To succeed at SEO (search engine optimisation) there is a certain amount of technical work that goes into creating a website that is set up for success.
From making sure your site is set up to be mobile friendly, to optimising page speed, to organising your site structure so it can be crawled by search engines to writing page titles and meta descriptions.
There is a lot of technical SEO work that goes into building a high performing website.
Technical work alone isn’t enough.
To really compete online, you need a website that is regularly updated with fresh content.
Content that is useful to your audience.
That answers their questions, provides information in an easy to understand way, and solves their problems.
And, content that is structured around your main keywords.
But “creating content” is a broad term that includes all kinds of different forms of content, some more suited to SEO than others.
What content should you focus on when it comes to SEO copywriting?
Blog posts have fallen out of favour with some people in content marketing who have moved on to flashier things in video and podcasts.
But blogs remain as relevant, and successful for improving SEO performance as they have ever been.
Blogging regularly can be tricky if you’re a small business with limited resources.
But even a weekly, or monthly blog, can be enough to get you going in the right direction.
Just as long as you’re writing content regularly and updating your website.
Be sure to focus on writing blogs that are informational and useful to your audience, rather than to just satisfy search engines.
Blogs that are just stuffed with keywords won’t perform well, because Google won’t show them to people.
This is sometimes called keyword clustering.
The principle around a Pillar Page is to create a single, long form page around a primary keyword.
We created this one around SEO and content marketing.
Your Pillar Page should, at a high level, answer every question your reader could have on a given topic.
It’s a “one stop shop” for information.
Within the page, you should include links to other resources, blogs, guides etc on your website and other external resources which are relevant.
Google will see all the links pointing to and from this page and recognise it as an authoritative resource and promote it higher in search.
Yes, even videos can be useful for SEO – with the added benefits of being a preferred form of content for your audience.
An easy way of optimising video for SEO, is to include the transcript of the video on the same page that hosts the video.
Chances are your audience won’t read the transcript (they’ll watch the video) but Google will crawl the page, and index it in search.
One of the problems with blogs, especially those written in reaction to something, is that they can quickly become out of date.
A blog on the top digital marketing trends in 2020 is already out of date by September 2020 as people start to look ahead to the next trends.
You should still create these pieces of content, just be wary they’ll need to be regularly updated.
Evergreen content, on the other hand, is something you can write once, and which will always be relevant to your industry.
These are content like FAQs, How to guides or product tutorials.
No matter what else changes, the information in these guides will always stay the same and relevant and continue to bring in SEO benefits.
Like videos, you might think that images don’t offer much SEO value.
After all, there are no keywords on an image that Google can crawl.
In fact, there are no words at all, right?
Every image you put on a website should include alt text.
Alt text is a description of what is shown in the image and is part of the usability of your website for users who might have a physical impairment.
But Google and search engines also crawl this alt text so adding keywords in the description is a good way of getting some SEO value out of the images on your web pages.
Tools, apps and interactive content
Less and less, Google is focusing search results on single keywords.
Today a lot of it comes down to search relevance and value to the user.
Interactive tools like cost savings calculators, campaign builders and templates are all valuable pieces of content for people to find.
If you base your on-page content around the same keyword and SEO principles, along with a high value piece of interactive content, you’ll be on to a winner.
Understanding which SEO content to use
Ideally you should have a combination of all the above content on your website.
If you have a particular topic and aren’t sure which to use, think about a couple of things.
1 – the searcher’s intent
2 – what are they expecting to find
Searches around problem solving for examples would be best suited to “how to guides” or product demos.
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