1670 In the near future, artificial intelligence will have an even greater impact on SEO strategy, and Google will become more strict in assessing content for usefulness and already prefers texts written by experts. In addition, traditional search is at risk of becoming a thing of the past with the advent of Search Generative Experience (SGE). Against the backdrop of these global changes, how can we create content that people like, search engines like, and brings in stable organic traffic? Copywriting agency WordFactory knows how to improve the quality of SEO articles and is willing to share his experience.
Start from the needs of the audience
SEO is still only effective when you understand your audience, their strengths, needs, and pain points. Text content aimed at professionals can be quite lengthy. At the same time, millennials who prefer social media will prefer short materials with a lot of visually appealing content.
Collect data about your audience by answering the following questions:
- Who are you writing for (demographics)?
- What is your audience interested in and what do they search for on the Internet?
- How can the reader solve the problem using your article?
Write for people, carefully choosing SEO keywords
Use up-to-date tools (eg. Google Keyword Planner, SEMrush And Ahrefs) and analyze keywords used by competitors in your niche. Go further and try to determine the user's intent and their next steps in finding answers to the desired questions. The winner is the one who works ahead of the curve and offers optimized content that fully meets the user's needs.
Optimize your article for search engines
Start working with SEO tools at the topic selection stage to offer readers exactly what they are interested in and useful for. Organically fit SEO keywords into the text so that it is easy to read, useful and understandable for the target audience. Use long-tail keywords consisting of three or more words - they are less competitive, but can bring more targeted visitors to your site. At the same time, avoid using long keywords in titles.
Pay due attention to filling in meta tags that allow search engines to quickly evaluate the content of the article. Ideally, you will write texts that are attractive to readers and at the same time optimized for search engines.
Structure your text
Headline navigation is convenient for readers and useful for search engines. Structured content simplifies the work of search engines and increases the likelihood of successful indexing. Fragments of such texts mainly appear in highlighted descriptions (featured snippets), and the materials themselves look better on mobile devices and generally increase user satisfaction, because they can quickly go to the section they are interested in.
Go as deep into the topic as possible.
Avoid superficial wording for using general keywords and choose the angle from which you want to highlight the chosen issue. Let the keys be less frequent, but specific to your niche and allow you to describe a single problem. Use Google Trends to account for seasonal fluctuations that affect the popularity of certain queries. Be sure to use LSI - this will make the content more relevant to the reader's questions and at the same time help avoid excessive use of the same SEO phrases.
Use formatting
Short paragraphs (three to five sentences), lists, tables, capacious subheadings, and layout adaptation for small screens of portable devices help to retain the reader’s attention, making him spend more time on the page. In addition, formatting helps search engines highlight key points in the text and show them in search results. Use automated tools such as Lighthouseto check the page for compatibility with mobile devices.
Balance between internal and external links
Both types of links are equally important for SEO promotion. Internal ones provide convenient navigation between pages of a website or blog and help to optimally distribute page weight. External ones (but only to reliable authoritative resources) increase the reputation and rating of the website for search engines. This is especially true for articles on health, finance and law.
Don't let content get outdated
Creating SEO-oriented content involves periodically working with previously published articles. Make sure the information in them remains relevant, check if the links work, make updates, update titles and meta descriptions if they contain dates.
"Play" with volume
There is still no consensus on what the ideal text length should be. However, if you want to create expert content and use high-frequency SEO keywords, aim for texts that are at least 1,500–2,000 words long. Tools like Surfer SEO will help determine the optimal keyword density for the selected volume, as well as generally increase the organic traffic that the article will bring.
Conclusions
We are in WordFactory We are confident that artificial intelligence will continue to influence the work of search engines, and businesses will regularly update their SEO strategies under the influence of new factors. But at the same time, the recommendations for writing high-quality SEO articles given above will definitely not become outdated in the near future, because search engines will continue to give preference to meaningful expert texts with meta tags, high-quality formatting, links to authoritative resources, up-to-date information, carefully selected and naturally entered keys.
