How To Write Online Content That Search Engines Love

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So you've crafted a fresh and informative piece of content. Perhaps you've even seen a spike in traffic to your site thanks to your compelling post. But now the traffic has died down and the content, though still a marvelous piece of work, has completed its life cycle, is caput, destined to sit unread in the depths of your website for the rest of time.  Sound familiar? It's likely your content could benefit from some search engine optimization.

Organic Traffic is the Gift That Keeps on Giving

Great content can (and should!) experience more than 15 minutes of fame. But it can be difficult to get eyes on your work, especially after the initial promotion efforts are complete. So how can you prolong the winning results of your content marketing efforts?  The best way to lengthen your content's lifespan is to position it high up on the search engine results pages (SERPs), therefore benefiting from the steady flow of traffic that comes from organic search.

In order to achieve high ranking results on the SERPs, you'll need to familiarize yourself with current SEO best practices among which writing in a language search engines can understand is number one.  Below are three tips on how to do just that.

How to Write Search Engine Friendly Content

  1. Highlight Your Primary Keyword

It goes without saying that your primary key term (the one for which you’re aiming to rank) should be included in your content.  But how often?  And where?  There’s no universal answer, but there are a few practices you can use every time.  One tip is to include your key term in your headline.  Search engines understand headline tags and give more weight to these words, making it a great opportunity to alert search engines to what your article is about.  You’ll also want to include your primary key term in the body of your work and, potentially, in the image alt tags.  

How frequently the term should appear depends on several factors, including the length of your piece and the volume of that same key term in competing articles.  The main thing is to ensure your key term is inserted naturally and not forced into your content.  Search engines are getting smarter and smarter, and they can now recognize ‘keyword stuffing,’ for which you’ll surely be penalized.  The idea is not to manipulate search engines, but rather to signal to them what your content is about.  

  1. Include Related Terms

Another way to let search engines know what your content is about is to include related terms.  Related terms are words and phrases closely tied to your primary key term.  For example, if you’re aiming to rank for the term engagement ring, you might want to include the terms diamond ring, proposal ring, princess cut, and so on.   

  1. Be Factual, Accurate, Concise

Google loves providing its users with reliable, easily understood answers.  Align your content with this goal and watch your page rise in the rankings. When answering your readers’ potential questions, provide straightforward information.  It’s often a good idea to summarize your answer at the top of your post, perhaps in bullet points, a pros and cons list or a numbered list.  You can go into further detail below, but offering a concise answer straight away is a great way to show search engines that you have a valuable solution for their users’ queries.  

There you have it, three simple ways to improve your content’s search engine readability.  Remember first and foremost to write for your audience.  Be engaging, informative and compelling.  Then give your work the best chance at ranking by following the tips above.  

 

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Tuesday, 13 November 2018
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