1. The Importance of SEO Writing
Search engine optimization, commonly referred to as SEO, represents an internet marketing strategy meant to improve rankings in search engine results. It’s one of the most effective and cheapest methods of improving the quantity and quality of traffic that websites get. At this moment in time, there are several SEO techniques that website owners can employ in order to further optimize their websites.
In this knowledge page, we will answer the question, What is SEO writing? To do so, we’ll go over what content marketing is and how to develop a content strategy, and of course, we’ll share several effective tips for better results when carrying out SEO writing.
Before digging deeper into SEO writing, we need to give a brief explanation of how search engines work. Google and most other search engines deploy programs known as web crawlers across the World Wide Web. The purpose of these programs is to scan all websites to help determine what they are about and whether they provide any value to readers—and this is the importance of content in SEO. These crawlers pick up on elements introduced during SEO writing, thus helping search engines better understand what a specific website is about.
After a specific website has been indexed, search engine algorithms will proceed to determine the worth and relevancy of a webpage. A variety of factors are taken into consideration when determining search engine rankings, yet the prevalence and quality of SEO-optimized content plays an important role in on-page SEO.
With this in mind, SEO writing represents the practice through which content that is easily readable by search engines—yet is still high quality—is created. Implementing an SEO content strategy as part of your general SEO effort is bound to bring better placement on the SERPs, alongside a higher quantity of well-targeted traffic.
2. What Is SEO Content?
A quick analysis of the most common search engine results will showcase which types of content are most likely to rank well. Based on this, when carrying out SEO optimization efforts alongside SEO writing, it’s best to focus on the following types of content:
- Blog posts: These are usually short-form articles aiming to educate, inspire, entertain, or discuss a variety of topics. The key to blog posts is that they should be published on a regular basis.
- Short evergreen articles: These short-form articles rank well due to the fact that they feature information that remains relevant months and even years after publishing.
- Long educational articles: Similar to this knowledge page, long-form articles containing educational information are bound to rank fairly well on Google—and represent a great exercise for learning how to write for SEO.
- Photo galleries: While not written content, photo and video galleries offer good SEO results because they’re easy to go through and readers often consider them highly interesting. We can also include infographics in this category, which are known to rank well due to their high SEO optimization potential.
- Others: There are numerous other types of SEO content that you can publish to encourage better SERPs. Some relevant examples include rich-format text, PDFs (if others link to the page), guides, data analysis pieces, videos, interactive content tools, and more.
A website that includes content from all these categories has exponentially higher chances of ranking better—consider this one of the essential SEO writing tips. It is important, however, to keep in mind that each type of content featured on a specific website has to go through SEO optimization to ensure that search engines can easily read and attribute value to it.
3. Best Tips for Effective SEO Writing
Now that we have explained the importance of content, and what SEO writing is, it’s time to share some of the best tips for making sure that your writing is well optimized. Following these tips will also help you learn more about how to become an SEO writer.
Use targeted keywords to ensure your content reaches the right people.
Keywords are essential for smart SEO writing. Apart from helping search engines understand what your content is about, they also ensure that the right people read it. With this in mind, targeted keywords can improve the quality of traffic provided by search engines.
To put things better into perspective, finding the right keywords is only possible if you know who your target audience is, what type of information they’re in need of, why the information is needed in the first place, and of course, which keywords are generally used by these people. The new search engine algorithms have made data like this mandatory for SEO articles in 2019.
Carrying out audience research sounds difficult at first, but there are numerous tools available online, which can be used to better identify who your target audience is and how they generally use search engines. You can also try to accumulate data referring to their preferences, demographics, and other related statistics. Doing so will make sure you have an extra layer of inspiration when coming up with the keywords, and you’ll be more prepared for writing SEO content.
The next step is keyword research. Once you have a general idea of your target audience and a couple of keywords in mind, it’s time to start experimenting with them. Simply carry out Google searches using your preferred keywords and check what type of websites pop up in the SERPs. You should note whether the search results are similar to your area of expertise and whether the websites in question can be classed as relevant competitors. If that’s the case, the keywords will probably fit.
Do keep in mind that there are numerous keyword research tools available online, many of which can be leveraged to grant you better keywords to rank with.
Feature in-depth content packed with information.
Wondering how to write SEO articles? While blog posts and short-form articles are great for picking up readers, most websites already make use of this strategy. However, the number of websites publishing long-form SEO-optimized articles is significantly lower. Therefore, you may want to focus some of your effort on writing longer pieces that feature relevant, in-depth information concerning your website’s niche.
Apart from the advantage given by in-depth information, longer articles also allow for better keyword optimization, since more keywords can be scattered throughout the article. Because of this, your pieces won’t look like they’ve been stuffed to the limit with keywords; hence, your SEO content writing samples will provide a better reading experience to your visitors.
