The Factors of SEO Content Writing
One of the most important aspects of a successful website and successful SEO strategy is webpage content. This is also, unfortunately, an area where Search Engine Optimization specialists are failing miserably. To outline my particular understand and strategy when it comes to SEO content writing (which is the purpose of the paper), I’d like to breakdown the entire process into the several key components or factors that I feel are essential for effective content SEO:
More than anything else, it is important to always be producing QUALITY content. Content that goes beyond being a simple brochure with the same information that can be found on hundreds of other sites You need to create compelling content that provides a reason for people to spend more than a few seconds reading your pages. It’s important to write content that effectively communicates with clarity the value of your company, product or services and also provides incentives to purchase now. As we can see from the famous “Conversion Rate Equation” created by MarketingExperiments.com:
C = 4M + 3V – 2(i – f) – 2a
where m=Motivation, v=clarity of value, i=incentive, f=friction, and a=anxiety In this heuristic equation, we can see that next to internal motivation, it is clarity or comprehension of value that is the single most important factor in determining whether a visitor becomes a purchaser. Compelling and persuasive languaging are absolutely vital.
Keyword Research & Content Research
Perhaps the most important SEO factor after creating good content is good keyword research. There are a variety of tools that allow you to discover the specific ways that people may be searching for your content. You want to create content using those keywords, the actual search terms people are using, so you can produce content that effectively “answers” that query.
Content Language & Keyword Placement
Bottom line is, if you want your pages to be found for particular words, it’s a good idea to actually use those words in your copy. I personally believe that repeating each keyword at least five times or having keyword density of 2.45% is sufficient for best results. However, there is no precise number of times.
In practice, you just think about the words you want a page to be found for, the words you feel are relevant from your keyword research. Then use them naturally on the page. If you commonly shift to pronouns on second and further references, maybe use the actual noun again here and there, rather than a pronoun.
Quality content should produce meaningful interactions with users. Search engines may try to measure this interaction in a variety of ways.
For example, how long do users stay on your page? Did they search, click-through to your listing but then immediately “bounce” back to the results to try something else? A high bounce-rate could be a sign to search engines that your content isn’t engaging.
On the flip-side, are people sending a relatively long time reviewing your content, in relation to similar content on other sites? That “time on site” metric or “long click” is another type of engagement that search engines can measure and use to assess the relative value of content.
Social gestures such as comments, shares and “likes” represent another way that engagement might be measured. Search engines are typically cagey about the use of engagement metrics, much less the specifics of those metrics. However, I do believe engagement is measured and used to inform search results.
Search engines love new content. That’s usually what we mean when we say ‘fresh’. So you can’t update your pages (or the publish date) every day thinking that will make them ‘fresh’ and more likely to rank. Nor can you just add new pages constantly, just for the sake of having new pages, and think that gives you a freshness boost.
Google, however, does have something called “Query Deserved Freshness” or QDF. If there’s a search that is suddenly very popular versus its normal activity, Google will apply QDF to that term and look to see if there’s any fresh content on that topic. If there is, that new or fresh content is given a boost in search results.
The best way to think about this is a term like ‘hurricane’. If there’s no active hurricane, then the search results will likely contain listings to government and reference sites. But if there’s an active hurricane, results will change and may reflect stories, news and information about the active hurricane.
If you’ve got the right content, on the right topic when QDF hits, you may enjoy being in the top results for days or weeks. However after that, your page might be shuffled back in search results. It’s not that you’ve done anything wrong. It’s just that the freshness boost has worn off.
Sites can take advantage of this freshness boost by producing relevant content that matches the real-time pulse of their industry.
This last part is pretty simple and therefore does not require a very long explanation. While it is important to be aware of the various factors necessary to ensure that content is understood and optimized for the search engines, all content should be written for and focused on the user – The HUMAN AUDIENCE.