I recently worked through an SEO Certification class with Hubspot Acadamy. It was a quick and easy class that provided me with all the basics I would need to know how to write SEO content effectively.
I enjoyed the class and I learned a lot. But I think there’s more to SEO than meets the eye.
How To “Write” SEO Content
I’ve been working as a freelance writer for some time now, and I’ve churned out TONS of articles asking me to use specific guidelines and keywords to optimize for SEO. I’ve done it a bunch, and I’m sure it has helped all these businesses expand their online reach.
However, I’ve come to realize that writing SEO has to be about more than the cardinal points. I can get all the keywords, create a great headline, provide authoritative links, and more. But that doesn’t mean that the content will be great.
Here are the basic steps to good SEO, as I’ve learned in my career and all the classes I’ve taken:
- Use keywords. By diving into a site like Google Trends, Semrush, or Answer the Public, you can find the keywords people are using in their searches. Then, all you have to do is include those keywords in the title of your post and throughout the content.
- Use lots of authoritative links. You’ll aboslutely want to link to your own website if you have other relevant content related to your keywords. However, you should also link to other authoritative websites. When Google crawls a website, it will examine each page for relevant content and links that it thinks will help people online who are searching for answers.
- Ask for backlinks. Backlinks are so important for good SEO. Google will search throughout the web to see if links to your content appear on any other authoritative websites. If Google finds links, they will rank your site as more trustworthy because other trustworthy websites trust your content. Backlinks can be generated organically, but you usually have to end up asking for them.
- Build a strong headline. You don’t want people to see your headline as just another in a long lineup of the same thing. Make it stand out by using keywords, unique words, and sometimes numbers. Try Googling your intended topic and then try to think of a headline that stands out as unique from those already showing up in the top spots.
- Focus on the reader. Very few readers like long paragraphs and sentences. No one likes to be forced to read tons of salesy content when they’re looking for specific answers to their questions. When you’re writing content that you want to rank high in SEO, focus on giving people what they want. Use short sentences and paragraphs. Use lots of lists to make skimming easier. And always give readers the answers they need instead of trying to sell them. They’ll be much more likely to trust you if you answer their questions first and foremost.
How To Win With Or Without SEO
Take into account all the tips above when creating SEO content. But, above all, make sure that you focus on the intended audience.
60% of people make a purchase after reading a blog post, and 47% consume two or three posts before making a purchase. If you want people to trust you and buy what you offer, give them quality information in a blog post.
When people look for a blog article, they’re looking for information on something particular. They want helpful answers first and foremost. If you’re not offering that, you’re not offering valuable content and you won’t get anywhere.
According to a study published by HubSpot, people read blogs to learn, to be entertained, and to keep up with the latest trends in their industry/area of interest. You have to offer readers education, entertainment, and the latest news if you want them to keep coming to your blog.
That’s really all there is to it. If you can keep your customers entertained and offer them valuable, quality information, they will trust you. And once they trust you, they’ll keep coming back for more. If you can keep this up, you’ll be building your base of customers with your blog with no trouble.