Content & Media Creation

Last Updated: Mon May 09 2022

In Structuring Your Website, we went over website structure using nth-level pages and talked about Keyword Surface Area.

In this section, we're going to build on everything that we've covered so far and how it all ties together. From Keywords to Website Structure.

Before we go into the strategies and tactics of content and media creation, there's a few SEO concepts we need to cover as a pre-requisite

SERPs & Search Journey

In SEOLand, there's a concept of the Search Engine Results Page or SERP for short.

The SERP itself is an ever-evolving landscape. It's full of ads, images, videos, articles — all with the end goal of the search engine giving the end user what they are searching for.

Bernard Huang, Founder of Clearscope likes to call it the Search Engine Results Puzzle instead and I agree with him! That clearly explains the user journey and the puzzle that they have to figure out to get to the answer they are looking for.

What does this have to do with you?

Well, regardless of what SERP stands for (puzzle or page), there's something inherent about it in the results page itself — the search engine is making it's best guess of what type of media the user wants to see for their query. We talked about something called Search Intent in Keyword Research.

This is called SERP Intent

Doing a quick search and getting an idea of the other content out there that is ranking for the query you tested is important in guiding you on what content to build.

It also gives you an idea of the gaps that your competitors have in the content that they are ranking for, finding out if the content that appear on the SERP is also missing other elements like videos that might better explain for the search query they entered.

The Strategy

There are two types of pages that need to be part of your website: Conversion Pages and Bottom of the Funnel Pages

Conversion Pages

These pages are created with the sole purpose of converting a visitor into a user.

What your customer is thinking when they land on your conversion page is:

"Will this product solve the problem(s) I have?"

Your goal is to convince the visitor the answer is "yes"

Bottom Of The Funnel Pages

In marketing, there is the concept of a funnel which is divided into 3 parts: Top, Middle, Bottom. These describe the stage your customer is on on their journey towards becoming your customer.

Top and middle are where the customer is doing their initial research around your product. They are gathering more information around their problem and starting to narrow down the path they wish to take to solve their problems.

The bottom of the funnel is where they are much closer to a conversion. They have an idea of what the solution might look like, and are looking for that piece of content that goes into detail on how to solve their problem.

This is where you want to focus your efforts when you're creating bottom of the funnel pages.

Let's Go Into More Detail

We just covered two types of pages that your website should contain. In this section, we'll cover the types within those types of pages that you must create.

For Conversion Pages, these are:

  • SEO Landing Pages
  • "For Who" SEO Landing Pages
  • "Features" SEO Landing Pages

For Bottom of The Funnel Pages, these are:

  • Blogposts

SEO Landing Pages

The concept of nth-level pages helped illustrate how to structure your website, but the pages themselves are also called SEO Landing Pages

All SEO Landing Pages are Conversion Pages:

They are short, to the point, and optimized for converting that visitor into a user

Building your SEO Landing Pages

Let's start building your landing pages.

Pull up your list of Product Defining Keywords

They are going to be the focus of your landing pages — these are called your target keywords

For each product defining keyword, create a page. That keyword should appear in the following places:

  • The <title></title> tag, ideally at the start of the tag
  • The <h1></h1> tag, ideally at the start of the tag
  • Naturally appear in the description metatag. Don't sound robotic here.
  • And in the URL slug itself, separated by hyphens.

Note: While having the URL slug match exactly with a search query won't instantly shoot your page up the search engine rankings, what you're really aiming for is increasing the chances that the user clicks through to your website when seeing your website on search results.

Where to place the landing page?

2nd-level is the ideal spot to place these landing pages.

So, for example with Vocalmatic:

What else should go on the page?

Your SEO landing page should consist of copy that is aimed at explaining why that particular visitor should try out your product.

For a comprehensive outline of what an optimized conversion landing page should be, read up on Julian Shapiro's article on Creating Landing Pages.

But to get you started, here are key features of an SEO landing page you should include:

Benefits of your product

You should clearly illustrate that you understand the visitor by writing copy that speaks to their needs.

In the copy of your website, make sure to tell them exactly what it is they will get out of using your product.

Features of your product worth highlighting

A lot of advice out there says to focus more on benefits over features, but there's nothing wrong with adding your features to your SEO landing pages.

Think about your user: they are browsing these pages hoping to find a solution to their problem.

Having features outlined on the page could let that visitor know that a particular feature solves their exact problem and lead them to convert on your page.

Don't discount having features described on your landing pages!

Quick glance into the future: the features described on these landing pages could serve as internal links to your "Features" SEO Landing Pages. Just wanted to give you a heads up on how to think about this.

Pictures, Videos, Gifs of your Product

Visitors want to see visuals of your product to decide if they want to use it or not. Help them see that your product is for them with pictures, videos, and GIFs.

If you decide to create these pieces of content, I'll show you how you can use these to further your reach in Distribution.

Answers to questions about your product

Remember your Informational Keywords?

Specifically, your "How To" or "How Do I" keywords?

Dedicate a section of your SEO landing page to answer these questions in bullet point form.

Don't use up too much space on the page for this. Remember, the goal of this page is a conversion and you don't want to distract them with too much copy.

You will also want to make sure to add the appropriate schema for Q&A so that search engines know to surface these questions when people search for these specific questions as queries.

