Are you on Tinder? I was, and I accept it! 😊
Apart from just gawking at the profile pictures, I have also found myself looking out for an interesting BIO in it. It isn’t just the looks, and I think the content also matters. Are you with me?
It was the combination of both that helped me to decide whether to swipe right or left!
Now, this is exactly what exactly resembles when people say “Content is king” and I can’t agree more.
Traffic to your website might be referred from anywhere (Google, Bing, other websites, blogs, social media, etc.) but content placed on your website plays a major role in deciding the fate of those visitors. It is the combination of your website design aesthetics and content that will decide whether your visitors would bounce off and abandon your website or commit to it. Just like a dating experience!
Challenges In Creating Good SEO Optimized Content
1. Not Having A Content-First Approach
You could hire people who designed the Egyptian Pyramids to create a wonderful web design for you!
However, if you don’t have the right content, then even a great design would be of no use.
Perks of this approach would be in the form of lesser amendments, contextual designs and page layouts, on-schedule projects, and most importantly, a happy bunch of site visitors.
2. No Writers-No Money-No Time
Well, that already looks like an apocalypse! However, here is the link to the silver lining. This blog by Long Tail Pro particularly focuses on how you could hire writers for your content and from where.
You could select writers based on their credibility, their past work, and essentially based on your budget and timeframe. You could explain to them your strategy and your expectations before you strike a deal. Phew! Isn’t that a relief?
On the other hand, even if you could DIY and create your own content, you need to have enough knowledge of SEO and a clear content strategy on your mind.
3. Not Having SEO-Friendly Content
This is an insanely important parameter. If you rely on organic traffic to contribute to your website traffic, then you must produce content with relevant keywords while ensuring SEO-friendly content throughout your pages.
Google has come a long way regarding building and optimizing their algorithms, which directly impacts page ranking and SEO. We all must incorporate those strategies in our content designing as well.
Do you know how people define strategies of creating websites and content that never gets ranked on search result pages? – “Useless!”
How To Ensure Your Writer Writes In The SEO Way?
Well, writers are writers!
By the time you get out of the Starbucks queue, Zoom! Your content is ready. However, the challenge is to ensure if the content is SEO friendly or not.
Here is how to gauge it.
1. Content With Targeted Keywords
Keyword research is no less than an art form. Poor choice of keywords, irrelevant keywords, and keyword stuffing in your content will get you nowhere. The right set of relevant keywords are sometimes difficult to pick and here is where Long Tail Pro comes in as the bigtime savior.
This tool of ours can help you in identifying the right keywords for your content by showing you all the stats for each of your seed keywords. You could then filter out or select the keywords based on:
- Search volumes
- Minimum and maximum bid value
- Search Network: (Google or others)
- Check Advertisers Competition
The simple UI of Long TailPro gives you a very lean view wherein you can see list of all the keywords in one column and other details like search volume, suggested bid amount, competition, etc. in separate columns.
Also, once you click on any keyword from the list, the tool will also show you the top 10 sites making use of that keyword. You also get to see additional details of those sites as well. Such as:
- The site’s page authority
- Page links
- Juice Links
- Domain authority
- MOZ rank
- Page Rank
- Site Age
The tool provides you with all kind of details that can help you make the perfect set of keywords for your content. Interestingly, our tool also has a feature called ‘Rank Checker’ to help you monitor the performance of your keywords within your website based on your choice of location, language, and search engines. Cool, eh?
So, if you want to generate keywords for your content smartly, based on data, then start using Long Tail Pro.
2. Content Readability
This is a score/grade given to the content piece to understand how easy it is for your users to read it. Simply put, your content should be easy and clear so that the majority of the users can glide through your content and understand what you want to say.
Usage of bombastic words and super sophisticated words might make you sound intelligent, but the question is, ‘Did you write your content to prove yourself or to sell your products?’
