Presence on the Internet is mainly measured by the results of a search, such as Google and Bing (who uses Bing, if not by accident, let’s be real here :D), or social networks, such as Facebook or Twitter, among others. To do this, you must create a content structure according to the needs of people who seek information on certain specific topics where your products or services are framed. SEO content writing is an art, and as such, it is learned through practice, observation of results, and constant optimization. In this post, we tell you everything you need to know about how to write SEO friendly content.
But first, how do you write SEO content?
Although we know that attractive and relevant information is essential for a good text, when it comes to digital marketing, there are other issues that must be evaluated when producing optimized content. Here are some simple tips on how to produce killer content for your website:
1. Original Content
It is essential that the content created in any of its formats (videos, texts, infographics, etc.) is original. The cut-paste technique no longer works. Of course, many times, you must collect information from various sources and then create new content from the information obtained. But make sure to put your own spin on it, include your perspective.
2. Selection of Keywords
No technical knowledge is required. You simply must orient each piece of content towards a unique theme. For example, if you write about “vacations at sea”, find out which are the most used keywords around that topic, using tools like Google Keyword Planner or SEMrush.
Keywords are the main mechanism used by Google to define whether your text will be useful in a particular search performed by the user. Knowing this, the choice of these expressions must be made carefully and strategically.
After all, the keywords in your text, added to all the information contained therein, must demonstrate to the search engine that your content is the most appropriate to answer the questions of the user’s search.
Keyword intent is very important. It’s not just about including the keyword in your text, but also providing the information that the searcher is looking for. Make sure to get the keyword intent right! If I search for “buy shoes online”, yeah I probably want to buy shoes, so I am searching for an online shop. Let’s say if I search for “comfortable shoes for doing sports”, I am looking for information, maybe a list of the 10 most comfortable shoes for doing sports and what makes them comfortable. I am not ready to buy yet, but I need information. So make sure to fulfill the keyword intent, very important!
3. The optimal length of SEO content depends…
The current rule regarding the writing of friendly content to search engine positioning tells us that we must write long texts. That’s what everybody says, write more than 1.000 words or more than 2.000 words. There is no fixed rule. Yes, you should have a lot of content, but depending on the keyword and competition you might only need a text of 400 words. Let’s say you have an online shop, you don’t want to write a 1.000-word description for each product. Write as much as is needed to fulfill the keyword intent and try to explain as much as possible. Google is creating a lot of new features, like showing snippets in the search results, where they just show a specific part of the article. So, one trend that we are seeing is, that instead of having a lot of different articles all answering one question, maybe it’s better to put them together into one big article that answers multiple questions about one topic.
So, make sure not to listen to the rules, the article has to be so and so long. Do your research, look at the current top-ranking articles and just write naturally.
4. Title and Description
There are already a large number of articles written on the subject that concerns us. So, your main objective is to differentiate yourself from others. Therefore, you must write a clear title that best describes the content of the article. It is very important that the title has an extension of 50 to 70 characters so that it is read in its entirety in the search engine results.
On the other hand, a long title may have more impact on social networks, favoring it to be more shared. To do this, use the title tag since this is the one that is displayed in the search results.
On the description side, something similar happens. It should not exceed 150 characters and quickly describe what your content is about, using the main keyword and creating a clear call to action. As with the title, use the description tag for this. If you work with WordPress or another CMS, there are plug-ins that help you with this situation.
5. Clear and consistent Content Structure
Common sense is the key when writing content optimized for SEO, since you must write for people, not for search robots. That was way back in the early days of Search Engine Optimization. Therefore, the structure of a piece of content should be easy to read, quick to understand, and provide the user with relevant information. The fact that a person leaves the website without satisfying their needs is taken as a bounce rate percentage, something that negatively influences web positioning, which you must avoid this situation.
Structuring the content using the H1, H2, H3, H4, H5, H6, etc., tags are the best way to start. Where the title must be H1 and unique in all the content, while the hierarchy of subtitles and important paragraphs must be assembled from H2, in order of importance. An example in common use is to label minor titles H2, subtitles H3, and so on.
6. Take care of Spelling and Writing Style
SEO friendly content is people-oriented. For that reason, both the grammar and the spelling must be correct. A poorly written text has less chance of being shared, linked, or visited regularly, these being some of the factors of good SEO positioning. The use of bold is acceptable, just to highlight phrases of vital importance for reading. It is not a relevant factor for positioning to place keywords in bold.
