Google aims to provide users with the most relevant results for their queries. So if you want to rank high and get more search traffic, you need to be the most relevant result—and that means creating content that aligns with search intent.
How do you figure out what type of content to create? Do a search in Google for your target keyword, then analyze the top-ranking pages for the three Cs of search intent.
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A. Content type
Content types usually fall into one of five buckets: blog post, product, category, landing page, or video.
For example, if we search for “how to invest,” you’ll notice that the top few results are mostly blog posts.
So if you want to rank for this keyword, you’ll likely have to create a blog post.
Another example: If you look at the SERPs for “how to ski,” you’ll see that the top few results are mostly videos.
If you want to rank for this topic, it is likely you’ll have to create a video.
B. Content format
Content format applies mostly to blog posts, as they’re usually either how-tos, listicles, news articles, opinion pieces, or reviews.
For example, the top-ranking results for “best wireless headphones” are mostly listicles: