Whether you’re writing content for your company website or dashing off the latest company blog post, you want it to be something good—something that offers value to your reader, and reflects well on your brand. At the same time, you want it to be something that’s search engine optimized. After all, great content isn’t very useful if nobody can find it.
This is a little bit of a false dichotomy, perhaps. Generally speaking, writing good, valuable content is the single best way to optimize it, and all the SEO tricks and gimmicks in the world can’t compete with the raw power of quality writing.
With that said, there is certainly a need to ensure that your content is as palatable for search algorithms as it is for human readers, and simply writing a good article is only the first step. As you seek to maximize your content’s SEO potential, here are five simple principles to keep in mind.
Improve Your On-Site SEO
Originality is Imperative
First and foremost, make sure that what you are writing stands on its own. Google doesn’t see any value in duplicate content, and as such it tends to penalize it. Regurgitating the exact same copy for each product page on your website, for instance, or simply copying text from the website to the company blog, will lead to diminished rankings. Take the time to ensure that every piece of content you write is phrased uniquely. Tools like Copyscape can help you ensure that you’re not plagiarizing yourself or others.
Readability Matters, Too
Google’s bots are more likely to favor articles that are readable to wide audiences—and that means using short sentences and paragraphs, limiting your ten-dollar words, and abstaining from the passive voice. Good, concise, punchy content—written in a way that makes it easy to read—will only help you as far as SEO rankings go.
Your Title Should Be Optimized
Writing a catchy headline is key. So is keeping the title to a Google-friendly length of 55-60 characters max. Finally, make sure your URL matches the title and contents of the page; a URL that’s just random numbers hampers your SEO efforts.
Your content should have a structure that makes it easy for readers—and search bots—to follow along and get the basic gist of what you’re saying, even just by skimming. The best way to do this is to structure your article with H1, H2, and H3 tags to break up different sections of content. Bullet points and numbered lists can also be helpful, when applicable.
Though you want to avoid keyword stuffing, and shouldn’t sacrifice quality for keyword count, keywords can certainly be useful in demonstrating what your content is ultimately about. We’ve blogged about the importance of judicious keyword strategy before.
Write Content That Gets Discovered
With the right approach, you can write content that pleases people and search bots alike—no easy feat, but worth it in the long run.Digital & Social Articles on Business 2 Community