7. Use Internal and External Links
In order to avoid getting off-topic, if a mention is made of another content topic, it is best to link to related articles, if possible, within your own website. On the other hand, a way to validate the content, especially when it comes to statistics or specific definitions, it is best to cite a reliable source, such as Wikipedia, for example.
These are the most important points to keep in mind when thinking about how to optimize an article for SEO. It also answers the question of what is an SEO article or text.
For links in general, you should learn the difference between “follow” and “nofollow” links.
8. Satisfy search intent
With all the points mentioned above, this is the most important one. Satisfy search intent! What does that mean? If you search for example for “how to write SEO content” you are probably not interested in hiring a writer, but you want to learn how to write content yourself. If you search for “SEO service” you are looking to hire someone to do SEO for you. Make sure to have that in mind when writing a piece of content to target a keyword. Don’t just try to sell your products, but bring value to the visitors and satisfy search intent. That is the best long-term SEO strategy.
How to optimize SEO content
But what is well-optimized SEO friendly content? This means writing in a way that gives you a higher ranking in searches for related keywords. You should use keywords in the page title and then strategically throughout the text. Ideally, content should be optimized for both search engines and humans.
Growing in the digital environment can be a challenge for many companies, but it is not an unachievable task. After all, using the right techniques, it is possible to stand out in the online environment, especially when the strategy is to produce textual content. Below, we present five essential steps to start today to rank and optimize your digital article.
1. Focus on content keywords
What words did you use in Google to get to this article? They were certainly the ones we defined as keys to the construction of this text. Tracing this strategy is essential for an effective application of SEO techniques in your textual content. After all, it is through keywords that people will find your blog.
Ideally, you should apply them in the title, throughout the text, in the Meta description, and in the optimization tags. They can be unitary or worked in a long tail, as complete sentences.
However, the most suitable option is, without a doubt, to use tools that present the main search keywords of users on a certain subject or term. To help you, we’ve listed some of these top free tools for you to save to your favorites and use whenever you need to:
- Google Trends (a free tool by Google)
- Google Keyword Planner (a free tool by Google)
- Ubersuggest (this is free to use and paid for extra feature, a tool we use)
It is important to remember that keywords change from text to text. Therefore, this search must be unique for each theme of your blog. You should not apply the same keyword to different articles, because that way, you would be creating competing content with each other.
2. Create a custom Meta Description
It is likely that you have already stopped opening some content after reading the meta description and concluding that it was not the text you were looking for. The Meta description, as it is also known, is the text responsible for attracting the public to read its content. In addition to containing the keywords that drive organic search, it is in this space that you present the reader if your text contains the answer he is looking for.
When you write an effective Meta description, with a focus on conversion, it increases the chances of clicks on your content and, consequently, improves the ranking of the text on the Google page. Therefore, it is essential for an SEO strategy.
To create your Meta description, follow the tips listed in the topics below:
- Use the defined keywords
- Be objective and describe the solution that your text delivers. Remember the pain of the persona: what does he seek? Answer this in a timely and convincing way;
- Watch out for exaggerations. Don’t promise to deliver what your text doesn’t contain;
- Pay attention to the character limit.
3. Edit your content with a focus on readability
You have certainly had the experience of starting to read an article, and abandoning the page because the way the content is distributed has not made it easier to read.
This is a very common mistake among companies that produce blog content. It is not enough to look carefully at information and SEO. The text also needs to be comfortable and intuitive for the user to read on any mobile device.
Readability is one of the topics that Google evaluates to deliver organic content. Thus, if it is not well readable, Google understands that the user experience will not be positive. Therefore, it tends to decrease the relevance of the text.
So, creating a readable text for the digital reading experience is a way to optimize content, thinking mainly about the final experience of your audience. Most hosting platforms, such as WordPress, indicate whether the readability of the text is positive or not. So, pay attention to these details before posting. If you install Yoast SEO, they give you also a readability score.
Here are some tips to improve the readability of your text:
- Create paragraphs with a maximum of 4 lines
- Bold important keywords and phrases, but without excesses
- Insert topics, subtitles, lists, and enumerations
- Switch the weight of fonts between flowing text, titles, and subtitles.
By following these steps, your brand will be able to deliver easy-to-read and readable content. Also, remember to adapt the text for different digital devices, ok?
4. Add Internal and External Links
This is an essential technique in terms of on-page SEO and it brings several benefits to your website, such as:
- Improved positioning of your page on Google
- Increased website authority
- More traffic
- Optimization of organic delivery
The idea behind the strategy is to add value to your page. Therefore, when choosing the sites that will appear as clickable in your text, assess the authority of these profiles, the loading, the security, the quality of the content, and the reputation of the site.
