What is SEO Content?
First, let’s talk about what SEO is. I’ve mentioned it in other posts, but you could be wondering how it can actually benefit you. SEO is search engine optimization. When you hit the publish button on your website or blog, that’s not the end of your journey. It’s just the beginning. You might as well have launched your website into space. The goal of your website is to attract clients or customers through search engine optimization, so searchers can find you on the big ol’ web. When you haven’t optimized your site, people won’t be able to find you on search engines.
For example, let’s say that you sell shoelaces. You’ve uploaded your website “Shoelace Emporium”, and you’re eagerly awaiting your first hits from search engines. You grow old and tired while waiting. They won’t happen unless you’ve used keywords most commonly searched by shoelace lovers in your area. SEO content can be product pages, blog posts, articles, guides, and lists. Other examples that don’t include writing are infographics and videos.
The biggest search engine right now is Google. Most traffic is optimized to gain traction on that engine, so when you launch your website, you have to cater to the rules and laws of Google. The search engines like current, fresh posts that provide value to readers. They will rank a website higher than another based on factors like relevance and popularity. Basically, you have to gain traffic to be popular, but that traffic has to be satisfied with your content. They must stay on your page/website consuming your information for a longer period of time.
Instead of hitting the publish button with no content optimized for search engines, you have to create SEO content that search engines can recommend to its users. I mentioned this in my article 3 Steps to Optimizing Your Local Business in Search Engines, but I’d like to go in depth here on how to find your keywords.
Finding Your SEO Content Keywords
The best way to find your keywords is to understand what your target audience is looking for on the Internet. Google keeps track of the keywords that people use when searching for content. They have that information available to you in their Google Adwords Keyword Planner. You need to have a Google account to access the Keyword Planner, but that’s easy to do. There’s no cost to having an account. Just sign up at google.com/adwords with a current email address. It’s free to search for keywords. Once you’re signed up, you can access tools to find the planner.
Click on the Search for New Keywords, which will open a drop down menu where you can add your potential keywords. Before choosing your keywords, local SEO content should be optimized for local searchers, right? Under Targeting, you can see there are more choices for drilling down to specific locations and languages. Selecting locations will open another menu while hitting advanced search will bring up a map.
As you can see here, I chose all the cities around Brockton plus the city itself. After choosing the locations to target, hit done, and it’ll return you to the previous screen. Now, you can add your keywords into the top field. When it gives you relevant keywords, it’ll show you how many local searchers have entered those same keywords.
Like my previous examples, I’ve used the word candy. It shows me average monthly searches for candy are 880. Candy corn had 260 of that 880 and bulk candy had 140. These are keywords I’ll want to use in my SEO content because if I can rank high with these keywords, that’s 400 searchers per month that I could bring to my website, and ultimately, my candy store.
Content is King
With the recent changes to Google, they’re placing far greater emphasis on readable content being more important than generating big walls of text that jams keywords in haphazardly. The keywords have to blend smoothly, so it’s still a great experience for your visitors.
In previous years, there were SEO creators, called black hatters, would essentially trick visitors to their sites with keywords that provided no value. Search engines are always figuring out ways to give searchers content that is relevant, which is why when you use a search engine, you’re more likely to find exactly what you need on the first few pages.
While you could upload one or two pages of content that focuses on your keywords, the search engines also take into account how often new content is added. Websites that consistently put out new content are given priority in Google’s eyes. They are considered a website that strives to provide timely, relevant and good information for its visitors. That page will be giving a higher “signal” than another website that last published content two years ago.
There’s no one person who will search the Internet for new articles or rank web pages. A whole football team of workers couldn’t do that. There are millions of websites with billions of pages out there. (Does that give you an idea of how hard it is to get in front of readers?) Google uses an algorithm to determine what factors will be used to rank websites. Unfortunately, Google doesn’t release their algorithm for fear that SEO black hatters will find a way to trick the algorithm and rank worthless pages.
There are certain factors that they do reveal, though. Duplicate content can negatively impact a site’s visibility. Page loading speed, recency of content updates, keyword prominence, and the number of outbound links, inbound links and broken links factor into the ranking.
With all of that to think about, business owners also have to figure out how to write SEO content that will bring in readers and visitors. That’s when it makes sense to hire an SEO content writer who can create the content you need to drive traffic. Use the contact form to send me a message, and we can discuss the content needed for your site.