Search Engine Optimisation

Content Development

What Is Content Development and Why Is It Important?

Content development, alongside technical and off-site metrics, is a SEO pillar vital to improving organic traffic, user engagement and conversions. Developing content around your product and services increases website relevancy in the search engine’s eyes, which in-turn improves organic search rankings.

Developing content for your site is key as it serves several purposes. It allows you to target specific keyword themes for rankings, deliver valuable information to your users/target audiences, improves website experience and drives conversions.

Content also spans across the user-buying journey, enabling you to speak to your potential customers in each phase. Whether it be research, consideration or purchase. Building specific content for each of these phases provides long-term value and a positive impact from your overall marketing spend.

What Is Content Development and Why Is It Important?

Content Development at Indago Digital

At Indago Digital, we believe that campaigns should be data informed. This is no different for content development.

We use numerous sources of data to develop content, which are dependent on the type of content being created. We utilise search, audience, social and competitor data to build insights into where the biggest content opportunities are and build strategies accordingly.

It is crucial that we have a view in-line with audience data, on existing content performance across paid, owned and earned. We are then able to identify content gaps across the user-purchase journey for content development.

Our Methodology and Results

Our specific content development methodology ensures that content is created for a specific purpose and is strategically underpinned by data. Our structured process ensures that the developed content is aimed to hit your business goals.

Remember that content is multi-faceted; written, image and video.

Content Audit

Content Audit - Understand existing content performance on your website. Is your web content fit for purpose? Are there any gaps?

The content audit is designed to provide a detailed view on new content, optimisation opportunities, competitor benchmarking and overall content performance.

Content Strategy

Content Strategy - The content strategy is created based on the insights from the audit. Content formats, targeting and planning is generated at this stage.

Upon approval, a shared content development calendar is created.

Content Creation and Optimisation

Content Creation and Optimisation - This is the stage where all the work and insights generated in the audit and strategy are brought to life through content building.

Depending on the gaps and campaign goals we will build a variety of content from those designed to generate visibility, to conversion lead copy.

At this stage we also optimise and improve any existing copy if needed, to match audience requirements and support organic visibility.

Performance

Performance - We then closely monitor the performance of each content campaign based on the specific KPI’s.

We utilise a range of custom-built internal tools to report on campaign success, generate insights for future content development, and discover additional optimisation opportunities.

Meet Our

SEO Agency Team

As an SEO agency, we hand-pick skill sets to maximise your search engine potential.

In an ever-changing industry, we stay ahead in the latest SEO trends and tools by learning from industry events, internal integrated training and shared-knowledge sessions. Our SEO team consists of developers, data scientists, creatives and content writers.

With over 60 years of combined experience in a broad range of verticals such as; travel, finance, retail, hospitality and more – we’ve perfected the craft of profitable SEO.

SEO Testimonials

Successful Stories

  • Karen Lewis
    Karen Lewis
    50 years ago
    Head of Digital - Employsure ;

    When I started at Employsure, Indago Digital were already running our SEO campaign and with strong results. Since then we’ve started to work even more collaboratively, we have embarked on some innovative projects and the results have been even better. They employ good people who are keen to work hard and know their stuff when it comes to SEO.

  • Sandra (Nathaniel) Wills
    Sandra (Nathaniel) Wills
    50 years ago
    Digital Marketing Manager - Noble Oak Life ;

    We always bought into the fact that SEO was a critical channel for us to be investing into but hadn’t had the success we were hoping for through other agencies. Although we’ve a long way to go the early signs are positive. SEO sessions and conversions are up! We’ve now decided to use their PPC services as well.

  • Emily Jane Stevenson
    Emily Jane Stevenson
    50 years ago
    Digital Marketing Manager - The Merivale Group ;

    Like any relationship, it’s important that you put your best foot forward. The on-boarding process with indago digital has been the most seamless I’ve experienced, and we’ve been impressed with the results they’ve been driving.

  • Jeremy Reitman
    Jeremy Reitman
    2 years ago
    Director, Digital Marketing - Expedia ;

    We’ve worked with Gary & Indago from day one. They’ve been instrumental in helping bring the Helloworld brand to life online through various performance marketing means. Their team of experts focused on everything digital from paid search, organic (SEO), mobile web/app, analytics, re-targeting. Unlike most other agencies, Indago felt like a direct extension to the core helloworld team & elected to be involved in strategic meetings to achieve the desired results.

  • Tim Connew
    Tim Connew
    50 years ago
    Digital Marketing Manager - Contiki Holidays ;

    We moved to indago digital as we wanted an agency who would provide us with the support and face to face time we require. We’re a brand that employs customer-centric people and wanted an agency that held those same values. After six months of working with indago, we now have an agency who shares our values and is driving our business forward through proven expertise and hard work.

News Hub

Industry's Latest News & Trends

We Love Talking Content! Do You Fancy Sharing Stories?