QUALITY CONTENT IN SEO

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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PORTFOLIO

Of course, experience tells us it’s not always that black and white. But considering the search intent your users might have, helps you determine the focus of your content and what call-to-actions you want to add to that specific page or post. A great way to get started with this is by adopting a content design mindset, which helps you produce user-centered content based on real needs. Also, for some input, I would recommend having a look at the search results to create great content.

It’s important to take search intent into consideration while you’re creating the content for a specific page. That’s why I would advise you to match your own goals to the different search intents users might have. Is one of your goals to get more subscriptions to your newsletter which contains a lot of news and other related information to your field? Then you should try to add that subscription button to your pages on which users with an informational intent land.

Make sure to write for your readers, make your content readable, match search intent with your goals, be trustworthy, keep your content up to date and work on your site structure. That way you will end up with attractive content that your readers will appreciate. This will have a positive effect on your number of visitors, bounce rates and conversions. If you still need a bit of guidance when it comes to writing, our guide to SEO copywriting can help you with that!

The five steps we’ve discussed so far help you write content that is easy to read and user-centered. Now I would like to discuss an extra step that has less to do with writing, but will help users and search engines find your quality content. The step I’m talking about is working on your site structure.

Writing quality content should be a key aspect of every SEO strategy. But when is your content considered high-quality? And is this the same for your users as it is for Google? In this article, I’ll discuss what quality content is and how you can make sure your own content hits the mark. It will require some creative writing skills but don’t worry, you don’t have to become the next Hemingway. By focusing on the right things, you can create high ranking quality content that your users will be happy to read.

4. Be trustworthy.

Does your user have a transactional intent, meaning they want to buy something? Make sure that this user lands on the right page right away. If someone searches for the term “Product x”, you don’t want them to land on one of your blog posts discussing a topic related to your product. You probably want them to land on a page dedicated to “Product x” or a category page when you have multiple variations of “Product x”.

When people land on your page it’s also important to build trust. Especially when they’re not that familiar with your site yet, you have to show them that you’re trustworthy. Writing in a clear and user-oriented way helps you lay the foundation, but there is more you can do. Try to stay away from stock photos, as genuine photos create way more trust and give your site a personal feel. This also goes for your ‘About us’ page, where you should try to add photos of your team.

That’s not how you would expect an article about writing quality content to start, is it? Don’t worry, we’re definitely not done yet! Although the quality of your content is eventually determined by your users, there are a few steps you can take to make sure you end up with well-thought-out, readable, and attractive content. Making that content way more eligible to be considered as high-quality by your users and search engines. And yes, this will take some time. But it’s all time well spent, trust me. Just remember what I said earlier about what quality content can get you.

If you want to get your message across and make sure that people read your entire blog post or page, make your content easy to read. Which means thinking about the structure of your text and the words you use. Too much text without any headings or paragraphs tends to scare people off, so make sure to use paragraphs and several headings to give your readers some air while reading. Also, try to limit the use of difficult words and be cautious of the length of your sentences. These can both make your content harder to understand which slows your reader down while reading your text.

Also consider adding ratings to Google, testimonials to the right pages, setting up HTTPS and adding other trust signals. All these help your users and Google understand that your site belongs to an actual business or actual person, which allows them to happily and safely browse your site. Do you own an eCommerce site? Then I would recommend having a look at these 7 ways to increase sales by creating trust.

If you have an eCommerce site, you want readers to know about the products or services you offer. If you’re a blogger, you want your readers to get to know you and what topics interest you. Of course, these are the things you want to write about. However, it is important to take into consideration what your users actually want to read about. What interests do they have? What events or news do they follow, that you can relate to your business? And what ‘problems’ are they trying to fix that have led them to your site?

The first step in creating content that users consider high-quality is making sure that it contains the information they’re looking for. To find out what information your users are looking for, you have to conduct proper keyword research. This will help you determine what subjects to write about and what words your audience uses. This also helps your rankings, as more visitors and lower bounce rates tell Google that your page is a good result to show in their search results.

