How to Write Effective SEO Content
An amazing website content writer has the same skill set as any writer does – they do solid research, have advanced grammar skills, creates catchy content, and tells great stories.
Website content writers have a natural knack for making boring topics more relatable and interesting.
SEO Content Writers are more than Just Writers
What sets a website content writer apart is his knowledge of search engine optimization (SEO).
They understand that content needs to resonate with the audience as well as meet search engines’ requirements to rank well in their respective sites.
Writing content for SEO is as much as a science as it is an art and should be taken seriously given that organic search results usually make up more than 50% of a site’s visitors.
Here are some content writing tips for SEO purposes that will help in creating relevant material and rank well in search engine sites.
Tip 1: Learn about SEO
Obviously, the first in our list of content writing tips for SEO purposes is to learn about SEO. For any type of content to work, the writer must be familiar with the basics of SEO.
In a nutshell, SEO is optimizing a site’s elements to improve the quantity and quality of visitors directed to it from search engines.
SEO content is two-pronged: it must be significant enough that people are actually searching for it, and it must be relevant to the readers’ problems or questions.
For example, if a person searches for food delivery services in California and ends up on the website of a restaurant from Maine, that is not a beneficial search for either the potential client or the restaurant.
The restaurant’s content in this scenario was probably made by a writer and not a website content writer.
The number one factor in Google’s algorithm is relevance.
If we don’t provide clients with relevant data, such as the website from Maine in the given example, our Google rank will be affected negatively and might make it harder for our clients to find us in the future.
Tip 2: Determine the audience
Once the writer has familiarized himself with SEO, the next advice in our list of content writing tips would be to determine the audience.
For any content to work, the audience must be clearly defined.
Knowing the age, location, gender, hobbies, and interests of an audience is important.
Knowing the audience will guide us in all the decisions that we will make for our content, such as the layout, colors, and tone in our communications.
All factors of the content should be built around audience preference.
Tip 3: Use keywords correctly
This tip is probably in all content writing tutorials – use keywords correctly. Keywords are the foundation on which the success of any SEO campaign is built.
Keywords are the instruments that search engines use to link businesses to potential clients, and using the correct keywords will connect you to the right people.
Keywords should tell clients about what sets a company apart from its competitors, and long-tail keywords can help.
Long-tail keywords are phrases that are highly specific to a company’s product or service offerings, making them highly relevant to people searching for those phrases.
Long-tail keywords yield high conversion rates of people visiting a site and those actually availing of its products and services.
Let’s go back to the restaurant example we used earlier. If we were creating content for a Japanese restaurant in Maine that offers food delivery services, using the keywords “food delivery services” would gain us site visitors.
However, just like in the example earlier, these keywords will allow Google to connect us with a customer in California searching fewer food delivery services.
A better phrase for this client would be “Japanese food delivery services in Maine”. It will get fewer clicks, but there will be more interest and even purchases gained from those keywords.
Tip 4: Create awesome content
There are many types of content writing, but all of them must have this common element – they have to be awesome.
Think of the audience the content is expected to reach, and make it interesting for them.
Here are some ways to liven up content:
1. Make it visually appealing. It takes a site visitor only a few minutes to decide whether he will keep browsing a site or not. Use pictures or videos and avoid using too much clutter.
2. Be relevant. One way of searching for topics to write about is using tools like Google Trends.
Once we enter our preferred keywords, Google will provide us with helpful information like relevance by location and trending topics related to our search. This is a great free tool for website content writers to use, and it’s free too!
We used the keywords “Japanese food” in this Google Trends search. Check out the information we collected.
We can see from this search that the keywords “Japanese food” is more relevant to the audience in South Carolina than they are to the audience in Nevada and that miso soup and fried rice are other related terms that are relevant to the search words.
3. Be informative but concise. Unless the website offers in-depth training on a subject matter, be informative but concise. Use tables and graphs for heavy information.
4. Be mobile-friendly. The total time spent on websites on mobile phones versus desktops is on the rise at 40%. Don’t miss the opportunity to connect to potential clients using mobile phones to check out websites.
Using Google Mobile-Friendly Test can help determine whether a website is mobile-friendly or not
This is how the prompt for a mobile-friendly site looks like.
Tip 5: Integrate content in social media pages
Social media sites are a great way to share content and let Google know that a site is a relevant source for a certain topic.
In the United States alone, there are 190 million Facebook users, and they enjoy sharing awesome content.
The more shares a site gets, the more chances it has of increasing site traffic.
Google’s algorithm also ranks sites based on the number of other sites linking to it, as this shows trustworthiness.
Creating Search Engine-Optimized Content for Audience
We get asked a lot about how to write website content, and our answer is always the same: It’s about creating search engine-optimized content for the targeted audience.
It takes a lot of learning, practice, and testing to get content writing right, but it has the power to increase website traffic, gain new customers, and generate revenue for a company.