If you want to know about SEO content writing services and how to write truly great content articles – that are enticing, engaging and that hold their value – Online Marketing Group has created this comprehensive, step-by-step guide to help you achieve online success.

Remember, your content is only of real value if your target audience notices it…and then reads it! If they’re not reading your content, it’s irrelevant how much time, effort or research you put into it. It becomes pointless.

OMG additionally offers search engine optimisation (SEO) packages for small businesses for a complete 360-degree service!

Why Writing Great Content For SEO Is So Important For Online Success

In reality, it takes a great deal of effort to gain organic search visibility, rankings and traffic through SERPs. You can really help yourself to achieve this by consistently creating well thought out and well-optimised content. in essence, this is how to write great content for SEO.

If you want to be highly visible in organic listings, rank at the top of Page 1 and get the right kind of traffic, you have to be prepared to dedicate yourself to the slog of frequently creating well-optimised content.

Content For SEO

When they’re working well together, content and SEO form a synergistic effect that act as a catalyst to propel a website to the top of search engine rankings.

However, that only happens when they’re working well together. When they’re all out of sync, they can create Google penalties that are almost impossible to recover from.

The reason I mention this is simple; to give you an idea of why content is so important for SEO and demonstrate what you can do to ensure they work together in that perfect partnership I alluded to earlier.

As we start to get into it, you’ll more thoroughly understand the link with SEO and what its value is, what content is really about, and how you can begin to create well-optimised content that makes you stand out brightly in the search engine listings.

To start off with, what does ‘content’ really mean in this context?

As you can imagine, to give one, single definition for content that’s agreed upon by all digital marketers would be virtually impossible (no pun intended).

So, while it isn’t as straight forward as it may sound, here are a few definitions of content from marketers around the world that provides a good starting point.

Here’s a condensed and concise definition from Dictionary.com: “Something that is to be expressed through some medium, as speech, writing, or any of various arts.”

In another simplified definition, Social Triggers founder Derek Halpern says: “Content comes in any form (audio, text, video), and it informs, entertains, enlightens, or teaches the people who consume it.”

If we focus on the ‘…informs, entertains, enlightens’ from that description, you can see there’s already an issue there, as you know that online content can often be of poor quality, sometimes badly written and – even worse – can be completely irrelevant.

Unfortunately, there’s a great deal of poor content out there that doesn’t even pass any kind of scope in providing the relevancy or usefulness that the audience is really looking for.

With that second example again, Halpern is outlining content that is at its minimum relevant and useful to the targeted reader.

If we skip any mention of ‘quality’ when it comes to content, then we can approach this in a more direct way by observing and understanding the numerous and varying types of digital content on offer.

I’m sure you already have a fairly solid idea of what content actually is while also comprehending some of the diverse formats and platforms where it can be utilised.

However, have you ever asked  yourself what precisely is the true value of content in relation to SEO, and why is it so important that the two pieces work in synergy?

What Is The SEO Value Of Content?

If we take Google – the number 1 behemoth of search engines – it handles very nearly 7 billion searches on a daily basis. That’s a staggering amount!

So, as we’re discussing search engine optimisation (SEO) in relation to content, it’s fairly safe to say that they are very well primed to answer this question.

In 1998, when Larry Page and Sergey Brin co-founded Google, they stated their mission for the company as this: ‘Organise the world’s information and make it universally accessible and useful.’

Amazingly, all these years and search queries later, and their mission has stayed the same as it was then. Unsurprisingly, however, the paths and processes to organise all that information has morphed substantially over the last few decades, as users and technology has changed and evolved so dramatically.

Google’s algorithms have constantly needed to evolve in order to remain steadfast to their original mission statement and to deliver “…useful and relevant results in a fraction of a second.”

Those “useful and relevant results” that Google strives to deliver are the exact content pieces that are displayed all over the world wide web whenever you conduct a search query.

These slices of content are then organically ranked using their order of relevancy and how useful they’re predicted to be to the user carrying out the search.

In short, what this means for you and your content strategy, is that to ensure your content has and continues to have strong SEO value, it must be beneficial to your readers.

Ok, so, how do you make sure it’s always beneficial?

