You’re looking to publish that blog post, e-book, or web page on the internet. And since you’re posting your writing online, you probably want to rank high in search engines.
Unfortunately, it takes more than having pretty prose to rank high on Google. Search engines use writing with good SEO rankings when deciding what content to list first on the internet.
However, mastering SEO writing doesn’t have to be a mystery. Here’s some information that’ll help you boost what you wrote to the top of the list.
What is Search-Engine Optimization?
Search engine optimization is when you optimize your writing to show up in search engines by ranking for certain words and phrases. To search engine optimize, writers will look up keywords that relate to their topic and insert them into their writing. Keywords are the words and phrases people are searching for on the internet.
However, Google and other search engines don’t just use keywords alone to decide if you’re worthy of showing up in a search. You’ll need to combine amazing writing and relevant content to rank well for your chosen keywords.
Why is SEO Writing Important?
SEO writing is important because it helps search engines understand what your writing is about. Gone are the days when all you needed to do was be one of the only people who posted about a topic; today, virtually every industry is covered by someone on the internet. That means your writing is competing against all the big boys in your field.
But that doesn’t mean it’s impossible to rank well for these terms; in fact, some businesses are behind on perfecting their SEO writing. All you have to do is build a post with credibility and shoot to be ranked on the first page. Look at every piece of writing as an opportunity to significantly boost your optimization tactics.
Sure, it might seem unnatural to keep using the same terms over and over again, but this post will give you some tips on how to make keywords sound natural in your writing.
How to Master SEO Writing
Tastefully insert Keywords
You might think the first thing you need to do is to insert your keyword in every other sentence, but this isn’t the case. While you’ll want to insert your keywords often, put them into your writing tastefully. If you don’t, Google won’t read your content as helpful and will give what you wrote a negative score. Be mindful where you insert your keywords, and make sure that they don’t detract from your main content.
Build Pages Centered Around Main Key Words Over Time
Know that you probably won’t be ranking #1 in the first sixth months of your website launch. It takes time to build a website that’s credible and is seen as an authority on a topic. You should strive to keep writing pages and articles that are centered on what you want to be seen as an expert on.
Ideally, you’ll want to post every day, but many websites are run by individuals or small teams. Therefore, set a realistic goal when scheduling out your posts and promotions.
Put Keywords where they Matter
If you’re trying to boost your writing, you can optimize where it matters most. This is:
- The Title
- The Alt Text of Images
- Internal Links
This will greatly increase the chance your writing shows up in the searches you’re trying to rank for.
Use Bullet Points & Bold
Bullet points and bold not only makes your writing easier for your audience to read, but search engines love this. It makes it easier for them to crawl your website and decide if the content’s relevant. SEO writing is all about making it easier for people to find your work, so consider breaking up your content into smaller chunks.
Write for your Audience
Make sure what you’re posting is relevant to your audience. If it’s not, then Google won’t show your post in search engines. Make sure that you write about current, relevant topics or things that won’t quickly go out of style.
Build Several Pages around main Keywords
Google loves websites that are consistent with their content. For example, this blog is all about writing and publishing. Decide what the core topics of your website are, and use those keywords on your main pages.
Writing for SEO this way will help you appear higher on the rankings for these words.
Write first, then Optimize
You should have keywords in mind before you sit down to write, however, you shouldn’t write your post around them. This might distort your content and cause it to be less informative. You should always write your posts first and then insert the keywords later. This will help keep your writing authentic.
If you’d like to write about a related topic that doesn’t have a high search volume, follow the 80/20 rule. The 80/20 rule means that 80% of your content should be what your audience is seeking; the other 20% can be things your writing wants to explore even if it’s not popular. Remember, SEO is about what customers want, but Google loves original ideas, too!
How to Find SEO Terms
There’s plenty of software out there that can give you the average search volume of certain terms. Here’s two recommendations:
- Google Keyword Planner. Google Keyword Planner allows you to search multiple relevant terms and spits out recommendations. Use this tool to find out what the search volume of certain words are.
- Mozz Keyword Planner. The Mozz keyword planner is great for writers who want to have a more holistic view outside of Google on keywords. This platform can help you find out what words are relevant to your website and delivers insights on your keywords.
When you’re looking at different words, consider going for ones with a medium search volume. The keywords with the most competition probably have hundreds of pages dedicated to them; however, that doesn’t mean you can’t include 1-2 of highly sought after words. Just make sure you have a variety of what you’re shooting for rank for and don’t put your eggs in one basket.
Here’s some don’ts of SEO Writing:
- Don’t Keyword Stuff. Keyword stuffing is when you use the word or phrase you’re trying to rank for all over the site. However, if you use a search term too often, your website will be penalized. This is to prevent people from copy-pasting the word into the margins and writing it a million times.
- Don’t force the phrase if your sentence won’t make sense. Instead, rewrite the sentence or try to find a SEO phrase that fits better. SEO writing is all about being tasteful and smart when presenting your content.
- Don’t pay for traffic. Not only can paying for traffic cause your site to be penalized, you’re also fabricating an audience you don’t have. Know that it takes time to rank well in search engines.
- Don’t narrow your focus on just the words. Remember, you need to add quality content to your site for it to rank well.
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