There is no doubt that content is a crucial part of SEO strategy however, there are various definitions for what “great” means and even mixed views of how highly effective the content writing is.
In addition, people may have different strategies for writing “SEO friendly” content. Some are user oriented. Others focus on Google. Some even go as far as saying that keywords are the very same words that make all the difference when creating ranked content. But is it really so?
“SEO writing is targeted at search engines and towards specific search queries. You don’t just wax eloquently without doing keyword research and without gathering audience insights. The goal is to drive qualified and targeted traffic.”
It may not be the exact keyword you are using, but the answer to what you think is much less complicated. Here I am going to tell you what matters most for SEO copywriting.
There is no “secret ingredient” for writing SEO-friendly content. In fact, SEO copywriters and content creators can complicate the process and get off to the end goal of the content … which is to help you (or your customers) make money! No need to worry for not having secret ingredient, you can go through these below mentioned 4 steps to please the search engine.
Remember that the writing for Google is not intended for copywriting, which must be optimized for mail genes or sales, or for people visiting other pages of your site.
So what’s the key to good SEO content? So, the key to writing workable content that works (i.e. sells) is that you have to understand the ins and outs of writing for both users and search engines. Doing this is more intuitive than you think if you understand some of the key principles.
Without further ado, here are some rules (or rather — strong suggestions).
At Syndiket, we believe four types of SEO exist – and we have an acronym to represent those 4 types of SEO. The acronym is T.R.A.P.
“T” stands for Technical, “R” stands for Relevancy, “A” stands for Authority, and “P” stands for popularity. Search engine optimization has many smaller divisions within the 4 types, but all of them can be placed into one of these 4 buckets.
Generally, technical SEO for local businesses carry the least importance for ranking. Technical SEO has a bare minimum that is required and this usually includes things like site speed, indexation issues, crawlability, and schema. Once the core technical parts are done, minimal upkeep is required.
Relevancy is one of trivium elements of SEO. It has equal importance with popularity signals and authority signals. Relevancy signals are based on algorithmic learning principles. Bots crawl the internet every time a searcher has a search. Each search is given a relevancy score and the URLs that pop up for a query. The higher the relevancy score you attain, the greater your aggregated rating becomes in Google’s eyes. Digital marketing is a strange thing in 2020, and ranking a website requires the website to be relevant on many fronts.
Google’s Co-creator, Larry Page, had a unique idea in 1998 which has led to the modern-day Google Empire. “Page Rank”, named after Larry Page himself, was the algorithm that established Google as a search engine giant. The algorithm ranked websites by authority.
Every page of a website has authority and the sum of all pages has another authority metric. The authority metric is largely determined by how many people link to them (backlinks). The aggregate score of all pages pointing to a domain creates the domain score, which is what Syndiket calls “Domain Rating”, per Ahrefs metrics. The more a site is referenced, the more authority it has. But, the real improvement to the algorithm came when Google began to classify authority weight.
If Tony Hawk endorsed Syndiket for skateboarding, it would carry a lot more authority than 5 random high school kids endorsing Syndiket. This differentiation in authority happened in 2012 with the Penguin update. Authority SEO is complicated but VERY important.
Popularity signals are especially strong for GMB or local SEO, but popularity and engagement are used for all rankings. The goal of this signal is for Google to verify its own algorithm. You can check off all the boxes, but if your content is something real people hate, Google has ways to measure that. Syndiket has proprietary methods of controlling CTR (click-through rate) but we also infuse CRO methods into our work to make sure people actually like the content. Social shares and likes are also included in this bucket.
Firstly, the effectiveness of your copy depends on how well you are familiar with your target audience. I could write a best quality marketing guide and have a terrible piece of content if my audience was filled with beginner level marketers. Even worse, when a company has sales copy littered about the blog when their audience has these two possible needs.
This would help you in many ways like what kind of content your audience wants, also inform the voice of your content, the keywords you decide to focus on, and what your unique selling point (USP) is.
