Don't Create Content For The Sake of Content

At the end of the day having relevant content that helps your potential buyer is far more useful than spamming keywords and stuffing articles with nonsense.

Why is content important for SEO?

Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. Content is King.                                                                   Bill Gates, 1996

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SEO and content marketing go hand in hand and complement each other.

Without high-quality content, you can't realise the full benefits of SEO.

Relevant and useful content on your website motivates your visitors to stay longer, and this can positively impact your search rankings.

Google tracks your conversion rates, average time spent per page and bounce rates.

Quality content that keeps readers on the page and provides useful information sends a strong signal to Google that your website deserves to have more visibility.

At the end of the day Google’s number 1 job is to make sure that no matter what you search for, the results shown are the most relevant. If you save time, find what you're looking for odds are you'll keep using Google as your preferred search engine.

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Benefits of SEO Optimised content at a glance

• Quality Content Generates Higher Click Through Rate
• Quality Content Helps You Generate Backlinks
• Content Allows You to Incorporate Keywords
• Quality Content Provides a Great User Experience
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Now before you rush to write content please consider the end user.

Too often we see business owners write the content themselves.

This is fine to a certain degree. No one will know your business better than you do.

You might have industry specific knowledge that makes the content more relevant and appealing to target audiences.

However keep in mind that goal is to have your content rank on Google.

No matter how good to content you write, if it's not generating traffic then the whole process turns into a waste of time & effort.

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Here's 10 Quick Tips for writing SEO optimised Content.

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1) Target audience

Who's ultimately reading your content?

The language and persona of your target audience will differ significantly from business to business.

Imagine you're in the shoes of your buyer.

What kind of content would they like to read? What do you think is relevant?

What kind of information would urge your readers to make the purchase?

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2) What is the end goal?

There's a variety of content that you can add to your website.

-General information

-Sales Copy /Landing Page

-Product Description

-Blogs

-News Articles

-Case Studies

It's important to understand

a) What is the core message you want to convey to your reader

b) What is the next step or course of action for your reader (If any)

For example, let's use Onketo.com.au as an example.

We have blog articles, "Keto for Beginners", "Keto Recipes" & "Keto Diets"

The articles feature no products but general information to educate potential customers on the benefit of a keto diet.

Within the content, we've included internal linking to relevant products that might be helpful as a sugar or carb replacement.

Get customers learning more about keto diets > Link Relevant Keto products > Increase Sale of Keto Products > Increase Conversion

When creating an article or piece of content, keep in mind the end goal.

What is it that you would like to achieve?

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3) What is your UVP (Unique Value Proposition)

Over the years we've seen a lot of bad copy writing.

It's one of the main reasons why business owners struggle with conversions.

Compare the following:

"Sydney cleaning services, book today!"

"Sydney's number 1 cleaners, trusted by over 1000+ Happy customers. Call us for a free quote"

Service Offering + UVP/Tagline + Call to action

Now not all businesses will have hundreds of reviews, don't worry we have strategies for that.

However, it's important to find out what is your UVP?

Are you competitive because of:

-Price (Cheapest, Value, Budget)

-Speed (Express, Delivery, Prompt, Fast, Efficient)

-Trust (Assurance, Confident, Reliability)

-Service (Availability, Advantage, Satisfaction)

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There could be several UVP that applies to your business, it's important that you find out what your customers picked you and tailor your message accordingly.

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4)Where is your target audience in the buying cycle

Is this to inform, engage or convert your customers.

You'll see that the leading brands won't have sales pitches in all their content.

Some are designed to educate and inform, others highlight unique value propositions and differentiate themselves in the market.

Those types of content are essential as they "warm up" your customers before they pull the trigger.

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5)Evergreen Content

Evergreen trees retain their leaves throughout the changing seasons, therefore staying green all year round.

Evergreen Content refers to content that will stand the test of time.

These are content that if done correctly will stay relevant and pay dividends over the next 10, 20, 30 years.

How do you tell if the content is not evergreen? '

Compare the following blog titles:

"Best Toaster of 2020" vs "How to pick the perfect Toaster"

Notice how Best Toaster of 2020 has a date, now that when readers are in 2021 or beyond odds are the content will no longer be as relevant.

On the other hand content such as "How to pick the perfect Toaster" could be useful for potential buyers now, tomorrow and into the future.

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6) Primary Keywords

Know exactly what you want to rank for.

Maybe you sell Keto Products on your website.

Your content might be on Keto Recipes.

Once you have your primary keywords start building it out.

Figure out:

-How often do people search for your product or service related keywords

-What are they typing in?

-Who are you competing with?

-What type of content are they writing?

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7) LSI Keywords

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Using the same example above, no one wants to read an article with keyword stuffing.

This use to be common as a black hat strategy.

You may have come across this before.

Without LSI Keywords

Buy our running shoes today, Sydney's best running shoe shop. We have the latest range of running shoes.

No matter what your budget is we've got the perfect running shoe for you.

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With LSA Keywords,

Designed to allow you to move forward with greater ease using their cushioned curved sole, running shoes are an essential piece to any runner's wardrobe.

Find men's, women's and kids running shoes from top brands including Nike, Adidas, Asics, Under Armour, New Balance and more.

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LSI Keywords and words and phrases that Google sees as semantically-related to a topic, instead of spamming running shoes, Google now wants to see other terms such as Trail Running, Exercise, Sport, Fitness, Jogging, Sprint, Branded Shoes, Cushioned Sole, Athletic etc in the content.

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8) Stuck on Content Ideas?

Even the best copywriter can be stuck on creative ideas.

Here are some of our tips.

Check our forums like Quora & Reddit.

Find relevant communities and see what are trending topics.

E.g If you're writing keto for beginners, find out what people starting a keto diet for the first time might be struggling with.

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9) Offer Value First

Instead of writing content for the sake of content, do you have information that's exclusive to you?

Does your business have access to market insights, industry trends, feedback, expertise or data that can't be found easily or elsewhere?

The Law of Reciprocity states that when people receive something, they feel compelled to return the favour in kind.

For example, say someone gives you help when your car breaks down on the side of the road, changing your tire for you.

Now you feel indebted to them, and you want to pay them back.

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Use this strategy in your content, try to provide value without asking for anything in return.

If you can provide value, build trust and grow your reputation your content will pick up demand.

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10) Leverage Tools

One of our favourite tools to use is Grammarly, it's completely free to use with options to pay for premium function.

Think of it as a spell checker on steroids as you can use it to check your email, content and packs a heap of useful features.

We use a variety of tools here but sometimes even the best copywriters can make mistakes. This is where leveraging technology can help.

Check across:

-Word Count

-Keyword density

-Punctuation

-Spelling

-Clarity

-Engagement

-Delivery

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