SEO content is any piece of writing created to show up in search engine results pages (SERPs) for Google and other search engines. When writing SEO content, you’ll put a lot of thought into research, readability, and visual design to ensure that you’re producing content that appeals to the metrics that search engines use to decide where pages rank.
SEO content should draw readers to your website and keep them there, maximizing their “dwell time,” or time spent on your website before returning to the SERPs to look for other information. To meet this goal, develop a strong and consistent voice for your website, and organize every piece of SEO content to be straightforward and readable.
If you find yourself using vocabulary that might be unfamiliar to your readers, pause to define it. Avoid long, convoluted sentences. By breaking down complex concepts in ways that are clear and understandable, you’ll be providing a service to your readers, as well as improving your search engine ranking.
Identify Your Audience
Any time you’re considering a marketing strategy, it’s important to stop and identify your goals first. What audience are you hoping to capture with your SEO content? What actions do you want them to take?
If your goal for SEO content is to convert website visits into product sales, your content might have a stronger focus on those products. For instance, you might write blog posts highlighting creative uses of your product, or profiles of satisfied customers and how your products helped them.
Or maybe you host ads on your website and are hoping to boost ad sales. In that case, your goal is to bring customers to your website and keep them there. Your content in that case might include more deep dives into topics that relate to your brand, which searchers can use as a resource and share with others.
Once you know what goals you’re hoping to achieve, spend some time thinking in depth about your ideal audience. Learn what online spaces they frequent, and hang out in those spaces to get a sense of the topics that interest them. If you can tailor new content to current events of interest to your audience, you’ll get more clicks and shares.
You should also be checking in regularly with your desired readers on social media. Not only will this help guide your overall content strategies, but it can give you terrific new ideas for blog posts and other content.