SEO writing, in a nutshell, is aligning your content with:
- What a reader will find most useful
- What the search engines will see as indicators of meaning and value
Top 10 Tips for Getting Started:
- Keyword frequency: As a rough rule of thumb, don’t use the target keyword more than three times in the article: once in the headline, once in the first sentence or two, and maybe once later on in the text or as part of an image caption, for example. You can use synonyms as well, or go a bit more than three if necessary. Google is getting better at figuring out synonyms so you can make variations on the keyword like making it a plural or similar. Use secondary target keywords in H2s or H3s.
- Similar content: If you write similar articles, link from the supporting article to the main article. You can use the main target keyword to link sometimes, such as “find out more about dentistry for kidsin our blog post” but also use normal links sometimes to avoid over-optimization, such as “read more.“
- High quality: Google is moving away from optimizing for specific KW matches toward other signals of quality, so aim to make the content useful to the reader. If it gets shared and linked-to, that’s more useful than perfect keyword optimization. Making the content easy to read and better than competing articles will go a long way. One way to make great content is including excellent images.
- Beyond text: Use other items in the page to further optimize: image file names, image descriptions, image alts, image captions, PDF or other file names and their meta-data such as title and description within the PDF. Speaking of PDFs, ideally don’t use them unless necessary like for a form that a prospect needs to print.
- Look for other places on the site to link to from this content, and to this content.
- Consider linking to outside your website. It looks natural to link out, so if you need to link to a government site or other helpful resource, do so. It can help your site appear and be more authoritative.
- Headlines are important, write these for increased click-through rates from the search results and to closely align with what gets searched and what your target audience wants. Tactics such as adding numbers can be helpful. Example: “Top 10 Tips For Picking a Kids Dentist.” Note that we optimized this blog post’s headline to start with what our target audience is looking to search. We want people who are looking for help on SEO, so instead of “writing for SEO” or “tips for SEO writing” we went with “What is SEO Writing”, which is a frequently searched term for our audience.
- Consider mentioning influencers such as if there’s a key dentist or organization that you’re quoting in the content. That can lend credibility but can also be a way to get that person to share your content.
- Advanced: Add schema around your blog posts, see https://schema.org/BlogPosting. Contact us for more on how to best implement this in the most SEO friendly manner.
- Advanced: Do your research on what keywords to include. The paid Keyword Explorer by Moz is our favorite tool. Also, if you spend enough on pay-per-click in Google AdWords, their Keyword Planner tool will give you excellent data. If nothing else, search Google and see what Google Autocomplete (aka Google Suggest) brings up and see what other top ranked content is doing well and what keywords they may have missed.