Good content is one of the best ways to increase site traffic, induce visitors to stay longer, and persuade them to take an action or visit your site again. But writing “good” content for a website has two sides—writing for the user and writing for the search engines.
While there are important “user” aspects to take into account when composing your content, if you want the content to help you rise in the search result rankings, it must be formatted to meet SEO requirements.
What Is SEO?
SEO stands for Search Engine Optimization, and it is the process of enhancing your website so it appeals to search engines like Google. Those search engines will, in turn, rank you higher in their result pages.
SEO to a website is like the arc reactor to Tony Stark. Your site could still be awesome without it, but that factor is what gives your creation power in the greater world and against your foes (or in a website’s case, competitors).
SEO & Content
There are many facets of SEO, but quality site content is an extremely vital part. SEO-friendly content helps the search engines figure out where to rank your website in the search results. The cornerstones of this are:
- Quality & Quantity
Since search engines can’t “see” in the traditional sense (they can’t look at images the way we do); they instead depend on content to understand what a webpage is about. Search engines analyze website content for keywords to determine a page’s subject matter and decide where to rank it in the search results.
If you want the search engines to rank you higher, you need to understand what keywords your target audience is searching for and then optimize your content around those keywords. For example, if you are an orthodontic practice you’ll want to optimize your content for keywords like “orthodontist,” “orthodontic treatment,” “braces,” “Invisalign,” and so forth. If you are a pet sitting business, you may want to use keywords like “pet sitting,” “dog sitting,” “doggy daycare,” etc. These are just some examples. Normally your own search experience and intuition can help you come up with many good keywords for your website, but researching keywords is always a great idea too!
Quality & Quantity
Writing content with the right keywords (used in the right quantity) can help your website and its individual pages go up in the rankings. But how intensely should you hammer these keywords home?
Quantity and quality both matter here. You want your written content to be composed to emphasize your keywords (thus helping you rank higher in the search results), but you also don’t want to overuse keywords. Search engines like Google are smart. They can tell the difference between well written SEO content and spammy content that is overstuffed. If you go with the “keyword stuffing” method, search engines may even penalize your site.
Furthermore, if you overdo it with your keywords in your attempts to gain SEO favor, you will alienate your site visitors. If your content sounds spammy, the people on your site aren’t going to finish reading it, and they’re definitely not going to be motivated to learn more about your business, products, or services.
The trick with well written SEO content is, despite the fact that you are SEO-ifying your content to please search engines, you should always write with the user in mind. In other words, don’t write for search engines; write for people. Just let your keywords be your guiding light—that which reins you in and reminds you of what matters.
Keeping it fresh with your content not only helps ensure that your site visitors stay interested, but fresh content is an SEO best practice that shows the search engines you are relevant.
From the moment your site goes live, consider it a living creature that needs to grow and develop over time in complexity and strength.
Periodically revitalizing and changing up your content appeases search engines. Google will notice if your site stays the same for long periods of time (is inactive) and will punish you for it by moving you lower in the search result rankings. So continuously update your site with SEO content. In a competitive digital landscape, there is no room for webpages that gather cobwebs.
Writing good, quality SEO content isn’t easy. It can be hard to write something compelling and passionate with an agenda. Nonetheless, the finesse of SEO-friendly content cannot be overlooked or undervalued. Poor content will limit your success online.
It may take time to master the right balance, but practice is the best way to get the hang of it. If you lack the time to develop the finesse for this type of writing, hiring a professional copywriter, or an SEO management service like those offered at Wpromote, can provide a solution. Trained SEO writers can deliver the delicate balance of high-caliber writing with keyword optimization.
SEO In Sum
Search engines take many factors into account when ranking sites, and results also depend on the exact keywords people are searching for. So having great content does not guarantee you’ll be at the top of every search result page. However, having content that embraces SEO best practices will give you a much better chance at it.
Badly written content will cost you users, and non SEO-friendly content will cause your site to be less favored by the search engine and thus see less traffic. So utilize keywords to the best of your advantage, balance their quality with their quantity, update regularly, and whether you do it yourself or hire an SEO specialist, develop content with the right finesse. You’ll be glad you did!