Writing Online Content to Help Improve SEO

If you want your website to perform well online, then you need to be producing a steady flow of content. Some businesses choose to outsource this task to an agency or are adept at handling this in-house. Some however are completely baffled and need a steer. If you fall into the latter, here are some tips to help you on your way.

Writing online web content can be a difficult thing to nail when the digital marketing advice is so contradictory. In one breath we are advised to optimise our content as best we can to maximise results. In another we are told to write naturally, without engineering it for the sakes of manipulating search engine rankings. So, which is right? To a degree both are, but it’s about employing techniques that sit comfortably between the two.

  1. Consider your keywords

Keyword optimisation might be less of a focus these days, but that really relates more to over-optimisation of keywords where practices like keyword stuffing looked unnatural. You can’t escape the use of a keyword – they are signals to search engines on what your content is about and so they are still very important.

If you want to maximise lands on your pages, optimise different pieces of content for different keywords. Keep this consistent by including the keyword in your page title, meta description, URL and image ALT tags.

Optimisation is important, but relevance is even more so. Choose relevant keywords that are entirely relevant to your page content. This will help with conversion rate optimisation. If a user lands on your page after a keyword search and the content isn’t what they expected, they are more likely to click back to the results page, costing you a bounce.

  1. Link to other content

The better your content is linked to other resources, the more value your pages will have. Valuable content is deemed worthy of being ranked higher by Google. What you are also doing by linking is passing on a page’s power (juice) to other pages, giving them a boost. This is called link juice.

There are two ways to do this – internal linking and external linking. Internal linking relates to the pages on your site. Connecting up your pages to create a network of relevant information helps Google to quickly identify a hub of quality pages. External linking relates to websites you link to, such as brands, information sources and news articles. Avoid linking to competitors and always set your external links to open in a new window, so the user is still on your site in the previous window.

  1. Structure your content

Did you know, only 20% of your webpage is read by users, on average. So, it’s important to engage the user within the first few lines they read. Ensure your USPs close to the top of the page and consider how you can gain a user’s trust early on. Testimonials in the top half of your content can help here.

Have a clear optimised heading and relevant sub-headings so that users can see relevancy the minute they land.

Break up chunks of content with visual aids such as images, infographics, charts and videos.

Do you need some advice on content marketing for your Kent-based business? Whitefish Marketing is an established digital marketing agency in Folkestone, with a wealth of experience in SEO, content strategy and conversion rate optimisation. Call the team on 01303 720 288.

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