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Si quieres que tu web reciba tráfico, vas a necesitar contenido web, pero no cualquier contenido.
En concreto, necesitas contenido web que:
Se posicione en Google . Necesitas una forma de que la gente descubra tu contenido. Google es tu mejor opción: el 53,3% de todo el tráfico web procede de búsquedas orgánicas .Atraiga a tu audiencia. Tu lector objetivo debe consumir tu contenido y sentirse obligado a dar el siguiente paso, ya sea suscribirse a tu lista de correo electrónico o comprar tu producto.En este artículo aprenderás a crear contenidos que cumplan ambos objetivos.
1. Investigación de palabras clave No puedes conseguir tráfico de búsqueda si nadie busca tus palabras clave en Google. Por eso, el primer paso es averiguar qué busca tu público objetivo.
Este proceso se conoce como investigación de palabras clave.
Para empezar, prepárate un café, siéntate y pregúntate: “¿Qué escribiría mi público objetivo en Google si buscara mi sitio web?”.
Por ejemplo, si en tu web vendes cafeteras, es posible que alguien busque sitios web similares al tuyo utilizando estas palabras clave:
Café Espresso Capuchino Cafetera Cafetera italiana A continuación, tomaremos estas palabras clave y las utilizaremos como semillas en una herramienta de investigación de palabras clave como Keywords Explorer de Ahrefs. Esto es lo que haremos:
Entra en Keywords Explorer Introduce las palabras clave que se te han ocurrido (en este ejemplo, utilizaremos las cinco palabras clave del café) Dirígete al informe Términos que concuerdan
Aquí verás casi 300.000 palabras clave potenciales a las que puedes dirigirte. Sin embargo, no solo son demasiadas, sino que pueden llegar a ser demasiado competitivas. Después de todo, si hay muchas webs compitiendo por la primera posición, posicionarse va a ser más difícil.
Por tanto, vamos a reducir el número de resultados. Para ello utilizaremos dos filtros:
Dificultad de palabra clave (KD, Keyword Difficulty). Determina lo difícil que es posicionarse con una determinada palabra clave. Lo fijaremos en un valor bajo y manejable, en torno a 10.Tráfico potencial. La cantidad potencial de tráfico de búsqueda que puede obtener tu página si se posiciona en el primer puesto. Lo fijaremos en 300.
Ahora es mucho más manejable. Revisa la lista y elige las palabras clave que consideres relevantes para tu sitio.
2. Creación del contenido Con una lista de palabras clave, es hora de crear contenidos.
Así es como se hace:
Elige el formato de los contenidos El contenido puede ser un artículo de lista, una guía práctica, un artículo de opinión y más.
¿Cuál deberías elegir?
Lo más sencillo es fijarse en lo que aparece en Google para el tema elegido. Por ejemplo, si nos fijamos en la página de resultados del motor de búsqueda (SERP) para “cómo ahorrar dinero”, podemos ver que, a pesar de las dos palabras “cómo”, la gente en realidad está buscando una lista de consejos.
Por tanto, si abordas este tema, es posible que el formato de tu contenido sea un artículo en forma de lista. Esto te ayudará a competir con los resultados existentes en las SERP.
Elige el enfoque Conviene que el contenido sea específico para que el público pueda identificar claramente su valor. Esto se transmite a través del enfoque del contenido.
Por ejemplo, un post en un blog que enseñe a cocinar arroz frito de forma rápida tiene una propuesta más clara que simplemente cómo cocinar arroz frito.
No hay un enfoque “mejor” o “correcto”, así que elige uno que sea novedoso e interesante para tus lectores. Aquí tienes algunas preguntas que pueden darte ideas:
¿Tienes experiencia o conocimientos personales? Si tienes una receta única de arroz frito, compártela.¿Puedes entrevistar a expertos? Por ejemplo, puedes entrevistar al chef que prepara el arroz frito que tiene una puntuación de 4,5* en Google.¿Puedes hacer un crowdsourcing de ideas? Por ejemplo, puedes hacer una encuesta entre los miembros del subreddit “r/chinesecooking” sobre sus mejores recetas de arroz frito.¿Puedes respaldar tu contenido con datos o evidencias científicas? Por ejemplo, puedes explicar cómo hacer arroz frito con huevo utilizando la gastronomía molecular (y explicar la ciencia que hay detrás).Determina los subtemas importantes No conviene perder de vista los subtemas en tu post, sobre todo si es algo que los usuarios esperan ver.
Podemos averiguar cuáles son estos subtemas observando los rankings de palabras clave comunes entre las páginas mejor posicionadas:
Introduce tu palabra clave (por ejemplo, “inbound marketing”) en Keywords Explorer de Ahrefs. Baja hasta la vista general de las SERP Selecciona de tres a cinco artículos que ocupen los primeros puestos (asegúrate de que sean similares) Haz clic en Abrir en y selecciona Brecha de contenido
Aquí nos interesa asegurarnos de ver solo los subtemas más relevantes. Para ello, seleccionamos el menú desplegable Todas las intersecciones y elegimos los dos objetivos más altos (en este ejemplo, 4 y 5).
A partir de aquí, podemos ver que los usuarios también quieren saber:
Definición de inbound marketing. Estrategias de inbound marketing. Y, quizá, ejemplos de inbound marketing. Si estamos tratando el mismo tema (“inbound marketing”) desde un enfoque similar (“guía para principiantes”), estos subtemas serían buenos subtítulos.
Diseña tu contenido para que sea fácil de leer No hay nada peor que tener que leer un montón de texto. Lo mejor es que tus contenidos sean agradables de leer y cómodos para los ojos.
