Writing content that actually intrigues prospects takes time and skill. Think of the term “search engine optimization.” You are not writing for Google or for ‘the algorithm’.
At Autumn Consulting, a Google search marketing firm in Chicago, Naples, and Charlotte, we specialize in driving traffic for our clients through search marketing efforts through fresh, relevant content. We’re sharing our top 3 SEO writing strategies, to ensure your content is pertinent, helpful, and working for, not against, your search engine result rankings.
1. Use Long-Tail Keywords
Long-tail keywords are also referred to as keyword phrases. Finding long tail keywords is a must in supporting your organic search marketing strategy. One of the most common errors we see in website content is forgetting to use keyword phrases that “teach” Google that the client is a subject matter expert. As a rule of thumb, Nathan Misirian, President of Autumn Consulting, always recommends using keyword phrases at least three times in an article or blog post or once per paragraph for a long-form content piece.
2. Custom Keywords in Headers & Opening Sentences
Google’s indexing process is intricate and generally happens quarterly. Google ‘reads’ content with a particular hierarchy. It starts with header tags — ranked in H1, H2, etc., in their order of importance — which provide a sense of structure to your content when used correctly. With this in mind, be sure to use one keyword in each headline, when it makes sense. Knowing that your content should be written for humans and not the Google algorithm, the inclusion of keywords within headers should not be forced. Google will then parse the first sentence of each paragraph, looking for keyword phrases. Use related or exact keyword phrases within the first sentence whenever possible.
3. Hyperlink Keywords Phrases
It’s not enough to just include keywords in your headline. To ensure your web content is effectively indexed by Google, hyperlink the lead keyword phrase in the paragraph to a related article within your site that uses the same core phrases. By making your keywords your anchor text, you are reinforcing the importance of your content to the chosen keyword to Google’s bots. Additionally, internal linking will not only bolster your web content strategy but will also help keep readers on your site longer, engaging them with helpful, educational content. Consider at least one keyword phrase hyperlink per paragraph.
Pro Tip: Set your hyperlinks to open in a separate tab or window to ensure the user doesn’t lose the original page. If the link is external, this will also stop users from exiting your site fully.
Nathan Misirian, president of Autumn Consulting, has spent 20 years studying Google’s algorithms and creating strategies to increase brands’ search engine visibility. While he never recommends writing content for SEO’s sake, ensure that the content you write and publish to help your clients is tailored to SEO.
Autumn has also created a checklist to help guide you and your team with integrating SEO within your brand’s content.
Are you ready to take your web content to the next level? Contact Autumn Consulting today to learn how our team can help elevate your content and ensure it’s working for you, not against you.