The goal of using SEO to enhance your content is to make sure that it ranks high on Google search results. People rarely go onto the second results page when they use the search engine, and it is even rarer that they go to the third or fourth, and so on. This is why you want whatever content you are creating to show up on the first page and preferably at the top. The easiest way to do this is by using SEO strategies to optimize your content.
SEO stands for search engine optimization, and this means that you optimize your content using rules set by Google to rank higher on their results pages. Companies spend a good chunk of their marketing budget on SEO because it is the best way to increase a business’s reach. Since everyone in the marketing space is competing for the top position using SEO, you need to ensure that all your content is the best that it can be. Here are some tips to make sure your content is written with SEO in mind:
1. Keywords Matter
Keywords are specific words or phrases that are strategically inserted into your content to make it more targeted. You want your keywords to be specific to what your reader will be searching for on a search engine. For example, if the content you are creating is about shoes, make sure the specific keyword you use is about who the shoes are for, what type of shoes they are, and any other detail that might be important, such as “Men’s Suede Dress Shoes.”
The main keyword you use should naturally flow within your content, and it should appear no more than five times per blog post. Anything exceeding this won’t sound natural, and Google’s algorithms are likely to categorize it as spam.
2. Create Focused Content
The content you create should be extremely focused to ensure that the reader finds it of some value. If you write very broadly without a particular focus, your content will just float around in a sea of similar unseen content.
Let’s go back to the example related to searching for shoes online. If you create content that is just about shoes in general, it is extremely unlikely that your content will ever get the attention of the audience you desire if the topic is so broad. No one is typing in “shoes” into Google, and even if they are, there are probably plenty of other pieces of content that would show up in place of yours. Now, with the keyword “men’s suede dress shoes”, your content will be targeted at someone who is searching for that exact phrase.
3. Write With Quality and Quantity
One thing that is often mistaken while creating content is that quality is everything. Sure, your content should be well-written and have correct and updated information, but that doesn’t mean you should skim on the quantity.
Most online marketers used short-form content as a ranking tactic. However, Google now prefers longer content that has substance, as it is trying to optimize its search engine’s performance for users so they can get in-depth information about what they are searching for.
4. E.A.T. Well
Build your expertise, authoritativeness, and trustworthiness, i.e., E.A.T. through your content. Google’s new E.A.T. algorithm update majorly influences the way your content will show up on the search engine. As mentioned above, Google is constantly trying to improve its user’s experience by giving them the best content in response to their searches.
You need to have in-depth knowledge about whatever you are writing on and comprehensively display what makes you an authority figure on your chosen subject matter somewhere on your website, preferably the About Page. Trustworthiness is built by linking other trusted websites and having them link back to you as well.
5. Don’t Shy Away From Links
Definitely don’t shy away from citing where you get your information. Adding links to your content from trusted websites makes Google rank you higher on their search engine. When you add links to your content, you are showing Google that you are trustworthy; properly cited content is essential.
6. Update, Update, Update!
Finally, keep in mind that you need to constantly be updating your content. Take out time to go through old content and update it with any new information and any changed facts and figures. When you go through your old content, you can also get rid of dead content that could be weighing your site down. Irrelevant and outdated content should be removed completely, or it might harm your new content and its ability to rank higher on Google.
Use these tools with any piece of content you create to make sure you are doing everything you can to get your content seen!