Company owners and managers are always looking for new ways to boost their marketing strategy and increase their revenues. Today, most consumers turn to search engines like Google whenever they need a product or service, making these platforms one of the best places to promote your solutions. But, in order to attract organic traffic, you need to focus on a variety of elements including search engine optimization (SEO) writing.
Developing SEO content is crucial if you want to consistently attract a significant number of visitors to your site. However, you need to understand the different factors that influence the performance of your blog posts, articles, and other types of content in order to get the results you’re looking for.
At Fannit, we have decades of combined experience creating marketing strategies that rely heavily on SEO writing and other organic techniques to increase organic traffic on our customers’ sites. From strategy creation to writing SEO content and crafting engaging meta descriptions, our team has full mastery of the steps necessary to boost your search engine rankings.
Below, we’ll go over the definition of SEO, explain how search engines work, and discuss the elements that affect the quality of your content. We’ll also answer the question “what is SEO?” and give you to create better pieces of content.
A Brief Overview of SEO
SEO stands for search engine optimization, which is the practice of adjusting your website and making improvements to improve your Google search rankings. Google and other search engines are the first point of call for consumers whenever they need to find a new provider. SEO allows you to get in front of users who are searching for terms related to your services or products.
In SEO, the main goal is to land on the first page of search engine results whenever there’s a relevant query. The reason for this is that 3 out of 4 users never make it past the first page when looking for a company because they know Google and other search engines organize the results by quality as well as relevance.
So, if you want to reel in a significant amount of traffic from search engines, you’ll need to create content that gets your site on the first results page. That said, remember that content is one of the variables that affect your site SEO, so you need to ensure that your whole website was designed with search engines in mind.
How Do Search Engines Work?
The main goal search engines have is to provide high-quality, relevant results every time users search for words and phrases. To do so, Google and similar platforms use simple programs called crawlers to examine every site on the internet. Also known as robots or bots, crawlers literally read all of the content on every website, evaluate usability features, and send back this data so that search engines can get a good idea of what the site is about.
When a user runs a search, Google and other platforms analyze their database of sites, using a series of in-house algorithms to determine the results position. There are hundreds of variables that influence Google’s ranking algorithms, but the search engine can calculate results in a matter of seconds thanks to its comprehensive database.
Keep in mind that Google and other search engines regularly analyze the websites in their database to record new pages, content changes, SEO optimizations, and other improvements. However, you also need to have an in-depth understanding of the different elements that affect your ranking in order to make the right content and SEO adjustments.
Factors that Affect SEO
Google and other search engines don’t publish their algorithms because this would allow ranking manipulation. However, we do know that ranking algorithms usually involve hundreds if not thousands of factors that help search engines determine where your pages should rank. At the same time, Google has provided insights into some of the major ranking factors which give us a general idea of how the platform calculates its results page rankings.
Keep in mind that the O in SEO stands for optimization, a crucial step if you want to implement a successful strategy. Optimization is the process of analyzing individual page and overall website performance in order to identify areas of improvement. During the optimization process, you should also improve your content, site structure, and external factors based on the information collected in order to get higher rankings.
Some of the most important elements that affect your site SEO include:
Technical Elements and Internal Structure
The internal architecture of your site directly affects the way your pages interact with search engines. If your site doesn’t have an SEO-friendly structure, bots will have a hard time reading and navigating the different pages. This may cause search platforms to penalize you with a lower ranking.
Keep in mind that the technical elements include coding as well as content variables like the keywords, title tag, and meta description. Your technical team needs to get this data from your keyword research and web content specialists to generate the best results.
Likewise, you need to use a logical internal linking structure to connect each page. This will help crawlers understand your content and read your pages without any issues. Not only this, but you’ll also create a better user experience for the people visiting your site. You should also create a sitemap to help you visualize the different pages and subpages and ensure that there is a logical flow between all of them.
Helpful reading: How to Rank Higher on Google
Backlinks and Other External Factors
In addition to the technical variables on your site, Google and other search engines use external signals to evaluate the quality of every page.
Backlinks are one of the most important external factors. In simple terms, a backlink consists of a link to one of your pages that’s located on a third-party website. This is important because search engines assume that quality platforms link to other reliable sources. Likewise, these platforms also assume that low-quality websites link to other unreliable platforms. So, you need to ensure that only high-quality sites link back to your page content.
