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How to write content that ranks
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There are over 1.9 billion websites in the digital ecosystem, but a vast majority, 94.3% of these sites receive zero organic traffic from Google!

One of the prime reasons for this is poorly optimised content. 

Google loves and rewards high-quality content that offers value to the readers. But it should have all the essential SEO ingredients to let Google discover it in the first place. 

Besides, SEO-driven content helps brands reach the right users at the right time, offering insightful information and building credibility. No wonder, content is the most crucial Google ranking factor and is still reigning as a “king” in the digital landscape. 

So, how do you ensure writing high-quality, SEO-driven content?

In this post, we have shared ten actionable tips to help you create the best content, achieving top SEO rankings. Before jumping to the tips, let’s understand the concept of SEO content in detail.

Let’s dive in.

What Is SEO Content?

SEO content is valuable, data-driven content that helps websites get crawled and achieve top rankings in search engines like Google. The content is accurate, high-quality, and well-optimised around specific keywords in a readable format to ensure getting discovered by Google’s crawlers. 

As per Google’s Search Quality Evaluator Guidelines, E-A-T signals (expertise, authoritativeness, and trustworthiness) determine the quality of content. 

Let’s understand what E-A-T signals indicate.

  • Expertise: The content should reflect a high level of knowledge about the topic. Taking the help of a subject matter expert can help meet Google’s standards.
  • Authoritativeness: The content creator should possess in-depth knowledge and an authoritative position in the industry. It improves the authoritativeness of the content. Besides, the writer should take references from and link to websites with high domain authority to boost the credibility of the content. 
  • Trustworthiness: The content should be 100% accurate. Researching the internet to find facts, studies, research, and statistics can help improve its reliability.

Working as per these attributes allows content teams to share content that appears at the top of the SERPs.

For instance, check out our website and blog. Supple’s blog showcases a high level of expertise. We offer accurate information to our audience, primarily small and medium-sized businesses that need to execute a flexible digital campaign.  

Blog post example Supple

The post, for instance, is highly informative and has SEO-specific keywords, links to relevant sources, engaging on-page elements, and real-time examples, making it trustworthy. 

Team Supple even offers an audio version of the post, further improving its credibility and ease of consumption for the readers. 

Importance of Writing SEO Content

Be it B2B or B2C, thriving in the digital world and generating revenue is the ultimate goal of every business.

That’s where creating SEO content can work wonders.

Writing SEO content helps businesses gain high visibility in the digital landscape. The greater the visibility, the higher the chances of attracting quality traffic, leads, and conversions.

So, in a crux, creating SEO content uplifts the visibility of websites, accelerating Google rankings.

For instance, check out this screenshot from the Ahrefs tool. 

Notice the online success curve of our SEO agency, Supple. You can clearly see how we have garnered high organic traffic over the past six months. 

Top pages Supple

The reason? 

Our team ensures the content is well-optimised, insightful, relevant, and helpful for the users.

So, if you aim at increasing online visibility and engaging your target audience, invest in creating well-optimised SEO content. Refer to the next section to understand how to ace the SEO content writing game successfully.

10 Actionable Tips to Write SEO Content  

#1: Identify a Proven Topic

If you need to create rank-worthy content, start with researching a proven topic in your niche. 

The topic should help the target audience find answers to their queries. 

Here are a few ways to help you find proven topics that might interest your audience.

  • Do Google Search: It is the easiest way to find relevant content topics. Type the keyword in Google’s search bar and check out what type of content trends for the keywords. 

    For instance, notice the following screenshot. 
Content_Marketing_Google_Search_Screenshot

Observe how Google offers trending search results for the keyword “content marketing.”

The “Please also ask” section also shows relevant search queries. 

Here’s how the results appear.

