{"id":149178,"date":"2022-11-22T01:00:00","date_gmt":"2022-11-22T06:00:00","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=149178"},"modified":"2024-07-29T10:50:12","modified_gmt":"2024-07-29T15:50:12","slug":"seo-content-strategy","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/seo-content-strategy\/","title":{"rendered":"How to Create an SEO Content Strategy (Follow the Ahrefs\u2019 Framework)"},"content":{"rendered":"\n<div class=\"intro-txt\">SEO content is content designed to rank on search engines. So an SEO content strategy is your plan on how you\u2019ll use that content to support your business goals.<\/div>\n\n\n\n<p>Our <a href=\"https:\/\/ahrefs.com\/blog\/seo-content-marketing\/\">SEO content strategy<\/a> can be summarized into one sentence:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>We create and maintain high-quality, search-focused content about topics with business potential, search traffic potential, and ranking potential.<\/p>\n<\/blockquote>\n\n\n\n<p>We\u2019ve carefully crafted this sentence. Each word has earned its way in. If you remove any one of them, everything falls&nbsp;apart.<\/p>\n\n\n\n<p>Let\u2019s look at how our content strategy works.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Find topics with search traffic potential\" data-section=\"1-topics-with-search-traffic-potential\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Find topics with search traffic potential<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The goal of creating SEO content is to rank high on Google. That means you\u2019ll need to target topics your potential customers are searching for.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s the quickest way to find keywords with search traffic potential:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter a few broad keywords related to your site or niche (for e.g., we can look for keywords like <em>marketing, seo, keyword, <\/em>and <em>keywords <\/em>for our&nbsp;blog)<\/li>\n\n\n\n<li>Go to the <strong>Matching terms<\/strong> report<\/li>\n\n\n\n<li>Filter for keywords with Traffic Potential (TP)<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-149185\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/1-matching-terms.png\" alt=\"The Matching terms report, via Ahrefs' Keywords Explorer\" width=\"553\" height=\"484\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/1-matching-terms.png 1106w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/1-matching-terms-486x425.png 486w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/1-matching-terms-768x672.png 768w\" sizes=\"auto, (max-width: 553px) 100vw, 553px\"><\/figure>\n\n\n\n<p>From here, you\u2019ll want to eyeball the report to find keywords your potential customers are searching for.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Traffic Potential is the estimated monthly organic search traffic to the top-ranking page for a keyword. Since pages tend to rank for many keywords and not just one, Traffic Potential is a more reliable estimate than search volume.<\/div>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">PRO TIP<\/div><div class=\"recommendation-content\"> If your competitor is getting a lot of search traffic and it\u2019s not from branded keywords, chances are you could target those keywords too.&nbsp;\n\n\n\n<p>Here\u2019s how to find&nbsp;them:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a><\/li>\n\n\n\n<li>Enter your competitor\u2019s domain<\/li>\n\n\n\n<li>Go to the <strong>Top pages<\/strong> report<\/li>\n<\/ol>\n\n\n\n<p>This report shows you a website\u2019s top pages by estimated organic traffic and the keyword sending the most traffic to each page. So using our blog as an example, we can potentially analyze <em>moz.com<\/em>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"920\" class=\"wp-image-149187\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-top-pages.png\" alt=\"The Top pages report for moz.com, via Ahrefs' Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-top-pages.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-top-pages-680x313.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-top-pages-768x353.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/2-top-pages-1536x707.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<\/div><\/div>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\"><em>Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/em><\/a><em>&nbsp;<\/em><\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Check their business value\" data-section=\"2-check-business-value\">&nbsp;\n\n\n\n<h2 class=\"wp-block-heading\">2. Check their business value<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A keyword\u2019s business value, or business potential, is how easy it will be to pitch your product while covering a given keyword.<\/p>\n\n\n\n<p>For example, if you own an online store selling coffee equipment, it\u2019ll be much easier to pitch your own product for a topic like <em>best coffee machines<\/em> versus <em>why does coffee make me sleepy.