Besides backlinks, you also need to focus on establishing a good presence on social media, having updated profiles on local directories, and claiming your profile on relevant review sites. Search engines use all of these to gain a better understanding of your site, so you need to include them in your overall plan.
Helpful reading: 8 Common Link Building Mistakes
Even if you’re not that familiar with search engine optimization, you probably know by now that keywords play a vital role in getting high SEO rankings. Whenever your prospects have an issue, these potential customers use specific words and phrases to conduct a search. These terms are known as keywords.
If you know what keywords your potential customers use to find your products, you can use them in your SEO content and help Google connect you with users who are searching for these solutions. But, the only way to find the best terms is to conduct keyword research and keep user intent in mind when looking for the most effective variables.
Additionally, you also need to evaluate keywords based on their traffic volume, competition, and ranking difficulty. Keywords that have higher search volumes tend to attract more competition. Not only this, but these high volume keywords are usually broad, which means that they attract users who are just starting the buyer’s journey.
In order to find the best keyword combination, you should use a combination of broad terms as well as long-tail keywords. In a nutshell, long-term keywords are composed of three or more words and tend to be more specific. Long-tail keywords usually attract lower traffic volumes and tend to be less competitive, but they can help you attract engaged users who are ready to contact your company or purchase a product.
You should also ensure that you have a powerful and accurate keyword research tool. There are countless tools to help you find new keywords, but not all of these ensure quality results. Even Google’s own Keyword Planner can sometimes be inaccurate, so you should always conduct research using reliable marketing tools like AHREFs and SEMrush.
Helpful reading: The Beginner’s Guide to Keyword Research
If you’ve ever heard the phrase “content is king” you should know that it’s a cliche, but it’s still pretty accurate. The content on each page is the life and soul of your entire website. Even if you conduct excellent keyword research, produce amazing title tags, and fully understand your target audience, all your efforts will go to waste unless you write great content.
Writing for SEO is important, but you have to ensure that your content is designed to engage the users who will actually visit your site. You need to choose the main keyword and use it consistently throughout your content. Additionally, you should find secondary keywords and also use these to give search engines a better idea of what your content is about.
Besides the written SEO content on each page, you also have to pay attention to the images, buttons, and other elements on your site. The term “content” encompasses all the visible parts of your site, so you need to ensure that these areas are all optimized for a superior customer experience. You should pay close attention to things like contrast, the use of white space on your site, the font style, and other design features and make sure they help your website.
Helpful resource: On Page SEO Checklist Guide (+ Infographic)
The Role of Copywriting in Your Digital Marketing Scheme
Before answering the question “what is SEO copywriting?”, we need to discuss the role of copywriting in your digital marketing strategy.
The practice of copywriting can be defined as creating written content for promotional purposes. This content can include slogans, the text that appears on ads, web copy, thank you messages, and any other form of writing designed for your audience.
Copywriting has been a crucial part of the marketing industry since the early days of conventional advertising. That said, the development of billboards, TV ads, and similar channels placed a lot of focus on design rather than copywriting. This pushed companies to lure potential customers through innovative visuals rather than quality content, a trend which continued well into the age of digital marketing.
When digital marketing first gained popularity, many marketers assumed it would work the same way as conventional advertising.
However, this hasn’t been the case. Consumer search patterns have demonstrated that customers are more likely to respect and trust brands that demonstrate their value. And, writing functional, well thought-out content is still the most accessible way to showcase your knowledge to potential customers.
Digital channels like websites and social media networks give you the ability to discuss your solutions in great detail. Consumers can pick and choose when they access these resources, rather than being bombarded with ads that aren’t relevant most of the time. Moreover, if you follow sound SEO practices, your written content is accessible to users regardless of the type of device they’re using or the type of connection that’s available. This means that your audience will always have access to information about your products and services.
Because of this, focusing on quality copywriting remains one of the most effective ways to transmit your marketing message, highlight the benefits of your solutions, and encourage prospects to contact your business.
What is SEO Writing?
Now that we’ve discussed the definition of SEO and the variables that affect it, we can finally answer the question:
What is SEO writing?
In simple terms, writing for SEO is the process of creating written content with the goal of getting higher rankings on Google and other search engines results pages. As we’ve covered before, search engines evaluate a variety of factors before ranking each one of your pages. If you ensure that your content follows SEO writing best practices, you’ll increase your chances of landing on the first search results page.