When it comes down to longer articles, it’s also important to note that search engine algorithms are bound to reward high-effort websites. Make sure to avoid taking this tip the wrong way. The purpose of longer articles isn’t to drive the word count up but rather to offer actual quality reading material. While your content is SEO-optimized, its purpose shouldn’t be to please search engines only. Therefore, actively focusing on the quality of the content being provided is one of the most important SEO content guidelines.
Because of this, readability is also essential. When coming up with SERPs, Google’s algorithms take a variety of factors into account. One of these is the time people spend on a specific website. The logic is pretty simple: if a user spends several minutes on a site, then this means that they’ve likely found the information they were looking for, which is the entire purpose of search engines. As such, one of the key secrets behind successful SEO is to keep users from clicking away for as long as possible (in technical terms, it means reducing the bounce rate). This can be achieved by focusing on improving readability.
Readability in SEO content creation is influenced by a couple of factors. These include the clarity of the information, its relevance, its organization, and its simplicity. Unless your target audience is already very knowledgeable on the subject you’re tackling, then it’s best to keep things as simple as possible. Don’t use terms that are far too technical, and don’t get too abstract. Stick to the point.
Make sure your writing offers unique information.
If you spend a while investigating search engine results, you may notice that most keyword-based queries contain similar information that has simply been organized differently.
To be successful and get a competitive SEO writer salary, it’s important to give your readers unique perspectives, backed by solid data. This is why it’s often recommended that writers explore different angles and rely on interesting facts. For instance, when carrying out your research, avoid relying on the information provided by your competitors. Rather, explore industry publications, research papers, and case studies. Don’t forget to use citations wherever necessary. By implementing a strategy like this, you’ll also increase the likelihood of other publications linking to your work. Additionally, featuring unique information that readers enjoy is also bound to provide promotion and ad opportunities.
Reports have also shown that Google’s algorithms tend to focus on both the author’s expertise as well as the value of their own personal experiences. Based on this, one content SEO tip is to consider hiring industry experts to create content if you want to add a more unique touch to your readers’ experience while also impressing search engine algorithms.
Don’t forget about linking.
While you want other publications to link to your website for increased traffic, as a writer, you should also carry out your due diligence and look for linking opportunities. Therefore, when citing content, link to reliable, authority sources in order to increase credibility in the eyes of search engines. By doing so, you can also add better context and depth to your articles, thus further increasing readability, and improving your SEO content marketing.
For example, if a reader finds a term they are unfamiliar with, chances are they’ll click away to search the term in question. But what if you internally link to an article related to that term? The reader will remain on your website. Additionally, credibility is also important in the readers’ eyes. As such, you want to offer sources wherever possible. This also contributes to a more transparent web, considering the increasing prevalence of misinformation.
Optimize your title tag, meta description, and URL.
Our “What Is SEO Writing?” guide wouldn’t be complete without talking about title, meta description, and URL optimization. Your content doesn’t really matter unless you’ve attributed an interesting title for potential readers to click on. As such, titles are essential for helping both readers and search engines understand what your content is about. Generally, you want to follow three tips: keep the title under 55–60 words, use a single keyword that can also be found multiple times throughout the article, and remain specific.
Many SEO writers forget about meta descriptions, which are featured in most SEO content guidelines. This is the small piece of text that appears directly under your title tag in the SERPs. While their effect on search engine results isn’t too important (as previously confirmed by Google), they do help readers decide whether they should click on your website. Generally, you want the meta description to provide a quick overview of what the webpage is about. Make sure to keep it under 160 characters, and include at least one highly relevant keyword.
So what else is an SEO writer expected to do and what are their other best practices? Well, URL optimization is also important. After all, you wouldn’t click on a long, confusing URL, would you? Optimizing URLs is a more technical procedure, but certainly one worth investing in. URLs should give users and search engines a general idea related to what they should expect after a click.
Understand how technical SEO works.
Want to know more about just what is SEO writing? Here’s a tip that’s equally relevant for both website owners and content writers. While understanding SEO optimization for content is important, you should know how technical SEO and search engines work. Since SEO isn’t an exact science, always keep an eye open for more information on the subject, since this will help you create your very own strategies to implement within the website and its content. So what is SEO content writing? It’s easy to understand considering the large number of resources containing first-hand experiences available on the internet.
Remember that effective SEO requires an ongoing effort.
Optimization is an ongoing process, so even if you think you have a strategy that’s smart enough, always experiment and never settle. With this in mind, another of our important SEO content writing tips is that writers should often try out different strategies to determine what works best.
Achieving high rankings is certainly possible, despite all your competitors, as long as you give your content extra value. Based on everything that has been outlined so far, you should have a better idea of what it takes to make sure that your content is applauded by search engines. Now you’ve got a detailed answer if someone asks, “Exactly what is SEO writing?”