Those in the digital marketing landscape will tell you that search engine optimization (SEO) is one of the pillars of marketing that every business should put in place. Although there is a perception among some people that this is the most challenging matrix to crack in digital marketing, SEO is about understanding what search engines expect of you and replicating that. This is why while writing content you need to first conduct research to know how well you can reach your target audience. Implemented successfully, an SEO strategy might be the breakthrough your business has been looking for.
But beyond good SEO, there are other factors like the quality of your landing page that will impact conversion rates. I will not cover much about designing a landing page or making good use of search result traffic; that is reserved for another post. This post is largely about how you can embed SEO into content and make it an effective tool for attracting the right traffic.
Writing for SEO, today
In order to understand how SEO has changed over the years, it would make sense to first review what it entailed to hack it more than a decade ago. Back in 2001, keyword stuffing was the thing that would get your site up to compete in your niche. This entailed cramming keywords in any tags you could find on a page so it appeared like the entire article was all about mentioning that single keyword.
Another tactic people would use successfully included reusing keywords by writing different variants of it that essentially meant the same thing. Some people would also rely on domain name or sub domain keyword use, and it worked really well in those days. You cannot also forget to mention that writing was all about pleasing search engine robots, so sometimes users would not be lucky as the content sounded nonsensical in some parts.
But that was in the past. Search engine technologies have advanced and you can only shoot yourself on the foot by using any of those shady methods in your SEO content writing. Let’s now shift focus to what you are expected to do today to please search robots. While approaching SEO content writing today, there things you must remember:
Solving the query of the user matters mostSearch engines have advanced so much that it’s now easier to identify content that is useful to readers. This technology helps the search engines to show users only results that are relevant to their questions. The aim is to ensure users get the most accurate answers for their queries, so any writing that fails to fulfill this requirement is not likely to get your website far in terms of SEO success.
Matching intent better than exact keyword matchingIt no longer pays to use keywords for the sake of trapping users. You must first identify their intent while searching for certain terms. Instead of using different keywords that seem to match the query of the user on each page, it makes more sense to build a page that relates with the intent of the user. You can then insert all these keywords on this page so any user looking for such information is redirected accordingly.
User experience mattersHow is your content structured? This is something Google considers while evaluating the relevance of a website to ensure users are referred to sites that provide a good experience. What does this mean? There are different things Google looks at that help to indicate user satisfaction and one of them is bounce rate. If someone comes to your site then leaves to click another search result, it’s an indication your content or the page is not providing the experience the user expects. Long load times and failure to break down content in readable parts may also contribute to this. You need to ensure your pages are designed with the user in mind to provide a smooth browsing experience while answering the questions raised.
One thing you are not likely to escape from while targeting Google for SEO is quality. Any content you write for your pages should reflect this, and that is because Google has advanced technology that helps to tell the quality of your SEO content. Google wants to only show pages that can be termed as authorities in the subject matter the user is looking to learn about. So, while planning content for your website, you must take an expert approach that helps to bring out the best part about your business.
If you deal with electrical components and a user seeks to learn more about a certain component, you should satisfy the concerns of the user with relevant and precise content. Many visitors first skim through content to decide if it answers their concerns, so to provide a logical flow, it’s recommended to adopt the top-to-bottom flow, which should provide insight into questions like who you are, things you deal in, and also include evidence to show you understand everything you are doing. After you have written your content, you need to take some moments to get rid of superfluous information. Don’t flood pages with external or internal hyperlinks or blocks of content as this might only serve to distract readers.
This is quite debatable, but there is something called thin content that you need to stay away from by all means. Any content below 500 words may be considered too short to sufficiently provide an answer to the question the user has raised. You should strive to write long blog posts as this provides enough room to exploit all points under that subject. Many experts will tell you that most SEO articles that rank well lie within the length of between 1,000 words and 5,000 words or more.
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