&nbsp;<\/em><\/p>\n\n\n\n<p>The keywords with higher business potential are the ones you should prioritize in your SEO content strategy.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s a cheat sheet for scoring the \u201cbusiness potential\u201d of keywords:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"1853\" class=\"wp-image-149189\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-business-potential.png\" alt=\"A table showing how to score a topic's business potential\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-business-potential.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-business-potential-413x425.png 413w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-business-potential-768x791.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/3-business-potential-1492x1536.png 1492w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n<p>Scoring a keyword depends on how valuable it is for your business. So there\u2019s no <strong>right<\/strong> way of scoring it\u2014a \u201c3\u201d for you may be a \u201c1\u201d for others.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Analyze ranking potential\" data-section=\"3-analyze-ranking-potential\">&nbsp;&nbsp;\n\n\n\n<h2 class=\"wp-block-heading\">3. Analyze ranking potential<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Due to a variety of reasons, some keywords are harder to rank than others. So while that doesn\u2019t mean you completely avoid difficult keywords (especially if they have business value), you should take ranking difficulty into account when targeting them.<\/p>\n\n\n\n<p>At Ahrefs, ranking potential means it\u2019s viable for us to <strong>rank in the top three with our available resources.<\/strong><\/p>\n\n\n\n<p>But how do we know we\u2019ll be able to rank in the top three? We do this by assessing four things.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Backlinks<\/h4>\n\n\n\n<p>Backlinks are one of Google\u2019s top ranking factors. It has even <a href=\"https:\/\/www.youtube.com\/watch?v=l8VnZCcl9J4&amp;t=1827s\">said this itself<\/a>.&nbsp;<\/p>\n\n\n\n<p>Which means that the more high-quality backlinks the current top-ranking pages have, the harder it\u2019ll be to compete with&nbsp;them.<\/p>\n\n\n\n<p>To see <em>roughly <\/em>how many backlinks you\u2019ll need to rank in the top 10 search results, check the Keyword Difficulty (KD) score in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>. For example, if we want to rank for the keyword <em>how to make kimchi<\/em>, it\u2019s estimated that we\u2019ll need backlinks from ~77 websites.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-149191\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/4-keyword-difficulty.png\" alt=\"The Keyword Difficulty for the topic &quot;how to make kimchi,&quot; via Ahrefs' Keywords Explorer\" width=\"371\" height=\"349\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/4-keyword-difficulty.png 742w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/4-keyword-difficulty-452x425.png 452w\" sizes=\"auto, (max-width: 371px) 100vw, 371px\"><\/figure>\n\n\n\n<p>For a more thorough assessment, scroll to the SERP overview and check the <strong>Domains<\/strong> column to see the number of linking websites to each&nbsp;page.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1476\" height=\"800\" class=\"wp-image-149193\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/5-serp-overview.png\" alt=\"The SERP overview for &quot;how to make kimchi,&quot; via Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/5-serp-overview.png 1476w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/5-serp-overview-680x369.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/5-serp-overview-768x416.png 768w\" sizes=\"auto, (max-width: 1476px) 100vw, 1476px\"><\/figure>\n\n\n\n<p>These numbers, however, only tell you about the quantity of backlinks. Quality <strong>matters <\/strong>too. So to understand link quality, you\u2019ll need to review each page\u2019s backlink profile. You can do this by clicking the number in the <strong>Backlinks<\/strong> column.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"955\" class=\"wp-image-149195\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/6-backlinks.png\" alt=\"The Backlinks report, via Ahrefs' Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/6-backlinks.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/6-backlinks-680x325.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/6-backlinks-768x367.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/6-backlinks-1536x734.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/backlink-audit\/\"><em>How to Do a Basic Backlink Audit (In Under 30 Minutes)<\/em><\/a>&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Authority<\/h4>\n\n\n\n<p>Google representatives <a href=\"https:\/\/www.youtube.com\/watch?v=MD6ABXMMuaI&amp;t=1427s\">have said<\/a> that Google doesn\u2019t evaluate a <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/website-authority\">site\u2019s authority<\/a>. Still, many SEOs believe that authoritative websites have an easier time ranking on Google and, thus, typically take a website authority metric\u2014e.g., <a href=\"https:\/\/help.ahrefs.com\/en\/articles\/1409408-what-is-domain-rating-dr\">Domain Rating (DR)<\/a>\u2014into account when assessing ranking difficulty.