With last year’s Google algorithm updates it was made evidently clear that “Google-friendly” and “reader-friendly” content are beginning to have blurred boundaries.
This is great news for all you content writers out there. It means we needn’t ruin beautiful pieces of writing for the sake of SEO protocol anymore. With this in the mind, I have gathered 5 great content tips that we’d love to share with you!
Google is fed up of seeing endless content that’s constantly trying to impress its search engine. It wants us to impress our readers.
The main goal of all content should be to encourage enquiries, conversions and to provide knowledge. It shouldn’t matter what Google thinks about it, it’s your readers perception of you and your business that is far more important so be sure to address them directly.
Many content writers are guilty for simply identifying a subject’s keywords and to then write a piece of content around those. They may be a bit clever and use a few rhythmic techniques, maybe even add in a bit of alliteration, but it won’t change the fact that they’re just words to fill the subject. Readers are able to identify exactly what is waffle and what isn’t, and so can Google.
Also, please make yourself aware that Google is no longer interested in generic keywords – because lets face it, absolutely anybody can use them.
So, the most important lesson to learn here is that topic-specific vocabulary is more crucial than ever. In September 2014, Moz stated that content should concentrate on detailed topics rather than keywords.
You will need to display your knowledge of what you’re talking about to your readers and they need to believe it. In order to do this you will need to carry out your own investigative research, talk to the experts and really show your readers that you actually do know what you’re talking about.
My tip would be to dedicate a good amount of research and planning prior the actual content creation. Do not just summarise an article or pages of Wikipedia.
For example, if you are writing an article on “leather boots” you needn’t keep using the words “leather boots” repetitively. Instead, talk about why leather is the best material to have boots made out of, talk about the shoe protector and how it can help preserve leather, recommend cleaning and maintenance tips. Discuss the heels, soles and absolutely everything that is related to leather boots. The more relevant information you are able to include, the better your piece of content will be.
All pieces of written content share the same objective and that is to inform the reader and to tell them something they don’t already know.
This will enable to gain the reader’s attention and their trust in everything you say.
Looking back at the “leather boots” example, tell your readers where the leather comes from (not everyone really knows this), explain exactly how it’s made so that’s more comfortable for the user and tell them how it can be cleaned.
Put yourself in the reader’s shoes and think about the questions you would be asking. Then go and research the answers and be sure to include them in your finished piece.
If you use generic keywords as your anchor text it can look a bit suspicious – as though your links have been thrown in there by spam.
You should firstly write the content before you insert the links. Don’t just write a sentence purely to house anchor text.
Again with the leather shoes example:
Correct – “There are various ways in which you can clean your leather boots, it’s just a matter of trying them out for yourself to determine which works best for you.”
Incorrect – “There are various ways in which you can clean your leather boots. Click here for a leather boots cleaning guide.” (Never use “click here” in any anchor text)
I usually like to ask myself this question when writing an anchor sentence, “would this still make sense if I was to remove the link?” If the answer is no then I know there is something wrong and I will go back and re-write.
It’s important to note that all calls to action must be made in a subtle matter. Obvious calls to action can often make the reader feel cheated.
What is a call to action?
Just in case you were wondering, a call to action lets the reader know what they should after reading your piece of content – moreover, where they should go next.
If your call to action is cheesy and clichéd, the only one place your reader will want to go is to the red X sign in the top right corner.
So it appears that in order to really impress Google is by not impressing them at all but to impress your readers instead. Save your efforts and energy for your readers.