How To Write For SEO
In today’s digital world, your website is your shop window. And like all shop windows, your website needs to be full of compelling content to grab those all-important eyeballs. But that’s only a part of the story. It’s not just about writing engaging stuff your audience will love, but you need to make sure that search engines love your content too. After all, you can have the best-looking website in the world, but if it doesn’t rank well on Google, then few people are going to see it. That’s where SEO can make a difference. Here are 10 top tips on how to write for SEO.
1) Keywords & Keyphrases
Before writing any content, start with the keyword/keyphrase the piece will use. Ideally, there should be some research beforehand to find a word or phrase with high Google search numbers and low competition, which will enable the piece to rank higher.
2) Make It Different Each Time
The keyword/keyphrase should be different for each blog – this avoids pieces competing and clashing with each other on search platforms.
3) Engaging Titles & Meta Descriptions
Create compelling titles and meta descriptions that encourage users to click through from search results. Keep titles concise and descriptive and meta descriptions under 150 characters for optimal display in search results. Make sure your keyword/keyphrase is prominent in both.
4) Consider Text Length
Blogs should never be less than 300 words.
5) Keyword “Seeding”
The keyword selected should then be “seeded” in key areas of the text – in the title, within the first paragraph (this can be tricky as stylistically it often feels intuitive to break up the first paragraph for more impactful reading, but this often shunts the keyword from the first paragraph and the search engines frown on it) and then organically placed throughout the piece. Keyword “stuffing” should be avoided. As a rule of thumb, a piece of 700-800 words should contain about 3 keyword mentions in addition to the title.
6) Factor in “Readability”
Search engines analyse the readability of your content based on factors such as sentence length, paragraph length, and the use of subheadings. Aim for:
- Sentences – keep sentence length 20 words or shorter (if 25% of sentences are 21 words or above, that hits SEO)
- Short Paragraphs – nothing over 150 words.
- Subheadings – use to break up your content, are a must. Also, try and organically include your keyword/phrase in a couple of the actual subheadings if possible.
7) Consecutive Sentences
Avoid starting sentences with the same word – two in a row is fine but 3 or above impacts readability for search engines.
8) Passive Voice
This can be tricky – search engines don’t like too much use of passive voice. They prefer active voice as it tends to be clearer and tends to make pieces less wordy. If a passive voice is used in more than 10% of sentences, then that can create SEO issues.
9) Transition Words
Google loves these as they connect sentences and paragraphs in a clear way and also reinforce points, so use plenty of “therefore” “in other words” “however” and “for instance” style sentences.
10) Internal & External Links
Include internal links to other relevant pages on your website to improve navigation and keep users engaged. Incorporate authoritative external links to credible sources or references to support your content.
If you’re in need of professional and experienced marketers to help jumpstart your marketing efforts, we can help. Our creative marketing team helps businesses like yours achieve the marketing targets you are striving towards. Contact us today for a free SEO audit or to arrange a call to discuss all your marketing needs.