Creating good SEO content is not as difficult as you might think. It does not involve a strict structure that you have to respect or rules, like inserting a keyword a specific number of times. In fact, some of the best-ranking articles on the internet right now were written by people that have ZERO search engine optimisation knowledge.
How is this possible? The answer is very simple. Google’s goal is to present the best possible search results. This is why the top content needs to be the content that is most appreciated by viewers.
Simply put, creating SEO content is just a small part of creating good content. To tell the truth, most of the optimisation work done by specialists when they work “on the SEO” of an article revolves around technical issues. Those that do it best manage to make technical SEO modifications without modifying the writing that much.
So, if you want to create excellent SEO content, your first step needs to create the best possible content you can. Do not restrict yourself by following “SEO rules”.
Here are some very simple actionable tips that can have a huge impact on the content you create and your eventual search engine ranking to help you out.
Research Keywords And People Before You Write
This is, by far the most critical part of the entire content creation process.
SEO content cannot reach the right target audience when you do not use the right keywords. This practically means you have to look for those phrases and terms that the audience actively uses when searching for the type of content you want to create.
To locate the keywords, you need to understand these things:
Who the audience is
What information the audience needs
Why that information is needed
What keywords are used to look for the information
To simplify things, your research phase, the one before you start writing, should involve:
Audience research
Keyword research
Topic research
Improve The Readability Of The Content
Readability could be defined as the quality of the writing making it easy to read – which is vital for good SEO content.
When someone clicks on a link on a search engine and lands on a page, it takes a few seconds to decide if the content is worth reading, or if the back button is a better alternative since better content is surely available somewhere else.
When your content is very easy to read and skim, the visitor stays. This action shows Google that the content is most likely good and relevant to the query.
Readability is practically made out of:
Clarity – What is written needs to be precise
Organisation – Proper formatting is mandatory, together with proper use of white space
Logic – The structure of the article needs to make sense, just like every single sentence
Simplicity – When you need an academic degree in the English language to read an article, it is most likely not great (unless you target English language professors)
Improve Page Speed
In the past, it was not a big problem if a page loaded slowly. Nowadays, it is actually a sign that the site is not offering a good user experience. As a result, Google is slowly but surely prioritising websites that load fast.
The problem is slow loading pages frustrate users. People no longer want to wait until a site loads, especially when using a smartphone or another mobile device.
BBC News previously suggested that 50% of shoppers only wait three seconds when they visit a retail page. If it does not load, they leave.
Obviously, statistics do vary from one industry to another. But the consensus is that a website needs to load in seconds, preferably under 10. As a result, the most important technical SEO part of content creation is increasing page loading speed.
Format SEO Content For The Featured Snippets Blocks
Featured snippets are small blocks with information that sometimes appear on Google search results pages. They are displayed when users ask questions and Google identifies a correct answer.
It is highly recommended to format your SEO content to generate such featured snippets because the blocks with the snippets appear above the first result. This is prime search engine real estate.
To better highlight the importance of the featured snippet, Ahrefs conducted a study.
The research showed that 26% of user clicks went to the first result when no featured snippet appeared. When the featured snippet appeared, it was clicked by 8.6% of visitors while 19.6% clicked the first result.
Good SEO content has to be formatted in a way that it can get “snipped” for a featured snippet. Several tactics are used for this. The most effective ones are:
Definitively answering questions
Creating high-quality content that goes deep into the subject
Including data and statistics
Logically structuring content
Improve Online Reputation
The SEO industry has been talking about “E-A-T” or Expertise, Authoritativeness, and Trustworthiness content, for over a year. Some specialists think that it is not important while others rightfully say it is.
The topic is substantial, and numerous things have to be said about it. What is essential is to understand that Google is actively fighting fake content. E-A-T practically appeared to assess the online reputation of an author or a brand/company. When online reputation is low, Google and the user do not trust the content.
What is the link between online reputation and SEO content creation?
At first glance, nothing. When looking deeper though, it means that before, during, and after the content is created, the author can work on his/her digital reputation. The same goes for brands.
As an example, who is more trustworthy when someone needs cooking tips? Gordon Ramsay, an internationally renowned 7 Michelin stars chef with a huge online following, or Johnny, the cook from the local burger joint?
Modern search engine optimisation moved past simple content creation and now involves numerous tasks. Some come from marketing and public relations. Online reputation management is one of them.
Those who want their SEO content to rank higher can improve their digital presence and reputation, fight negative reviews by encouraging positive reviews, get cited by renowned publications, respond to user queries on social media, and more. Every little bit helps.
Conclusions
The five actionable tips for creating very good SEO content mentioned above are just a small part of what can be done. Regardless of how good an article is, it can always be improved.
For instance, this article would have improved readability if it had more images included. By actively looking at ways to enhance the quality of content for both users and search engines, any interested individual can be more successful.
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Marketer by day, gamer by night, human always! Adrian has been working in the SEO industry for over 15 years and is specialised in local SEO and unconventional marketing campaigns.