Excellent writing is just one part of a bulletproof content SEO strategy. To see great results, you also need to work on your internal linking, cornerstone content, keyword research, and more! Take a short test and find out if there are areas of content SEO that you can improve!

That is the million-dollar question. Because knowing how to write quality content helps you get more visitors, lower bounce rates, and higher conversions. But who determines the quality of your content? The easy answer is: your users. Which also makes creating the right content somewhat more difficult. Because every user is different. Every user has a different search intent. And every user knows what they want but unfortunately, you might not. Not exactly, anyway.

2. Make your content readable and engaging.

Have fun while writing and make sure to use variation in your text to make it engaging. Use synonyms, alternate longer sentences with shorter ones and be personal in your writing. This helps you write quality content that’s different from your competitor’s and helps users get to know you and your brand. Want to know more? In this article, we dive deeper into these tips for writing readable blog posts.

Let’s start by explaining what search intent means. Search intent is the reason why someone conducts a specific search. It’s the term used to describe their purpose while searching online. Do they have a question that they need answered? Or do they want to buy something online? Someone’s search intent makes a difference in how they will consider the quality of your content. Does it fit their need at that moment? Then they will stay on your page longer. But when they need an answer to a question and the page they land on only tries to sell them products, they’ll be gone before you know it.

Site structure refers to the way you organize your site’s content and is a vital part of any solid SEO strategy. It helps Google determine the importance of your individual pages and which pages are related to each other. When you structure your site well, search engines will be able to index your URLs better and users will be able to find their way more easily. Helping them find your quality content in the search results, but also when they’re already on your site. That’s why there’s quite a lot to gain from spending time on your site structure. Read more on how to work on your site structure and the importance of doing so.

Another key element of quality content is making sure it’s up to date and relevant at all times. This means that posting a well-written page or blog post is not the last step in this process. You have to update your content from time to time to make sure people are able to find the right information there. This is important for your users, as it shows them that you’re on top of recent developments and can always provide them with accurate information. This builds trust and will keep them coming back to your site. It’s also important for SEO, as rewriting your content shows Google that your site is ‘alive’ and relevant. That’s why keeping your content fresh and up to date is an important step in creating quality content. So, make sure to give yourself the time to update your content regularly.

Although well structured and readable content might not instantly take you to the top position in Google, it will definitely have a positive effect on your SEO in the long run. So, before you start publishing post after post (or page after page), it’s worth it to consider a few steps.

Marieke van de Rakt is creative marketing manager at Yoast. She loves writing about content SEO, speaking at WordCamps and improving Yoast SEO and the Yoast SEO Academy: the online courses platform.

A quick recap on quality content.

Make sure you do some research to see if subtopics within your niche that aren’t regularly discussed will resonate with your audience.

Backlinks on credible sites can help to give your SEO a massive boost.

Creating your own data and capitalizing on content that talks about your experiences are a huge plus for SEO.

It’s important to pick relevant topics that your audience will care about.

However, there are a couple of problems with this. Everyone thinks that their content is the highest quality out there.

8. Diversify with Multimedia Content.

To be fair, most of the topics we write about are technically subtopics. But I recommend diving even deeper.

Consumer trust in institutions and media is at an all-time low, according to the 2021 Edelman Trust Barometer.

Targeting a wide topic, like “dog training,” for example, is too broad. There are tons of competitors vying for that keyword.

In short, high-quality content achieves its marketing goals. It’s also:

Creating high-quality content is one of the most difficult aspects of SEO, but creating the best content you possibly can has been proven time and again the best way to attract the most relevant audience.

If you want to rise above the competition in the SERPs, all you have to do is publish high-quality content.

All content begins with a topic. The topic you choose can make or break the effectiveness of your content marketing strategy.

If your content is achieving these top KPI goals, you’re on the right track with your content strategy.

Are you trying to sell a product or service? Build your email subscriber list?

