A large number of websites coexist on the net, which necessarily have to share the pie of user-generated traffic with each other. The primary objective of any publisher or company is clear: to obtain the best possible positioning on the search engines to climb the rankings in SERP.
To do this, the SEO writer must first of all produce content that meets the real needs of users, specifically their search queries, in a timely, useful and authoritative manner. At the same time, these must be clearly visible to Google, the true arbiter of this uninterrupted challenge between publishers.
The parties involved, as mentioned, are manifold, but we have spoken of content not by chance: the textual part, beyond the more technical aspects concerning the structure and optimization of a site, represents an element with a great specific weight for the purpose of a correct positioning on the engines, and it is there that we must focus primarily. Let’s see, specifically, how the SEO writers, and also the ones on Contentmarketingsuite, should create textual content useful for the cause.
How to have quality SEO content
Content must have a strong utility for the public, answering its questions in a timely and coherent way. To do this, you need to know what users are looking for in order to meet their expectations and give them a comprehensive answer.
Assuming that the tools for intercepting search queries are already mastered by the editor, we already know what the words are searched for by users. Those words will give life to the contents, or rather, to the topics that will be developed in the pages of the site. Each article will therefore answer a specific question, deepening the topic and treating the matter vertically, always keeping the focus on the research key to which you want to answer.
To give a practical example, let’s imagine we have to write an article about dog nutrition. The “dog food” query corresponds to a series of related questions that users ask Google daily. The most sought after are “Dog food to gain weight”, “to lose weight”, but also “Dog food how to choose”.
It goes without saying that the writer will have to produce a text that answers one of these questions in depth, going down to the heart of the matter to provide the reader with all the information he needs.
Once the article is intercepted, if the user once read the content will not go back to do the search on Google again, it means that his expectations have been met. In all likelihood, he will return to the site again to look for other answers, and will recommend that content to others because he found it authoritative, so much so as to be a spokesperson by stimulating other users to visit those pages.
This generates loyalty in the public, and translates into traffic, both spontaneous and return, of users. Without wanting to go into technicalities, Google will gladly reward the article that over time will improve its reputation and climb the SERP rankings. The reason is simple: Google’s goal is to satisfy the questions that are asked every day, and thanks to its algorithm, it is able to analyze user behavior to understand which results are relevant and which are not. In order, of course, to gain traffic in turn by preventing people from using other search engines to meet their needs.
In summary, if the article is good for users, it is also good for Google. And if it’s good for Google, that article will rank high in the long run.
SEO Writing: 4 fundamental elements
To write a good article in SEO perspective, we must take care of several aspects, which we will briefly list, but we must never lose sight of the concept behind it: satisfy the user.
Once you have found the topic, you need to write an eye-catching headline, with the keyword inside. The topics must also be able to be interesting over time, so that users can read the article with interest even after months or years.
The keyword should also be present in the text in a natural way, as well as in the titles, tags and descriptions of the accompanying images. The structure of the article should also follow a pyramid scheme: the H1 title must clearly state the subject matter, and then go down specifically by distributing the related keywords (and related topics) in the subsequent titles H2, H3 and so on.
Furthermore, if long-tailed keywords are used (strongly recommended), they should be pitted fairly evenly in the text, better still in the first few lines. Finally, the periods must be short and simple to understand. It is better to avoid using too complex subordinates or extremely articulated forms. The article must be understood immediately by everyone.
The texts for the web must be able to be clearly interpreted by the bots that scan the network every day, and be useful for the user looking for information. If the ultimate goal of search engines is to satisfy users’ requests, writing in SEO means to provide the answers they seek, to gain their trust. Trust that search engines translate into reputation, repaying it with an ever increasing positioning.