Writing content for SEO – The short answer (video transcript)
So how do you write content for SEO? First of all, don’t. Write content for humans. If you want to write content that stands a good chance of ranking, then use a tool like Yoast or RankMath or anything like that if you have a WordPress site. But remember, it’s only guidance.
The Power of Knowledge in Content for SEO (the longer answer)
The most powerful tool in SEO is your knowledge and your brain. Therefore, your knowledge and your brain are always the best tools for writing any content for SEO. When we talk about writing for humans rather than writing for SEO, it is because humans are your ultimate target audience.
SEO vs. Human-Focused Content
SEO algorithms are of interest, of course, but we’re not really writing for them. It’s no good having a website that ranks number one in Google but doesn’t make sense to human beings.
As a side note, this would never happen. Google is far too clever to let a website rank number one if it is 100% written just to rank. This is where other search engines fell down in the past, and Google took over the world.
Write naturally, passionately, and accurately, and Google will see that you are authoritative in your niche, and being authoritative is your best weapon for ranking higher in search results.
Optimising Content with SEO Tools
In SEO there is always an opportunity to optimise and make content you create work harder for you, and this is where the SEO tools come into play.
If you have a WordPress website, plugins like Yoast and Rank Math are very useful in helping you ensure that you are writing your content in such a way that Google will understand the focus of your article. But they are not so good at ensuring that your human audience will fully understand the article you have written.
All SEO tools are to be taken with a pinch of salt. That being said, if you have a WordPress website and you don’t have an SEO plugin like Yoast or Rank Math installed, you are already missing out on some simple optimisation opportunities.
Keyword Research: A Critical Step
A topic that I’m sidestepping in this article is the importance of keyword research. Aligning your content to the keywords you wish to rank for is very important, but keyword research is too large a topic to cover in this article.
Learning about keyword research is an important step before you even start worrying about whether your content is going to perform well from an SEO perspective.
Sustainability in SEO Content Strategy
You might wonder how effective writing according to SEO guidelines is from a sustainability perspective. The truth is that your best strategy is to write the best article you can for right now and then to revisit articles roughly every 3 to 6 months. When you revisit your articles ensure that the advice you’re giving or the opinions you are sharing are still relevant.
The world is an ever-shifting place, and whilst it’s true that Google does change algorithms, they are only ever trying to ensure that they are giving people who search the most authoritative answers to the questions they have.
If you are at the start of your SEO journey, I recommend ignoring algorithm changes entirely. The best way to keep your content sustainable is to ensure that it remains relevant and correct.
Measuring ROI in SEO
Writing content that is effective in search engine results and powerful for your human audience takes a considerable amount of work, and you might be considering if you will get a good ROI on your investment. The only way to properly measure ROI is to keep an eye on Google Analytics and other tools that help you reconcile the visitors to your website with the number of enquiries you receive through your website.
The Challenge of Content Automation
We are often asked how much of the content creation process can be automated. You can automate as much of the content creation process as you wish, but the more you automate, the less effective your content will be. This is particularly true with regard to using AI tools to write your articles for you.
Conclusion: Focus on Your Audience
In conclusion, if you concentrate on writing really good articles that focus on the fears, questions, and needs of your target audience, there will always be a long-term return on your investment.
Overcoming the Complexity of SEO Tools
However, it’s important to remember that a lack of deep understanding of these tools shouldn’t deter you from producing valuable content. Your primary goal should always be to create articles that engage and motivate your potential clients or customers.
The Power of Content Revision
It’s also crucial to acknowledge the power of revising older content. Regular updates and improvements to existing content not only keep it relevant but also increase its value over time.
Embracing Imperfection in Content Creation
Furthermore, don’t let the pursuit of perfection paralyze your content creation efforts. It’s better to produce content that may not be perfect initially and refine it later. Any content you write today, even if not flawless, provides a foundation that can be perfected over time. This mindset ensures continuous improvement and adaptation of your content strategy.
Getting Started with Content Creation
Get writing and try not to get too caught up on how perfect the articles are. They should be perfect, and you can fix that in the future, but you can’t perfect something that hasn’t started.
Last Updated on January 10, 2024