Think that this is an indication of your brand to the reader, so it must be well thought out. Do not link to a website that you, as a user, would not trust.
In the case of internal links, which are the ones that send the reader to other texts on your blog, the idea is to keep that user as long as possible within your site. This increases the relevance of the blog in the eyes of Google, thus boosting it in the ranking of the page of the largest search engine in the world.
A tip is to have a list of all the content already posted on your website. So, when you’re producing a new article, it’s easy to see which ones you can add as an internal link.
But you don’t need to fill your text with clickable links. It is not good that the reader leaves your page quickly. This may indicate that the text is not good and does not maintain the user’s presence on the page for a long time. Experts recommend at least two links from external sites and two more from internal ones.
5. Create permanent URL links for ranking
Many online content producers are unfamiliar with this technique, but be aware that an objective, simple URL is able to increase the likelihood that the reader will remember your content and fetch it directly from the URL.
The idea is to make it friendly and intuitive. After all, confusing URLs like http://www.example.com/30%20/test%203.0%40.html look like an insecure link. They do not stick to the reader’s imagination, and therefore, do not exhibit the style that we see on sites that appear on the first page of Google.
So, if you want your blog to appear among the first among users, searching for URL optimization is essential. To do this, research how to configure this information on the platform you use to host the content. The tip is to keep it simple, short, and of course, with the keywords in your text.
Is Content Important for SEO?
The truth is that SEO starts and ends with writing quality content. This is so important that the main sites and portals do not implement an optimization strategy without a solid content strategy. After all, the main material that research sites still crawl is written content, and those that are better written and optimized tend to rank better.
Although the simple publication of the content does not have a big impact on your SEO, this is the most important aspect of your ranking strategy because, if there is no content, there is nothing to rank. Combining the quality of the content with friendly formatting of the SEO is very important. It is this combination that will make the algorithm consider your page a good result option for a user, placing it upfront in the search results.
Check out some of the reasons why written content is important to SEO:
1. Strategic use of keywords
Although great strides have been made in terms of ranking pages, keywords are still a fundamental aspect. Search engines start by judging a page by its keywords, which makes its ranking depend on it a lot initially. It is only by writing strategic content that you can use the right words to correctly serve search engines. If there is no content, the algorithms will find it difficult to rank your website to the relevant keywords.
Don’t do keyword stuffing though 😀
2. To rank your site, search engines need content
This logic is very simple. If you don’t have content, what will search engine algorithms use for analyzing your website and decide if you should rank? In Google Images, for example, Google classifies images. In Google Video, Google classifies videos. And in the same way, the normal Google section classifies written content (But also for images and videos the description, alt tags, etc. play a role).
That’s why content is important to your SEO. It gives the algorithms something to rank. It also tells you which keywords and search terms your content should be ranked for.
3. Social validation
Many websites are able to rank well due to the social validation they manage to attract. But this can only be achieved by brute force and financial investments. For a small business or start-up, the only way to obtain social validation is through the publication of quality content.
When your content is great, it adds value to the brand and helps people find what they’re looking for. This makes the public more involved with them, including through social media, sharing their links, and interacting with publications. Search engines see these actions as social validation, using them to rank your pages.
4. Link Building and Backlinks
Backlinks are also a form of social validation, but you don’t necessarily need to focus only on social networks to do your link building. There are external links that can only be obtained with quality content, and the search engines can identify them with a certain quality.
In addition to the fact that it is possible to pay to have links on different sites, and this is easily identifiable, the search engines are able to observe where the links that are leading to your site are. Also, if the people who are accessing it remain really interested. When this happens, the search algorithms use this validation from users to rank your pages.
5. Identification of the purpose of the text
This is a new emerging trend. Does your content help solve problems? What purpose does it serve? Soon, search engines will be able to classify your content according to its true purpose.
A user must be able to find exactly what he is looking for when using any search engine. And that is what is driving developers to work on algorithms that can find out if people can find exactly the information they need in their text. And if that happens, your page will certainly go up.
There was a time when SEO existed in isolation, but this is no longer the case. Currently, SEO is a sum total of your entire content marketing distribution. Without great content, you can never expect to enjoy good rankings in search rankings. With these tips, we hope you can now write content that will rank on Google and help your site grow organically and optimally in the digital world.
After reading all this information, should you be interested in outsourcing your content creation, let’s arrange a meeting, so we can discuss a possible content strategy.