Unlike other types of copywriting, writing SEO content requires a significant amount of planning. You need to create a detailed plan and determine what role each piece of content plays in your overall strategy. Remember, not all potential customers are ready to buy, so your content strategy should aim to attract prospects in different parts of the buyer’s journey and move them down the sales funnel until they become paying customers.
It’s important to note that if you already have enough content on your site, you may just need to optimize your pages. That said, you should conduct thorough research and ensure that your content isn’t present anywhere else on the web. If someone else has created duplicates of your pages, you may need to write content that’s original.
There are many types of SEO content you can write for your website and social media channels. Some of the most common examples include:
If your site is like your online storefront, then your product pages should be treated like the products themselves. As a general rule of thumb, every business page should have specific pages for each one of their products or services. The reason for this is that your potential customers look for services individually, so each one should have a page with keywords that are relevant to that specific solution.
Product pages are essential to your SEO content writing plan because they are the pages that are designed to produce conversions. A conversion occurs when a prospect completes a desired action like filling out a contact form and becomes a lead.
Keep in mind that you’ll send organic traffic to each product page via blogs, social media posts, and search engines. In addition to being easy to understand, each product page needs to have comprehensive information that allows potential customers to determine whether your services are a good fit for their needs. And, you should also include features that help you capture user contact details.
In order to get good SEO rankings for your pages, you need to update your content regularly. Creating a blog on your site and posting on a regular basis can help you keep your content fresh and bring a variety of additional benefits.
Companies that publish regular blog posts have the opportunity to answer common customer questions. Before contacting a service provider, the average user conducts a few searches in order to understand the problem as well as the solutions that are available. By blogging about topics relevant to your services and answering common questions, you’ll be able to target more keywords and drive more traffic to your site.
Additionally, having a higher number of relevant keywords will help search engines understand your services and categorize your site properly. Blogs give you the ability to use keywords that are related to your services but don’t really fit in your main product pages. Then, you can publish this content through social media and boost your traffic before you get on the first page of Google search results.
With the above in mind, remember that you also need to keep SEO for blogging in mind. In addition to keyword research, you should verify that your content is easy to read and understand. You should also use appropriate title tags and meta descriptions that give details about the contents of each page and get quality sites to link back to your content.
If you want to learn more about SEO for blog posts, our team of knowledgeable consultants will be glad to help.
We’ve covered blog posts, but what are SEO articles?
Articles tend to be longer pieces that contain interview snippers or a similar featured piece. These can be published on a company’s blog or online magazine as well as on third-party platforms, which would boost your SEO indirectly.
For practical purposes, you should treat articles like more complex blog posts that require a bit more work. You may have to change your usual tone depending on the topic of the article and provide the sources where you found the information that you’re sharing. News pieces are the most universal type of SEO article, but you can also develop editorials, opinion articles, or a similar piece of content.
Listicles and How-Tos
Listicles are one of the best ways to answer questions and discuss your services in a more succinct way. In essence, listicles are like blog posts but they usually follow a similar structure, such as “X Ways to Improve Your SEO Writing” or “X SEO Copywriting Tips to Increase Your Web Traffic” just to name a few examples. These articles are basically a list of solutions that users can implement to solve their current challenges, one of which can be selecting your products.
Furthermore, how-to pieces are like listicles, but these articles discuss specific steps that readers can take to fix whatever problem they are facing. While many companies shy away from this type of article, you should take it as a chance to showcase your expertise and help your reader base. Even if you include step-by-step instructions, readers may still opt to hire a company to help them solve the issue. And, if this is the case, your readers will likely contact you first.
Like how-tos, guides are extremely practical because they include information readers can use right away. With this in mind, writing a guide requires more research and usually takes longer because they tend to be long-form articles. Guides are informational for the most part, so you need to cover all the basics and give detailed information in every step.
This type of content fits extremely well with SEO because it can help you target a series of relative keywords, improve your rankings, and collect user information. You have the option of breaking down your guide into more than one page. But, if this is the case, also remember to give users the option of downloading the content in one single piece, just in case this is more practical for them.
This is a great chance to collect user information as you can exchange email and other contact details for access to your guide. That said, remember that consumers don’t mind sharing their information as long as the content is worth it, so make sure that you provide actionable tips in your guides.