People_Also_Ask_Screenshot_Google_Search
  • Study Competitor Blogs: Check out what your competitors are serving to the audience. Identify the response of the audience by their engagement rate. 
    Here are the key aspects to consider.
    • SEO Ranking: Where do their blogs rank on Google?
    • Number of Shares: How many readers engage with their content and share them?
    • Load Time: How much time does their website take to load?
    • Quality of Content: How interesting, unique, and detailed are their topics? Do they answer the users’ queries?
    • Frequency of Posting: How often do they post?
    • Length of Content: How many words do they write per article? Are the articles longer or shorter than yours?
    • Website Traffic: How many internet users visit their blog? Use the Semrush competitor analysis tool to learn about the SEO strategies of your competitors and outrank them.
  • Use Advanced Tools: Count on SEO tools like Ahrefs to identify the topics with maximum reach potential. The tool has features like finding a list of trending topics based on industry/keywords. Besides, it offers keyword ideas to create well-optimised content.

    Here’s a screenshot of the Ahrefs tool. Notice how it delivers trending content ideas for the keyword “Google SERP features.”
Content Explorer _Ahrefs_Screenshot

Google Trends, AnswerThePublic, and Google Search Console are a few more SEO tools that can take you a step closer to what readers want, thus boosting SEO rankings.

#2: Match the Search Intent

Search engines like Google prioritise the users’ search intent to deliver the best possible and reliable results.

Here’s a screenshot of Google’s mission statement depicting their focus on user intent.

Google Mission Statement Screenshot

So, while creating content, identify what the users want. Knowing their intent can improve the quality of your content, skyrocketing rankings.

Here are the three C’s of search intent that can help.

  • Content-Type: Identify the type of content. For instance, check out whether the trending content is a blog post, landing page, or others.
  • Content Format: Check out the format of the trending content to understand what interests the users. Is the content format – how-to’s, listicle, or news article? 
  • Content Angle: Observe the title of the trending content to identify the users’ personas. 

For instance, check out the following screenshot depicting the top search results for “Italian dishes.”

Search Intent_Italian dishes _Google Search_Screenshot

Let’s analyse the three C’s of content here.

  • Content-Type: Blog posts are trending for the search.
  • Content Format: The trending content format is a listicle.
  • Content Angle: The top results reflect that the users are interested in knowing the popular Italian recipes.

So, use this method to analyse the intent and focus on creating content that answers the users’ queries.

#3: Create a Detailed Outline

The content outline is like a roadmap defining the flow of content. 

It includes a structure representing the introduction, headings, takeaways, imagery, statistics, and other essential elements. The idea is to make the final draft of the content insightful for the readers.

A detailed outline saves a lot of effort and time while creating the final draft. 

For instance, if you plan to share ideas on “X Best Influencer Marketing Hacks to Drive Better ROI for Your Business,” here’s what you need to do –

  • Analyse what the users want and create a content angle. Brainstorm the ways to put up your unique perspective.
  • Mention the points you’d like to cover and create compelling headlines.
  • Create a readable and SEO-friendly structure comprising an introduction, H2s, H3s, actionable pointers, relevant instances, and a conclusion.

Here’s a detailed outline for the shared example.

Topic ideas and outlines examplr

Observe how the content outline helps organise thoughts and research, structuring the entire flow. Sorting out these things can help you get started fast, optimising your writing speed and accuracy.

#4: Write the First Draft

With a detailed outline in hand, it’s finally time to prepare the first draft.

Don’t worry about how SEO-friendly your content is at this stage.

Here are a few steps to consider when creating value-driven content

  • Research: Conduct in-depth research to understand the topic. The more you know, the better you will be able to serve the target audience.

