SEO copywriting was certainly a legitimate service in the days when keyword stuffing and density were factors to consider in making web pages more visible in organic search. Nevertheless, great content remained the core of successful digital marketing campaigns over the years.
You might think that the old approach to creating SEO articles is a thing of the past. But in reality, content that gets highly ranked on search engines is what many marketers are still aiming to achieve. The name of the game might have changed. The methodologies and approach may have tremendously evolved as well. But the goal still remains the same.
4 Important Content Writing Tips:
Target Multiple Keywords
Choose and focus on writing topics that can target multiple keywords. This will ensure that your content can consistently drive traffic through search.
It’s conventional wisdom for content to target a primary keyword. However, many marketers forget to maximize their content’s potential by including and targeting secondary search terms (long tails). That’s often enough to amplify its ability to attract more organic traffic in an extreme way.
Readability has a direct impact on user engagement metrics, which is one of the most important areas that Google looks into in ranking web pages nowadays. In the last Search Ranking Factors by MOZ, reading level was recognized by several experts as a mid-tier ranking signal or page-level keyword-agnostic features. But many things have changed in Google’s core algorithm over the past couple of years, and user experience is playing a much bigger role now.
Format Content for Featured Snippets (Google Answer Box)
Include sections in your content that can directly answer question-based queries. Google has different factors in play for this specific search listing (apart from the usual organic search ranking factors), but what’s more important is to ensure that your content is well-formatted and prepared to adapt to these sets of queries. Based on many experts observations, below are some of the key signals Google uses to determine which pages rank first:
- Provide most accurate answers to these types of queries.
- Number and quality of links pointing to the page
- Engagement Metrics Matter
Aim to Convert
Every bit of content you create must have its own goal and serve a purpose. Most of the time, we build content to get our sites ranked for our campaign’s target keywords. We often forget what to do with the traffic we get from these efforts, such as:
- Attracting business leads, through exemplifying the brand’s expertise.
- Building relationships with other publishers and influencers, through citing their works.
- Strengthening readership and building your social following base, through consistent efforts to educate your target market.