Google gives us the answer to that question as well. They recommend that, at the very beginning of the creation process – before you start writing your content piece – ensure it follows these guidelines:

  • Useful and Informative – if you’re launching a site for a restaurant, you can include the location, opening hours, contact info, menu and a blog to share upcoming events.
  • More valuable and useful than other sites – create something unique. If you write about how to train a dog, make sure your article provides more value or a different perspective than all the other articles on the web.
  • Credible – show your site’s credibility by using original research, citations, links, reviews and testimonials. An author bio or testimonials from real customers can help boost your site’s trustworthiness and reputation.
  • High Quality – your site’s content should be unique, specific and high quality. It should not be mass-produced or outsourced on a large number of other sites. Keep in mind that your content should be created primarily to give visitors a good user experience, not to rank well in search engines.
  • Engaging – bring colour and life to your site by adding images of your products, your team, or yourself. Make sure visitors are not distracted by spelling, stylistic, and factual errors. An excessive amount of ads can also be distracting for visitors. Engage visitors by interacting with them through regular updates, comment boxes, or social media widgets.

When you use these elements as your foundation for structuring your content, you greatly increase the potential of the SEO value that your content offers your target audience. If you fail to utilise these recommendations or plan properly, your content will be of little value.

Having said that, though, merely creating strong content isn’t the only factor that makes SEO work well…not by a long stretch. The technical side is a critical component that you need to be on top of as well.

For the time being, we understand that the SEO value of your content depends on how useful, informative, valuable (to the reader), credible, and engaging it is – and that this ‘value’ can be assessed in terms of its ranking in SERPs and how much website traffic it drives.

The Importance Of Optimising Your Content

In simple terms, it’s easy to establish why optimised content is so important…it’s because you won’t rank well in search engines without it.

Again, though, as I’ve mentioned briefly before, you need to be aware that there are numerous factors at play when talking about rankings.

On the one side, you have content creation. Optimising content during creation is achieved by making sure that your content is always audience-focused and follows Google’s guidelines outlined in the previous section.

But, how do you create audience-focused content, and how does it vary from other types of content?

If your content is audience-focused it just means that your target audience – and what they really want to read about – is at the core of your writing research and topic, rather than merely writing about what you want to discuss.

As we’ve established, creating hyper-relevant and high value content is what it’s all about when you’re hoping to rank high up in search engines.

On the other side of the optimisation coin is the technical knowhow and implementation.

Technical SEO involves over 200 values (all weighted differently as ranking factors), but contains elements such as keywords, meta titles, meta descriptions, image alt optimisation, and URLs.

Let’s focus now on that side, as we dissect how you go about actually creating optimised content.

How To Create Your Optimised Content

When setting out to create well-optimised content, there are a number of key steps that you should follow, as outlined below:

  1. Carry Out Proper Keyword Research & Determine Your Subject

We’ve already established that your ulterior goal should be to create audience-focused content, however, proper keyword research is critical to ensure that your subsequent content will get noticed on search engines and clicked on.

Here are a few areas to keep front of mind when selecting your keywords and subject:

  • Stick to Long-Tail Keywords Rather Than Shorter, Harder-To-Rank-For Terms
  • Avoid Ultra-Competitive Keywords With Huge Search Numbers
  • Use a Reliable & Well-Known Keyword Research Tool
  • Couple Your Subject with Your Keyword
  1. Develop Your Framework & Format For User Readability

As you’re creating your framework for your chosen topic, make sure you format your foundationary content so that it’s easy to read for the user by breaking it down into bite-sized pieces.

The majority of online readers have very short attention spans, so they won’t keep reading if your article is laid out in one long, continuous body of text.

It’s best practice to keep to paragraphs that are a maximum of 1-2 sentences long, but it’s ok if they elongate to 3-4 shorter sentences on occasion.

Another good idea is to ensure that you add in subheadings with the occasional image every 300 words or so to divide up the content even more.

It’s important to note that website engagement is one of the myriad factors that affects organic rankings. If you wish to increase engagement, then your content readability becomes vital.

how to write content for seo - easy to read exampleHere’s an example of some body text that is formatted in different ways to illustrate my point (using Lorem ipsum), one poorly formatted and one for optimal readability:

As you can see, in the easier-to-read version, the paragraphs are broken up and only a sentence or two long, as well as it using subheadings every couple of hundred words.

Conversely, the hard-to-read version of the body text that will probably put readers off straight away, as it uses extremely long sentences and paragraphs – without breaking it up with subheadings etc.

Using better formatting, you can easily increase visitors’ average dwell time on site, which is again a ranking signal for Google.

  1. Stay Close To Your Subject & Target Keyword

When you start to write your content piece, remember how important it is to stay really close to the subject and chosen keyword.

Try not to make the common mistake of writing about absolutely everything within the one solitary piece of content. Keep some of the peripheral subject matter for another article, perhaps. It’s also best not to try and target tens of keywords within the same article either.