&nbsp;<\/p>\n\n\n\n<p>The skepticism arises because SEOs believe that <strong>even if <\/strong>Google doesn\u2019t have an internal website authority metric, website authority can still impact rankings:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>High-DR sites tend to have more high-authority pages (from backlinks) and, thus, internal links from those pages may help other pages rank higher.<\/li>\n\n\n\n<li>Searchers prefer seeing trusted brands for some queries.<\/li>\n<\/ol>\n\n\n\n<p>If you think this makes sense and want to evaluate website authority, then you can check the top-ranking pages\u2019 DR scores in the <strong>SERP overview<\/strong> section in <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1204\" height=\"770\" class=\"wp-image-149197\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-serp-overview.png\" alt=\"The Domain Rating for the top-ranking pages for the query &quot;how to make kimchi,&quot; via Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-serp-overview.png 1204w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-serp-overview-665x425.png 665w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-serp-overview-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/7-serp-overview-768x491.png 768w\" sizes=\"auto, (max-width: 1204px) 100vw, 1204px\"><\/figure>\n\n\n\n<p>If they are all much higher than your own DR, you may want to prioritize other keywords.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Search intent<\/h4>\n\n\n\n<p>Google knows <em>why <\/em>searchers are looking for a particular query and gives them what they want to&nbsp;see.&nbsp;<\/p>\n\n\n\n<p>For example, Google knows people looking for <em>how to make kimchi <\/em>want to learn how to make the Korean fermented dish. So the SERPs are\u2014as expected\u2014mostly how-to guides:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1166\" height=\"834\" class=\"wp-image-149199\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-serp-overview.png\" alt=\"The search intent for &quot;how to make kimchi&quot;\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-serp-overview.png 1166w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-serp-overview-594x425.png 594w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/8-serp-overview-768x549.png 768w\" sizes=\"auto, (max-width: 1166px) 100vw, 1166px\"><\/figure>\n\n\n\n<p>To analyze each keyword\u2019s search intent, Google your target keyword and analyze the SERPs for the three&nbsp;Cs:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Content type<\/strong> \u2013 Are they blog posts, landing pages, product pages, or something else?<\/li>\n\n\n\n<li><strong>Content format<\/strong> \u2013 Are they listicles, how-tos, recipes, tools, or something else?<\/li>\n\n\n\n<li><strong>Content angle<\/strong> \u2013 Is there a dominant selling point, like how easy it&nbsp;is?<\/li>\n<\/ol>\n\n\n\n<p>You\u2019ll want to make sure you\u2019re able to fulfill the search intent for the keywords you want to target. For example, if the SERPs require you to build a free backlink tool\u2014like <a href=\"https:\/\/ahrefs.com\/backlink-checker\"><em>backlink checker<\/em><\/a>\u2014and you don\u2019t have the capability to do so (such as a <a href=\"https:\/\/ahrefs.com\/big-data\">huge links database<\/a>), chances are you\u2019re not going to be able to compete for that keyword.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1180\" height=\"704\" class=\"wp-image-149200\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/9-serp-overview.png\" alt=\"The SERP overview for &quot;backlink checker,&quot; via Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/9-serp-overview.png 1180w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/9-serp-overview-680x406.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/9-serp-overview-768x458.png 768w\" sizes=\"auto, (max-width: 1180px) 100vw, 1180px\"><\/figure>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\"><em>What Is Search Intent? A Complete Guide for Beginners<\/em><\/a>&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Quality<\/h4>\n\n\n\n<p>If someone is testing 47 air purifiers just to create a blog post, chances are it\u2019s going to be hard to beat them on content quality.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1234\" height=\"270\" class=\"wp-image-149201\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-wirecutter.png\" alt=\"Wirecutter tested 47 different air purifiers to find the best\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-wirecutter.png 1234w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-wirecutter-680x149.