Content Strategy and Keyword Research

Overview

A strong content strategy drives organic traffic to your marketplace. Understanding keyword research helps you create content that ranks in search engines and attracts potential customers.

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Content Strategy Basics

Why Content Matters

Content Pillars

Build content around key themes:

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Keyword Research

Understanding Keywords

Keyword Research Tools

Finding Keywords

Step 1: Seed Keywords

Start with obvious terms:

• Gold jewellery
• Diamond ring
• Wedding jewellery
• Gold price

Step 2: Expand with Modifiers

Step 3: Long-tail Keywords

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Keyword Prioritization

Evaluating Keywords

Keyword Scoring Matrix

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Content Types

Category Pages

For product-focused searches:

Target: "gold jewellery in [city]"
Content:
- H1: Gold Jewellery in [City]
- Intro paragraph with keywords
- Product grid from category
- City-specific information
- FAQs about gold in [city]

Blog Articles

For informational searches:

FAQ Pages

For question-based searches:

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Content Creation

Writing for SEO

Best Practices:

Content Brief Template

Title: [Primary Keyword] - [Compelling Hook]
URL: /category/[slug]
Primary Keyword: [main target]
Secondary Keywords: [2-3 related terms]

Outline:
- Introduction (mention keyword)
- Section 1: [H2 with keyword variant]
- Section 2: [H2 with related keyword]
- FAQ Section (3-5 questions)
- Conclusion (CTA)

Word Count: 1,500 minimum

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Measuring Success

Key Metrics

Tracking Progress

Monthly review:

1. Check keyword rankings
2. Analyze traffic trends
3. Review top pages
4. Identify gaps
5. Plan new content

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Content Calendar

Planning Content

Seasonal Content

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AI Content Generation

Using AI Effectively

AI Workflow

1. Research keywords
2. Create content brief
3. Generate AI draft
4. Edit and fact-check
5. Add unique insights
6. Optimize for SEO
7. Publish and monitor

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Best Practices

Do's ✅

• Research before writing
• Focus on user intent
• Update old content
• Build internal links
• Use data to guide strategy
• Monitor competitors

Don'ts ❌

• Don't keyword stuff
• Don't copy competitor content
• Don't ignore search intent
• Don't create thin content
• Don't forget mobile users
• Don't neglect page speed

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Troubleshooting

Not ranking?

1. Check page is indexed
2. Review keyword competition
3. Improve content quality
4. Build more internal links
5. Wait 2-4 weeks

Traffic dropped?

1. Check for Google updates
2. Review affected pages
3. Look for technical issues
4. Analyze competitor changes
5. Update content

High bounce rate?

1. Check search intent match
2. Improve page speed
3. Enhance content quality
4. Better internal linking
5. Fix mobile experience

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Related Articles

• Creating SEO Category Pages
• Platform Analytics
• Managing Jewellers