Make content for SEO is a must for any brand that wants to have a strong brand image. continued digital presence long-term. While the digital advertising campaigns can alleviate the lack of SEO strategyIf we are looking for something profitable in the long term, organic positioning should be our goal.
Opting for evergreen contentIn this way, it is possible to have content that is always positioned, bringing traffic and potential customers. In this sense, it is important to define what the final objective is of that traffic.
It is not always a question of the more traffic, the better. We may be interested in the amount if our website lives from advertising, but if it is a business it will be very different. In that case, the objective will be bringing qualified traffic that generates conversions.
In the case of a ecommerce or online shop, sales. If we are a hotel, reservations. Maybe a free demo if we are an IT tool or a software download if we are a travel agency, for example.
It may be that what we want is gain subscribers to our newsletter and then want to convert them into customers with our email marketing strategy.
What I am trying to say by this is that the content for SEO must always be at the service of the business. Not the other way round. It's not about positioning the more the better, it's about achieving return on investment and improve your numbers.
But let's start at the beginning.
What is SEO content?
Perhaps the first thing to do is to define the SEO content and how it differs from other types of content.
The SEO content is content designed to appear in the search results of internet search engines.
In this article we are going to focus on writing, but there are SEO on Youtubeyou can do SEO in your podcast for companiesin your images and infographics, etc...
To get listed on Google, the search engine par excellence, you have to follow a series of guidelines that will make it more likely that you will be selected.
The SEO depends on many factors, both technical and content-related, as well as on the user behaviour. Some of them, including crucial ones such as what makes the competenceThe content can not be controlled, but it can be optimised as much as possible to make it easier to appear on the SERPs o main search positions.
Unlike the Google advertising or on social networks, which offer immediate results, the SEO content takes time. It takes at least six months to begin to see noticeable results.
On the other hand, unlike advertising, results do not require investment to work. They will be there and they will continue to work, even if we do nothing.
Obviously, they will be better if we review and optimise, but The good thing about SEO content is that it has no expiry date.
How to make SEO content?
When it comes to making content for SEO there are a number of elements to take into account. Some are of a technical nature while others are more related to the elaboration of the content itself.
Of these, keywords, titles, text, links and images are the main ones and will be the ones you develop.
The key word
Select one keyword o keyword is the most important thing in a SEO content.
The keyword should answer the question: what query do we want to reach the user with?
For example, if we are an online shop selling ecological footwear, we may be interested in positioning for "ecological footwear", "ecological footwear Spain", "where to buy ecological footwear" or variations such as "sustainable shoes", "sustainable shoe shop", "ecological hiking boots", etc...
In order to select the right keyword, several aspects have to be taken into account.
On the one hand, the Search volume. In other words, the number of monthly consultations that has that word or set of words. It's simple, creating SEO content requires resources, both time and money, so the search we focus on must be interesting enough to be worth the investment.
If no one is looking for green shoes, but you are looking for sustainable shoe shops, that's where you should be. There are different tools such as the Google Keyword Planner, SEMrush o Ahrefs that can help you consult the volumes of different keywordsas well as see related keywords.
On the other hand, the competence. If you are just starting out, you may want to go for a keyword that has a lower search volume but less competition. It's like running a marathon, maybe you first have to try to win the marathon in your town before considering the one in New York.
Finally, you also need to analyse your keywords each other in order to avoid the cannibalisation.
This process of keyword search is called the keyword research.
Titles
Titles or headings are also very important. In a content for SEO we find two different titles: the title of the article, marked as H1 in the HTML language of the page, and the specific title we write for the search engine.
This title can be the same or it can be varied to seek a higher CTRi.e. a higher click-through rate when that headline and its respective meta-description appear in the search results.
When it comes to write SEO titles it is important that they are descriptive. While for the headline or H1 of the article itself you can get literary if you want (although its relevance is also important for Google), in the one that appears in the search engine it should be clear what is going to be found in the article.
Sub-headings
In addition to the title of the article, there are different sub-headings that can be used in the text.
In this case it serves to structuring the text and talk about the different subdivisions of the article. This helps Google to understand which are the second most relevant aspects of the article.
Of course, here too, it is necessary to use related keywords we have found in our organic research.
