How to write great SEO content

For the hard pressed business owner who does most of the work themselves, finding the time and energy to write interesting and relevant content can be quite a daunting task. However, once you get into a regular pattern of writing, it becomes easier and if you are really passionate about your business, your writing will be interesting and enthusiastic. It does not matter whether this content is for the main site or for your blog, one thing is for sure, it has to be good. One of the main tips we give out, is to write for an actual person rather than for the search engines. Writing something that is interesting and engaging will repay you huge dividends however writing just one piece and leaving it at that is not going to be enough long term. What you need to do is pace yourself so that you release your content on a regular basis as this will build up a regular following of readers and this is the key here. Having this base level of readers who visit your site and share your articles with others leads to more visitors so that your site or blog is getting high levels of traffic on a regular basis. This in turn is noticed by the search engines and as such, your site or blog will rank higher on the organic listings. For those of you who are just starting out on this journey, here is some solid advice to help you on your way.

If you’ve recently put up a website for your business, it will not immediately appear when you search for a relevant keyword in your favorite search engine. To earn your spot on the first page of results, you need to publish SEO web content. Search engine optimization, or SEO, content consists of articles, blog posts, or other written website material that is created to feature prominent keywords. Search engines will crawl throughout the web, grab these keywords, and catalog them in an online database, where they are called up during keyword searches. The more keywords that are inserted into the content, the more frequently and prominently your website will appear in search results.

So what is involved in creating SEO web content, and how can you do it to best maximize your business’s potential?

1. Pick a topic relevant to your business

The first thing you need to do when writing SEO web content is decide on a topic that relates to your business. If you want your business to appear in more search results, you must write about topics that pertain to your product or service. You can direct the topic you choose toward a particular goal, such as increased sales, website hits, or social media shares.

Writing with a specific topic in mind is also important when deciding on your writing style. From your topic, you can determine the type of audience you want to target and write the articles with those readers in mind. The language and style used and the information you choose to highlight should draw your audience, and you need to write according to their needs.

2. Use relevant keywords

Keywords are an important part of your content because they are the key factor for SEO. These words and phrases should be carefully selected for SEO web content because they need to effectively relate to your business and appear in searches. Make sure to research the keywords that customers commonly search for when looking for businesses similar to yours.


Further information

5 SEO trends that have emerged in 2014

4 Beginner SEO tactics you have to know

Learning from the SEO mistakes of others

Over the years SEO has changed and evolved and will continue to do so particularly with the search engines using algorithms that can appear to cut you off in your prime. Of course, they do not see it this way, they see it as removing what they believe to be irrelevant, poor quality or spammy content. This is why the experts are always banging on about only submitting high quality content to your site. Being able to keep up with all the changes and innovations is a job in itself and nobody would expect a hard working business owner to know everything that is going on in the world of SEO when this is not their forte. However, it is a very good idea to be aware of some of what is going on, particularly when Google’s algorithms are released and appear to cause havoc even with very well known sites. We all make mistakes, but learning from those mistakes and not making them again is the important factor. Some mistakes are relatively harmless whilst others would score 7.5 on the Richter Scale with devastating results. If we can learn from the the mistakes of others, even better, it means we avoid a disaster of our own. So, take a look at this piece and see what you can learn and the mistakes you can avoid.

I’ve spent the last decade consulting and working in both agency and in-house SEO environments. I’ve had the privilege to work with executives and stakeholders who understand the importance of SEO to their business and have a desire to maximize it. But I’ve also experienced the disadvantage of working with businesses moving too quickly, and in some cases, too slowly, making avoidable mistakes that jeopardize their organic programs. The good news is twofold: First, you can avoid these top 10 mistakes in the first place, and secondly, there’s a way to recover from them.

Keep this top 10 list of SEO mistakes in mind as you craft and execute your overall SEO strategy.

Assuming keyword research is the only market research you need to perform.

There are motivational and emotional reasons why your target market exists. To be successful with SEO long-term, you really need to understand your target market at this deeper level. Start thinking about your target market in a more nuanced way. This goes well beyond keyword research into teasing out the emotional details and rational reasons why your users will consider paying for your product or service.

Questions to answer: How well do you know your users? How well are you listening to them and responding with the best product or service possible? Do you understand the buyer journey(s) for your products or services? Do you have the expertise to talk intelligently about your products and services (and is it enough to convince someone to purchase from you)?

Yes, keyword research is a step in the process of understanding your target audience and their search intent, but there’s always deeper, ongoing market research to perform and your business’ past and present data to consider. Avoid the trap of one-and-done keyword research by making targeted market research a part of your ongoing research processes. I recommend working closely with your product/merchandising team or a product marketing manager. Also tap into the knowledge of your social media manager. These people will typically perform a good deal of market research as part of their jobs as well. Your keyword universe will expand, the quality of your content will improve, and users will reward you through better engagement and sales.



Further information

The 7 most common SEO mistakes

23 tips to regain search traffic and future proof your site