Search Engine Optimisation (SEO) is the skill of improving websites, web pages, and web content to achieve higher rankings in search engines like Google. Higher rankings (i.e. being the first, or one of the first, webpages to be recommended by a search engine) are obviously vital if you want to be seen by potential customers.
Mastering this process involves combining the art of writing with effective search engine optimisation in mind. Here are some essential tips to help you create high-quality content that ranks well and resonates with your audience:
KEYWORDS
The number one priority is to conduct thorough keyword research before you start writing. This is about understanding how your target audience searches for your product or service. Keywords are about both your content and your audience because sometimes your description of what you offer differs from how your audience searches for it. Understanding their language and needs is essential to create content that ranks well and attracts visitors. Keywords help you grasp what people are searching for and create content that fulfils their needs.
MAKE KEYWORD RESEARCH AN ONGOING PROCESS
Make sure you take the time to analyse your rankings regularly and refine your keyword strategy accordingly. Stay updated on industry trends, check what your competitors are writing about, and adjust your content accordingly. An added benefit of keeping your content fresh and relevant will be a reduced bounce rate—this means you keep visitors engaged on your website pages for longer.
TARGET 1 OR 2 KEYWORDS PER PAGE
Focus on short-tail keywords for your main pages and longer-tail keywords for subpages. Long-tail keywords are longer and more specific phrases that visitors are more likely to use when they’re closer to the point of purchase or when they’re using voice search. Most long-tail keywords have lower search volume than short-tail or ‘head’ keywords. For example, a short-tail keyword would be ‘Dog food’ whereas a longer-tail keyword might be ‘What’s the best dog food for puppies?’.
USE KEYWORDS STRATEGICALLY
Incorporate keywords in essential places (such as titles, headings, and metadata) to signal content intent to search engines.
BUILD BACKLINKS
Backlinks are links on other websites that point to your website. In the world of SEO, they’re like votes of credibility from other sites. Backlinks bring traffic to your site and are one of the most influential ranking factors used by search engines. They serve as an endorsement for your site, which can increase trust.
The more backlinks your web pages have, the more likely they are to rank for relevant search queries. Search engines revisit popular pages more often than unpopular ones, so they may discover your content faster if you get backlinks from popular pages.
Remember, mastering SEO writing is an ongoing process. Keep learning, experimenting, and adapting to stay ahead!