Before you can create content for SEO, you need to ask yourself ‘what is good content?’ The process of creating click-worthy blogs and web pages, has two stages. The first is defining what great content actually is – and this will be different for every audience. Once you understand this, the next step is content creation.
If you are reading this, you may already realise the importance of SEO content optimization. Google likes fresh posts, right? But remember who Google needs to please – Internet users. Without people searching and browsing the web, Google doesn’t have a job to do. A search engine’s primary goal is not to refer users to new web pages – but quality, unique and useful pages.
Jason Cartwright, an Australian technology writer, says basic search engine optimisation techniques include ‘creating quality content that is unique, engaging, and free from grammatical errors’. This is a fundamental requirement for building a successful website.
So, to create good content, start with web users. More precisely, start with the needs and interests of consumers who may be searching for your type of business on the Internet.
What interests your target market?
Consider your own business knowledge, and return your marketing plan. The same needs and interests that are relevant to your customers offline, will most likely be relevant online. Ask yourself these questions about your existing customers:
- What do customers need to know about my products and services before they purchase?
- Where do customers begin their purchasing journey?
- What problems do customers need to solve?
- What topics inspire, or motivate my customers?
The answers to these questions will help you brainstorm credible topics, or themes to write your blogs and web pages around. Every single post or page on your website should be customer-centric. All of your text and images should aim to answer questions and build trust.
There should be a specific purpose for all information on your website, and the majority of it should provide the answers to questions your target market are searching for. Keyword research is an important part of SEO content writing, but you should also utilise your existing customer knowledge.
Developing an SEO content strategy
Most people are confused and scared when asked to create a content strategy. It sounds like a large and complex document, and while it may be for some enterprises, your own strategy can be simple and straightforward.
Kristina Halvorson writes ‘first and foremost, content strategy connects your organization’s content efforts with business goals and user needs.’ This is perfect for SEO. A content strategy can help you rank high in search engines, and meet the needs of potential consumers. A thoughtful strategy well help people find your site, stay on your site, and purchase from your site.
You don’t need to be a professional content strategist, to scribble good ideas on the back of a napkin. Thinking and planning before content creation, might seem boring, but it is an essential step in achieving results. Planning first is much better than writing poor quality content, and needing to redo it later.
A report on Mumbrella shows how content strategy in Australia is still in its infancy, as 43% of marketers in Australia are working without a documented SEO content strategy. If you want your SEO content to rise above your competitors’ listings on Google, start by writing a content plan.
How to write good content for a website
Once you have a plan, you should have everything you need to start writing. Good content for a website is well-structured. Each page is structured, and has an outline of headings and subheadings. And each page should be connected with other pages, through links (not just your primary navigation) that are meaningful, descriptive and relevant.
Structuring content is something many writers skip over, because they deem it isn’t necessary, or they don’t know how to do it. Organising information on your website is necessary, because it is best practice for SEO, and a basic principle of on-page SEO.
Many years ago, keywords could easily be ‘stuffed’ into an article, and it would easily rank on Google. They didn’t even need to make any sense. Those days are gone, so don’t worry about keyword percentage which used to be a big thing. Instead, focus on descriptive content that engages your target audience.
Keywords and search terms are still very relevant, but they need to be included smoothly and naturally into each page of writing. Writing that improves search rankings is composed for real people, with strong consideration for popular search terms.
Engaging with a professional copywriter
In the ideal world, business blogging for SEO is completed in-house, by someone who knows the company well. This rarely happens, and when it does the results can be poor. You may have a team member who is a great writer, but they may not have adequate marketing knowledge. And not all copywriting is suitable for websites.
Consider engaging a professional copywriter, specialising in search engine optimised website content. While SEO writers are commonly hired from overseas, Australian businesses will benefit from hiring a native-English speaking copywriter from Australia. A local writer will use the same local language that your readers use and relate to.
An experienced web content writer will utilise the best SEO copywriting principles. They will know how to write SEO content in 2019 – that actually works!
Content marketing and optimization tools
The best SEO tools are those that increase your efficiency, but do not necessarily think for you. The popular WordPress plugin, yoast has some excellent features to improve the quality of your website copywriting.
Yoast’s features include checkers for readability and keyword placement within an article. These can be useful, but should only be used as a guide. Web content needs to be unique, and the right approach for your site might not perfectly match the tool’s guidelines.
Is it all too difficult?
The best SEO specialists are multi-skilled and talented. They need to be good at everything, or at least have people on their team who have many different skills. When businesses try to keep SEO in-house, they often fail because there are too many roles to fulfil. A full service digital agency, like Design Point in Melbourne, takes the pressure off businesses who want to rank in search engines.
At Design Point we can take care of everything – web design and development, search engine advertising, and copywriting for SEO. We can help you create website content to boost your rankings on Google and impress your customers and clients. Talk to us about using content marketing to look good, and stand out in the online crowd. Learn the importance of content in SEO and how it can improve your business website today.