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/10-wirecutter-768x168.png 768w\" sizes=\"auto, (max-width: 1234px) 100vw, 1234px\"><\/figure>\n\n\n\n<p>It\u2019s no wonder they\u2019re ranking #1 for a competitive query:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"956\" height=\"352\" class=\"wp-image-149202\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/11-wirecutter-ranks-number-one.png\" alt=\"Wirecutter's page on best air purifier ranks number one for the keyword &quot;best air purifier&quot;\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/11-wirecutter-ranks-number-one.png 956w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/11-wirecutter-ranks-number-one-680x250.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/11-wirecutter-ranks-number-one-768x283.png 768w\" sizes=\"auto, (max-width: 956px) 100vw, 956px\"><\/figure>\n\n\n\n<p>Therefore, to beat Wirecutter, you\u2019ll likely have to review a similar number of air purifiers or do something unique and different. That will require a ton of time and resources.&nbsp;<\/p>\n\n\n\n<p>So for the keywords you\u2019re targeting, you\u2019ll want to make sure that beating the top-ranking pages on content quality is within your realm of possibility.&nbsp;<\/p>\n\n\n\n<p>After reviewing your desired keywords for the four attributes, you can give them a \u201cranking potential\u201d score:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"1410\" class=\"wp-image-149204\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-ranking-potential-score.png\" alt=\"How to score a keyword's ranking potential\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-ranking-potential-score.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-ranking-potential-score-543x425.png 543w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-ranking-potential-score-768x602.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/12-ranking-potential-score-1536x1203.png 1536w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/keyword-difficulty\/\"><em>Keyword Difficulty: How to Estimate Your Chances to&nbsp;Rank<\/em><\/a><\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Create high-quality, search-focused content\" data-section=\"4-create-high-quality-search-focused-content\">&nbsp;&nbsp;&nbsp;\n\n\n\n<h2 class=\"wp-block-heading\">4. Create high-quality, search-focused content<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Finding keywords that have <strong>business potential,<\/strong> <strong>search traffic potential,<\/strong> and <strong>ranking potential<\/strong> is the core of our entire content strategy.&nbsp;<\/p>\n\n\n\n<p>It allows us to create content that not only <a href=\"https:\/\/ahrefs.com\/blog\/how-to-rank-higher-on-google\/\">ranks high on Google<\/a> but also directly ties into our business goals. After all, there\u2019s no point in generating a ton of organic traffic if people don\u2019t&nbsp;buy.&nbsp;<\/p>\n\n\n\n<p>When we have a list of keywords that fulfill our criteria, it\u2019s time to create content. Specifically, high-quality, search-focused content.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s break it&nbsp;down.&nbsp;<\/p>\n\n\n\n<p><strong>Search-focused<\/strong> means content that matches search intent for its main target keyword. You would have already analyzed search intent during the process of evaluating ranking potential. All that\u2019s left is to match&nbsp;it.<\/p>\n\n\n\n<p>For example, if you\u2019re targeting the keyword <em>how to drive traffic to your website<\/em>, it\u2019s likely you\u2019ll have to create a listicle of the best ways to drive traffic.&nbsp;<\/p>\n\n\n\n<p>And that\u2019s what we\u2019ve&nbsp;done:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1412\" height=\"724\" class=\"wp-image-149206\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/13-serp-overview.png\" alt=\"The SERP overview for &quot;how to drive traffic to your website,&quot; via Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/13-serp-overview.png 1412w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/13-serp-overview-680x349.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/13-serp-overview-768x394.png 768w\" sizes=\"auto, (max-width: 1412px) 100vw, 1412px\"><\/figure>\n\n\n\n<p><strong>High-quality<\/strong> is subjective. Everyone\u2019s definition will be different. At Ahrefs, we value content with R-E-A-C-H:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>R<\/strong>eal \u2013 Authentic and original. Brings something new to the&nbsp;table.<\/li>\n\n\n\n<li><strong>E<\/strong>xperienced \u2013 Written by someone with topical knowledge and expertise.<\/li>\n\n\n\n<li><strong>A<\/strong>ccurate \u2013 Facts backed up by trustworthy sources and opinions clearly expressed.<\/li>\n\n\n\n<li><strong>C<\/strong>lear \u2013 Explained well without fluff or jargon. Illustrations where needed.<\/li>\n\n\n\n<li><strong>H<\/strong>elpful \u2013 Truly solves the problem at hand. Not just words for the sake of&nbsp;words.<\/li>\n<\/ul>\n\n\n\n<p>We try, as much as possible, to make sure all content we produce matches these criteria. (Do you think this post matches R-E-A-C-H?