If you do, it’s not only a fantastic waste of your time, but it also holds you back from creating the most “useful and relevant” content on your subject.

Concentrate on what you’ve selected as your subject and stay hyper-relevant to that topic and the target keyword that supports it.

Using an example from Online Marketing Group’s website, our page ‘SEO Audit Template Free Download’ is a good instance of how to stay hyper-relevant to a specific topic and it uses a long-tail keyword.

Just by looking at the title, the exact nature of the subject and target keyword are immediately clear.

Additionally (dare I say it), due to this focus, our Free SEO Audit Tool ranks between #1 and #3 of Google Page 1 consistently for the above search term.

Australian small businesses using numerous devices
  1. Add Relevant Backlinks Throughout Your Content

Having relevant backlinks interspersed within your content is important, although it comes with a warning.

Google has stated it very clearly that credibility is a key SEO factor; linking to expert and relevant sites that are trustworthy and authoritative can help boost your own site, as search engines view your content as credible (see Google’s E-A-T principles).

It is worth taking note that the anchor text wording that you use for the link is especially relevant to the site your reader will be redirected to.

Here’s an example below:

If a site uses the anchor text ‘link building strategies’ that takes the user to a page about link building, then that’s a good illustration of relevance.

If you wanted to link to some content that tells your reader how to format their content optimally, you should link the underlined words shown below:

‘10 key ways on how to format your content articles properly.

In general, best practice advises that you keep your link anchor text to fewer than six words.

How To Optimise Your Content After Creating It

Here’s the ‘technical’ part of content optimisation for SEO purposes.

There’s a lot more to it than just this, but the most critical components include optimising the following:

  • Title Tag
  • Meta Description
  • URL

Below is a simple guide on how best to complete each stage.

  1. How To Optimise Your Title Tag

Once a user carries out a search, the title tag is the clickable headline displayed at the top of each result.

These title tags are important for a number of reasons. Primarily, they let search engines know what your page is actually about.

Also, they can be a deciding factor for which search result a user chooses.

In order to optimise your title tag, you should follow these guidelines:

  • The length should be under 60 characters
  • Don’t carry out ‘keyword stuffing’ or Google will penalise you
  • Make your content very specific in its meaning
  • Insert target keywords at the very beginning
  • Try to use a date or a number where appropriate
  • Make it stand out by using ‘power words’ where possible
  1. How To Optimise Your Meta Description

meta description exampleA meta description is the small section of text that appears under the SEO title tag and URL.

Despite Google stating that meta descriptions aren’t a direct ranking signal, they do, however, affect whether a user clicks on your page and the subsequent traffic you will receive.

Remember that click-through rates also have an indirect impact on rankings, too.

For best practice with meta descriptions, you should follow these steps:

  • Make sure it’s under 160 characters (or search engines like Google will cut your listing off mid-stream)
  • Write a concise, specific paragraph (essentially) of what the content is about
  • Insert relevant keywords (Google highlights these when a user sees the search results)

Here’s an example of a well-written meta description (insert image here).

  1. How To Optimise Your URL Properly

Your URL (or permalink) structure is another aspect of technical SEO that has an indirect impact on rankings, as it can be something that determines whether a user decides to click on your content or not.

Being easily readable is what’s most critical here, as it enables users to clearly see what page they’re being directed to and ensures they’re not put off by lengthy and confusing URLs containing lots of symbols etc.

So, Why Is Content Important For SEO?

This is because content that’s optimised properly, radically improves your chances of being visible in SERPs.

Without the all-important visibility online, your piece of content will inevitably become just another one of the millions of articles published daily on the internet, unfortunately.

Nobody will ever see it. Nobody will share it. Nobody will be inspired to do anything with it.

But, it’s not that difficult to become visible when you know what you’re doing.

Often, all it takes is doing the little things well – such as writing well-optimised, hyper-relevant, highly targeted listings (what you see in SERPs) for every one of your pages – and this can send a very big signal to the likes of Google to help increase your pages’ visibility.

Remember, if you want to learn how to write content for SEO and achieve high visibility and good exposure…this guide will help you in your journey. It is worth bearing in mind that you do also really need to make a commitment to yourself to do the hard work and consistently write well-optimised content.

Here at Online Marketing Group we offer SEO content writing services and write highly targeted, engaging, and hyper-relevant content all the time for our clients. Contact us to discuss your creative writing needs and we’ll happily give you an affordable quote.

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