There are penalties for finding what kind of content your audience wants. But the most suggested one is conduct a market search before initiating. You can conduct market research through various methods like by using social media polling or even by connecting with some local entrepreneur resources for specific insights.
This would ensure that you are providing your users something that they are searching for. Without having this knowledge, messaging and/or your keyword research could be meaningless – particularly if you are basing your keywords and content off of what your competitors are doing.
In order to make your article more attractive you have to get inside the customer’s head to make a copy that will both attract them (through search) and resonate with them (through CRO). Otherwise, your words would be useless.
This may seem unimportant but experience has shown me that many SEOs overlook this step when optimizing their content. That is, they are aware of their needs that they want “more traffic” for their clients, but fail to go deeper than that. Not to mention, marketers fail to determine the searcher intent when posting their blog articles.
The purpose of your article will usually go beyond just generating traffic because if you are doing SEO effectively, you know that organic traffic isn’t everything. At the end you want your clients to get a good return on investment (ROI), and that means money.
Don’t confuse traffic with conversions or you’ll wind up out of a job.
Conversions can take on many forms.
Your objective may be to convert drive phone calls, subscribers, sell products, or host for other purposes, but your intentions for your content should always shape your vision. Keep your eye on the prize. Write content that is best suited for conveying the message you want rather than just pleasing the Google gods.
Google has a way for ranking, but it is obvious that highly competitive areas require masterful SEO copywriting skills if you want to generate link worthy content or just content that people want to read.
When you have a clear understanding of the needs and requirements of your audience, it is time to support your strategy with data. It is not enough for ASSUME that you know which keywords will apply to your content … You must provide data to support your claim.
This is where keyword research would play its role. If you have been doing SEO for some time, you may already have this process down to a T. Whatever the case is, you will want to see data that:
This ensures that you do not blindly engage in the content processing process or spend time writing content that no one is looking for.
Creating a plan is not an integral part of every search engine SOP (standard operating procedure), but it is a step that I find very useful for organizing and defining the purpose of the content, not to mention how. This helps the content manager while working with various content writers.
Planning can be done through many ways. You can write a content plan before writing it, create a document containing focus keywords, or simply create a calendar for your blog. All of them serve to ensure that your content is focused, concise and fits into the structure of your existing site.
If you write a lot (for the whole website) and you need to match the keywords for each fragment, then the content plan can be especially useful. You can also add details such as page titles, meta descriptions, and internal links that you use. Having this data in front of you will help you succeed in SEO.
When it’s time to “optimize” your content, mostly you should follow the SEO guidelines on the page. If your site is already fully optimized, little can be done on your page or posting to grow the SEO factor.
Of course, if you are highly qualified in SEO, you will already have the process of optimizing your content and you can use advanced methods. However, your content can generate traffic for you if you have the basics of SEO (such as page titles, H2s, meta descriptions, internal links, an image of the entire text, etc.). Raven Tools has also done research that lists 4 billion errors per page, if you really want to avoid other errors.
It’s important not to end this step and remember that your ultimate goal is to increase your conversion. This means that you first need to write for users, and then optimize for search engines.
Testing is the final step for creating the best content for you audience. We all know that there are many ranking factors, and no one can be completely sure if the article will provide the best user experience for readers. Testing is the absolute step to on-page optimization.
This is often considered an additional step, but A / B in testing your content can help you determine the content that you intend to use with future content. You can find out a ton of information about what works and what doesn’t, and then find out what needs to be fixed in order to get more traffic and conversions. For example, you may find that messages of a certain length work better than others, or that your audience prefers interesting headers over informational ones.
Just be aware that the success of your SEO content is not a complex science.
Trends are changing, your subscriber base can grow, and the Google algorithm may also change. In the end, meeting the needs of your audience is equally important if you really want to get the right traffic to your site.
Do this and you will become a happy website in the eyes of Google and your potential customers.