Infographics have become one of the best ways to share information in easy to digest chunks. This type of content leverages the best of both worlds because it combines attractive design elements with important facts that can help readers make better decisions. And, you can always give your infographic more SEO value by attaching it to an article that explains the numbers in greater detail.
Infographics can be developed as standalone pieces or to promote a bigger piece of content. In other words, you can conduct research, collect information, and create an infographic that serves as the most important part of your post based on these sources. You can also create a guide, case study, white paper, case study, or similar piece and develop an infographic alongside it to help promote the main content.
Keep in mind that ebooks, white papers, and case studies usually come in downloadable formats that bear no SEO weight. That said, you should develop these types of content to attract your target audience and create supporting blogs that give you an SEO boost while allowing you to talk about the content in these downloadable pieces at the same time.
Rich Media Content
Rich media content like videos and interactive elements like calculators can also help improve your site’s SEO. Just remember that from an SEO perspective your page should be relevant to the search being carried out by the user. So, if your audience is searching for “SEO writer how-to video” your page should contain this type of content or you may end up being penalized.
Users that want to find rich media like videos tend to use keywords related to the specific type of content they’re looking for. If you want to target these users, make sure to use keywords that describe whatever it is you’re promoting, for example “SEO content writer training video” or “SEO content topic generator”.
Keep in mind that, like infographics, your right media alone won’t get high rankings. You also need to develop quality SEO copy to go along with it in the form of a blog post or similar piece. And, besides using the right keyword phrases in the text, also make sure that your rich media names and alt tags include the main keyword you’re targeting as well.
Directories and Reviews
Google and almost every other leading search engine have recognized the importance of directories and review sites. Consumers use local directories to find companies and evaluate their services. Additionally, review sites also help customers share their experience with a particular provider, which helps other consumers make better decisions.
Both directories and review sites are a part of external or off-page SEO because they are not fully under your control. That said, you should still claim your profile on any relevant directories and ensure that all the information on these platforms is consistent, accurate, and updated. Remember, there may be dozens or hundreds of relevant directories, but you need to identify all of these and review each individual one to get the best results.
Review sites are similar to directories in the sense that a profile for your company can exist without your knowledge. Like with directories, you should also claim all of your profiles and try to maintain a positive reputation. You won’t be able to change negative reviews, but you can push these down to the non-visible part of your review list by asking satisfied customers to also share their experiences.
Writing Variables that Affect SEO
Besides technical and off-page SEO, there are also writing elements that will affect the SEO performance of your content. Remember, crawlers literally read your site and evaluate different elements while they’re doing it. There are many small content adjustments you can make to bolster your SEO, including the writing level and the language used.
In addition to the right keyword phrases, you also need to pay attention to the readability of your content. The average person reads at the 9th-grade level, so the language and vocabulary in your site should be simple and straight to the point. Of course, this may vary depending on your product or service, but you should always aim to create content that’s easy to understand.
Additionally, consider all formatting variables and use them in your favor. For example, you can bold important keyword phrases when you write content to improve user experience. Google and other platforms also pick up on these small adjustments, so you can also help search engines produce more accurate search results.
It’s important to understand that poor grammar also has a negative effect on SEO, but it’s more related to user experience than to the technical side. All consumers want to work with a knowledgeable company, so they will analyze all aspects of a business’ site before reaching out. If your page is full of typos and grammar mistakes, your audience will assume that your content reflects the quality of your service, producing a low conversion rate and prompting users to leave your site.
Why Should You Focus on Copywriting for SEO?
There’s a myriad of variables that affect your search results rankings, so why focus specifically on SEO copywriting?
The content on your website has a direct impact on your rankings as well as the conversion rate on your site. If you follow sound SEO, you’ll increase your chances of getting to the top 10 positions while also improving the most important metrics on your site.
According to Google, 63% of all purchases begin online, so customers rely on written content to learn about services and products they are interested in. Companies can increase their conversion rate by identifying engaging topics, discussing practical information, including as many keywords as possible, and writing for SEO.
Introduction of SEO Writing Basics
Writing search engine optimization content requires a deep understanding of the factors that influence your page rankings. Not only this, but you also have to know the keyword phrases your potential customers use, understand the intent behind each search, and write content that includes these terms.
