The science of Search Engine Optimization is constantly evolving, but this article highlights SEO tips for writing website content that will never go out of style.
Please bookmark this article for easy reference the next time you write new content or update existing content, and you’ll know your site is search engine-friendly.
SEO Tip 1: Choose a Primary Keyword
Each page on your website should be centered around one primary keyword or key phrase. This is to ensure:
- Your content is tightly focused on a single theme
- Both visitors and search engines easily understand what your page is about
- Traffic to each page is targeted, which isn’t possible when content is too broad
You can either brainstorm keywords based on your understanding of your business and your customers, or you can do some online research using tools like Google Insights For Search. Either way, be sure you don’t target the same primary keyword on more than one page! This would dilute your search engine presence by forcing you to battle against yourself for placement.
SEO Tip 2: Not Too Short, Not Too Long
Remember the tale of Goldilocks? If you write too little content, neither search engines nor people will have enough info to “get it.” From an SEO standpoint, that means your page isn’t likely to show up on Google because there’s not enough context.
Alternatively, more is not always better. While a ton of text may land you on Page 1 of Google, that same wall of words will drive visitors away. From a usability standpoint, it’s smart to keep it brief and easy to scan.
Where’s the safe middle ground? Make sure you have at least 250 words on every page. If you end up with more than 500 to 750, consider breaking that up into multiple, tightly-focused pages. That will make users happy while also creating more content, which is crucial for SEO.
SEO Tip 3: Write Strong, Clear Headlines
The text you include in headlines provide strong signals to search engines about the content on the page. Be sure to include your focus keyword and related language in your headlines.
Yes, headlineS. Don’t stop at just the main headline, or H1. You should always use multiple headlines (H2, H3, etc) throughout your text to break up the page and make it more understandable and digestible for people and search engines.
SEO Tip 4: Lead With the Most Important Information
Many of us were trained to “save the best for last” when we write, collecting all the important info in the last summary paragraph.
Don’t do this online! On the Internet, you only have a matter of seconds to communicate what matters to your visitor. That means, boil down the main points and clearly present them at the very top of the page. Use the rest of the content to support and develop those points. Don’t make people hunt and peck for understanding, they will leave in a heartbeat.
SEO Tip 5: Remember Calls-To-Action
When writing content, ask yourself, “Where should I point visitors next?” Maybe to a Contact form, a related blog article, or a product page; but whatever the “next step” is, use calls-to-action where appropriate to direct people to it. A call-to-action might be a text link that says, “Contact IM Vermont for Internet Marketing help!”
The basic idea here is to avoid leaving your visitor wondering, once they’ve read the page, what to do. Make it clear there’s somewhere else to go and make it easy to get there.
(What does this have to do with SEO? Good question. Linking to other parts of your website, called “deep linking,” helps search engines jump around and thoroughly index your site.)
SEO Tip 6: Use Bullet & Number Lists
Is your page looking text-heavy? Don’t overwhelm people or Google! Look for paragraphs that might translate well to a list, and translate them.
Both numbers and bullets can draw attention to important details, making it a breeze for visitors to scan and comprehend. These lists also speak to search engines, so let your bullets do the talking.
SEO Tip 7: Emphasize With Bold & Italic
It’s easy to overlook trusty old bold and italic, (or strong and emphasis, to be more technically accurate) but these can be your best SEO friends. If you think about what they’re for, it’s obvious why they’re so useful for SEO: bold is to stand out, so use it to call special attention to your primary keyword; italic is for emphasis, so use it to give a bit of oomph to a key statement.
Underline? Don’t touch it, that’s my advice. Any piddly SEO value is overwhelmed by the confusion it causes visitors who will associate underlines with links.
SEO Tip 8: Don’t Finish With a Dead-End
As important as the top of the page is (it’s the first thing people and Google see, after all), the bottom of the page should be examined closely too.
After all the time and effort you’ve spent with the rest of your content, make sure there’s something special at the bottom. Don’t leave people hanging. Don’t leave Google hanging.
Add a text link or button or something that will move a person or a search bot on to another page. This is basically just a final call-to-action, but think of it more as a gateway to continued forward movement.
In the case of a blog article, finish up by asking a question, linking to related posts, or simply requesting folks leave a comment. In the case of a service page, include one final link to a “request a quote” form.
Whatever you do, try not to leave people and search engines dangling at the bottom of the page. Heck, even a “Back to top” link would be better than nothing!
Use these SEO tips for writing better website content
Hopefully everything has made sense and is immediately usable. If you run into problems or questions, share them below in a Comment or visit my Internet Marketing services page to see how IM Vermont can assist you with your SEO efforts.