SEO content is the next big thing. With Search Engine getting smarter day by day, it has started to understand your content and started to rank the content based on the value it is providing to the user. So creating an SEO Content is the need of the day.
All Search Engine wants is an awesome experience for the searchers. And we can provide that experience with the help of the SEO content. SEO content is the best way to make sure that the organic traffic keeping coming your way. That’s what all digital markets always wanted. Before continuing, let’s have a look at what is SEO? and what is Content?
What is SEO?
SEO is a process of impressing Search Engine with the help of your content and getting a higher rank in search Result Page. SEO is the implementing part of Digital marketing. SEO surely takes time but is very important in the long run. SEO is basically how we understand the search engine will see our content.
To come up with a proper definition of SEO one can say SEO is the process of optimizing your content for increasing the authority of your website. And you can achieve this by understand and solving your user problems.
The faster you understand this the faster you can start getting the traffic from Google. SEO will increase the traffic to your site but it can only do so if you are creating awesome content which will help the searcher find his answers.
OK now let’s move forward and try and understand what is content?
What is Content?
Content is anything you see on the internet. A blogpost, a youtube video, an Instagram pic, or a Facebook post. Content can be video, audio, or text. Content is something that is providing some type of value to the reader. The value can be in the form of knowledge, reviews, or even entertainment.
Other defination of the content can be that it is something created by someone for the purpose of engagement with the user. In simple words content is everything you see on the internet.
Many people misunderstand writing content with copywriting content. Content can be taken in a broder sense but copywriting is something different.
Lets Try and Understand What is Copywriting?
What is Copywriting?
Copywriting is a process of writing something in such a way to persuade the reader to take action. This content is basically created to help increase sales.
Copywriting is a process of creating content by professionals which will help the user to buy the product. Basically, they are the ads we see in newspapers and tv. That attractive line which is just stuck in your head. Like ‘Fena hi Lena’ or ‘ 2 Minutes Maggi’
Before writing any type of content the first thing you need to do is Keyword Research. Before we discuss anything about any content creation lets discuss briefly the Importance of Keyword Research.
Have you ever gone on a boat ride? The one with the paddles. I used to go on those boats when I was a bit younger with my aunt. The importance of keywords research is the same as the importance of those paddles is the boats. The boat is the SEO and you are your blog or website. Now those paddles will help you take you to your destination. Your SEO is nothing without those paddles. Keyword research is a major part of SEO. It has the power to make your SEO successful or fail.
If you want to understand the importance of Keyword research it can be explained that it is user behavior. Keyword research is finding out the problems your reader is facing. Well, you understand the reader is searching for his problem on Search Engine. Like ‘How to create relevant content’ or ‘What is SEO Content’.
A user is always in one of the four stages of the buyer persona. These stages help us understand at what is the user intent for his search. if you want to know more about user persona you can read it in detail in the article “Why Content is the Fuel in Sales Funnel?“
But in a summarised detail a user can be in one of the following stages.
- Awareness – this is where he is trying to understand his problems.
- Discovery – This is when he is trying to discover different options for solutions.
- Review – At this stage he is comparing different solutions with each other.
- Decision- This is where he buys the product.
I recommend that one should always cater to his reader is the first two stages. As far as in the last two stages the user is pitched in by the top eCommerce sites. These are the sites that will pay a lot to come on the top. They have a team of experts who will pay google to show there sponsored ads plus they have a team of SEO experts who are all up to date and working hard for top ranking those keywords. But these sites are not interested in the educational and discovery stages.
Importance of Keywords
Keywords are the most important factor in SEO. If I am to be asked I would say that Keyword research is the most important part of your online journey. But what or how can we understand the importance of Keyword Research.
In keyword research the most important thing to understand is the intent of the search. In keyword research the most important thing to understand is that what the user is thinking? User intent. What and why the user is searching.
Taking an example if someone searches for ‘Schools’. Now is he looking for kindergarten schools for his children or a high school. Why is he looking for the school. May be he just wants to do a research on how school administration works. Now when you do a keyword research you should always be clear on what the user is trying to find.
Your keyword should tell the user and Google that what you have for the user. A keyword will basically drive Google to your site and then the title and the body of the post tells everything else. But it is the keyword that drives Google to your page. You should always keep a long tail keyword while understanding the intent of the user search,
Format For SEO Content
The most important while making SEO content is the format in which you structure your content. How you write your content is how you present your content to the reader. Before discussing the format you should always remember that you should write your content in such a way that the reader must feel that you are talking to him. You can write long blog articles but if the reader feels that he is reading a long essay then he might leave the article in between but if he feels that you are talking to him he will keep reading the article.
