As much as things change as we race forward toward our collective digital future, there are those things that stay the same. Plus ça change, plus c'est la même chose, the saying goes and that means all marketers need to be aware good SEO content writing needs to have the weight of good craftsmanship behind it.
Put another way, you need to write for people and optimize for the search engines. It’s a balancing act but getting it right means producing content that resonates and ranks at the same time. Here’s how.
Temper the tone
Sure, you’re writing for rankings and that necessitates paying attention to the latest Google algorithms and even understanding that tweaking a title with the date can make a big difference. However, all that stuff is so impersonal what with strategic placement of keywords and meta descriptions, you can lose sight of the fact that you’re trying to attract a flesh and blood audience.
Don’t. Content written in a conversational tone speaks to your intended audience through cyberspace. Stodgy and formal are out, hip and conversational are in. Using contractions like Let’s for Let Us pings a mental tuning fork in your intended target market reader’s head. It makes the kind of connection you’re looking for as surely as the old school travelling salesman commenting on the family portrait in your grandmother’s livingroom.
Take a page from yesterday
There’s some rules Google has established you can’t really ignore if you want to be successful where SEO content writing is concerned. For example, 300 word minimums in the body of the text are what you need to put together to get noticed. However, taking a page from the writer’s guidelines when they scribbled on paper generally and hammered out news stories in newsrooms on typewriters specifically will help connect your writing.
Less is more is another one of those old sayings that really means be concise in what you write. Writing sentences no longer than 20 words will help you get right to the point and score with SEO algorithms at the same time. Besides, it’s another point where pen and paper meets mobile and cyberspace to make a difference to your bottom line.
Dotting your i’s and crossing your t’s means keyword research if you please
Still, all that doesn’t mean you can forget about the fact the name of the game is SEO content writing. Keywords are the lynchpin to good rankings, but you need to use the ones your target market uses to search for your goods and services.
Here’s a helpful hint: A great way to test any keyword possibilities is to run them through a search engine. You can find out exactly how many people are searching for any given keyword by running a test campaign through Google AdWords. You can also track conversions and impressions by number of clicks using this tool.
Finally, the SEO content writing package can best be wrapped up if you remember to include another old tool and that’s revision. Not only do you need to spell-check and proof any of the content you write, it’s a good idea to actually revise it where necessary.
Find more ways to write SEO content that connects with your target audience and the search engines in our free e-book, “SEO in 2017: Is Good Content Good Enough?”