It is important that the sub-headings, in H2 and H3, have thematic coherence. An easy example would be this text. The sub-heading how to make SEO content is an H2 and the different parts of how to do it (keywords, headings, sub-headings, text, etc...) are H3 because they are part of that thematic area.
If I am going to talk about a different topic within the main topic of the article, I would have to go back to H2. This way, Google understands the internal hierarchy of content.
Likewise, it is not advisable to use headings below the H3 such as H4, H5, etc...
Help in writing a SEO content is to first make the content structure with SEO title, H1, H2 and H3 and then fill in the different parts. Of course, maintaining thematic and stylistic coherence and not as separate aspects.
Text
The text is the most important thing in any SEO article. It is the basis of everything. If your text doesn't work, neither the technique nor the headings, links or images will do any good.
It is easy to understand. Google wants users to find what they are looking for. That is the basis of their business.
If you promote your text to the top positions and the user does not find what they are looking for, your service fails.
That is why user behaviour is so important to Google. That is what the dwell time and dwell time and the pogo sticking. The dwell time is the time a user stays on a page, while the dwell time is the time a user spends on a page, while the dwell time is the time a user spends on a page. pogo sticking is if after entering the page you return to the search results and enter a different page.
If you do this it means that you have not found what you were looking for. That will cause Google to penalise you. It's simple logic, like everything else in organic positioning.
Therefore, when it comes to SEO text, it is essential to respond to the user's search intention. That is the main key.
Once we do that, we can enrich the strategy by working on headings, photos, links, etc... But without the first part, none of this is going to work.
In addition, we must not forget to use the semantic fields. The more related vocabulary we use, the more we will be able to position ourselves as experts in that topic. Don't repeat keywords like a parrot, look for synonyms and as many related words as you can.
Links
The links are another fundamental aspect of the content for SEO. Both internal links to other places on the site and internal links to other places on the site are external links to other websites.
When I talk about the links and the linkbuilding with clients, I always put the same comparison. The links work exactly like the bibliography of an academic paper.
And, like the literature, there are more prestigious and less prestigious options.
A common mistake is to think that putting an external link to our website harms us. It does not.
Continuing with the example, when you talk about an academic concept by quoting the work of the author who invented that concept, your work does not lose value, but is revalued.
If you link to content-related pages that are relevant to Google, it tells Google that you know what you're talking about.
You know what you are talking about because your reference for saying that is the same reference for Google. Of course, not just any link will do. You have to look for pages with important domain authority and whose content is related to the subject of the article we are talking about.
Media outlets or pages such as Wikipedia also work very well when it comes to linking. Every link that we make externally also helps these pages to maintain their position as a reference in what is known as a link juice.
This has to be taken into account when carrying out the linkbuilding strategy.
Although it is not strictly SEO content work, but pure SEO work, the correct use of internal links will also help to position certain pages, and there are different structures and strategies that we can follow.
In the same way, the text or anchor text that link to that page will also be a very relevant thing to be taken into account in the SEO strategy.
Images
The images also require work SEO. Both technical and editorial aspects have to be taken into account here.
The technical aspects are not the focus of this article, but they are worth remembering: adequate size without excessive weight that slows down the website and a format that is optimised for the page.
As for the editorials, it should be noted that images are part of the content. Therefore, in addition to lightening the vision in long texts, it is important that they are related to the subject.
They must also have a descriptive title of the imageas well as having their ALT tagexplaining what appears on it.
This is especially important in the case of infographics. Infographics work very well on Google and can be another way of branding and even getting conversions.
Other technical aspects
Beyond the content-related aspects, we cannot forget that there are technical aspects that have a strong influence on the content. For example, aspects of designthe fonts used or the web usabilitywill make the content more or less readable and will affect user behaviour.
The same applies if the page does not adapt well to mobile devices or if it has pop-up banners that make it difficult to read. Anything that stands in the way of a user finding what they need when they click on a search result will work against you.
There are also other elements to take into account such as the speed of the site, the server we are using, the security protocol, etc... Aspects such as clearing the WordPress cache can also help us to perform better.
In short, position in Google is a sum of many aspects and they must all be taken into account, especially at a time when competition is fierce. However, we cannot forget the most important thing: write content that meets the user's needs.
From there, we are adding up.