&nbsp;\ud83d\ude04)<\/p>\n\n\n\n<p>If you\u2019re looking for the exact step-by-step process on how we create SEO content, I recommend reading <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">this post<\/a> or watching this&nbsp;video:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">https:\/\/www.youtube.com\/watch?v=8BdZ0dUu7VQ<\/div>\n<\/figure>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/content-creation\/\"><em>Content Creation: The Complete Guide for Beginners<\/em><\/a><\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Maintain high-quality, search-focused content\" data-section=\"4-maintain-high-quality-search-focused-content\">&nbsp;&nbsp;\n\n\n\n<h2 class=\"wp-block-heading\">5. Maintain high-quality, search-focused content<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>We don\u2019t just publish our content and forget about it. We actively maintain it. That means updating or rewriting our content often.<\/p>\n\n\n\n<p>Why do we do this? A few reasons:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your post won\u2019t always rank on the first&nbsp;try.<\/li>\n\n\n\n<li>Your post may decline in rankings.<\/li>\n\n\n\n<li>For some keywords, search intent may change.<\/li>\n\n\n\n<li>Information in your content can get outdated and, thus, affect quality.<\/li>\n\n\n\n<li>The SERPs are not static, and people can one-up you. You\u2019ll have to find out why they outrank you and beat them&nbsp;again.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>For example, we updated our post on <a href=\"https:\/\/ahrefs.com\/blog\/free-seo-tools\/\">free SEO tools<\/a> recently. Look at how much the traffic spiked after we refreshed it:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1892\" height=\"712\" class=\"wp-image-149208\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-traffic-spike.png\" alt=\"The spike in traffic after republishing our post on free SEO tools, via Ahrefs' Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-traffic-spike.png 1892w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-traffic-spike-680x256.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-traffic-spike-768x289.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/14-traffic-spike-1536x578.png 1536w\" sizes=\"auto, (max-width: 1892px) 100vw, 1892px\"><\/figure>\n\n\n\n<p>How do we identify which content needs updating? Every quarter, each writer on the Ahrefs content team goes through their own content and identifies two types of&nbsp;posts:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Posts that need updating.<\/li>\n\n\n\n<li>Posts that need to be rewritten.<\/li>\n<\/ul>\n\n\n\n<p>Each writer then jumps on a call with <a href=\"https:\/\/twitter.com\/joshuachardwick\">Joshua Hardwick<\/a>, our head of content, to discuss how these pieces of content can be improved. When the general direction is agreed upon, each writer goes back and rewrites their content.&nbsp;<\/p>\n\n\n\n<p>While this is our current process, you don\u2019t have to do it like us. In fact, if you\u2019re a WordPress user, the easiest way to see which content needs updating is to install our <a href=\"https:\/\/ahrefs.com\/wordpress-seo-plugin\">free WordPress SEO plugin<\/a>. Set a target keyword for each page, and it\u2019ll tell you if rankings start to decline.<\/p>\n\n\n\n<p>You can then investigate and see if it\u2019s because the content needs refreshing.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1106\" height=\"522\" class=\"wp-image-149210\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/15-content-audit.png\" alt=\"Results from a content audit, via Ahrefs' WordPress SEO plugin\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/15-content-audit.png 1106w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/15-content-audit-680x321.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/11\/15-content-audit-768x362.png 768w\" sizes=\"auto, (max-width: 1106px) 100vw, 1106px\"><\/figure>\n\n\n\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/republishing-content\/\"><em>Republishing Content: How to Update Old Blog Posts for SEO<\/em><\/a>&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Our SEO content strategy is not complex. In fact, I think this simplicity is deliberate. It makes it easy to follow consistently, which may help explain our success with&nbsp;it.&nbsp;<\/p>\n\n\n\n<p>Any questions or comments? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Our SEO content strategy can be summarized into one sentence: We create and maintain high-quality, search-focused content about topics with business potential, search traffic potential, and ranking potential. We\u2019ve carefully crafted this sentence. Each word has earned its way<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":149212,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73,335],"tags":[],"coauthors":[339],"class_list":["post-149178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Create an SEO Content Strategy (Follow the Ahrefs&#039; Framework)<\/title>\n<meta name=\"description\" content=\"This is a guide on how Ahrefs\u2019 SEO content strategy works. 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