In the concept of marketing, incorporating user and SEO experience are essential to create, market and sell ideas and content. A detailed process is required to craft in-demand content and optimize it as per search engine standards. In this article, we list a few ways to do the same:
#1 Use Data to form Content: Apart from your knowledge and your team’s expertise in the industry, use available data to make informed decisions about what kind of content would appeal to the larger user base. Compare your content topics to those of competitors to understand where the competitors rank well and where you lag so as to fill that gap. This will help you learn where you rank, how people search for your brand and how you can develop better information for a particular search query.
With this information, you can use the content keyword score to prioritize each content gap opportunity. This score, which is based on monthly search volume and competition for the query, can assist in creating better data for that query and rank higher in SEO.
#2 Stand Out from the Crowd: Don’t just jump into the writing process without clearly defining what you are writing and for whom. Research your target users, their personality and behavioral patterns and what they like or don’t like to read.
Readers may be looking for different sets of information while searching with similar keywords. Outline the most essential topics to cover in an article after identifying your target audience and use your writing experience and outside research to develop suitable content. You may benefit from reading articles on distinct themes and studying their comments section to chalk out questions or requests that are yet to be answered.
Another way is to study popular blog posts for popular questions and answers related to a specific topic. Focus on answers with the most number of votes to know the latest trends and include those points in your content. Alongside this, consider user search intent while creating anything new. It is important that if users find your article when looking for a certain phrase on Google, they should be satisfied with the content they receive. Create relevant content and aim for around 2000 words so as to rank higher in SEO for a competitive search query.
#3 Optimize for UX and SEO: After a useful draft is ready, edit the article by breaking it into two core components: readability and semantic search optimization.
#4 Content Readability: It is common for content developers to oversee readability while working to create long content as per SEO standards. Users would go for a more readable content and ignore long, unorganized content even if the content matter is the same. Visual appeal, grammatical correctness, and thoughtful approach are factors that affect readability.
1) A few tips to improve content readability are as below:
2) Use short and concise paragraphs.
3) Add line break to separate paragraphs.
4) Break down complex sentences and reduce their length.
5) Use simple language.
6) Include screenshots, videos or images to increase appeal.
7) Look for grammatical errors as they can be displeasing for readers.
#5 Optimize for Semantic Search: With its Hummingbird algorithm, Google introduced the concept of using related words to decide search results for specific queries. This is called semantic search and one way to achieve it is using frequency-inverse document frequency. This calculation identifies the frequency of words appearing in a smaller cluster of content versus a larger one. Words appearing more in a smaller content group and rarely in a larger content cluster would be more semantically relevant to the content in the smaller cluster.
Using this scoring method, you can cover the most correlated topics within your theme. You can touch upon all essential points when you write and optimize your content. Once the TF-IDF optimization has been done, you can edit the article and correct any spelling or grammar mistakes. In the end, steps can be taken for basic on-page SEO optimization, like optimizing meta-tags, headings and URL structures.
Using the above methods, you can learn to develop some great and valuable content specifically suited to user needs and improve your SEO positioning in search engine results.