We’ve all been told about the importance of content when you’re trying to rank your business in search engines, but there are no official guidelines that tell you how to get your great articles stand out.
Here, we are going to help you with this… without getting too technical!
Are you ready for our top SEO content tips?
What is SEO content and why is it so important?
SEO content is basically content on a web page (mainly text but also videos, images, infographics…) optimised to make not only your audience, but also Google fall in love with it. SEO is split into two main sections, on-site (where content belongs) and off-site. They combine to make your SEO strategy.
Basically, every time a user sends a query to Google, its search algorithm works to understand the intent of the query. Then, it will display the most relevant results, in order of relevance, to the user.
Therefore, your already brilliant and relevant content will need to stand out from the crowd of other similar or related content for the targeted Keywords (KWs). This is where your SEO strategy can give you the edge.
SEO writing guidelines
These guidelines assume that you have defined your content strategy and you know your audience. Keeping this in mind, you are supposed to have chosen topics relevant to their search intention.
We also assume that you have done proper Keyword research to know how your target audience searches this topic and which Keywords are more aligned to the intent of the query. So, you will have a list of terms, sorted by topics, with estimated traffic and competence to choose from.
Perhaps you don’t know it, but you have already started SEO copywriting.
It is time to use the KWs you have as a reference to develop your ideas and topics, and to write your article with the following SEO copywriting best practices.
Write for humans (but don’t forget Google)
Keep your audience in mind, get to know them and give them rich and relevant quality content. Put yourself in your target’s place and offer them you would like to have, in the way you would want to read it.
However, do not forget that search engines will be your secondary targets.
Tailor your tone and language to your audience
Use your reader’s language, with words that sound familiar to them, but do not lose the consistency of your corporate speech. You would have a different approach when writing an article for an 18yo male that’s looking for a specific pair of trainers than when writing for a 40yo businesswoman who is looking for legal terms.
Do not be brief, be brave
Write this outstanding content and develop it as long as you have something interesting and relevant to say. So, despite the fact there is no minimum length, go in deep. However, you should know that longer content it is not always better.
Organise your content hierarchically
This tip could have been covered in the next one, but in my opinion it is something key that really worths to be highlighted.
Help Google to find and understand your content
You may want to make things easier for Google to find and understand you, although the Search Algorithm is being improved day by day.
- Group your Keywords by topics and develop the content under the structure of headings.
- Use H1,2,3… tags for the headings as we saw in the previous tip
- Put the main keyword for the content in the most prominent places (H1, title and url).
- Put the main secondary KWs for every sub heading in the right place (H2, H3…).
- Use the Keywords in the content as long as it sounds natural.
- Do not forget to label your images with some KWs so it can rank.
Be friendly with your Keywords
Write naturally and do not get obsessed with the Keywords you have. Keep in mind:
- There is no ideal KW density, just be natural and do not stuff.
- Avoid using all the keywords all over your page, respect your content structure.
- There is no need to write all the Keywords exactly as you found them (despite the Yoast SEO plugin and its red alarm).
- If a KW does not fit naturally into the text, consider splitting it, using synonyms… and even leaving it out.
Make it easy and nice to read
You will not want the user to bounce once they see your truly brilliant article just because it feels like a concrete block, instead of a friendly and attractive piece of knowledge. So, keeping in mind the type of user you want to reach, make it attractive by:
- Again, write for humans (particularly if your audience are humans)
- Highlight the main words or sentences with bolds (“strong” tag), colours (“mark” tag), etc.
- Use bullet points to stand out if it is needed.
- Use infographics, videos, and charts to enrich your content and clarify points.
- Keep clear paragraphs.
- Write short sentences.
- Use transition words such as “thus”, “besides”, “in addition”…