    Here are a few tips to get started-
    • Start with understanding your readers’ personas. Be clear about who your readers are and what are they searching for. Use tools like Google Analytics to understand their demographics and interests. Further, check out online social platforms like Reddit, Quora, and others to identify their pain points, concerns, and intent.
    • Once you understand what the target audience wants, run a Google search about the topic. Make a note of recently published and top-ranking blog posts and articles. 
    • Make sure the content is recently published to avoid using any outdated information.  
    • Check the source of information. The author or the website should be reputable, reflecting expertise. Check the website’s engagement rate and author’s bio to ensure high-quality sources.
    • Search videos and podcasts on YouTube and online educational platforms to dig deep into the topic. Observe what the industry experts are saying to understand the subject well.
    • Collect relevant data, examples, images, and more to create a smooth flow. Use tools like Website SEO Checker to know the domain authority of the sites you refer to. 

      Here’s how it works.
Domain Authority Checker - Writing First Draft
Using data from websites with high DA (more than 50) is a good practice.
  • Language: The content should reflect a high level of expertise using simple language that’s devoid of complex sentences and jargon. It will help users consume and understand the content better, attracting more traffic.
  • Grammar: Take care of the grammatical aspect as you prepare the draft. Proofreading the content thoroughly from the beginning will help reduce the mistakes later. Count on tools like Grammarly to correct grammatical errors, creating flawless content.

    Here’s a screenshot of Grammarly.
Grammarly to create content that ranks on Google

Notice the impressive stack of features it offers. With this tool, you can check the correctness of content, its clarity, and overall readability.

#5: Use the Inverted Pyramid Method

The inverted pyramid method strikes the right balance between engaging the visitors while optimising for Google search.

It is a widely used method of creating SEO content, especially journalistic content. The technique focuses on delivering readable, SEO-friendly, and scannable content but with a slight twist.

It highlights the meat of the content at the beginning and relatively generic content at the end. 

Inverted pyramid for SEO content

As you can notice in this image, the introductory paragraph has the most relevant and insightful data compared to the bottom. 

So, implementing this technique is easy. Arrange the content so that the users find the most vital information first. Focus on reducing their waiting time to find answers to search queries. 

For instance, consider the following blog depicting the inverted pyramid writing style.

Content Structure example Supple

Notice how the initial few paragraphs offer vital information. With the content, the readers can quickly gauge the following:

  • What is keyword mapping?
  • Why is keyword mapping important?
  • How do effectively map keywords for different stages of the sales funnel?

The format is scannable and informative. Most importantly, Supple has shared an audio recording of the post at the beginning of the post, offering all the insights. 

Here are the top benefits of adopting this strategy while creating content.

  • User Engagement: Improves user engagement by delivering the most crucial information fast. 
  • Easy-to-Read Format: Offers a scannable and readable structure.
  • Highly Informative: The insightful content pulls high organic traffic by helping users find relevant information.
  • Less Bounce Rate: The strategy encourages readers to go through the entire article, reducing the bounce rate.

Adding keywords and interlinks is a big part of SEO content writing. 

While they help optimise the content for the Google bots, including them also boosts readability for users. 

Whether internal or external, the right interlinks help, users easily find answers to their queries. Internal links take users to relevant and helpful pages within the website. Whereas, external links take users to third-party websites with contextual relevance to the content.

Similarly, including the relevant keywords define what the content is about, allowing search engines to rank them for relevant search queries.

The question is: How often should you add links and keywords in the SEO content?

Google’s team has officially declared they don’t focus on keyword density. The keywords need to fit the content and sound natural. Similarly, the interlinks should be accurate and relevant. That’s it! 

However, using the keywords in the URL, title tag, introduction, H1, and H2 tag, is a good practice. Count on tools like Ahrefs Keyword Explorer to find the right keywords for your niche. Check out the following screenshot.

Finding keyword ideas through ahrefs

As you can see, the tool offers keyword ideas based on the niche or topics.

Here’s another example depicting the concept of interlinks. 

Interlinking example

Observe how our team has added an internal link to the service page in the post, making it easier for the users to find details about our SEO services.  

These practices can uplift the credibility of your content, helping it reach the top of Google SERPs.

#7: Write Captivating Meta Titles and Descriptions

Google crawls more than just the visible content on the website.