Some companies choose to use SEO as a standalone strategy, but it can also be deployed as a part of your overall digital marketing strategy. Search engine optimization can be combined with pay-per-click (PPC), social media, email, and content marketing as well as other forms of digital promotion.
Content and SEO marketing work exceptionally well because both of them aim to attract higher volumes of organic traffic through engaging written pieces. With this in mind, content marketing is a more holistic approach that leverages additional channels to boost site performance. Working on your overall content plan along with your SEO content writing strategy can help ensure that all of your efforts complement each other and contribute to your long-term success.
If you don’t have the resources to handle your SEO writing in-house, you can always use the services of a specialized writer. An SEO writer is a marketing professional that specializes in developing written content for Google and other search platforms. All companies and industries are different, but SEO writing follows a similar model that can be tailored to each specialty, so you don’t have to find a writer that focuses on your field.
Moreover, you should work with an SEO content writer that can use keywords naturally throughout the text, develop a title tag, and craft an engaging meta description for each piece. Always ensure that your SEO writer can contact you to ask questions about your products and services to ensure that the content matches your vision, especially for the first pieces.
As an alternative, you can also work with a digital agency that provides SEO writing services as well as web design, PPC management, social media, and other online marketing solutions. This can help you create a more comprehensive marketing machine and get more bang for your buck while still allowing your core team to focus on revenue-generating activities.
Skills Your Content Writer Should Have
Writing an SEO article is not a simple process. There are different stages you need to complete before you even start writing your content. So, you need to ensure that your SEO writing expert has the skills required to take care of the entire preparation process beforehand.
First, you need to find the topics and keywords that your potential customer search for when they are looking for your solutions. This requires a combination of competitor research skills as well as the ability to identify the best keyword for each article you write.
Once you find relevant topics and as many keywords as possible, you need to start thinking about other SEO elements. These include the links you’ll use in your writing, anchor texts, header elements, and images or other media that will appear in the text. Finally, it’s important for your SEO copywriter to be able to space out the content and make it user-friendly by breaking it up into logical paragraphs and including succinct calls-to-action.
Does Content Have a Huge Effect on Your SEO Rankings?
Writing quality content is so important for SEO that one of them doesn’t really work without the other one. Having great content without good SEO means that your articles and other pieces will never get the amount of exposure through Google. Likewise, if each page has good SEO but poor-quality content, you’ll end up with high bounce rates and other metrics that result in a low ranking.
SEO content optimization can produce higher click-through-rates (CTR), which represents the percentage of users who clicked on your search result after seeing it. Higher CTR means that more users are visiting your site, which in turn can boost your search ranking. You can also increase the time users spend on each page and register a better conversion rate if you develop an effective SEO content strategy.
Companies can also use each blog post and other pieces of content to incorporate keywords into their site. By targeting the right keywords, you can achieve higher positions and boost traffic to your site. And, increased visibility will also help you get backlinks from quality sources without having to look for them.
How to Write SEO Content
Now that we’ve answered the question “what is SEO writing?” it’s time to go over tips and tricks to help you develop better content.
SEO writing requires a lot of research and a detailed strategy. You need to understand the purpose of each piece in your marketing plan so that you can encourage potential customers to take the right actions. This is especially challenging if you choose not to work with a team of SEO content writers because your core team will need to develop articles and other pieces while learning about search engine optimization at the same time.
In addition to the above, remember that all businesses are different, so you need to create a customized SEO writing plan. There’s no silver-bullet solution, so you need to look at the resources you have available as well as your requirements to find the perfect combination.
Content Keyword Research and Topic Creation
Every search engine uses keywords to help match users with the best results. Before you start writing, you should thoroughly research the keywords you want to incorporate into your content.
Remember, you should only use keywords that are relevant or related to your services or solutions. Try to veer away from keywords that only consist of one term because these tend to attract a wider audience that results in lower conversion rates. You should also include long-tail keywords, but you don’t necessarily want to use one of these as your main keyword because it won’t attract enough traffic on its own.
Instead of conducting research when it’s time to write each page, it’s always a good idea to plan ahead and find keywords for more than one piece of writing at a time. This can help save you a lot of time while allowing you to streamline the SEO writing process.
