6 Tips for Writing Compelling Content Optimized for SEO

Step-by-step tips for writing compelling content optimized for SEO that help you drive more traffic and generate more sales.

Every online (digital) marketing strategy has content at its core. Without well-written content, agencies will miss out on a major part of their search engine optimization (SEO) efforts. No matter how detailed your SEO work is behind the scenes, content is at the forefront of representing your brand and attracting new customers.

Content informs, entertains and acts as a bargaining chip to help customers see what you have to offer. By providing your audience with valuable and reliable information, you can retain existing customers and signal to the Google algorithm that your website is worth a visit.

If your current content is not there, don’t panic. There are plenty of ways to improve your content based on SEO practices, both in the written content itself and in the behind-the-scenes website strategies.

Plan your keywords

Instead of choosing keywords at random, be selective. Use keywords that match patterns in your rankings and trends. Strategize your keywords based on seasonal changes. Qu’il s’agisse de vacances, d’un événement (comme la rentrée scolaire) ou d’une coïncidence (comme l’augmentation du taux de divorce en début d’année), les mots-clés doivent à refléter les tendance your organization.

Keep the following in mind when planning:

• How often do you post content?

• What does your editorial team look like? How many coins can you allocate while maintaining quality?

• What types of content do you produce (eg infographics, web pages, articles, videos)?

Having a variety of keywords and content increases their variety and value. With a thoughtful strategy, you can continue your efforts to improve your website’s ranking and increase the likelihood of appearing on the first page of SERPs (search engine results pages).

Create and use writing style guides

Before you embark on content creation, consider a clear strategy. Rather than just giving your writers complete freedom in themes and tone of voice, I recommend creating writing style guides to keep the experience consistent. Style guides promote consistency across your writing team. Although every writer has a unique voice, guides are effective references for producing similar content. Here are some potential attributes to specify in your style guides:

• What kind of images do you want your content to create?

• Is there a particular sound style you want your writers to use?

• Are there certain font sizes or header images that work best when publishing content on your site?

• When writing content for legal clients, are there any references the writers should know?

Posting content to websites isn’t just about design, you also want every page to look consistent. Make sure every page is published the same way to create a seamless customer experience.

Take advantage of trending topics to generate interest

Are you aware of the latest hot topics? If not, it is a worthwhile investment. Content that reflects an ever-changing field ensures that your information is always up-to-date.

Find trends, up-to-date news for different laws, and other relevant information for your industries. Use marketing data to analyze the topics that get the most attention on your social media channels, for example. Sharing your content through social media posts is a great strategy. This ensures that the content receives more clicks and increases traffic to your website. As such, choose shareable content that resonates well with audiences to boost engagement.

Choose the right length for the content

Many business owners wonder how long their articles should be. Google generally prefers articles of modest length, at least 1000 words, which are not very long. However, it is not necessarily best to cram as much information as possible into your articles: it is unlikely that your visitors will want to read the thousands of words that can be written more succinctly. Instead, focus on keeping the content around the same length to appeal to the SEO algorithms as well as your audience.

Include the following attributes:

• Meaningful related words.

• Readability.

• Backlinks to your website.

Ideally, also include this information in the style guides you create for your book.

Check for duplicate content

When we think of plagiarism, we often imagine someone copying and pasting someone else’s work. While it’s certainly a more obvious form of duplicate content, Google’s standards for web content include those with meaningful matches, even if they were created unknowingly. Commonly used phrases and other unexpected matches can appear in the plagiarism check, and Google does not distinguish between intentionally or unintentionally copied content.

Due to the penalties for having duplicate content on your website, you will need to check your content for plagiarism before posting. There are a few online tools that provide these services, including Grammarly and Copyscape, allowing you to support and improve the quality of your content. Use these tools to your advantage.

Include all SEO information

If you have successfully completed your content, congratulations! You are about to improve the visibility of your website. However, to make sure that your content is in line with your SEO strategies, take it a step further by optimizing the backend where your content is published. There are several key features to improve, including:

Page titles: Keep titles brief and include a keyword. For ideas, use the topics provided by Google’s “People Ask Too” section.

• Meta descriptions: Add a combination of keywords and sites to increase visibility.

• URL: Match the page title and create subdirectories for optimal organization.

• H1 tags and main keywords: The headline or H1 tag needs the main keyword you want to target.

• H2 tags (secondary keywords): Include secondary targets in the translation.

Make sure to create relevant categories to assign your articles to so that Google can learn about your site’s hierarchy.

The more you invest in content, the better the result

Although they may seem small, these efforts add up in the long run and contribute to your overall SEO efforts. With high-quality, engaging content, your business can increase brand communication and attract a broader customer base. Don’t underestimate the power of content.

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