how do you make great content? It really depends.
Think about the difference between a page describing your web design services and a product page for a blender.
Your web design services page would need to: Explain why hiring a web designer is a must; What your design services entail; What they can expect in terms of results; Include some proof in the form of testimonials or portfolio samples;Have information on next steps or how to get in touch.
That would be a comprehensive and useful page. If business owners searched for “hire a web designer near me” or “should I hire a web designer?”, that page would sufficiently answer their query.
A product page, however, would need to: Provide a brief summary of the blender;Show photos of the blender, different angles of it, as well as different variations of the product;Display the price;Allow customers to Add to Cart or Save for later; Include technical specs of the blender; Recommend related products; Display sortable customer testimonials and ratings.
The last thing a shopper would want is to be directed to a product page that reads like one of your services pages.
So, great content not only needs to be well-written and error-free, but it needs to match the searcher’s intent and expectations. If you can do that, your visitors will stay as long as they need to read through everything, which will help strengthen the page’s ranking.8. Structure Your Content for Scannability and Readability
Including necessary details and in the right format is an important part of making a page’s content valuable to the visitor. The structure is going to help, too.
For starters, you want to make sure every page is human-readable. So, that involves:Shorter sentences and paragraphs;Linkable table of contents for longer pages;Header tags every few hundred words;Descriptive and supportive imagery throughout;Text callouts like blockquotes and bolded phrases.
By making a page less intimidating to read and easier to scan for a quick summary of what it is, you’ll find that more visitors are willing to read it and follow your calls to action.
You can use a tool like Hemingway to improve your page’s readability. Quickly pop the text of each page into the editor and follow the recommended suggestions:
You’re also going to have to think about how well Google’s indexing bots can read your page. They’re smart enough to pick up on cues but not smart enough to sit down and read your article on the benefits of Vitamin D or how to install a new showerhead.
So, you’ll need to use HTML meta tags as well as hierarchical header tags to tell the bots what the page is about.
If you’re building a WordPress site, you can use the Yoast SEO plugin to analyze how scannable and readable each page of your site is (among other things) . Create Click-Worthy Title Tags and Meta Descriptions
To get eyeballs on your really great content, the brief preview users see of it in search results needs to be able to lure them in. Get more clicks to your site from search, and Google will take notice.
But they can’t just be superficial clicks. If Google notices that your page is getting a ton of traffic that almost immediately drops off once they see the content on the page, your page will not fare well in search results.
So, your goal is to stay away from clickbait-y title tags and meta descriptions and make them click-worthy.
The first thing to focus on is the length. Google only gives you a certain amount of space to make your pitch.
There are many tools you can use for this, but I prefer Mangools’s SERP Simulator:
It allows you to play around with your URL, title tag, and meta description and to watch in real-time as it fits the allotted space. You can also compare it to the pages that currently rank for the keyword you’re going after,
which can be a really useful reference point. After all, if those sites have made it to the first SERP, then they’re doing something right.
Another thing to think about when writing click-worthy titles is how engaging they are.
The tool I recommend for this is CoSchedule’s Headline Studio:
I don’t find this useful so much for basic web pages. You don’t need to get creative with something like your About or Contact pages. But for content marketing? If you want to beat out competing articles for attention in Google, this tool will be very useful. Choose One Focus Keyword Per Page
It’s not as though you can add a keyword tag to your page, and Google will automatically rank your site for it. That’s not what keyword optimization is.
Instead, what you do is select one unique keyword per page and write the content around it. So, it’s really more about creating a clear focus for yourself and then comprehensively unpacking the subject matter on the page.
Keep in mind, though, that if you want to improve your chances of ranking for the keyword, it needs to be relevant to your brand, useful for your audience, and your site needs to actually be able to compete for it.
You can use the Google Keyword Planner to find keywords that fit those criteria:
Ultimately, you should choose a keyword that:Has a decent amount of monthly searches — over 1,000 is what I aim for;Have “Low” to “Medium” amount of competition, but the lower, the better;Matches the user intent. So take that keyword, put it into Google and see what you find. Then, look at the sites on that first page of search results. Do they match what your own page will address? If so, then you’ve found a keyword that aligns with your users’ search intent.
Now, if you’re writing great content that addresses your visitors’ questions and concerns, then optimizing for your focus keywords will happen naturally. The same goes for related keywords you might want to target. As you write the content for each page, the keywords will organically appear.
But remember how I said Google’s indexing bots need certain HTML and header tags to “read” the content on the page? This means you’ll need to include the focus keyword in some of those areas, so there is no question about what the page is about.
Here’s where your focus keyword should show up:Title tag (H1); Meta description; Slug (hyperlink); Within the intro; The first H2 header tag; Alt text for the most important image on the page; Within the conclusion.
It should also appear throughout the page, along with variations of the keyword that people might search for.
You can use the Yoast SEO plugin to analyze this as well.11. Improve Your Internal Link Strategy
Okay, so here’s where we start to get into SEO strategies that Google might not directly care about, but that can still drastically improve how well your site ranks.
Internal links, in particular, are valuable because they create an interconnected structure for your site. Here’s a basic example of why that’s important:
Let’s say these are the pages on your website. Each of them can be accessed from the home page and main navigation. This structure tells us that each page is related to the overall message and mission of the company, but they are not related to one another. And that doesn’t make sense, right?
When you’re educating visitors on your Web Design services, it’s naturally going to come up that you also happen to specialize in WordPress and eCommerce design. So, those internal links should appear on your Web Design page. And vice versa.
In addition, your Portfolio and Contact Us pages are likely going to be the most common CTAs on the site. Your prospective clients shouldn’t be forced to backtrack to the homepage or scroll up to the navigation to take action. By including these internal links or buttons within the content of the services pages, you’re giving them a quick and direct line to the next steps.
The more intuitive you make the user journey, the easier it will be for them to convert.
This is one reason why websites with a strong internal linking structure perform well in search results. Another reason is that internal links help Google’s bots find all of the content on your site and better understand how they relate to one another. Use Only Trustworthy External Links
Link juice is one of the reasons why business owners are obsessed with getting backlinks. We’ll get to that shortly.
But it’s also something that comes into play when choosing external links to include on your site.
Link juice is the idea that one site can pass its authority to another through a dofollow link. So, by linking out to authoritative and trustworthy sources, your site may raise its own clout with the search engines because of that connection.
However, it works both ways. If you create external links to websites with misinformation that pose a security threat to visitors or are otherwise untrustworthy, that bad reputation can do your website harm.