Anyone can write simple content for a website, but SEO content writing can take it to a new level to make your copywriting profitable and informative. While all your content should be written for the benefit of your site visitors, by simply shaping and optimizing that content, you can please your visitors and provide the search engines with what they need to rank you well in their index.
SEO content writing is the art of providing great information plus the on-page optimization elements that affect rankings. Google and the other search engines scan your pages electronically looking for words and other characteristics that help their software understand what your page is about, make some judgments about its quality, and look for indications that readers like your content. By controlling of all these SEO content writing elements, you provide the Google bot exactly what it wants, and you will be rewarded for your effort in their search ranking.
SEO Content Writing – Critical Copywriting Elements For High-Ranking Website Pages
These are the most important elements you should consider as you create your SEO content writing projects. None are particularly difficult to master, and with a little practice you will learn to easily adjust your content to get maximum benefit from them.
Quality Content is What Really Counts
The most important part of SEO content writing is the content itself. No matter how well you optimize your page for all the other elements necessary to rank well in the search engines, if your content is not informative and engaging to the reader, they will quickly click the back button and disappear. On the other hand, if you provide outstanding informative content, you may eventually get decent results even with minimal SEO optimization. Combine the two together, and you create a great user experience for the reader and make your content easily accessible in the search engines to substantially increase your traffic.
The content on your website must be original if you expect to receive a good ranking. Google and the other search engines maintain records of virtually all the content on the Internet, and it is easy for them to determine if your content is unique and original, or if it is copied or substantially derived from other existing content. Search engines try to provide the very best sources for all the material they index in their search results, so the original source of content is usually ranked the highest in the index.
- Duplicate Content
Duplicate content is everywhere on the web, and what used to be acceptable is no longer tolerated by the search engines as their standards get higher every year to weed out inferior search results. Many businesses make the mistake of using content for their website that has been provided to them from a product manufacturer or service provider. While this content may be useful for research purposes, it is important not to publish it on your website without first rewriting it to make it unique.
- Quantity of Content
The quantity of text on your website pages will also play an important role for SEO content writing. Search engine computers scanning your pages are looking at all the words on the page to determine what that page is about. Generally, the more text on the page, the easier it will be for them to find related groups of words that clearly indicate the theme of the page. So in effect, the more words on the page, the stronger your overall theme will be, and you will also rank for more variations of words and phrases that can contribute a great deal of extra traffic to your site.
Great SEO Content Writing is Sticky
Now that you have original content on your page, and you have enough of it to make it easy for the search engines to classify your theme, you must ensure that your content is interesting and engaging enough to make your visitor want to stay on the page long enough to read it. For SEO content writing, measuring how long a visitor remains on a page is referred to as stickiness.
Your goal is to make your page as sticky as possible. The longer a visitor remains on your page, and within your site, the more likely it is that they are sincerely interested in what you have to say, and they are far more likely to take action by making a purchase or by contacting you. These visitors offer the best potential for ultimately making a sale, and these are the very people you should be writing your content for and targeting with your website creation.
Keyword Research Will Make All Your SEO Content Copywriting More Profitable
Before you begin your SEO content writing, a little keyword research is necessary to get the best results. You see, some words and phrases receive far more search traffic than others, so it’s easy to maximize the traffic coming to your website by using words and phrases with high search volume. Although you probably have a good idea what you want to write about your subject, choosing the actual keywords and phrases carefully is well worth the time you must invest in a little extra research.
One of the best tools to use for keyword research is the free Google keyword tool. By simply entering words based upon the subject of your article, Google will then provide search data to show you how often specific words and phrases are searched for every month. It is not necessary, nor is it advisable, to select extremely high traffic keywords because they are apt to be too broad or too competitive to generate good results for your webpage. I generally like to look for keywords that have between 1000 and 5000 monthly searches for an international market. However, if you are researching keywords to use locally you will probably be targeting words and phrases with only a few hundred searches per month and sometimes fewer than 50.
The goal here is not to just choose the highest search volume, but rather to choose appropriate phrases that are likely to be used by people interested in what you sell. Then you can choose those that have at least a little search volume and don’t have too much competition. There are many keywords that may initially sound perfect to use in your headlines and your articles, but a little research may show them to have virtually no search volume at all so that ranking for these terms would be virtually useless.