Para ello, utiliza la fórmula ASMR:
Annotations (anotaciones). Añade elementos como notas al margen, comillas y cuadros call-out para romper la monotonía del post. Short sentences and paragraphs (frases y párrafos cortos). Divide las frases largas con muchas palabras de transición, como “y”, “porque” y “que”, en frases más cortas.Multimedia . Utiliza vídeos, imágenes y GIF para ilustrar tus argumentos sin necesidad de palabras.Read your copy out loud (lee el texto en voz alta). Así se detectan las áreas en las que el contenido no fluye con suavidad.Escribe como hablas No es necesario hacer uso de la palabrería para impresionar a los lectores. La mejor redacción online es amistosa y desenfadada, así que trátala como si estuvieras hablando con un amigo.
Atrae a tus lectores con un titular llamativo El famoso publicista David Ogilvy dijo una vez:
<blockquote>“De media, la gente lee cinco veces más el titular que el cuerpo del texto”.</blockquote>
La gente está ocupada, así que hay que captar su atención con el titular. Por mucho que trabajes en el contenido, si el título no les engancha, no lo van a leer.
La mejor forma de crear un buen título es el volumen. En otras palabras, haz un brainstorming con todos los títulos posibles para tu artículo. El sitio viral Upworthy solía crear 25 titulares para cada uno de sus artículos y el autor bestseller James Clear hizo un brainstorming de 400 títulos antes de dar con “Hábitos atómicos ”:
Afortunadamente para ti, hoy en día existe una forma más rápida de alcanzar este volumen. Puedes utilizar ChatGPT:
No utilices lo que se genera al pie de la letra , sino para que te sirva de inspiración y te ayude a crear el titular perfecto.
Añade tu SEO on-page El SEO on-page se centra en ayudar a Google y a los usuarios a entender y digerir tu contenido.
Sigue estas prácticas recomendadas:
3. Pide a un compañero o compañera que revise tu trabajo Nuestros contenidos son bien conocidos en el sector del (SEO) y, a menudo, recibimos elogios por su calidad:
¿Nuestra salsa secreta? La revisión entre compañeros.
Cada redactor de nuestro equipo se empareja con otro para revisar su trabajo. Nos señalamos imprecisiones, lagunas lógicas, problemas estructurales, errores ortográficos y gramaticales… Nos ayudamos mutuamente a mejorar la redacción, sugerimos ejemplos o damos más ideas.
Esto es tan importante para nosotros que, incluso, dedicamos una sección en el recuadro del autor a los colaboradores:
Un escritor no puede escribir sola; está demasiado cerca de su propio trabajo. Necesita una tercera persona con un par de ojos nuevos que lo revise y le dé su opinión. Por eso, los autores contratan a editores que están ahí para pulir el texto.
Si tienes un editor al que enseñarle tu borrador, estupendo. Si no, siempre puedes pedir ayuda a una amistad, un familiar o un compañero.
Incluso si no terminan de leerlo, sigue siendo útil porque te indica dónde dejaron de hacerlo. Lo más probable es que esa sea la parte en la que perdieron el interés, así que ya sabes dónde tienes que mejorar.
4. Publica y controla tus resultados Antes de publicar, pasa el borrador por una herramienta como Grammarly para corregir posibles errores gramaticales, ortográficos o de redacción.
Una vez hecho esto, pulsa “publicar”.
A continuación, dirígete a Rank Tracker de Ahrefs y configura un proyecto para tu sitio web.
Sigue estos pasos y, en el paso 4, añade las palabras clave a las que te diriges:
La herramienta rastreará las posiciones de posicionamiento de tu web para las palabras clave que hayas añadido.
El SEO es un proceso continuo y una herramienta como Rank Tracker te permitirá realizar un seguimiento de tu contenido de bajo rendimiento para que puedas mejorarlo con el tiempo.
Por cierto, ¿tengo que escribir yo todo el contenido? No, puedes subcontratar.
Estos son algunos puntos que debes tener en cuenta a la hora de decidir si deberías crear tú los contenidos::
¿Te gusta escribir? Si no tienes nada de ganas cuando te sientas a escribir un post, es posible que tengas que subcontratar.¿Es la creación de contenidos lo más importante que puedes hacer? Yo me dedico al marketing de contenidos, así que escribir es mi tarea más importante. No obstante, si desempeñas otra función (por ejemplo, eres empresario o vendedor), quizá escribir no sea tu “única tarea”. Esto no significa que no debas crear contenidos, pero puede significar que no te dediques a escribir. (Recuerda: muchos libros los escriben escritores fantasma).¿Estás hasta arriba de trabajo? Si nunca encuentras tiempo para crear contenidos (por ejemplo, si trabajas por cuenta propia), probablemente sea mejor que subcontrates.¿Perteneces a un sector que requiere conocimientos especializados? En algunos sectores (por ejemplo, la salud), los conocimientos especializados son vitales, no solo por el bien de los lectores, sino también para el ranking . Si no dispones de los conocimientos necesarios, puedes plantearte subcontratar a alguien que sí los tenga. (Siempre puedes solucionarlo entrevistando a expertos).¿Tienes presupuesto para contratar? El tiempo también es dinero, así que no significa que tengas que crear todo el contenido tú solamente porque no tienes presupuesto. Asegúrate de que es lo más importante que puedes hacer.Si te has decantado por la subcontratación, puedes empezar a buscar escritores autónomos en bolsas de trabajo y mercados. Los hay generales, como Upwork , y también los hay específicos de tu sector (por ejemplo, Swipe Files es un portal de empleo para profesionales del marketing).
Reflexiones finales Si sigues los pasos anteriores, vas a crear contenido que le guste a Google.
Con el tiempo, tus esfuerzos se verán recompensados y observarás cómo el tráfico orgánico fluye hacia tu web.
¿Dudas? ¿Preguntas? Estamos en X .
¡Gracias!
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