Content plays a major role in your SEO strategy. Creating engaging content is extremelyimportant because it results in users being glued to your website. You need to rememberthat users use the power of search engines to search and locate content that is relevantand meaningful. Therefore, the purpose of SEO content is to provide meaningfulinformation based on users’ search queries. It is important that while writing content, youthink about users and not search engines: first write good, user-engaging content, andthen tweak it for better visibility.For example, suppose you have an informative website related to troubleshootingWindows 7 systems. You need to ensure that your content actually helps users repair andremove errors from their Windows 7 OS. Once you write troubleshooting tips and tricksfor resolving several issues, you can then tweak the content by introducing keywords. Butremember not to stuff keywords or over-optimize the content, because that will result inpenalties from Google and the other search engines.Content Consideration Factors and SubsequentImplementationLet’s look at the essential factors when you are considering content and how to achieveefficient SEO implementation on your site.RelevanceWriting meaningful content is the most important factor in content creation . Theevolution of search engines was to help users find out information they need and itis all about creating an efficient user experience. The content should be crisp andmeaningful to engage users. If the content is thin (meaning it is of less value from theuser’s perspective or so commonplace that it is not useful to readers), then you will seea huge bounce rate (because users will not stay on a site that’s of no value to them),thereby adversely affecting the site’s rankings. You can streamline your content once itis written by using a calculated (not manipulative) and creative approach. Ensure thatusers get valuable information on your web pages, which will encourage them to share or
recommend your site and thus enhance the site’s visibility.
You also need to consider the appropriate target audience when you publish content.
Using Google Analytics, you can gauge your prospective and existing audience. Catering
to the correct audience makes you content more relevant. An investor is more likely to
view content about Wall Street than web designers. On the other hand, a site displaying
content about troubleshooting website design errors is more likely to be viewed by web
designers and UX designers than investment bankers.
For example, suppose you want to buy shoes online for a party in Denver, Colorado.
You go to an e-commerce site such as Amazon do so. The product description for a shoe
should tell you about its comfort, style, materials, price, sole, and so on. If the description
primarily includes content about plumbing solutions in Alaska, it will be a huge turnoff,
because it will be of no use to you and is misleading. This is spam advertising and can
harm the site’s reputation due to deceitful marketing. You may end up never visiting that
site again.
Keyword Positioning
Remember that once you write content, you can tweak it for maximum optimization.
However, you need to find appropriate keywords that do justice to the content. You
can include a keyword in the first line or heading and then use synonyms in the next
paragraph. But do not include a keyword if it is not relevant.
Studies suggest that search engines prefer to map keywords that appear in the initial
portion of the content than later in the web page. So, try to include a keyword or key
phrase in the first few paragraphs of the page to position it better so it can be mapped
easily by the search engines
Headings and Subheadings
Use headings and subheadings to give your content a concise structure. Heading
elements help to organize your content. Insert keywords or related terms in the headings,
because they are cached easily. Search engines prefer keywords to be included in
headings because they are topic-specific and the hierarchy helps users locate and access
content. Having a structured format such as a heading, body, and conclusion also makes
your site more readable.
Outbound Links
When you’re writing topic-specific content, link jargon (industry-specific words) and
buzzwords to authoritative sites. For example, if you are writing about web design,
topic-specific words can be linked to sites like Stack Overflow.
Suppose your site is a travel website where users can rent hotels, cars, and tour
packages in Australia. Koalas and kangaroos can be sighted frequently in certain places in
Australia. If users are ignorant about animals such as koalas, you can link the word koalas
to the appropriate Wikipedia page. Such links make your site seem reliable and genuine
and help provide a good UX.
Lists and Fonts
If users want to view troubleshooting steps for their operating system, a site displaying
paragraphs of text and numbers will be boring and tedious to read. However, if you
specify the troubleshooting steps using numbered bullets, it helps users by giving
them concise, specific instructions to resolve their system issues. Instead of writing a
comprehensive paragraph explaining all the steps, use lists; for example, something like
“Top 10 resources for Windows 7 troubleshooting” is useful, and users may recommend
or share your site on social media and other platforms.
