The game has changed. The race towards top rank in Google search is not just about stuffing keywords into the content. Google knows better when it comes to search engine optimization. For them, content should always be about serving its readers — a useful, informative and readable one will always be better than a keyword-stuffed copy. Today, we will tackle strategies in winning the SEO Content game.
Wordstream.com defines SEO Content as “[R]efers to search engine optimization, or the process of optimizing a website so that people can easily find it via search engines like Google. By “content,” we mean any information that lives on the web and can be consumed on the web like product pages, blog posts, articles, lists, guides, videos, infographics, slideshows, etc.”
1. Who Reads Your Content?
Who are your readers? You should know that. You will never know the words and the topic you are about to bleed out into that blank page if you don’t have a single clue on your readers.
Are your readers the end-users of your product? Or maybe they are C-class executives who have tight schedules? Or those who would prefer saving content for later reading?
After identifying, ask yourself again. What are their needs? Will they understand the language you used in your copy? Do they have time? Study their background.
With these questions, you can easily adjust the technicalities of your content into what fits your target reader. Teenagers prefer short copies with more visuals. Startup executives need longer and in-depth copies and A-class executives need a setting wherein they can save the content for later.
2. Dig Deep but Be Readable
Everyone loves a one-stop-shop content wherein they can read everything about the topic. If you decided to write about a specific one, you can always tweak it or change the angle so the readers will have additional information and understanding of a different perspective.
Long-form blogs ranging from 2000 words above like an ultimate guide or “everything you need to know” blogs are effective.
Going in-depth should not necessarily mean not being unfriendly to readers. Delete those jargons and highfalutin words and remember the strategy mentioned above. Always remember the basics; the clarity, organization, and logic whenever you are writing. What’s the sense of creating content no one can understand?
3. Visuals? Visuals. Visuals!
It is already proven by research that human beings can easily pick up a topic or a message if it’s visually presented. According to research by Skyword, content with relevant images in it enjoy 94 percent more views than content without images. Just imagine yourself looking at a whole page of pure text, would you bother reading the whole thing? Yes, you do ‘cause most of us writers devour tomes of words for breakfast but what about our readers?
4. Be the Authority
Readers have their way of detecting if the content writer knows what they are doing. Keep in mind that whatever niche you are in, it is always different if it’s your expertise you write about.
If you established authority in a specific subject, your audience will always treat you as their go-to. And Google takes note of that making it more relevant that will eventually translate into a better ranking in search engines. First-Hand experience and exposure to a particular subject will definitely help content creation easily and apparently, the search engine optimization.
5. Conduct Original Research or Study
Original research and study will make the audience perceive you as a serious player in the market thus establishing authority. This is proven to be effective as according to the 2018 State of Original Research for Marketing report by Mantis Research and BuzzSumo, 56 percent of marketers who use original research says it exceeded or met their expectations.
Additionally, 74 percent said that they have seen more website traffic because of original research and 63 percent said they see more social shares.
Bonus, blogs will also link your research/study and Google will take note of that.
Think of Google as Big Brother, an omnipotent being who observes everything happening in the world of digital marketing. Once Google takes note that your content is not just to impress them but the people you serve, it will earn points to rank further.
Search Engine Optimization became the way of companies to put their business out there and to adapt to the digital era. Creating well-written and relevant content is one effective way to champion Google ranking.