Let’s do this small exercise:
Please read this:
“Behold dear bosom friend, obtain and draw the beam forth you thus steer pass the gloominess and the devilry of the darkness and save your holy soul by carving your own path.”
Are you done? Here I am telling my friend to buy a flashlight. But did you get it?
The length of your sentences, usage of the vocabulary, formation of the sentences, visual font size, etc. all impact your content readability. So, make sure you and your writers create content that even a layman can understand. There are many free tools widely available to check content readability, but I prefer Hemmingway App for my work.
3. SEO Technicalities
While creating content, make sure to take care of these aspects:
- Keyword density: 1-3% is a good number
- Mobile-friendly experience: Google usually prefers sites optimized for mobiles
- Use keywords in the introduction paragraph; use meta tags and h1 and h2 tags judiciously
- Place links to higher domain authority sites in the content
- Use AdWords copy of keywords within page content
- Strictly NO keyword stuffing
For more info on SEO writing, you could also read our blog here.
4. Mixing Different Content Types
By content, do not limit yourself to only one form of content. Videos, podcasts, text, infographics, GIFs etc. are all equally important.
You might never know which form of content works for whom. So, you must be experiment initially and gradually you’ll know which content format drives more conversion for you. This way you can generate targeted content types for your varied user base. Here is a quick guide to let you know how to use GIFs in marketing.
Always try to write or ask your writers to create topics that are relevant to your goal or vision. Irrelevant content usually leads to bounces and impacts your ranking. Also, revamp your outdated content if things you’ve mentioned undergo changes recently.
6. Add Value
Make sure your content gives something that you promised. If your content title speaks about 10 important decisions to grow a business, then there should be 10 logical suggestions that can help any wannabe entrepreneur. Lean and simple!
7. Server, Site, And Page Load Time
Well, these are the worst things on this planet (after humans!). There is no point in creating superior content, design, etc. if your page doesn’t load quick enough.
A slow loading site is a disaster in short. According to a study by Machmetrics, powered by Think with Google ,it was observed that page load time of 1 secs – 5 secs increases the probability of bounce by 90%.
So, make sure your technical team manages these well.
8. Use Helpful Tools
Although it is no longer active like it used to be, changes are inevitable and you might never know when Google might bring an update to this feature as well. With the help of Google Authorship markup (rel=”author”), authors could link their content within the search page results. It drives credibility to the content and it should be considered at once.
I have already discussed the Hemingway app. There are other tools as well that can help you or your writers to create SEO-friendly content, like:
Page Optimizer Pro
They provide you with a tool based on scientific on-page SEO. With this tool, all you need to do is to input the keyword along with the URL of the page followed by an option to add up to 10 competitor URLs. That’s it! And you get a comprehensive report that suggests the exact placement of your keywords, the variations, page schema, and header tag usage to name a few. Worth a try!
This tool has a unique approach. They have these four points of focus: Discover, Research, Influencers, and Monitoring.
The first point is a feature they have that helps in identifying trending topics. The second feature helps you understand critical insights from the topics happening around the world.
The third feature helps you in identifying key people in those trending niche of topics to leverage their influence and create a long-term strategic relation. Lastly, the monitoring feature helps in creating alerts for the topics and keywords that can impact your business in a certain way.
Quite similar to BuzzSumo, this also helps you in doing content and influencer research along with generating content insights. This tool is built using new technologies like machine learning algorithms and advanced NLP.
So, while content creation is an important skill set, it also requires the content to be SEO friendly as well. Not only does your page rank matter, but your page should also provide value like helpful content, experience, etc. to your users as a reason to visit your site again.
With the various SEO methods that we have discussed, your writers or even you can easily follow and use these to write and produce content the SEO way. And that brings us to the end of this discussion.
(P.S: I am not on Tinder anymore! I found her already 😊)
Prince Kapoor is a seasoned Marketing Analyst and Blogger at ViralChilly. With his skills, he has been helping fellow marketers and brands worldwide.
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