Creating content with SEO in mind is a complex and nuanced challenge that marketers and business owners are faced with on a daily basis. It can be all too easy to focus on the seemingly endless lists of dos and don’ts, when, in reality, crafting well-rounded copy with a specific aim in mind is more than enough of a challenge on its own.
Always write with your audience in mind
When creating optimised copy, your intentions are, of course, to rank well for key search terms, but it is important to remember that you should never be writing solely with search engines in mind.
As the goal of every search engine is to deliver relevant and informative content to its users, your central challenge as a content creator should always be to provide real value to your audience. If someone clicks through to your website and isn’t immediately impressed by what you are offering, they will return straight back to their original search to seek the information they desire elsewhere. As well as losing an important lead, this will also tell the search engine that your webpage isn’t quite right for this search term.
Remember the reasons why key ranking factors exist
Every copywriter understands the fundamental ranking factors and although keeping those guidelines in mind when creating copy is important, remembering the reasons why they are important is crucial. In practical terms, rather than focusing on incorporating specific keywords into a piece of copy X amount of times, questioning how well the piece reads and whether it communicates core messages effectively and efficiently is infinitely more important.
Keywords are, of course, a vital component of SEO, but your user experience should never be compromised.
Practice effective keyword selection
It can be tempting to go all in and target multiple keywords in a single piece of copy, but the careful identification and selection of keywords is actually one of the most important elements of successfully optimised copy.
More often that not, targeting too many keywords results in confused copy that fails to fully communicate anything of value to your audience. As relevance is always an important ranking factor, you must always seek to assure your audience that they are in the right place to obtain the information they have been searching for.
Maintaining a mobile-first approach
Search engines have been directing large percentages of their focus to refining their platforms for mobile users, which means that content creators need to keep up with evolving technology to secure those all-important top ranking positions.
The prevalence of mobile browsing brings with it a variety of important SEO and user experience considerations. Arguably one of the most important aspects to be mindful of is that the smaller screen size of mobile devices necessitates the avoidance of large blocks of text and long, comma strewn sentences that will be difficult to digest when on the go.
Don’t ignore structure
H1 tags and considered internal linking architecture are principal components of sound SEO, and although successfully utilising them within your content will positively contribute to your standing in search engine rankings, your central aim should always be to use them to enhance user experience and incorporate persuasive calls-to-action, to boost engagement and convert your visitors into loyal customers.