Quality content is one of the most important elements of website content. Even if your website design is good, poor website content writing can provide a confusing and poor user experience for your potential customers. If your content follows the old pattern of duplicate copy, or duplicate pages on different domains then it can have a negative effect on your SEO.
Google is constantly updating the algorithm it uses to calculate its page ranking – but it ultimately has one goal: to provide the best suggestions to the people who use the service. The reason that Google dominates the search engine industry is because the sites it suggests in its organic ranking are those that are most likely to answer the customer’s question and provide the best experience.
It’s the experience that is the current SEO focus. Things like being responsive, mobile ready and creating a good user experience are now a standard component of web design for SEO. The content presented in those pages is just as important an element, but is overlooked by many. There is a recipe for quality content creation – and here are 5 key ingredients.
Entertaining and educational content
We’ve all searched online for something, and clicked through expecting our question to be answered, only to find a list of random keywords. Although we may have clicked through to see that page, that is where our interaction with that site ended. Keywords don’t answer our questions. If the whole list of pages that Google put up were just lists of keywords, then there’s a good chance that we might give Bing a try – especially if it offered better answers.
Think about what would be more interesting to you. If you went to a website that had a product you wanted, would you want a list of statistics or a description of who the product was ideal for, and the situations you could use it in?
A description that says something like ‘The Google Clip camera is a great present for busy mums (or an ideal present for busy dads) who want to capture precious memories but are often too busy.’ It’s more interesting for the consumer, but in SEO terms will also be relevant for people searching for things like ‘ideal present for busy mums’ and ‘capture precious memories.’
That’s why quality content is doubly important for SEO. It not just a way to bring people to your website, it’s a way to keep them interacting with your website once they’re there. As engagement time is a metric that Google is using to determine page ranking, quality content is a way to make sure people are spending more time on your website.
When thinking about good website copy, you don’t just have to think about the copy in your own website, you also have to think about the copy that you create for external SEO back-links. If you create quality content then it’s more likely that people are going to publish your articles. There’s also a better chance that your content will be liked and shared on social media.
The more your article is linked to, shared and commented on – the more valuable that content becomes in terms of your SEO ranking. It also provides content for you to promote on your own social media channels that has value. Having content that is up to date and relevant – even if it’s just produced for an internal blog, means that you can keep up to date with current search terms in a way that is organic and improves the customer’s user experience, rather than ending it.
Long tail key phrases
When writing good copy and content for websites, you need to incorporate keywords into your copy, but you should also think about including long tail key phrases. Essentially, these are pieces of website content writing designed to answer people’s specific needs. People may search for something like ‘best tips for SEO’ and ‘quality content to boost page rank’ and so it makes sense to include phrases like those in your copy so that people can come to your website (can you see what we did there).
The important thing is to make sure that your content matches the long tail keyphrases. Someone who searches for something like ‘how to write quality website content’ and reads this blog will be able to come away with something worthwhile. If someone comes to this blog because of the long tail key phrase ‘how to cure brain freeze’ they are likely to be disappointed (press against the roof of your mouth with your tongue while pressing your thumb on your brow between your eyes, btw).
There is a clear purpose to all the SEO website content writing you do, to bring new people to your business. You also have to consider what the purpose of the content is for them. Writing detailed product descriptions and industry related blogs meets a need of the customer – they want to know as much as they can about a product they might buy, and industry insider information and advice about what the best fit for them might be.
One of the big problems with pages of keywords is that it makes it clear what the purpose of the website is, but has no consideration for the purpose of the customer. They don’t care about SEO or page ranking, they care about having their problem solved. If the content, web design and speed of the site creates a bad user experience, then they will not become customers.
You are allowed to have dual purposes. You want to get customers. Customers want to do business with people who seem like they are experts. Creating content that meets your purpose of including keywords and long tail key phrases matches your purpose, but also shows off your expertise and gives customers much needed information which will help them make the decision to convert with you.
Future proof content
Voice is becoming a much larger part of search. As digital assistants like Siri and the Google assistant become more powerful, more people are using them. With the introduction of Alexa with the Amazon Echo, as well as devices like Google Home – using voice search to find things is becoming a greater part of search. In 2016, Google said that 1 in 5 mobile searches was done with voice – and some predict that will rise to 50% by 2020.
With Google’s mobile first index being gradually introduced to the SEO landscape, optimising your content for voice search will become more important. The good news is, that if you are creating long form quality content, you are already ahead of the game. Writing in full sentences with your website content already means that you are more closely approximating the type of things that people ask for when they search with voice rather than just by typing.
Setting up an FAQ section is a great way to keep up to date with these type of searches. You can see the type of questions that people are asking – and then answer them. The question will match the voice search query – and when they find a link to your website, their question is directly answered.
That’s not just for voice. Think about the questions that your customers will have, and try to anticipate them. If you can answer their questions before they ask them, then that’s one less step they have to go through before converting.
The perfect recipe
There is no perfect recipe for great SEO website content. It needs to change based on your business and your audience. There are always new ingredients that are coming out, and always ways to improve your dish. Still, there are core ingredients that will still apply – like those above. Think of those as your eggs, milk, sugar, flour and butter of quality content creation. They are ingredients that can be used in almost any recipe – which you can add your own ingredients and spice to to always improve.
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