Besides assessing the competition, remember you also have to consider the:
Almost more than half of all purchases start online, this doesn’t mean that all searches result in a sale. In order to target the right keywords and improve your SEO writing, you need to understand the intent behind each keyword you choose.
The keyword intent refers to the objective that each user wants to achieve whenever he or she runs a search. Remember, the main goal of every search engine is to provide the most accurate results. For this reason, Google has developed mechanisms that help understand the intent that users while performing a query.
While the objective may vary, user intent can usually be categorized into:
When users conduct a search with the goal of learning a new skill or learning about the options they have, the keyword has informational intent. Keywords with informational intent usually include terms like “how to,” “guide,” and similar phrases, but this isn’t always the case. If the intent is not immediately obvious, you can always search for the keyword you’re considering and evaluate the answers you get. If Google shows learning resources, the keyword is more likely to be informational and the title of your article should reflect that.
As the name suggests, commercial intent keywords refer to phrases that prospects use when looking to purchase a product or service. Content featuring commercial intent keywords can be more direct because users are actively searching for the best solutions. This may vary, but commercial intent keywords are ideal for a product page, blog post that describes your services, or downloadable resource designed to collect user information.
Types of Content
The process of finding the best keyword phrases will vary a bit depending on the type of content you’re developing. For product pages, you should target one main, ultra-relevant keyword per page, like “SEO writing services” and also incorporate a few variants into each piece. This means that each service should have an individual page, rather than clumping them all together.
Each blog post and SEO article can help you add keywords that are related to your solutions, but are not relevant enough to include in your product descriptions. You should choose one main keyword for these as well as variables to include in each page, but always keep in mind that users may have a different intent when reading a blog post instead of a product page.
The keyword search volume is extremely important. But, many companies and marketers actually focus too much on keywords with a lot of monthly searches, to the point that it ends up hurting their campaigns.
Keywords with high search volumes usually have a lot of competition, which means that the sites in the top positions have been working for a while on getting those rankings. This makes it extremely difficult for new platforms to get on the first page, especially if they don’t rank for any relevant terms yet.
The solution is to target a combination of high and low-volume keyword phrases. You should create a list of high-volume keywords that are relevant to your services, but don’t go after these right away. Instead, work on identifying variants that are also relevant but have a lower search volume, which translates to fewer competitors. You’ll be able to get first page rankings for these terms relatively quickly, which in turn will make it easier to achieve top positions for high-volume keywords.
Checking for Duplicate Topics
Even though it’s not a part of the keyword research process, you need to set time aside to check for duplicate topics on your site. If you have more than one page targeting the same keyword, they will compete against each other and result in a lower rank for both of them.
If you already have a blog post or similar piece of SEO writing that features a keyword you want to use, you can always write new content and update the page. We’ll go over tips on how to improve existing content later on in this article.
Create a List of Articles and Other Pieces of Content
Once you’ve selected the keywords and topics, it’s time to create a list of articles and other pieces of content that you need to write.
Creating a list of content that needs to be written will help ensure that you cover the most important topics first. You should identify essential pieces of content that the leading competitors have on their sites and create a more comprehensive version for your page.
Furthermore, creating a list of articles will help distribute your resources and develop different types of content every month. For example, you can update a page and create a new blog every week, then work on developing a larger piece like an ebook or case study once per month.
Start Outlining the Content
If you want to learn how to write SEO content, you also need to outline each piece before you start writing.
Creating an outline doesn’t necessarily mean choosing the headers and other elements that are in the article. However, your outline should include the keyword you want to target, resources like competitor research, page title tag, and other important pieces of information. Additionally, article outlines help provide tips on SEO for writers, which translates into better content and a higher conversion rate.
The outlining process is essential, but it can add a lot of pressure to your internal team. You can always avoid this by working with a top SEO content writing service provider that can create articles and handle the development process with minimal input from your part.
Craft Title and Description Tags
When it comes to SEO articles, writing the main content is just a part of the process. Remember that each piece also needs a keyword-rich title and meta description that help search engines get a better idea of what the website is about. The meta description and title are also visible to users, so crafting engaging content for these can also boost traffic to your site.
Your title tag and meta description can be as long as you want, but remember that Google will only show a limited number of characters in its search results. Instead of cramming these with keyword phrases, adhere to Google’s allowed title length and use creative language to attract potential customers.
