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Despite the fact that content is still king in the SEO world, writing blogs that are filled to the brim with keywords and little else is not the way to go. When writing content for SEO, some copywriters tend to focus on keyword research and density to guide their output, resulting in content that is aimed at search engines, not the target audience. Remember, the goal for all of this is to create something that will have your consumers interested, and have them explore more of your website.
In order to organize content properly, creating an outline is advised.
Pixabay.com photo by StartupStockPhotos
However, that does not mean keywords are no longer important. They are still a key component in SEO, but people need to realize they are not the end-all, be-all in SEO content. There’s a delicate balance writers need to keep in producing content that is both interesting and SEO-friendly. This is something that is easier said than done however, as there is no exact formula on how to go about this. There are certain things writers can keep in mind to create high-quality SEO content though, and we’ve listed some of them here.
- Use keywords effectively
Though keywords may not be as impactful as they were before, they are still a determining factor in the outcome of a content campaign. However, creating content that revolves around keywords needs to be done the right way. One thing SEO content writers need to remember is to not just focus on the data from keyword research, but also to go beyond it. What this means is that writers need to read between the lines of data and figure out what is really driving customers to engage with these keywords. How many comments were made for a given article (or video), and what was the general tone of these comments? Where did they first see this post pop up? Looking into the social media statistics of the post is a great way to find out more as well.
However, writers need to keep in mind, again, to not focus so much on keywords and other relevant terms, and instead look at the bigger picture. Yes, your content passed all of the standards needed in order for it to rank on the first page. But do your consumers read until the end? Do they suggest it to other people they know? Are they responding to your calls to action? Writers need to ask these questions because in the end, the main reason why we even do SEO is to increase traffic that will convert.
- Present your content properly
One of the most common mistakes rookie content writers make is to immediately type whatever pops into their mind. Though writing from inspiration is not necessarily a bad thing, it becomes a different thing entirely when you are simply writing as you go without a concrete plan in mind. The ideas and points might be there, but if it is not organized properly, either the readers will not understand your content properly, or they simply won’t be interested. Laying out the content properly on the page is half the battle when it comes to high-quality content.
The main thing that needs to be done is to have the main content be front and center. Don’t make your readers have to scroll down just to get to the point of the entire article. Remember, the easier it is for visitors to get what they want, the better your page is. There’s no need to have your page look “pretty” either. Though some websites may look nicer than others, what really drives traffic is if it is easy to read and understand. It’s a good idea to have an outline of the entire content to properly organize the points and ideas, as it will make it easier for the reader to understand.
- Make it long without it being boring
Another thing SEO content creators need to keep in mind is to always give value to your content. And how much value can you really give when it’s only 200 words long? Most search engines favor longer articles and blogs, and we can see why. Yes, little is better than none at all, but writers need to make sure their articles actually have “content.” And it can be challenging to do that when what you give out is less than 300 words. Though there is no exact length given by search engines, it is best to shoot for well over 1,000 words. With a higher word count, you have more elbow room to present your topic properly.
On the other hand, there are times in-depth content can become a tad boring. Because of this, there are times readers don’t even care to finish reading the entire thing. One way to combat this is to insert some photos or lines that will pique the consumer’s interest. Infographics, numbered lists, and even funny GIFs can go a long way in alleviating the monotony. However, take note that you should maintain the tone all throughout your content. Know the target audience, and act accordingly to be consistent all throughout the write-up.
- Craft the main content well and make use of supplementary content
In search engines, one of the most important measures of what makes topnotch content is how effective the main content is. The main content is the part of the blog which fulfills the purpose of the entire page. High-quality main content is not easy to make though. It takes a lot of time and effort in order to create main content that is impactful, and the best way to achieve that would be to keep in mind what the purpose of what you’re writing is. However, the main content still needs something else to be effective.
Great supplementary content is something that enhances the overall quality of the content. Basically, it should be specifically aimed to supplement the goal of the content. For example, if the main content is a blog post about how to cook the ultimate three-course meal, an excellent supportive content would be an article about where to find the freshest ingredients at the best price. Another aspect of complementary content is that it should also give the users a better experience overall, and will encourage users to stay on the page.
- Make it worthwhile for the user
One of the things that drive ranking in search engines is user intent. This means if visitors find what they were looking for in your website, it will rank higher. This is also one of the standards content needs to reach in order to be deemed high-quality. If what you have on your page is interesting, SEO-friendly, and contains the proper keywords, it still means nothing if it does not fulfill what the consumer expected from it. This is why writers also need to keep in mind what the users are looking for when they read your content. When it comes to user intent, the end goal for SEO writers is to have their content be what their readers are looking for.
This combines two things that were previously mentioned—giving value to what you write, and knowing the target audience. Keeping these things in mind is essential in order to give the user what they want. Don’t only write about what you think your audience wants. Listen to what they want. You can do this by reading the comments section, and be on the lookout for recurring problems or concerns. With this, it’s clear to see why writers need to keep the user’s needs in mind when creating content. The main thing writers need to question when they finish writing up an article is if the content fulfills the user’s needs, or will the user need to look elsewhere? If it’s the latter, you need to change it until the answer is the former.
In the end, nobody can really claim to know exactly how to create excellent SEO content 100% of the time. There is no shortcut to success to be found, nor is there a one-size-fits-all method that will apply to every website there is. However, what we need to keep in mind is that the fundamentals are important. The most important thing to keep in mind when trying to make high-quality content is to remember why you’re doing it in the first place. Everything else will follow. Here, we’ve listed out tips and guides that will help you achieve that goal. But in the end, the best thing to do would be to keep on learning, and to remember to always give value to what you create.