Best practices for creating high-quality SEO content
SEO (search engine optimization) is the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as ‘organic’) search engine results. To understand SEO, you need to understand the objective of search engines: providing the most relevant and accurate search results to its users. They continuously analyze and index online content to determine which content is most likely to answer a certain query and, consequently, gets ranked higher.
How search engines work:
Crawling: search engine ‘spiders’ discover and visit webpages
Indexing: adding data to the search index and cataloging all available content
Ranking: ordering the content based on how well it matches a search query
SEO is important for everyone. You’ve probably invested quite a bit of money and time in the development of your website. Whether you sell a product, a service or provide knowledge or information, you want people to buy or read what you’ve got to offer. But how do you attract more visitors to your site and get them interested enough to dwell or make a purchase? When you market the unique value of your site and make your site friendly to search engines, it’s important that you include SEO.
Understanding your audience’s problems and needs
SEO is all about understanding what people search for online, the answers they seek, the words they use, and the sort of content they like to consume. These insights allow you to connect to the people who are searching online for the solutions you offer.
The importance of high-quality content
A good SEO strategy doesn’t just include carrying out a weekly or monthly ranking analysis. It means that whatever and whenever you publish content, you make very clear whom you write for and why. That’s why high-quality content is so important. You can’t publish lousy content and hope that a good SEO strategy will make up for it. The solution of good SEO is first of all in useful, authentic content.
So, one side of the SEO coin is knowing your audience’s intent and creating content that answers their queries. The other side is delivering the content in a way search engine crawlers can find and understand it. This quick guide teaches you how to do both.
Creating SEO friendly content
High-quality content; your website should contain quality texts that are fresh, original and authentic. One negative SEO ranking factor to be aware of is duplicate content. Therfore, write valuable, authentic content and blogs that are related to your topic and really help or inform your audience about a certain topic. Longer content tends to receive a higher ranking too and, consequently, attracts more links and shares.
Keywords; use important and specific keywords, but don’t overuse them. You can find terms and phrases ((long-tail) keywords or LSI (latent semantic indexing) keyword) that can generate qualified traffic to your website through keyword research tools. This recent review gives you 15 of the best keyword research tools.
Answer boxes; You might have noticed the answer boxes that Google has been delivering when you make a search query. Optimizing your content for answer boxes helps your site to rank higher. If you want to optimize your content for answer boxes, use correct, concise answers that include the question and have a clear structure.
Video; video content is still gaining popularity, with almost 80% of people stating they’d rather watch a video than read a blog post. Including video in your content strategy wil increase traffic to your site, as it is more likely to get shared and linked to.
Anchor text; if you use hyperlinks, use good anchor text that’s relevant to the page you’re linking to, rather than generic text.
Link building; links are crucial SEO ranking signals. A good link building strategy builds a variety of links (‘votes’) that refer to either your own website or other webpages:
Inbound links; links from another (ideally authoritative) site that refer to your site. Google uses inbound links as one way to help determine how authoritative and relevant your content is.
Outbound links; links on your site that refer to other relevant sites.
Internal links; linking to your own content can help tie pages together for both Google and your visitors, making each page more valuable.
Glossary; include a glossary page on your site that defines your main keywords; it helps your readers to understand the terms and definitions you write about, helps you organize your content, and generates internal links.
List of the most important SEO Ranking Factors:
Website security and accessibility; search engines should be able to visit your site and look at the page content to start to understand what that page is about. In other words, make sure your site can is visible and can be indexed.
Page title; use relevant keyword phrases in a page title, which is the first line of a search result entry.
SEO tools: install an SEO plugin like Yoast, which provides keyword optimization and correct SEO technical configuration. Header tags; include header tags (h1, h2, h3) in your web copy to indicate content hierarchy.
Image ALT text; alt text provides image descriptions to search engines crawlers or visually impaired users. A good alt text describes the image’s subject and context and uses relevant and specific keywords. Moreover, don’t start the alt text with ‘picture’ ‘photo’ or ‘image’.
Meta description; create a meta description that both entices readers and includes your keyword phrase.
(Mobile) Page Speed; Google is continuously looking for ways to optimize their user’s web experience. As you’ll probably acknowledge, fast-loading web pages are key to a great experience. Make sure your pages load quickly on all devices.
Mobile First; these days, mobile devices are used more than desktops to access the web, is mobile-optimized sites are ranked higher than websites geared to desktop computers. Make sure your website is responsive and is mobile-friendly in design as well as speed.
RankBrain: RankBrain is a machine-learning artificial intelligence system that’s used to help process Google’s search results. It is part of Google’s overall search algorithm, which is named Hummingbird. Signals that affect your search engine ranking include Clickthrough rate, Bounce rate and Dwell time. In short, if people click through to your web page and stick around for a while, Google will rank your content as relevant to their search.
Social media presence; social media platforms are constantly being indexed by search engines. This offers companies the opportunity to quickly be found in the search results when posting messages, like press releases, on social media. Having strong social media accounts can be a very powerful marketing tool, and helps you build a strong community.
Business Information; make sure you provide accurate information on Google My Business and Facebook. Also, ask your customers for reviews; having many reviews will not only increase your reliability but also rank your site higher.
Whether you want to know just the basics or in-depth expert information about SEO, you can find it on the internet. If you’re looking for more in-depth information, there are plenty of free tutorials and guides. We’ve selected some informative pages that will help you understand more about SEO:
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