Add Some LSI Keywords To Make Your SEO Content Writing Even More Effective
LSI keywords, or “latent semantic indexing” keywords are also important for making the most impact with your SEO content writing. When you search in the Google Keyword Tool for a specific word or phrase, Google provides search volume results for similar and related words and phrases. It’s a good idea to make a list of some of these related LSI keywords that are suggested so you can simply sprinkle them in your text as you write. It’s important to use these LSI terms intelligently and not damage the quality of your SEO content writing by inserting words or phrases that don’t belong. Remember, you are writing for people, not search engines, and well-written compelling content is the most important factor for success.
Use Keyword Density To Your Advantage
Keyword density refers to the number of repetitions of your keyword on the page. It’s important to repeat the keyword often enough so that the search engines understand that that keyword is the focus of your article, but it is just as important not to overuse your keyword so that it appears you are trying to fool or trick the search engine in some way. For SEO content writing, the keyword density for your main keyword or phrase should be somewhere between 1% and 4%, so for a document with 1000 words your key phrase should be repeated between 10 and 40 times throughout the document. Again, it’s important to not damage the readability of the article by simply stuffing the keyword where it doesn’t belong just to increase the density. If you write naturally about your topic is usually not too difficult to achieve at least a 1% density, and this will be enough to satisfy the search engines and maintain page quality.
Meta-Tags – The Important Code Behind Your Copywriting
Meta-tags are small pieces of HTML code that work behind the scenes to help the search engines understand what your page is about and to help them display it the way you want it displayed in the results. By specifying these individual tags for each piece of content you create, you make it easy for the search engines to display your listing so that searchers will be more likely to click and visit your site for more information. While there are many tags available to use, these are the most important for SEO content writing
- Title Tag
The title tag is the most important tag of all. This tag contains the title of your document or webpage and is the first place the search engines will begin to look for your keywords. Your title must contain your keyword or your keyword phrase if you expect to rank for it in the search engine. Without placing your keyword in this critical location, you are likely to rank so far back in the search results that no one will ever see your listing.
- H1, H2, H3 Tags
For SEO content writing you assign tags to headlines and sub-headlines throughout your article. By using these tags appropriately, you assign a hierarchy to headlines to indicate which headlines are more important than others. So, the main title for your article or page is the most important and would be contained within an H1 tag.
For most SEO content writing you will only use H1, H2, and H3 tags, although you could use additional tags if you thought it was necessary. You may also use the same tags more than one time within the article, so there may be several H2 tags and several H3 tags. Every article has individual pieces that are more important than others, and the tags you use should represent this as accurately as possible.
- Text DecorationText decorations like bold, italic, and underline are also important for SEO content writing because they are used to emphasize words and phrases to make them stand out from the rest of your text. Google will detect this text decoration and understands that this declaration is used for emphasis of important words and phrases. With this in mind, your main keyword or key phrase should always be bolded, italicized, and underlined at least one time on the page.
- Outbound Links
Every page of SEO content writing on your site should have links leaving the page. Some of these links will be found in your basic site navigation, sidebar, or in the footer area, but the links I am referring to here are the ones included in your content area on the page.
First, you should be linking out to other pages of related content contained on your site. This internal linking plays an important role in your SEO content writing to help boost the ranking of other pages and posts on your site.
In addition to the internal links included in your article, you may wish to include links that go to external sites. These external links are generally to authority sites that are not direct competitors, yet may offer the reader additional important information on the topic. While you should use these links sparingly due to the fact that some visitors to your site may follow them to the other sites, it is wise to include at least one on every page as it establishes your intent to help the reader as much as possible even if it means losing a visitor. The search engines will detect this external link, and by all accounts I have seen they will treat such links favorably as they determine where your site will rank.
Although no one can be sure exactly how many is the ideal number of links to have on a page, the current belief is that you should have no more than three links within the content itself, and perhaps another 3 to 6 links below the content.
The reason for this limitation on links is to ensure that you don’t give the search engine’s any reason to believe you are selling links, or running any kind of link scheme or link farm to artificially manipulate the search results. All the search engines, but especially Google takes this subject very seriously, and even the slightest indication that you are doing anything unethical is enough to cause you serious problems with your search engine rankings and your website traffic.
Use SEO content writing techniques for great results for your website
By combining all the elements mentioned in this article with great original content for your site visitors you are sure to increase your chances for success on the Internet. As you know, the Internet is absolutely jammed with trash that ranges from offensive to merely useless, so it is important to produce content that is of good quality and follows best practices for website optimization to stand-out above the rest.
It is rewarding when visitors enjoy your content and interact with it by commenting, purchasing, or contacting you for additional information. It does take more effort to please your visitors and provide the search engines with what they need to rank you highly, but not much. Those webmasters that take the time and effort to master SEO content writing will reap the rewards of a successful website.