Seo Content Writing Guidelines
Search Engine Optimisation, or SEO writing, is crucial in the modern-day world – where your success revolves on how often your articles and pages are clicked on, seen, liked, shared, promoted… While you can, of course, always pay advertisements – that won’t get you as far as researching the tactics of search engines to make sure that your article/content is worded so that it makes its way to the 1st page of Google searches – as Google has over 200 ranking factors (https://backlinko.com/google-ranking-factors) that determine where your content will be placed. You can make a bomb article which would inevitably promote your business… if anyone ever read it, because it doesn’t pop up within the first ten pages of any search engine – and let’s be honest, nobody ever reads past page ten. Use your writing skills as a smart tool for free promo.
Here’s what you need to look out for:
Aesthetic and unique content
The key is to make well-worded, appealing content. You can’t just look for SEO technicalities and produce bad content otherwise. You need to write in such a way that it’s related to your industry and speaks to your target audience. Three basic rules to follow:
1. Don’t use complicated words and phrases because you want your audience to be able to relate to you on a more personal level.
2. Be grammatical. Bad grammar is both disliked by users and by the algorithm of search engines.
3. Stick to a minimum of 500 words, as negative space and large pictures don’t perform well – but don’t exclude visuals, either.
We also often see a lot of plagiarism – people blatantly copy-pasting articles with just a couple of changed words. The original article will, in this case, still be better promoted by engines than the clone.
Aside from knowing how to write a good text about what you’re promoting – you also need to know what your target audience is searching for. You can do online research through viewing the most searched words related to your topic on popular sites such as Reddit or Quora, or maybe even conduct your own survey. You need to see what headlines your potential clients and subscribers are drawn to, and what they most often type in their own search engines. These frequently used phrases can then be your keywords.
Headlines and keywords
This is one of the most important technical bits. local seo writing is much like standard journalism – if the headline isn’t interesting, nobody will read the rest of the article. You need to provide unique headings and subheadings, while trying to incorporate commonly used words and phrases. Properly divide your article with multiple bullet points or subheadings, marking them with H2, while using H1 for titles and headlines.
Make sure to use your selected keywords smartly, meaning in both the beginning of your text, in your headline, and in your meta description (the very important, short, 150-300 characters description that appears on Google search link preview). However, don’t overuse it in the rest of the text, as too much can be equally as bad as too little. There are many free tools available for keyword research, such as Google Keyword Planner (https://ads.google.com/home/tools/keyword-planner/) or Wordtracker (https://www.wordtracker.com/).
Use at least a couple of links to back up your claims, provide further research material, or even to redirect your reader to a different page of your own website. A bland block of text seems neither as credible nor appealing as one that will drag you further into the maze.
Review your content
So you’re done writing, but you’re unsure how good of a job you actually did… Not to worry – you can even find tools to review how SEO-friendly your article is and how good your content might do with website rankings. Some of the popular ones are Yoast (https://yoast.com/research/real-time-content-analysis/) and Woorank.
Self-promote on social media
You can use your social media handles to share your content, providing more hashtags, keywords and further describing your product or service. Pages that pop up on social media more are also better promoted on search engines. Be the one to make the first share on your Instagram, Facebook, Twitter or LinkedIn profile.