Now for the format of the article. Before discussing the format I would like to tell you that this format is not mine. I have got it from Sanjay Shenoy. He is a Content marketing Trainer, actually a great trainer. I have been following him for the past some time now.
So now for the format
- Headline – Attract Attention
- Intro – Retain Attention
- What – Describe Problem
- Why – Why go for your solution
- How – How to implement Solution
- Conclusion – Summary, and Call to Action
A content written with this format will always keep your reader with ur articles and will also get you a better CTA result. I am talking with my own experience.
There is one more thing you should keep in mind while creating new content. It should show your creativity. It should not be content that you just read from maybe 3 or even 10 different authors and summarized in your own words. That kind of action are not rewarded by Google. If you are coming to the table then bring something new to it. Your article should show that you have done something unique. Creative content is always appriciated. A creative content is something that provides value to the reader. It will go a long way.
Before Understanding SEO understand Search Engine
Now our aim here is the write an SEO content which will please the reader and Search Engine. As you must be knowing Google’s share in search Engine is above 90%. This means that you should always optimize your content keeping Google algorithm in mind. Google scans your content for more than 200 factors but we only know a handful of them.
Google never reveals all the factors. But the most important factor, which Google never leaves is the user interaction with your content. How long was the user on your site? Did he leave a comment? Did he share your content? All these things help Google determine the value of your content.
Now let’s understand how a search engine works. Just imagine that a friend of yours comes from a different city to meet you. He wants to go to some interesting places. He askes for your advice. Now you will tell him places where you know he will have a good time. Places where you have been or places whose good review you have heard. You will never misguide your friend to a place where you had a bad experience or you heard a bad review.
Search Engines also keep in mind that it wants to provide you with a good experience. All search engines beforehand scan your content by sending crawlers. Crawlers are small bots that scan your website for all the content it has then helped search engines determine the value of the content. This helps google position your content in the SERP.
Now determining the value of the content is only one but one of the most important parts which Search Engine does. Other than that search engine also looks for the reader interaction with the content, the design of the content, the backlinks of the content, and many more factors.
Now you know what are the factors that you can control when you are talking about the search engine. Now, let’s move forward and understand who are you writing for.
For what stage user are you writing
Whenever you create content it is created for a reader. But who is your reader? What is he thinking? why is he making a search? What are his requirements? Whenever a search is made the Search Engine tries to determine all these questions from the search and then shows the result. These questions are in a single word the searchers intent. What is the searcher’s intent to make the search?
Understanding the intent of the searcher is one of the main things to do. Understanding the intent will help you create the best content of the reader. Suppose a friend asks you for a place where he can have a nice time. Now you know your friend. Whether he likes music shows or art shows or just a plain old bar. Where will he have a nice time? You know your audience so you can suggest the best answer.
Now what you have to understand is why is searcher making the search? Is he looking for some educational answers or reviews of the products or looking to buy the product. Now, what are you aim after understanding the intent? Are you creating educational content, reviewing products, or just plain old selling products. You should select the keyword which explains why your content was created.
Now, this is very important that your keyword, Headline, and meta description are not misleading. When the search engine finds your content and scans it to value the content, it should not feel that the keyword was misleading. If the search engine feels that your content was misleading then your content will be ranked below in the SERP.
If your keywords, content, and meta description are all descriptions of your content the search engine understands the value you are providing and ranks you higher on the result page.
And all that is achievable if you know your reader. There is a simple trick to that which I learned from my mentor. What I do is that I try and get in touch with any one of my readers. Try to understand him. Who is he? Why did he come to my blog? What is it that he is expecting out of my posts? These are a few questions I try to get the answers from my reader and then I make a model in my mind that this is my reader and write post according to it.
For me, that model is my friend whom I am trying to help. You can know your reader in many ways. There are many billion-dollar companies whose CEO are in direct touch with customer service. Just because they would like to know what the customer is thinking. They try to understand the customer through customer service. This is one way.
Ther ways can talk to them through the comments they left or maybe try and make a compelling CTA which would make the reader try and communicate with you. These are a few I use. You may come up with some other innovative new way. If you do please do share it with me. In the comments below.
Optimize the content for the user
If you have created the content for the reader then you know for what stage the content is for. There is supposed to be information content for the user in the educational stage. Reviews for the users who are in the decision stage and product sale page for the user in the buying stage.