Write Valuable and Comprehensive Articles
The most important part of your SEO content writing strategy is the development of quality pieces. Even if the other parts of your campaign are operating perfectly, you’ll never achieve the rankings you want with poor-quality pieces. Instead, you should focus on answering customer questions and developing comprehensive pieces with practical information that also contains the right keywords.
There is no exact formula to determine whether your content is valuable or not. Generally speaking, each written piece should cover topics that your audience is interested in. You should also discuss a problem and give users actionable solutions. In most cases, short-form articles don’t give you enough space to cover a topic thoroughly, so you may have to plan for longer pieces and test them out.
Use Media Elements to Spice Up the Content
Humans are visual creatures, so adding images, videos, and other media elements to your site can help your content pop. Remember, your images need to be relevant but they can vary greatly depending on the type of content you’re writing.
If you’re working on a product page, try to incorporate functional media elements that serve a purpose, like graphs, charts, or interactive tools. Blogs and articles tend to be more informational and casual, so you can opt for creative elements that add flair, without taking away from the main content.
Always remember to include the main keywords in the image title and alt description because it can help boost your SEO.
Ensure a Sound Internal Link Structure
A sound internal link structure will help bots read your site and entice users to navigate other areas of potential interest.
Having a menu bar or similar navigational features throughout your site can provide the base for your internal linking structure. That said, you also need to find other relevant pieces of content that aren’t immediately available through your navigational features and add a link to these.
For example, if you write a new blog you can include a small section with an explanation of a topic that you’ve covered in-depth in previous posts. Then, you can add a link from your new piece to your old article, which gives your internal linking structure a boost.
Make Your Content Accessible on Any Screen Size
Today, mobile devices make up more than half of all internet traffic, so there’s a good percentage that part of your audience will access your site through a smartphone or similar gadget. If your page isn’t designed properly users will have to zoom in to see your content, which will increase the bounce rate and reduce your chances of getting in the top rankings.
To avoid this, your best bet is to use a responsive design that accommodates to the user screen regardless of its size. Websites that have a responsive design adjust the font, images, and navigation so that they’re easy to use on a mobile device. They basically combine the functionality of an app with the simplicity of a mobile website and the best part is that responsive sites don’t require any separate maintenance.
Use Informative and Keyword-Rich URLs
Many companies treat their website URLs like trivial elements, but these are actually extremely important for good SEO. Remember, Google uses a variety of signals to gain a better understanding of your site and these include the URL structure as well as its content.
Whenever you write your URLs, remember to include the main keyword and give a bit of information about the article. You should also separate each word with a dash, which will help both crawlers and prospects read your URLs easily. In most cases, the URL is similar to the title, but there are some instances where you will need to simplify it and leave out a few words.
Publish Content on All Possible Channels
Uploading a new post or page to your site can help boost SEO, but there are other ways to get a good amount of exposure and increase traffic to your site.
You should evaluate the publishing platforms you have available and share your new content in all relevant channels. Social media networks are always a good place to start, but make sure to identify the channels that resonate most with your audience. For instance, if you work in a highly visual industry Instagram may be the best choice, while B2B companies would be better off launching a LinkedIn campaign.
You can also think outside of the box and join conversations in Quora and other forums. By answering questions directly asked by your audience members, you’ll increase exposure and establish a reputation as a leading source of information.
Remember, you need to prepare your content to be shared on social networks. Make sure that you have all the tags in place to ensure that the title and other elements show up properly when shared on Facebook and other platforms. If not, you may end up with a scrambled title that discourages users from clicking on your link.
How Often Should You Update Your Content?
Consumer interests can change relatively quickly, so you need to consider new market trends and adjust your content accordingly. But, how often should you plan on writing content for SEO?
As we mentioned earlier, there is no such thing as a one-size-fits-all strategy, so you need to work with your content writer and the rest of your marketing team to determine how often you need to update your content.
In the vast majority of cases, companies want to publish between 2 and 4 blog posts per month. Plus, you should also review the main content on your website every few months and figure out what updates you need to make.
As an alternative, you can work with a digital marketing agency that provides SEO copywriting services and can create a tailored updating schedule for your content.
Taking Care of Duplicate and Underperforming Pages
Previously we mentioned that you need to check for duplicate content on your website, but you should also identify the articles that are not performing as well as they could be.
