Source of icon image
Keen to improve long-term traffic for your website? Wish to boost your content marketing efforts through Search Engine Optimization (SEO)?
Perhaps its time for you to create content that is more SEO friendly.
As a long-time blogger, I was pretty late in learning about and applying SEO in my articles.
Thanks to books like WordPress SEO Success, informative articles by thought leaders like Neil Patel and Mark Traphagen of Stone Temple Consulting, plus a short training session by Terrence from Hashmeta, I managed to learn a thing or two about creating more SEO friendly content.
These days, SEO and content marketing work hand-in-hand (see How to Optimize Your Content Marketing) . What I list here are just some of the basics of writing SEO friendly content. However, it will be a good place to start.
First, you need to know what your prospective customers are searching for online. In doing so, there are several questions that you should consider asking yourself:
In order to obtain such information, you could embark on a range of qualitative and quantitative research methods. The outcome would then be a customer persona or profile like the example given below:
Next, make a list of the commonly used key phrases and keywords for your articles.
Keywords and key phrases are words or phrases that your prospects would use to search for information on the topic which you will write about. They are often closely mapped to the buyer’s journey of your customer, ie different combinations of keywords would be used depending on whether he is researching for product information, considering alternatives, or ready to buy.
To get the right keywords with the right combination of volume versus competition, you may wish to use tools like Google AdWords Keyword Planner or SEMrush. Here is an example of how it would look on SEMrush, where you can also determine the keyword difficulty. I’ve used the keyword “Search Engine Optimisation” and it gives me some options together with the volume of searches and estimated Cost Per Click (CPC) to bid on those keywords.
As an example, a buyer who wishes to purchase a computer may key in “new windows laptop” at the initial “Awareness” stage of her purchase, but zoom in to “Dell 7000 series laptop coupon codes” at the “Decision” (buying) stage.
This is shown in the example below:
Courtesy of ECWid
To attract her attention and rank, you would want to use what we call long-tail keywords that are closely associated with her purchase journey.
Ensure that these keywords are included in the metadata of the page, which is part of the HTML code. Normally, the three main fields to consider here are:
Courtesy of Kikolani
There are lots more involved in SEO keyword research, and you could find out more by downloading free SEO course materials here.
In case you do not know, Google doesn’t like copycats. Web pages that steal or plagiarize content from an original source tend to get downgraded in their Search Engine Rankings by their algorithms.
Here, it will be useful to consider the best practices in providing Youtility when crafting your content, ie
A good way to provide greater Youtility is to consider how FAQs can rock your content marketing.
By answering the most commonly asked questions from your customers – filled with the right combination and frequency of keywords – your article is more likely to be rank.
Focusing on evergreen topics also helps your content to have longer staying power. While your search traffic may not peak as much as “newsjacking” type content, you are more likely to attract genuine customers and buyers.
Also known as the title, your headline is the most important part of your SEO-friendly content.
A well structured title not only tells the “spiders” of the search engines what the page is about – it also informs prospective readers what the article will cover.
To determine the right title for your post, consider the following practices:
A good example of SEO-friendly titles can be seen below (courtesy of Backlinko):
Make your article easy to read by using the right combinations of headings (H1 or H2), subheadings (H3 or H4), bullet points, bold and italics.
For headings and subheadings, consider including your keywords in them only if they make sense. As a general rule, it is more important to write for humans than machines. In any case, Google’s algorithms will increasingly mimic human behaviour.
Beyond this, consider other ways to format your text so that it is easier to read:
Now this can be tricky.
On the one hand, you want to make sure that search engines can find decide that your page is relevant to what their users are searching for. This means that it pays to include your keywords in your text – especially in the introductory paragraph at the start of your page.
The best way around this is to make your content easy to read and natural. At the same time, include occasional mentions of your SEO keywords and key phrases in your titles, headings and subheadings, and body copy. By doing so, you are able to appeal to both humans and search engine “spiders” in an organic fashion.
Link building is an important component of SEO friendly content.
The more backlinks you have to your website – especially from high authority websites like media websites – the higher your authority for selected keywords. Sites with high authority rank better consistently on the the Search Engine Results Page (SERP).
Once again, the days of link building by listing your website on thousands of directories or creating hundreds of fake websites are over. Such practices may get your website penalised over time.
The best way to build quality links to your website? Do the following:
Beyond this, you may also want to create internal links to relevant past resources on your website. According to MOZ, there are three reasons for you to do so:
Doing so not only helps drive traffic to older articles, it also improves the credibility of your content from the perspective of Google and other search engines.
For a more comprehensive guide to link building, check out this link building guide as well as the infographic below:
Courtesy of Labinator
High quality relevant images are not just good for search engines. They also improve the level of engagement you have with your web readers.
In my previous article on Visual Content Marketing in Asia, I highlighted how images have a dominant effect on SEO. Beyond the fact that humans are visual creatures, images also help to make content less tiring and easier to read.
Consider the following practices when using images in your content:
In the past, we have been taught that short and sweet content works better for the web. After all, most of us read the articles on our smartphones or tablet devices, and long copy is strenuous.
Apparently, the reverse is true for SEO. In fact, many studies have shown that longer content with at least 2,000 words or more are ranked consistently better on Google’s SERP.
Courtesy of serpIQ
Having written this, do note that 2,000 words full of rubbish isn’t going to rank highly on the SERP.
Here, I like the 7 factors which Neil Patel cited to get a plum position on Google’s SERP:
Last, but certainly not least, you need to ensure that your content is relatively free from factual and language errors.
We mustn’t forget that we are ultimately writing for flesh-and-blood readers. Whatever arrangements of words, images, videos and graphics will leave either a positive or negative impression on us.
Remember that errors such as bad links, spelling mistakes, or grammatical mistakes could increase the bounce rate (exit rate) of our readers. This in turn sends a negative signal to Google that your content is not sticky, and may reduce your search ranking further.
Are there other strategies which you can think of to improve the SEO of your content? I’d love to hear your thoughts.