Also consider using bold fonts and italics on your web page. Keywords can be
assigned a bold font or italics style to help the search engines map those terms and
relevant information. But take care that you do not over-optimize too many terms on a
single page, because that can be ambiguous for the search engines.
You can also use alternate text for listings, images, and videos. It helps the search
engines map appropriately and gives the relevance.
Proofreading and Plagiarism
Before you publish content on your website, be sure you have edited and proofread it.
Spelling and grammatical errors can be an absolute turn-off and reflect poorly on the
quality of your site, thereby adversely affecting the rankings. Sentence structure issues
can also result in a negative experience for users. They may even doubt the authenticity
of the site, which can affect your site’s reputation.
Remember to check your site for plagiarism. Search engines penalize sites that have
copied content from other sites. Your content must be original and specific from the
user’s perspective. You can use plagiarism tools such as Copyscape to deal with this issue.
High-Quality, Intuitive Content
The most important factor is to publish quality content. Quality matters, and using sharp,
intelligent content will lead to good results. For example, informative blogs are in vogue,
because they supplement the main product and educate users about various aspects of
the product.
Use interactive media such as videos, audio, and infographics to engage users and
increase the popularity of your website. Use social media plug-ins and links so that users
can share your content or recommend it to other users. Compress images for optimal
page-load times.
Be as informative as possible, but keep in mind that the length of your content
matters. It is a good practice to have a word count of approximately 250–300 on a single
web page. Depending on the type of site, you can also use 800–900 word articles that
provide in-depth information. It also helps to include a few key terms to enhance your
SEO implementation.
Generate fresh content for your users, because freshness is a key SEO factor. Users
are not interested in redundant, stale content; they want to read the latest and are always
on the lookout for trendy updates.
Lists and Fonts
If users want to view troubleshooting steps for their operating system, a site displaying
paragraphs of text and numbers will be boring and tedious to read. However, if you
specify the troubleshooting steps using numbered bullets, it helps users by giving
them concise, specific instructions to resolve their system issues. Instead of writing a
comprehensive paragraph explaining all the steps, use lists; for example, something like
“Top 10 resources for Windows 7 troubleshooting” is useful, and users may recommend
or share your site on social media and other platforms.
Also consider using bold fonts and italics on your web page. Keywords can be
assigned a bold font or italics style to help the search engines map those terms and
relevant information. But take care that you do not over-optimize too many terms on a
single page, because that can be ambiguous for the search engines.
You can also use alternate text for listings, images, and videos. It helps the search
engines map appropriately and gives the relevance.
Proofreading and Plagiarism
Before you publish content on your website, be sure you have edited and proofread it.
Spelling and grammatical errors can be an absolute turn-off and reflect poorly on the
quality of your site, thereby adversely affecting the rankings. Sentence structure issues
can also result in a negative experience for users. They may even doubt the authenticity
of the site, which can affect your site’s reputation.
Remember to check your site for plagiarism. Search engines penalize sites that have
copied content from other sites. Your content must be original and specific from the
user’s perspective. You can use plagiarism tools such as Copyscape to deal with this issue.
High-Quality, Intuitive Content
The most important factor is to publish quality content. Quality matters, and using sharp,
intelligent content will lead to good results. For example, informative blogs are in vogue,
because they supplement the main product and educate users about various aspects of
the product.
Use interactive media such as videos, audio, and infographics to engage users and
increase the popularity of your website. Use social media plug-ins and links so that users
can share your content or recommend it to other users. Compress images for optimal
page-load times.
Be as informative as possible, but keep in mind that the length of your content
matters. It is a good practice to have a word count of approximately 250–300 on a single
web page. Depending on the type of site, you can also use 800–900 word articles that
provide in-depth information. It also helps to include a few key terms to enhance your
SEO implementation.
Generate fresh content for your users, because freshness is a key SEO factor. Users
are not interested in redundant, stale content; they want to read the latest and are always
on the lookout for trendy updates.
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