Karam Hanna | Digital Marketing Strategist & Performance Consultant

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Modern SEO Is Not Just Keywords: How I Build Content That Ranks and Converts

Search engine optimization (SEO) is no longer about stuffing pages with keywords or buying backlinks. In today’s competitive landscape, successful SEO means building content ecosystems that are valuable, technically sound, and aligned with user intent.

As a digital marketing strategist, I’ve helped clients rank for high-intent keywords in saturated industries by focusing on strategic content planning, on-page optimization, and performance monitoring — not shortcuts. In this article, I’ll walk you through how I approach SEO from both the technical and content sides, using real examples and proven frameworks that work.

Why Modern SEO Is All About Strategy

When clients approach me asking to “rank on Google,” my first question is always:

“What do you want users to do once they land on your page?”

SEO is not just about traffic — it’s about attracting the right traffic that will convert, subscribe, call, or engage. My approach combines:

  • Technical SEO (site structure, speed, schema)

  • On-page optimization (titles, meta, content depth)

  • Search intent alignment

  • Strategic content mapping

  • Continuous analysis and updates

And no — I don’t rely on outdated tricks. Google is too smart for that.

Step 1: Start With Intent, Not Keywords

I don’t begin with keyword tools. I begin with understanding the user journey.

For example, a client in the fitness coaching space wanted to rank for “weight loss program.” Instead of optimizing for that ultra-competitive term alone, I built content around search intent clusters like:

  • “Best weight loss tips for busy professionals”

  • “Home workout plan for beginners”

  • “Healthy meal plan for weight loss”

These long-tail, intent-driven topics converted 3x better than the main keyword — and they supported the site’s authority on the primary term over time.

Tools I use:

  • Google Search Console (GSC)

  • AnswerThePublic

  • Semrush or Ubersuggest (budget dependent)

Step 2: Build a Strategic Content Map

Once I’ve identified valuable topics, I organize them into a content hub model — one main “pillar” page supported by several “cluster” pages.

Here’s how I structured it for an eCommerce brand selling supplements:

  • Pillar: “Complete Guide to Natural Supplements for Energy”

  • Cluster 1: “Ginseng vs. Caffeine – Which Boosts Energy Better?”

  • Cluster 2: “Top 5 Herbal Supplements for Focus in 2025”

  • Cluster 3: “Are Natural Supplements Safe? What the Research Says”

Each blog linked internally, and we added schema markup to the pillar. Result: A 142% traffic increase to the hub in 60 days, with dwell time over 3 minutes.

Step 3: On-Page SEO That Actually Works

There are a few non-negotiables I optimize on every page:

  • Title tag (under 60 characters) with the keyword near the front

  • Meta description (under 155 characters) with a clear CTA or hook

  • H1 and H2 tags structured for readability and crawling

  • Image ALT tags and compressed images

  • Internal links to related content

  • Short paragraphs + bullet points for skimmers

For one Montreal-based client, updating titles and H1s alone boosted CTR from 1.9% to 3.4% in Google Search Console within three weeks — no new content required.

Step 4: Technical SEO Health Check

Before publishing, I make sure the site is:

  • Mobile-friendly (test with Google’s Mobile-Friendly Tool)

  • Fast-loading (I aim for under 3 seconds)

  • Secure (HTTPS)

  • Free of crawl errors (via GSC)

  • Using a clean URL structure (e.g., /seo-content-strategy/ instead of /blog?id=47)

I also ensure schema markup is implemented for rich snippets — especially on product pages, reviews, and articles.

Step 5: Measure and Adjust — SEO Is Never “Done”

Every SEO campaign I run includes performance dashboards — either in Looker Studio, Google Analytics 4, or both. I track:

  • Organic sessions and CTR

  • Keyword rankings

  • Bounce rate and dwell time

  • Conversions from organic sources

  • Pages with declining performance (for updates)

For example, a blog I wrote about “AI in real estate marketing” dropped in traffic after 6 months. I refreshed it with updated 2025 trends, added new stats, and reindexed it via GSC. The post bounced back to the first page within 10 days.

My Go-To Tools for SEO Success

  • Google Search Console – Keyword data and indexing issues

  • Google Analytics 4 – Track user behavior

  • Yoast SEO / Rank Math – On-page optimization in WordPress

  • Surfer SEO / Frase – Content scoring and optimization

  • Screaming Frog – Crawl audits

  • Looker Studio – SEO performance dashboards

Real Case: Optimizing a College Blog for Organic Leads

I worked with an education institute to revamp their blog. The challenge: 80+ old posts with weak traffic. My solution:

  1. Deleted outdated/duplicate content

  2. Grouped posts under new “Study in Canada” content hubs

  3. Rewrote top 10 articles with better formatting, titles, and calls to action

Result: Monthly organic leads doubled within 3 months — without spending on paid ads.

Final Thoughts: SEO Isn’t Magic — It’s Smart Strategy

Many business owners still see SEO as mysterious or slow. In reality, SEO is one of the most cost-effective long-term channels — when approached strategically.

The content I create isn’t just optimized to rank — it’s built to earn clicks, drive engagement, and convert visitors into real business outcomes. Whether you’re in real estate, SaaS, education, or eCommerce, this mindset is what separates basic blogs from true digital assets.

Want to build a content strategy that gets you found — and fuels your growth?

Let’s create SEO content that works harder for your business.

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