Once you know which pages need content SEO updates, you need to decide whether you want to rewrite the content or take down the page altogether. From an SEO perspective, taking down a page and adding a redirect can increase load time and lower your ranking. But it’s also a great way to replace content that’s not performing very well.
Additionally, you can update the actual content on duplicate articles and resubmit the page to Google for crawling. This will help eliminate penalties that are holding your page back and maintain the positive SEO value the page had before.
SEO Writing Tips for Businesses and Copywriters
It’s possible to develop content without hiring an SEO writing service provider, but you need to pay attention to a wide range of variants to get the best rankings. As a content writer, you need to understand the topic you’re discussing and be aware of all the solutions that consumers may have available.
Additionally, you also need to:
Understand the Target Audience
There are many technical elements you need to take care of, so it’s easy to forget that content creation for SEO still revolves around your audience. The content writer needs to have an in-depth understanding of the target audience, the types of challenges they face, and the language they use to find solutions.
Backup Any Claims Made in the Content
Statistics, facts, and quotes can have a profound impact and improve the quality of your content. But, these elements are not as powerful if they are not backed by sources or data that customers can review for themselves.
Therefore, you need to include a link to a reputable source whenever you make any claims in your content. Just remember to manage your follow and no-follow link attributes properly to avoid penalization from Google.
Space Out the Content and Use Headers Regularly
If you want to learn how to write SEO content, you need to master the use of white space and separate your content so that it’s easy to digest.
The easiest way to take care of both of these requirements is to break down your content into paragraphs and separate your article using headers. Try to avoid paragraphs that are more than 5 or 6 lines in length and try to keep your sentences short. Additionally, you can use H2s as well as smaller headers to explain different points in your article.
Try to Answer Reader Questions Objectively
One of the biggest challenges that companies find when writing their own SEO content is being objective. It’s normal to want to promote your products in your pieces. But, as an SEO content writer, you need to learn how to answer questions objectively and highlight the benefits of your products without being too direct.
Make SEO Improvements to the Rest of the Website
Learning how to write SEO articles isn’t enough to get you on the first page of Google rankings. You need to also take the time to optimize all parts of your website, conduct keyword research, write SEO-friendly title suggestions, and make other improvements that increase your chances of getting a better position.
Create an Optimization Calendar
Writing SEO content doesn’t only mean crafting new pieces. You also have to review the performance of each page in order to create a schedule to determine the areas of improvement and make adjustments to your content.
You should share the optimization calendar with your content writer to ensure that he or she has the bandwidth to take care of the improvements in a timely manner. Just make sure you collect statistically-significant data before analyzing your performance.
Copywriting Myths and Misconceptions: 5 Things You Should Avoid
One of the biggest benefits of working with an experienced SEO article writing service provider is that you don’t have to worry about implementing outdated or inaccurate techniques.
However, companies that want to maintain their content marketing and SEO in-house need to avoid myths and misconceptions that may actually hurt their efforts. Some of these include:
Keyword stuffing is the practice of overloading a page with keywords in order to fool search engines into giving you higher rankings. Google and other search platforms use a variety of mechanisms to detect keyword stuffing and penalizes offenders with low rankings.
Writing for Search Engines (Not Human Readers)
Too many companies fall into the trap of writing for Google rather than human readers. Although Google is responsible for attracting traffic, the main goal is to encourage the users who actually visit your website to take certain actions, like contacting your company and request a quote, so always keep them in mind when writing your content.
Publishing Duplicate Content
Google and other search engines also penalize websites that publish duplicate content. This often occurs by accident or when a company wants to share a news article or similar piece on their blog. If this is the case, make sure that the duplicate content is set for no-index to make sure that Google doesn’t read it.
Developing Content Without a Clear Strategy
It’s possible to focus on SEO writing without a plan, but the lack of structure means that you won’t be able to measure your results or know how effective your website truly is. Google regularly updates its algorithm and keeps the most recent trends in mind, so you need to have a strategy that allows you to stay on top of these changes and continuously improve the content on your website.
Need SEO Writing Experts? We’re Here to Help
Learning how to write SEO articles takes a significant amount of time and effort, but this process can help transform your website into a cost-effective lead generating machine.
We hope that our article above answered the question “what is SEO writing?” and allows you to write better content for your website.
If you want to learn more about our SEO content writing services, contact Fannit today and our team will be glad to help.