There are plenty of tools you can use to analyze keywords and topics. The example I used above is from Jaaxy.

5. Make Topics Unique by Adding Your Own Perspective.

Even if you’re writing about your own personal experiences, research is still important. You don’t want to risk losing your audience’s trust by presenting inaccurate information. Cite current and up-to-date studies and data.

That level of authority makes people listen and take you more seriously.

Talking about your own personal experience, even if you’re disputing a popular opinion, also helps to establish you as an authority figure.

It’s an undeniable truth – if you want to stand out from the avalanche of content being produced every single day, you have to focus on quality.

But what exactly does that mean?

They may be searching for general information about a topic, looking for an answer to a question, seeking a solution for a problem, or browsing for a product to buy.

You want your content to be easily read, not just for your consumers but also for search engines as they crawl, index, and rank your website.

4. Do Thorough Research to Maintain Trust and Authority.

Before you start creating content, you need to understand how people will be finding and using it, as well as what outcome you want to see.

Always strive to be the best you can be. You don’t need to chase after skyscraper content or 10X content, or whatever else the latest buzzwords tell you to do. You just have to create content that is better than your closest competitor’s.

You aren’t just talking about another article you read – you can personally attest to an assertion that you’re making.

Visual content is easier for people to process and remember than plain text. Types of visual assets that complement written content well include:

The way you format your content plays a big role in its overall performance. People skim through articles, which is why headings and subheadings, lists, and small blocks of text broken up by white space are easy to digest.

To start, you’ll have less competition.

Use your top KPIs that we discussed at the beginning of this article to gauge how your content is doing.

Perhaps your primary focus is on increasing the number of social shares on Facebook. If your content is connecting with your audience and getting more shares, it’s a success.

Take it from a content expert, just because you have a knack for writing does not mean you also are a proficient editor. In fact, they are very different skillsets most times. While an SEO content writer can and should seek to improve their editing skills, it’s always best to have someone other than yourself go through the content once it’s completed to make sure it really does qualify as high-quality content for SEO.

I know that there are many other factors to take into consideration when trying to write high-quality SEO content, but these 5 tips are a great start. If you’re a digital marketing agency or small business that’s looking to write high-quality content but doesn’t have the time to do it on your own, let us help!

While I can think of numerous things to increase content writing quality, I thought I would come up with a “readers digest” version of a few key tips that companies/writers can use to make high-quality content for SEO.

I understand people make mistakes (we’re all human!), but there is a difference between a typo or two in a piece of SEO content and multiple serious grammar mistakes within an article. Double-check your content, run a spell checker, and get a second pair of eyes to read it over before you share it with the world.

Not only that, depending on the visibility your post gets, it may be an easy way to get a conversation started with another influencer in your industry who has left a comment.

If You’re Not an Editor, You’re Not the One to Do This.

Give people a reason to read your high-quality content through catchy titles/headlines and you’ve won half the battle.

In my day-to-day responsibilities, I’m continually shocked by companies that call and ask if we “spin” content or “keyword stuff” here at BKA Content. While the majority of the SEO community knows that these things have no long-term value, there apparently is a large majority of the industry that still hasn’t come to grips with algorithmic changes in search engines that prioritize content that accurately answers user queries. While it is very important to know how to use keywords within your writing, don’t make the mistake of focusing the entire meat of your content around a search engine algorithm. Instead, focus your writing around the person who will be reading it.

The main reason for this is to increase user engagement. If readers enjoy the high-quality content and consider you an expert in the space, they are then more likely to share your piece with colleagues/friends. If content writers really understand the target demographic they are writing to and accurately describe pain points, needs and solutions, content becomes much more valuable.

High-quality content for SEO should be a living, breathing piece of your online marketing strategy. Make those quality content creation dollars go farther with continual tracking and optimization.

