6 Key Tips for Writing SEO Focused Content
Content production has undergone a major change over the years. When I graduated in journalism, in 2014, the exchange of paper and books over the web was already being debated. Since then, expectations about technology for the next few years have been high. This theory was confirmed for me when I later migrated from journalism to the marketing/technology area at ACCT Consulting & Technology, where I am still working in the company’s own marketing.
Like me, those who produce content had to adapt and, in addition to worrying about the reader, write texts that would please a more demanding curator: Google. Currently, it is the largest search engine in the world, with 92.41%, according to StatCounter.
In other words, those who want to be seen on the web and need the traffic to their website only have one way out: a good Search Engine Optimization strategy, the famous SEO. Google itself has a beginner’s guide on the subject.
And if your site meets the basic navigability requirements (fast loading and mobile-first), the next step is to explore a set of techniques for it to get a good position in the first results of the search engine. Let’s go to the tips:
1 – Forget Google and write to people
Yes, you read that right. When we talk about SEO, we can summarize Google’s role in giving credibility to content with value to the reader. After all, the search engine does not unreasonably place site A in the function of site B, but rather, the one that best serves the reader.
Of course, you shouldn’t forget about the search engine, but keep in mind that the reader will define which content is most interesting. This brings us to the next tip.
2- Define your target audience
Determining the target audience is critical to know the most relevant language to communicate with them. In addition, this ranking makes it easier to find content that really adds value. This also allows the audience to get closer to your content and, consequently, to the company or business you want to promote.
3- Be objective
Just imagine that you have a question, click on a page and when reading the content you are faced with several words and nothing of your answer. And besides, there are words you don’t know and the text is boring to read. How likely are you to stay there?
So it is. So when writing, it’s best to get straight to the point and avoid complex words and long thoughts. If any point needs to be deepened, a tip is to use examples that make the reader identify with what is being said there and facilitate their understanding. Another tip is to subdivide the text into topics or subheads, to make the reading flow better.
4 – Create a catchy title
The title is the first thing that will catch the user’s attention, so it should stand out from the rest. A tip is to think: what is the purpose of this text? What does he want? The answers will help you think of an ideal title.
5 – Make good use of keywords
In the past, you had to use the same keyword over and over again, line after line, making the text tedious. That is, if your goal was to rank your site with the term ‘best online wine stores’, you should use this term repeatedly throughout the article. Today, Google understands that this is the same theme, so it is possible to make this use more flexible.
Therefore, use the keywords referring to your theme in a distributed way, adding value to the content, without the need for repetition. Some tools can help you with keywords like keywords planner (keyword planner for ads), Ubersuggest (keyword research tool), Google Trends (shows the most searched terms), and Semrush (does keyword, domain, and competitor analysis).
Oh, and in the case of ad keywords, Google itself has quite a lot of content on the subject.
6 – Bring backlinks to your text
Another way to make your content more credible with Google is the use of backlinks, that is, placing links on other sites that point to your domain. If your site has a blog with cool content, for example, you can create backlinks that point to them.
Another alternative is to create backlinks to other sites, for example, from your business partners, same market niche, that contain data to complement your content or that you may have been mentioned.
Just pay attention to where you direct it, if it’s a relevant site and if it’s consistent with your content so it doesn’t make sense. A tip is to use backlinks that contain data and research as it increases the authority of the content.
None of this works without a good website.
All the above tips are useless without a good website. Being referred to a website and when accessing it, encountering poor navigability, slow loading, or plugins that do not work are points that make the reader refuse that content.
Another factor that keeps people away from the text is trying to access a website through their smartphone and discovering that it is not responsive, after all the increase in mobile traffic is on the rise. A study by Similarweb, for example, found that mobile traffic increased by 30.6%, while desktop traffic dropped by 3.3%. So, be sure to invest in your website, to welcome the reader and provide a really pleasant space to seek knowledge.
Here at ACCT, our Business Intelligence team works in the use of data for decision making with specialists who provide SEO consultancy (analysis, study and search for keywords) and the best solutions for website optimization.