea of the target audience<\/a>, including perhaps putting together some personas.<\/p>\n

      At that point, you should understand the type of content<\/a> that needs to be created for the website, and be able to give the content team some initial notes on how to create it in a content brief for each page.<\/p>\n

      <\/a>2. Identify the Experts<\/h2>\n

      Who are the experts at the client company who can contribute to the topics you are going to talk about? Identify these folks early on and make sure you can talk with them as needed for interviews on certain topics or pages.<\/p>\n

      Remember, expertise is an important page quality factor<\/a> according to Google. And for some topics like medical advice or financial guidance (aka YMYL topics<\/a>), there is even a higher standard for expertise.<\/p>\n

      As you start the process, Google recommends in its Search Quality Rater Guidelines<\/a> to ask a simple question: \u201cThink about the topic of the page. What kind of expertise is required for the page to achieve its purpose well?\u201d<\/p>\n

      Your next step is to engage the expert writer. Here you can leverage a writer or writers with expertise in the industry or simply expertise in content creation.<\/p>\n

      <\/a>3. Provide Company Resources<\/h2>\n

      It is important for content creators to understand what the company does, not just what the topic is about. This is critical for context.<\/p>\n

      Consider helping the content team ramp up by providing a client profile that contains resources for them to get to know the company.<\/p>\n

      This client profile might include things like:<\/p>\n