SEO Copywriting: How to Write Content That Ranks with Search Engines
It's no secret that content is king. But how does Google or Bing for that matter determine what is simply good content and what is great content?
The short answer? Balance. A balance of natural language and relevant content regarding a subject.
When writing a compelling point it is important to get across quickly the core necessities for turning your audience into a conversion. Did you know that there are over 3.5 billion searches every day? With that kind of traffic it's important to hit your core competencies, get your message out and do it and fast.
If you can determine your users original intention of their search, you will quickly gain the upper-hand with Google and Bing. Not only that, but you will gain a deeper understanding of what makes your user tick and what doesn't. Win win.
Google now offers a Search Engine Optimization (SEO) Starter Guide. This guide is geared to those who own, manage, monetize or promote online content via Google Search. Sound like you? Well then read on!
- Generate and submit a sitemap. The very first thing you should do is ensure that your site has an XML sitemap that links to every page within your site. Google and other search engines will use this file to crawl (and find) your content. Learn how to build a sitemap and submit it to Google.
- Make your website mobile-friendly. For at least 5 years now Google has been ranking mobile friendly sites higher than non-mobile and even completely leaving non-mobile friendly sites out of search all together if originating from a mobile device.
- Write relevant content. You can implement all the bells and whistles that you want and try every trick in the SEO book to try to rank your site higher- however, if you don't have high quality, relevant, and interesting content, none of that will matter. The best trick in the book is to provide value to your readers. It's as simple as that.
- Try to determine your users intent. You know your business better than anyone else, therfore, you know your visitors intent better than anyone else! Use that to your advantage and write your content to answer the questions your visitors are seeking.
- Be very judicious with your keywords. Don't over stuff your content with keywords. We said it before and will say it again... you WILL be penalized. Determine your keywords, and insert them naturally into your copy. Strategically use them in your titles and your meta tags as well. Again, be natural! Your visitors (and Google) will thank you.
- Create accurate, descriptive title tags. Make sure that you have a unique title for every page. This tag is what tells your visitors and Google, Bing, Yahoo, Yelp, etc, etc, what your page is all about. Keep them short and to the point.
- Don't forget those meta descriptions. The meta description tag is the short summary that search engines will display on the SERP. It should not be the same text as anything that is already on your page. If it's written well enough and is relevant, google may even use it as a featured snippet (Position zero) on the Search Engine Rank Page.
- Use the correct HTML header tags. Using the correct header tags will increase your rank. A well organized, clean, easy to read page is what Google and your visitors are looking for. Do yourself a favor and use those header tags to correctly structure your page.
- Add both internal and external links to your content. It's just as important to have outbound links from your website as it is to have inbound links to your website. When appropriate link to external content and also internal content.