Writing is not an easy task for everyone, even the professional writers themselves suffer from writer’s block from time to time, a condition in which they find it difficult to produce new and creative SEO content. And if we add the SEO factor, things can get more complicated.
An article for a magazine or newspaper is very different from a blog that is intended for optimization in web search engines. The rule to follow in this situation is to understand that your audience always comes first, before Google’s algorithms. If your goal is to generate more traffic to your blog, you will have to go beyond “writing content“ and be smarter when choosing and writing your topics. Creating attractive and relevant SEO content for your audience, and at the same time positioning your blog in the web search engines is possible and you can achieve it considering the following tips.
1. Write SEO content according to your buyer’s persona
Maybe one day you will get a strong stream of inspiration and start writing an article on a topic that you are passionate about. These situations are a double-edged sword since you can run the risk of letting yourself be carried away by emotion and forgetting your audience, or as it is called in the digital world, the fictional representation of your ideal client.
That’s why it is important that before you start writing, you ask yourself who you are writing to. Depending on the topic of the article, it could be Manuel, the Marketing Manager; Laura, the Businesswoman or Julian, the Accounts Executive. To better understand your buyer, it is essential that you make a general and specific description of your profile, including demographics, skills, and characteristics.
Ask yourself what your professional and personal goals might be, what your challenges are, and how you could help them achieve their goals. The purpose is to give the customer prospect a face to know how you can approach.
Take into account the following example to create your buyer persona:
|General description||Laura is a dedicated and recursive businesswoman of 45 years. She is married, has two children and has worked for three years in her company. Although it has been successful in the market, it wants to go a step further and give greater visibility to its brand in the digital world through a website. She does not have much knowledge of digital media or how online customer behavior works and does not have specific goals for this website. For this, you need to seek digital advice to achieve your website.|
|How can we help you?|
Tip: You can use this HubSpot tool to generate your buyer persona.
2. This is about being original and creative
When you have a list of possible contributions or solutions that would be useful to your potential client, check in the search engines for what has already been published on the topic and discuss how you could add something new to your article. The Google Trends tool can also help you create SEO content based on what people are searching for on Google.
If you realize that there are several articles on the same subject, consider changing the way you are communicating information and start experimenting with other formats than just text. If you have the resources, think about creating infographics, e-books or video tutorials. These formats are beneficial for people who have a visual-oriented learning method.
Even consider interviewing some industry experts, this in order to give a new perspective to your article, in addition to strengthening the credibility of your content. From this, the interviewee can share it on their social networks or other channels and increase the traffic of your blog.
Note: The keywords are critical to improving your SEO, do not forget to include them in the title, in the introduction to your content and subtitles (nope long as flow and not forced!).
3. The tone should be according to your buyer persona
Just as your speech changes when you are in a job interview or at a party with your friends, tone your article as well.
In the digital world, the first impression people have on your business is through the way you write. For this reason, the tone of your content plays an important role at the time of writing. Consider whether the tone is going to be serious, fun, warm and personal, motivating or funny.
As a starting point, consider your buyer persona to determine the tone you want to assign to your item. If you are a 50-year-old entrepreneur who is not very familiar with the digital subject, use a warm and friendly tone, avoiding the very technical terms. Also, consider whether you want to talk about “you” or “you” to your potential client.
Regardless of the tone, you must be clear and concise with the information you are giving your reader.
Tip: Avoid sweetening your article with excessive use of adverbs such as ” truly is good” or adjectives like ” incredible results”.
4. If the content is the king, the title is the buffoon
Just as a jester in the royal court had the power to attract the attention of other people with his comic skills or juggling, the title should be striking enough for your readers to click and keep reading.
You can spend a lot of time writing the body, but if your title is weak, it is almost the same as lost work. Your title should be specific, make a promise to the reader how it will benefit them and invite them to read the article at that very moment.
“On average, the title reads 5 times more than the body of the text.” – David Ogilvy
Create a list of possible titles, about 5 to 10, and when you finish your article, return and choose the one that sounds the most.
The following are different styles of titles that can help you in your process:
|How…||How to position your blog in web search engines|
|List||The 5 steps to position your blog in web search engines|
|Question||What is the best strategy to position your blog in web search engines?|
|Negative focus||The 5 mistakes that hurt the positioning of your blog in the web search engines|
|Secret||The 5 Secrets To Positioning Your Blog In Web Search Engines|
|What you do not know||The 5 tricks you do not know about how to position your blog in web search engines|
|You should know||Everything you should know about how to position your blog in web search engines|
|Interesting fact||“70% of people find out about a company for a blog article”|
|Tips||The 5 tips to position your blog in web search engines|
Another good rule to follow is to play with the numbers in the titles. Look at this study conducted by Conductor where it shows that readers prefer headlines that have numbers more than other styles.
Tip: Remember that it is essential to use the keywords in the title, preferably at the beginning, just like keeping it within the 55-character margin, which is just where Google cuts it off on search engine result pages.
5. More is better
It is common to think that readers now prefer shorter articles, 400 or 600 words, but according to Neil Patel, a digital marketing expert, “Longer content tends to behave better at all levels.” In fact, in the eyes of Google, this type of content is considered not relevant and affects your SEO content. Search engines tend to favor blogs and longer articles. A HubSpot study revealed that web searchers prefer more worked and extensive content that is between 2,250 and 2,500 words.
6. Tell your reader what to do
When you finish writing your article, the idea is to induce your reader to take an action after reading it, in other words, a call to action. This can be as simple as asking you to share your content, write a comment or something more direct like subscribe to a newsletter or download an e-book.
It is a good way to continue your article and improve the chances that your reader will continue browsing your blog. Plus, it’s a good tip to generate more conversions on your website.
7. Do not overlook giving a last reviewed to your article
Remember that your readers will get a bad impression of your blog if they find spelling mistakes, which will hurt the chances of them reading and sharing content. Ideally, when you finish writing your article, give yourself some time before you begin to edit your work, so you can see it with another perspective. Then send it to your work team for feedback.
It is also important that your post is aesthetically pleasing to read, avoid long paragraphs as they can cause visual noise, as well as technical phrases that may confuse your reader.
In conclusion, one of the biggest challenges you can face at the time of writing for your blog is that you follow the rules for SEO, but at the same time, it is the content that is attractive to your audience. Surely after reading this article, you have a better idea of what to do next when you sit down to write an article which passes the rules of SEO content for your blog. If you like this post, do not forget to share it on your social networks.