Here are some docs you can read up on provided by Google:

Write unique content specific to your visitor

Here's an example of an SEO landing page that illustrates this tactic:

For this page, I was targetting the keyword: automatic transcription for lawyers

After the fold, there's a section that reads:

Automatically transcribe your Depositions, Court Hearings, Interviews, and More!
Vocalmatic makes it easier for you to turn any audio recordings you may have into text.
As a lawyer, you probably need time for many other things.
Let Vocalmatic save you time transcribing your audio files into text.

Notice that I wrote copy to show the visitor I understood what it is they were trying to transcribe. I made sure to add that to the header of section.

For each and every landing page targetted at a specific demographic, I wrote a unique piece like this

So I encourage you to think: what are the unique pieces of content you can write on your landing pages?

Dedicating time to write each and every single one per landing page could give you a slight edge on the search rankings.

Thankfully, this page that I created ranks about 2-3 on the search results page.

About 10-15 minutes of coming up with a unique piece helped with ranking this page!

"For Who" SEO Landing Pages

When it comes to SEO Landing Pages, one of the more powerful ones to focus on I like to call the "For Who" landing pages.

These are simply landing pages that answer the question: Who is this product for?

In the section above, I gave an example of a "For Who" landing page specifically targetted for lawyers.

Again, the idea spot for placing these pages on your website at the 2nd-level.

Why does this work?

Different jobs have different workflows. Sometimes the pages targetting these people search for software specifically for their usecase.

Your goal is to be ahead of the search query by creating these pages. When visitors search for:

<product defining keyword> for <target demographic>

Your landing page will be there for them to click on!

"Product Features" SEO Landing Pages

A great opportunity for 2nd-level pages are what I call "Product Features" landing pages.

Note: although 2nd-level pages can house all your product features on one page, I'll leave it up to you to decide if it should follow this structure. Sometimes, your product could have a lot of features that you can write about, so having a 2nd-level category page called /features with 3rd-level pages under /features to write more in depth about each feature could make more sense.

On these pages, make sure to clearly explain why this feature is relevant to the user's overall goal of solving the problem they have.

With that, let's talk more another type of page — blogposts.


Everyone recommends building a blog for your product and that's for many good reasons.

First, it's an owned media meaning it's a channel that you directly own and operate. You can write about anything you want.

Second, a blogpost can be treated as another type of product and repurposed.

And finally, the blogpost can help with increasing your keyword surface area!

Let's talk about what to write in your blogposts.

Focus on Bottom Of Funnel "How To" Informational Keywords

In the SEO landing page section, I mentioned that on your landing pages you can have answers to your "How To" keywords on there, but they must be short and in bulletpoint form.

You might have thought: "Well, where can I answer these questions in more detail, then?"

The answer is in your blogposts!

When starting out with writing your blog and blogposts, you need to focus on the bottom of the funnel content — "How To" blogposts are perfect for this.

Write in great detail about how the visitor can use your product to solve their problem and remember to use screenshots and videos on this blogpost to fully engage your reader.

In terms of the blogpost title, you can use the following formula to get an idea:

How to <the workflow of user> with our <feature>

An example might be: How to create videos with our video creator

Or simply: How to <the workflow of user>

And with that blogpost, you can add links back to landing pages related to that blogpost itself.

The Importance of these blogposts

From an SEO perspective, long-form blogposts are great for increasing your keyword surface area. You will be able to uncover new topics to cover based on the keywords your blogpost is able to attract.

It's also easy to update blogposts when the content is outdated or if you can add more relevant content to the blogpost.

And finally, longer-form blogposts tend to be very linkable and shareable. People link to or share blogposts they find helpful, valuable or interesting.

The thinking behind creating all these pages

It might sound like I'm just suggesting that you create these pages randomly, but there's a reason for it all.

Think about what will these pages do for your business. How does it relate back to your business?

Main website → Landing Pages (for conversion) → Blogpost (for conversion, shareability, ranking & repurposability)

Things to note

Alright, that's a good amount of info to get you started. But there's a few things you should be aware of:

You shouldn't expect all your pages to rank

You're going to spend a good amount of time writing and creating these pages, but the reality of it is a good number of these pages won't get ranked highly or even at all.

What happens is most businesses end up having 2-4 pages that their entire business is anchored on when it comes to SEO. So really it ends up being a numbers game of creating as many high value pages as possible.

At times, it might seem like wasted work, but here's a quick refresher on why this is important:

  • You're working to increase your keyword surface area so you can hone in on what’s working and collect more data
  • You're also building a website that acts as an automated keyword research team

In the end, a handful of your pages are what will get ranked on search engines, but these pages themselves will be bringing in a lot of users to your website.

Don't worry too much about 0 volume keywords

Keyword research tools are great, but they don't have all the data.

So if you come across a keyword tool that says a keyword has 0 volume, don't worry.

Keep in mind: your end users are all that matter. If the keyword makes sense for what you are building and it's relevant to your business, I'd say go ahead and try to rank for it.

Create that piece of content, place it within your website and do the work to get it discovered.

Sometimes, you'll be pleasantly surprised that the page gets ranked & pulls in new keywords.

It's just another ace up your sleeve when it comes to building a moat!