It looks for the metadata embedded in the page’s code that helps Google understand the context of the data, making it easier to evaluate the page’s quality.

Meta descriptions and titles are crucial metadata showing up in SERPs. They summarise what the page is all about. 

For instance, check out the following screenshot depicting meta titles and descriptions appearing in top SERPs.

Supple SEO Services - Meta description-Tittle for SEO rankings

They act as a catalyst to attract users’ eyeballs, encouraging them to visit the website. So, creating engaging meta descriptions and titles can help improve click-through rates.

Here are the best practices for creating metadata.

  • Create title tags around 60 characters long, while descriptions should be around 160 characters.
  • Ensure every page on the website has a unique and relevant meta description and title tag. 
  • Use an engaging tone to describe the page’s content. Add call-to-action for achieving high engagement.
  • Include keywords in the metadata to boost its SEO aspect. But avoid keyword stuffing.

Ensure that the metadata is accurate, resonating with the page’s content. This practice will boost the number of clicks on your website. 

#8: Make Your Content Visually Appealing

Nobody appreciates reading huge blocks of written text.

Hence, adding visual elements along with written content is pivotal.

The most obvious way to enhance the visual appeal is by adding imagery and screenshots to the content.

For instance, check out our trending blog posts on Wix SEO.

Use visuals for readability

Notice how we have included relevant screenshots and images on the page. This tactic enhances the UX and readability, making the content visually appealing and grabbing users’ eyeballs.

What’s more?

Google features images for more than 30% of users’ search queries. Besides, it helps explain the concept with great clarity.

Here are the best practices to optimise imageries for SEO

  • High loading time impacts SEO. So, compress the images and infographics so that they load quickly. 
  • The filename of the image should depict its content. 

For example, consider the following image.

Simple Steps to a Successful Email Marketing Campaign

Avoid naming the file as “WFDAKPAHAB.” Create the name –  

“Simple_Steps_for_Successful_Email_Marketing_Campaign,” which adds relevance to the image.

  • Use JPEG format for large images and SVG for icons and logos.
  • The images should be responsive and load fast on mobile devices. The reason? According to Google’s mobile-first indexing guideline, it indexes and ranks mobile-friendly websites. Thus, the mobile-friendliness of your content is a deciding factor for SEO rankings.
  • Add alt text for describing the images. It helps readers understand its context until the image loads. Besides, alt text helps Google understand the context of visual content. Writing alt text of around 140 characters is good practice.

For instance, consider the following image.

sales funnel and type of keywords

The alt text for the shared image is – “Sales funnel and type of keywords” 

Count on tools like Canva or Piktochart to create the most incredible images and infographics. With their diverse and advanced features, you can reach the goal within a few minutes.

Other than screenshots, images, and infographics, adding relevant and helpful videos can also enhance the appeal of the post. No wonder, 70% of companies invest in visual content marketing strategies.

The videos can include case studies, testimonials, product information and tutorials. 

Edit your videos with tools like Adobe Premiere Pro

Professional video editing software screenshot _ Adobe Premiere Pro

This video editing software offers advanced features as follows.

  • VR editing
  • VR rotate sphere
  • Simultaneous projects
  • Motion graphics templates
  • VR audio editing

So, whether you are a beginner or a pro, this tool can help edit professional-level videos without any hassles. 

Ensure whatever you choose adds value to the written text.

#9: Edit the Draft in a Simple and Readable Language 

Pulling readers to the website is not enough. 

Keeping them glued to the content is what matters. That can only happen when the users understand the content. The chances of users leaving your website are high if the content is hard to grasp, increasing bounce rates.

The engagement metrics like dwell time (the time the users spend on the website) and bounce rates indirectly influence rankings and, ultimately, conversions.

The time users spend on your website signifies their interest. So, ensure they spend considerable time on your website to excel in the SEO ranking game.