In addition to using SEO authority tools like the one mentioned above, you can build brand authority by making sure your content is well-researched, properly cited and data-driven. Rather than just telling someone to believe a certain way, high-quality SEO content has the ability to show them as well. Take the time to search out relevant studies and statistics that help back up your points and make them really hit home.

Oh man, where do we start?! There are so many factors that can go into how to write high-quality SEO content ranging from the industry you’re in, to the subject matter, to the white space in your post! Rather than get into every single detail of what makes a piece of content high quality, I’ll address the biggest things I think you can do to get the ball rolling in the right direction.

Again, this isn’t an end-all list for how to create quality content, but doing the following things will help the search engines, as well as the readers, to pick your content out from a crowd.

Learning how to write high-quality content can often boil down to how well you know the subject matter and your ability to make an argument for your position.

I know that many SEOs continue to have a hard time shifting into this new SEO paradigm, but the sooner you accept the fact that Google is trying to single out more user-friendly content, the sooner you will start seeing much more SEO content success.

Track, Optimize and Revise SEO Quality Content.

Using keywords in headings, beginning and ending of the article, titles and descriptions is crucial to organic rankings, but it can (and must!) be done in harmony with writing specifically for a human reader in order for it to qualify as being “high-quality”.

As a subheading to interacting on a personal level with people that have something to say about your post, there is also more you can do to your content from an SEO perspective. One mistake that too many companies make is that they invest in writing high-quality content, but then never go back to see how it’s performing. The truth is that your content may not always perform the way you hope it will, but with tools like SEM Rush you can quickly see if you’re onto something or not.

In fact, many times you’ll start ranking for related keywords you weren’t targeting initially, but that can still propel your post forward. Once you see what kinds of keywords your high-quality content is ranking for, it’s time to reoptimize around those keywords. If you’re still not seeing rankings climb, you then can turn to revising the original content or adding new content sections to help build it out better.

Creating high-quality content goes beyond just writing, editing and scheduling your post to be published. In fact, the best high-quality content for SEO is something you should go back to over and over again.

While random SEO content pieces can still provide value, it is important to also give your company a voice of authority. This means that you should give yourself credit on content pieces using the “rel=author” tag to link with the author’s Google+ account. By building authority this way, you can create a following of readers who are interested in what a specific author has to say.

One of the biggest wasted opportunities I see is when a post starts getting traction on the internet and garners hundreds of comments from readers, but there isn’t a single response from the author. If you truly value your content, you should interact with those that object or agree with it. If you have a piece of content that gets a response from your reader base, do yourself a favor and interact with a genuine comment. It’s a simple way to connect with potential customers on a personal level and build your brand authority.

How To Create High-Quality Content for SEO.

As far as keywords are concerned, the best SEO content writers know that high-quality content is a merge between both reader and search engine expectations. When I’m creating content for SEO, I use the keywords as a guideline for formatting, but other than that, I wait until after my piece is completed to go back into the piece to optimize.

I get asked all of the time about the things that writers can do to help their SEO content writing stand out from the saturated internet content landscape. What a loaded question! Do you have a few hours to spare while I get into it?… JK.

If a reader finds a blog topic that piques their interest because of a new perspective given, they will be more apt to give your content the attention that it deserves. Creating quality content topics is something every writer deals with on a daily basis. When creating blog post topics, try coming at the piece from another angle, or pick a controversial (or opinionated) stand.

Many companies are scared to do this because they don’t want to be judged for their work, but one indicator of high-quality content is that the author stands by their writing whether people agree with them or not. Having authors who genuinely take credit for their work is a great way to increase the quality of the content that is written.

Nothing turns off a reader more than bad spelling and grammar. When these types of mistakes exist in SEO quality content, it tells the reader that the author didn’t read through it; thus the author didn’t feel like it was very worthwhile to share.

New ideas, or new ways to think about something, are a great way to show your audience that you truly gave your content subject matter some thought and are trying to provide real insight.

If you’re an SEO content writer, then we want to know some of your own tips that you think should be used in order to create high-quality content. Share in the comment section below!

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