SEO strategists and professionals will tell you all the various methodologies and workarounds you can utilise when creating SEO content to help your site garner traction, building that healthy flow of traffic for your budding business.
However, with content writing, what they don't tell you is what it is you're not already doing or doing wrong. The trick to SEO content writing is knowing what will help you tackle long-standing issues such as a stagnant web presence or mediocre search engine listing, all while addressing the average attention span of a reader, which is eight seconds!
With that being said, here are a few things to consider when working on an SEO optimisation for your webpage:
1. Long-tail Keywords will get you far!
Don’t search for the most used keyword. Search, instead, for the least used one.
There are two ways Google can 'popularise' your website – by 'following the pack' or standing out. This is what Marcus did with his swimming pool business’ webpage. Instead of using shorter, apt keywords like “great swimming pool” and “swimming pool solutions”, Marcus took to using long-tail keywords that best described his business model, one such being “Fibreglass Pool Gelcoat Surface”, which is unique and original.
While shorter terms and keywords would generate a healthy flow of online traffic, this might or might not add value to your business in the form of actual business conversions, assuming you're monetising your business, and look to have an online presence.
As Marcus’ swimming pool website demonstrates, the original, engaging content on his swimming pool blog meant his business saw a rise in traffic over a period of six months. The specificity of one’s search query usually serves as a strong indicator of what the solution/service/answer one might be looking for.
A study conducted by Alan Mitchell from CalculateMarketing established a link between searches that were three to four words long or longer, and a higher click-through rate (CTR) as compared to one or two-word searches that had a lower CTR, which, in simpler terms, is the proportion of visitors to a web page who follow a link to a particular site.
2. Optimise your webpage for Google
When it comes to search engines and SEO and content, the first two pages in a Google search is more than likely to contain the information required on a given requirement.
Being listed among these elite few links is an obstacle most businesses face, and look to tackle actively. Couple this with the effort of making sure that the business you wish to monetise is also given due diligence and you have the most common issues faced by websites today. The key to any problem, however, is to look at it from all directions and come up with a solution that best suits your purpose. It is as easy as getting the right keywords in place. This filters down to a crucial value called the site's GPV, or Google Positioning Value.
This can be done in one of two ways – listing out short, apt keywords that will generate traffic based on those specific keywords, or by using long-tail keywords that carve out a niche that best describes the business model as possible.
3. Keep a record of your online history
With this being said, one’s SEO history is just as important as the goals and milestones you set and achieve respectively.
SEO writing can only grow when you know how far you’ve come and where you’re headed. This is as important as the traffic and business you garner. Knowing the value of your content, search traffic, which keywords you rank the highest for, how many backlinks or Cost Per Click (CPC) links you have, who your biggest competitors are, and how they’re ranking are key factors to take into consideration when working on SEO copywriting.
4. Have authoritative links on your page
Link building and the metrics behind establishing “good connections” has found its way to the web, with Google being the mediator between a good website that will garner traffic and, possibly, business, and a website that is spurned for its links to “shady” websites and landing pages.
Therefore, a site with a lot of social media footfall, considerable readership/ viewership, coupled with well-known authors of said websites grants your website a high-quality partner who can increase traffic on your website and improve your website's search rankings.
5. Go mobile!
It is a well-known fact that the internet of things has now gone mobile, following the historical breakthrough of mobile internet traffic surpassing that of the desktop kind in the dying months of 2016, with 51% of the traffic registering on handheld devices. This means that websites that SEO content writing has now moved into the mobile era, with businesses looking to optimise a mobile version of their business, a move that is much more likely to increase traffic on their webpage than those that only have a desktop version.
The basics, or foundations, are what define the outcome of anything, and the same must be said of any good SEO strategy. Content, both original and value-driven, must provide a solution to your viewers. However, knowing a few tips and tricks that come with understanding the market and listening to the public voice and need of the hour is just as important. A business that keeps itself up to date with the time will prosper.
How many of these tricks did you know of beforehand? Let us know how they have helped your business.