So, here are a few tips to consider –

  • Keep a Tab on Content’s Flow: The content should not feel disconnected at any given instant. Ensure the flow of the content is smooth and sounds natural. If not, rephrase and edit it.
  • Use Simple Language: Complex words or jargon should be avoided. So, the language used should be easy to understand by even a layman. Keep sentences short and simple and add sub-headings to make the content scannable.

Count on tools like Hemingway Editor to improve the readability of the content.

Check out the following screenshot of this web-based app. 

Hemingway Editor to Edit Content that Ranks on Google

Observe how it points out complex sentences, helping users edit the content.

  • Ask for Feedback: Send the final draft to a peer or a senior in your team, asking for feedback. Brainstorm whether the piece of content is meeting the expectations and serving the target audience’s purpose. This will help you improve your content, thus boosting the chances of it performing better in the SERPs. 

#10: Publish Regularly and Keep a Tab on Your Performance  

Search engines like Google use web crawlers or bots to identify and index relevant and informative content in their search results. 

Fresh, SEO-driven content, thus, boosts indexing, improving the chances of gaining top rankings. So, focus on creating as much quality content as possible.

Here are a few tips for publishing high-quality content regularly.

  1. Decide the Topics: Decide the content topics in advance. It will help save time for researching blog topics later. 

    Use the topic cluster strategy to create relevant and high ranking potential topics for your niche. Topic clusters are a collection of content topics revolving around the main topic, referred to as pillar, with strategic internal linking to boost rankings. The pillar page is a central hub to which all the clusters are linked via a solid internal linking strategy.

    Here’s the crux: Create a single in-depth article about a topic and then create several articles covering different aspects of the broad topic. 

    For instance, consider the pillar topic – “Content Marketing.”

    The clusters for this topic can be –
    • Latest content marketing strategies
    • Content brainstorming techniques
    • Beginner’s guide to blogging
    • Top blogging mistakes to avoid
    • How to create buyer personas
    • How to improve writing skills
    • Top content creation tools
  1. Use Content Planning Tools: Use content planning tools to create the content schedule for the entire month in advance. This tactic will help avoid procrastination, boosting the speed of content delivery. 

    Here are the top content scheduling tools.
  2. Check the Essential SEO Elements: Before publishing the final draft, ensure it comprises all essential SEO elements, such as metadata, keywords, interlinking, H1s, H2s, H3s, images, and more.
     
  3. Track the Content’s Performance: Keep a tab on your content performance. If your content fetches good traffic, engagement, and results in conversion, check out the aspects of the content strategy working for you, and continue with them. But if the results aren’t as per your expectations, it’s time to change your strategy.  

    Start with checking the SEO health of existing content on the website. Use Supple’s free SEO audit tool to generate accurate SEO analysis reports on the existing content on your site. Here’s a screenshot of the SEO audit tool.
FREE SEO Audit Tool - Get your report in 5️⃣Mins _ Supple

Enter the URL of the website or pages that you need to check. If the report is not up to the mark, consider editing the page again. 

Besides, track the real-time performance of the site with tools like Google Analytics.

Check out the following GIF image of the tool. Notice how it helps users track and analyse top SEO KPIs, such as traffic, bounce rate, retention rate, conversions, and more, with few clicks.

Google Analytics UA example

Using Google Analytics will help boost your content’s performance and SEO rankings within no time.

Conclusion

Offering value to the readers is the silver bullet to getting content at the top of Google’s SERPs. 

Ask yourself: Is your content helpful for your target audience? If not, it’s time to change that. 

Implement the shared actionable tips to create valuable, high-quality content fast. Ensure keeping the E-A-T guidelines in mind. Once it’s done, optimise the draft by adding crucial elements like keywords, metadata, interlinks, and more to boost SEO.

Proofread the content thoroughly to cut down grammar errors. These tips will surely help boost your traffic and rankings. All you need is consistency.

Found this blog helpful? 

Be sure to share it with your network. Need professional guidance and more details on achieving top rankings on Google? Supple, the #1 SEO agency, is .

 

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