There has always been a sort of push-and-pull in content strategy between the need for the production of high-quality writing and the generation of Google-friendly content. Does securing the desired spot on a SERP (search engine results page) require the most unique and innovative work, or does it merely involve unlocking the secret formula to Google’s algorithm?
The answer is a bit of both. In theory, even if your post is written by someone with little to no experience, it could rank as one of the top search results on Google, so long as it has certain features. In practice, though, people aren’t going to stay on a website for long if the content doesn’t fit the bill.
According to research from The Blueprints, understanding how SEO works and tailoring it to meet a high standard of writing will ultimately generate the best results for your website.
Audience-Friendly Writing
Unlike when reading a print source, people who are reading a piece of writing online are typically in a hurry. While someone flicking through a novel may not mind spending hours with the text, the same person would probably be reluctant to stay on an unhelpful web page for longer than 30 seconds. In fact, research shows that the average page visit lasts less than a minute, so you don’t have much time to impress your reader. And since one factor that determines your SEO ranking is the amount of time that visitors spend on your page after clicking it, keeping them engaged is crucial to SERP position.
To give readers the answers they need while keeping them on your website for as long as possible, your content needs to be simple enough that they can keep up easily but challenging enough to attract their full attention. This step will require a bit of research on your part, since you’ll need to determine how your target audience engages with online material. Will bulleted lists be more beneficial to your ideal reader, or would a narrative style with creative vocabulary choices draw them in?
Even more importantly, your content needs to actually answer your readers’ questions. Google does not like websites with clickbait titles or long-winded narratives that dodge the topic they’re promising to discuss. Accordingly, the algorithm will rank these sites lower.
Correct Keyword Usage
SEO is probably best known for keywords, as they are one of its main elements. When someone enters a search into Google, the top-ranking websites all contain certain words and phrases that Google perceives as relevant to answering the question.
Companies that have well-ranked websites on a SERP typically follow these three principles:
- They regularly conduct SEO keyword research.
- They update and expand their SEO keyword list based on website visitor data.
- They use keywords that aren’t too general, as those are overly competitive.
Getting and staying on a top SERP isn’t a one-time ordeal. It requires ongoing research and adaptability to both Google’s changing algorithm and the evolving needs of your target audience.
Keywords shouldn’t be excessive, though – and this is where writing quality becomes important. No one likes to read an article overstuffed with buzzwords and the same three phrases repeated ten times. If your 1000-word blog post is reading more as a prolonged advertisement, the reader won’t stay long.
Keep in mind that the immediate purpose of any post, including ones with promotional messaging, should be to inform. Even a post written for the sole purpose of using your products as keyword phrases should provide value to the person reading it.
Any keywords should feel natural and relevant. A primary keyword will be effective if it is present in the article’s introduction once, conclusion once, body once, and in one header. Less is more.
Secondary keywords can and should be used, but sparingly. Appearing even once is enough for Google’s algorithm to pick it up.
Link Building to Quality Content
Arguably as important as keywords are your website’s backlinks—the links on a website that lead to another. Many who try their hand at SEO may insert a few keywords, but they will often underestimate the importance of referrals to their page from other websites.
This can significantly affect a website’s SEO. Some 91% of websites receive no organic traffic on Google because they don’t have backlinks, and Google ranks sites based on authority and relevance. If websites include links to your page, chances are they trust your content. No one wants to risk their credibility on a shady site.
Quality content becomes king here. In order to generate trust, your content needs to be well researched, well written, and so engaging that others view it as valuable enough to include in their own posts.
Developing great content becomes even more lucrative for SEO because Google cares more about the quality of your backlinks than the quantity. So, if your website generates such stellar content that it gets the recognition of well-trusted websites, such as mainstream news sources, renowned experts, and other frequently visited sites, your rankings will have a much higher chance of improving.
Make Your Mark with the Right SEO Balance
In time, with the proper mixture of quality content and SEO tools, your website is likely to climb in Google’s rankings. For more efficient results, look to an expert who can guide you through the process.
The article was written by Paul Bloomfield from https://www.percepto-digital.com/