No matter who is producing your small business SEO content, it should meet Google's 'high quality' criteria. Thankfully it's no longer a secret what Google expects. Anything that is "very satisfying, useful, or helpful for its purpose." That's all.
If you think Google has set the bar high, you'd be correct. Content has to be "near professional quality" reflecting superior editorial standards.
The criteria for high quality pages apply to any writer, whether they have a day job or not. To keep your content on the right track, bear the following in mind.
Write Around Focused Topics
Keywords are the words or terms people use for searching. They can be short or long phrases, with longer phrases getting less traffic but tending to convert better. This means your content should focus on long tail keywords, rather than just short competitive terms which get lots of traffic.
Long tail keywords are simply longer phrases formulated around the answer to a question, and are posed by searchers looking for information based content. The challenge is to make sure pages are structured in a coherent way, amplifying the main topic. In Google's eyes repetitive content that doesn't add any meaning will detract from the quality of your pages or posts.
Create Meaningful Content
Old school SEO writers are still wedded to a formula that places keywords at the heart of content. Today, writing for your audience should be your number 1 objective. Of course Google still has to know what a page is about but Google is edging closer to being able return results based not just on matching keywords, but on the meaning of the text. The view of many is that Google will become an answer rather than search engine. Rather than creating generic copy based on general keywords, you should focus on being as specific as possible.
Focus on Pre-Selling
Today, your content (or much of it) should be focused around pre-selling: answering those meaningful long tail questions. The benefit of talking this approach is that it also makes content easier to share on social media sites like Facebook and Twitter. Generating helpful or useful content encourages your audience build trust in you, before they buy. And for existing customers it reinforces their buying decision. It's also what Google wants you to do.
Writing content for your audience (rather than the search engines) will automatically boost your rankings because Google is paying more attention to how website and blog visitors react to content. In other words, do they stay on the page or read a few more pages or do they immediately press the back button?
The Importance of Researching Topics
Keyword research - developing the list of topics to base your content on still provides the framework. But the relevant terms are just as likely to come from asking your customers or from your own knowledge. It usually makes sense to compare your in-house generated list with a list devised from a tool, but the chances are your own list will be more comprehensive. The tools professionals use to generate lists of keywords never cover all the possibilities. There's just too much variation.
So if a promising term doesn't appear in the tools (and many long tail keywords don't) trust your instincts. Use keywords sparingly in the body of your page or post. Repetition is no longer desirable except on very long pages (think in terms of 1000 words or more).
DIY or Hiring an SEO Content Writer?
This is tricky. If you're passionate about your business you could be a very good content writer/designer. But other people don't always have the inclination, time or ability.
If you don't see yourself being able to create and update content ask the company who designed your website or blog for help finding a writer or SEO researcher. Just make sure they are not wedded to the old way of doing things. You must have input if the output is going to super-please your audience.
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