Acquiring a user in the last stage is the toughest so my advice is to try and acquire him in the initial stage or the educational stage. Here the user is surely not looking to buy a product. He is looking to know about the solutions there are for his problem. But after telling him a solution for his problem you can pitch him a product that could provide him a solution. There is a chance that he might buy it, but still, he will remember the product and the solution you offered. He might even come back for purchasing the product.
Obviously, this is an assumption but people do make a sale from this method. This is where affiliate marketing comes in. This method is called affiliate marketing where you make a sale of some other person’s product through your blog articles and earn a commission out of it. But in this case, you have understood your reader and create a perfect piece of content for him.
Avoid Pogo sticking
Pogo sticking is when a reader comes to your page through a search engine and immediately realizes that your site does not have the content he is looking for and then leaves your site. This is called Pogo sticking. This sends a wrong signal to the search engine which results in a lower rank for your content. Pogo sticking can happen for any of the following reasons.
- Misleading title and meta description.
- Confusing design of the blog.
Misleading title and meta description
This is the worst Black hat SEO which will surely degrade your blog. This is in simple words the worst thing you can do for the blog. Putting nonrelated keywords, misleading meta description, and title are the worst Black hat SEO techniques which may get you a good position in the starting but will sure remove your blog from the ranking in the future.
For those who don’t know Black hat SEO is the technique which is not ethical to rank your content. But with the search engines getting smarter day by day these SEO techniques harm more than benefit the blog or a website.
I would never recommand any of the Black hat SEO.
Confusing design of the blog.
A confusing design is something that the reader needs to understand. The attention span of a human being is only 8 seconds. If he cannot understand the design of the blog in a few seconds after coming on the blog he will lose interest and leave the blog. Every reader who comes to your site wants to see them clean and understandable design. If the reader finds your design complicated he will leave the site.
You have only a few seconds. The first thing the reader sees on your site is the design and it is a perfect tool to tie your reader. Even before he could read the title of the page. He sees the design.
It may seem that the design of the website or a blog is of no or very little importance but believe me it makes a lot of effect on the reader. The design, the color scheme, the font, the images, videos, infographics. All these things have a major effect on tieing the reader to your blog or a website.
Importance of promoting
Promotion is a different way of saying that I have created something and I would all of you come and see my work. This will benefit you.
At an early age, people would write their ads, product descriptions on big rocks which were on roadsides which were replaced by big advertising boards. And today most of that is going digital. We place our ads on places where we know our readers are going. Like, Facebook, Twitter, or Instagram. It can be paid ads or free promotion.
We all know about promoting our products through paid ads and PPC ads. To know more which is better you can read my other post SEO vs PPC.
But to stay on the point there are not only paid ways to promote your ads. There are free ways also. You can promote your content for free on your social media but before that again you should know where your reader is hanging. It is again a process of knowing your audience. Is your reader hanging out on Facebook, Twitter, Instagram, or any other social media? Knowing this will help you promote more effectively.
Like for eg. If I was selling some kind of clothing for professionals like professional suits, I would promote it on FB groups which are related to buying and selling. Just going in Facebook search and typing buy and sell or trading will show me n number of groups.
And if I want to sell locally then all I have to do is search for the name of the city and it would show me all the related groups to that city. Now all I have to do is join all the groups and post my ad in all those groups. Most of the groups will not object me posting. There might be few who may ask for some payment for promoting my ad but other groups are offering those services for free then why would I pay. Posting the ad in all the groups will surely get me leads.
All you have to do is join the right groups and one more thing before joining just see that the group has a substantial number of members. So that your ad gets the eyes you for which it was created.
Importance of linking
Linking means having external and internal links in your post. Linking to your own different posts is called internal linking and linking to other people blog posts or videos or infographics is called external linking. Some people hesitate to show external links in their blogs. They think if the reader links the content of the linked blog more than they might not come back again.
Because they know that you are providing them with valuable content. Regardless if it’s yours or others. They will appreciate it. All you have to keep in mind is that you have to provide value to the reader.
I have written all that I know of creating SEO content. I can guarantee that if you follow the points your post will be on the top in a nick of time. All you have to do is
- Get to know your audience
- Create a list of some log tail keywords
- Know for which stage of the user you are creating content
- Follow the format given above to create a kick-ass content
- Optimize the content for the reader
- Optimize the content for the search engine
- Linking is important
Hope this posts helps you. Please do write in comments how your thoughts for the content and also do tell if there is something you would like to read on my blog.