Creating content is a backbone for running a successful online business. Basically, content is the information you want to share with your target audience. The information might be used both for enriching your audience with some knowledge and for spreading the word about your service or product.
However, if you want your audience find your content, you should optimize it for search engines.
So, how to create content that would rank on Google and be readable for your audience?
I am going to answer this question in this post.
Shall we begin?
SIDENOTE: if you don’t know the exact steps of reaching #1 position on Google, you should watch this video:
1. A Thought Gives Rise To an Idea
It is pretty hard to come up with a catchy and unhackneyed topic idea by far. There are dozens of topics that have been already covered on the web. And if you want to impress your target audience you must research the topic ideas deliberately.
Likely, the Internet is full of different SEO tools that can help you with finding awesome content ideas. For example, Content Explorer works great in this case. Let me demonstrate you how to find a few fresh ideas for your content in a couple of clicks.
Assume that I decided to write some piece of content related to the pharmacology industry (where I am not an expert.) I’m typing a query ‘pharmacology’ in a search bar of the tool and review the results for the past month:
The tool offers to apply a few useful filters to get the results you need. I have marked the topics that seem promising according to the number of total shares across social media channels.
When the topics are chosen it is time to repurpose them for my personal content marketing campaign. Let’s see:
“Study: Elderberry Cuts Duration of Colds and Flu in Half” – I can dig deeper into this study and write something like “A List of Berries That Help You Stay Safe from Colds and Flu.”
“Cannabis Could Be Reversing Damage to Arthritic Joints’ – I would review all positive aspects of medical cannabis on human health like “How Medical Cannabis Affects Human Health.”
BTW, if you don’t have access to Content Explorer tool, you can always use BuzzSumo. This tool will help you find content ideas for sure.
Furthermore, don’t forget about ‘evergreen’ content. This type of content is always in-demand.
2. Keyword Research or Stick to Using “Informational” Keywords
I think that creating content without a clever keyword research is meaningless. Every SEO copywriter starts the process of writing content with data collection. Right keywords play a significant part in terms of SEO.
Keyword research is an in-depth strategy that includes lots of aspects you must pay attention to. Thus, I don’t want to go into details (you can find this information on the web.) However, I want to review another aspect of this strategy.
I am talking about keyword relevancy and the reason why “informational” keywords must be included in your content.
First of all, “informational” keywords are those keywords that provide readers with some concrete information. What’s more important, these keywords include the element of “informational” intent. The most recognizable informational keywords start with such words as “when”, “how”, “why”, etc.
Google likes keywords that have high search volume. And “informational” keywords are the ones that have it. Thus, enrich your content with such keywords.
3. What About Long-Tails?
The headline of this blog post section is a question. And I formed it this way by design. There are rumors among experts regarding long-tail keywords usability and effectiveness.
Yes, I can’t deny that long-tails might call some discrepancy. But there is an argument that proves the effectiveness of these keywords:
The chart shows us that long-tails have a low individual volume but the overall volume for these keywords is high. It should be stated that long-tails obtain 40% of all search traffic though.
4. What You Should Know About Search Intent
Let’s say that I have found a juicy topic and taken a decision around keywords. I have written a unique piece of content but no one reads it. Why?
To answer the question I go to Google and type in a query related to my topic of content:
In 0.46 seconds I got about 74K results for the query “elderberry pharmacology” and only 10 results have reached Google top positions.
Google decides which piece of content can be spotted in top 10 considering various factors. As you already understood search intent is one of these factors.
Search intent shows if some query gains traction or not.
How to find out this information?
Start with looking for the commonalities in the SERPs with the help of Keywords Explorer:
If you investigate the topics of these posts from Google top 10 results, you will see that they include “informational” keywords.
To sum up, you should always create your content keeping keyword intent in mind.
5. Optimize URLs, Titles, and Headers with Keywords
When Google (and other search engines) start to crawls the Internet, it searches for the keywords that would fit people’s queries. It analyzes the URLs, headers, and titles with the keywords in question. Afterwards, Google provides users with the most appropriate results.
Keeping this factor in mind, you should add target keywords to the sections I have just listed above. Just like in the example down below:
- URL + keyword
- Header + keyword
- Title + keyword
These examples have shown you the usage of long-tail keywords.
6. Be “Addicted” to Creating Long-From Content
I know that when you hear about long-form content you start thinking about all the difficulties you’ll face creating it. Frankly speaking, the only thing I hate during writing long-form posts is time. I spend too much time writing the post 2K + words long.
Likely, all the efforts you invest in creating these “beasts” will be rewarded by Google. It likes long-form content due to the following reasons:
- It is well-ranking
Check out these two graphs:
I think there is no need to add anything in favor of long-form content rankings.
- Topic relevance
Did you know that Google considers topic relevance as one of the ranking factors?
It means that your content must be relevant to the queries people type on Google. But there are cases when long-form content isn’t necessary.
For instance, if I type “second world war dates”, I’ll get the date (no long-form content is needed):
The same happens when I request the information that implies some step-by-step instruction:
But queries like “how to write long-form content” will lead people to detailed articles:
Yes, each and every post in this list is extra-long.
- It is shearable
Despite the fact that long-form content takes lots of time to read, people like to share it on their socials. Just review this chart:
- It is convertible
One of the biggest advantages of long-form content is that you can convert it into other types of content like videos, infographics, charts, etc.
In a nutshell, you should focus on creating long-form content. You won’t regret it!
7. Make Friends with Your Target Audience
Since user interaction is another ranking factor, you must not neglect it. By the way, it is a “bounce rate” factor, which shows the percentage of site visitors in correlation with the time they spent on the website.
Thus, it is worth your efforts to make your target audience stay on your website longer.
But how is it possible to do?
The answer is pretty straightforward – publish engageable and unique content (don’t forget to use visual elements), interact with your audience by replying the comments on your blog, and add inbound links.
More than that, don’t be shy of encouraging your target audience to share your content on their social media channels.
To End Up
SEO copywriting doesn’t seem scary. It is not something difficult that covers the technical side of SEO only. It is more about how to write content that would appeal both to people and search engines.
I have introduced you the core positions of SEO copywriting that will help you improve your writing skills and reach out the top ranking positions on Google.
Feel free to comment on this post and share it throughout your socials.
Author’s bio: Sergey Aliokhin is a Marketing Manager at Ahrefs. Apart from working at Ahrefs he likes spending his time with family, studying martial arts and plucking fat bass guitar strings.