An average Google search yields so many results that it is physically impossible to go through each and determine which one is most relevant to you. In order to make it easier for you to find what you’re looking for, Google uses algorithms that read through the content on each site and finds out how relevant it is to your search. The pages that have the most relevant information are listed in order so that you can get the information you need.
The truth is that the majority of business owners and writers don’t understand this process, or to use it to their advantage.
This article will give you 7 ways to write content that ranks well on Google so that your website doesn’t disappear to pages unexplored.
- Make sure you understand the algorithm
Before you can get down to the actual writing, you need to make sure that you understand what Google looks for. While there are certain requirements – more on keywords later – there are slight variations that you need to understand. It gets quite technical, but there are a number of sites that demystify the math so that you can go about crafting the best copy possible.
- Do a bit of research on metadata
The rise of web platforms like WordPress and Wix has made it much easier to correctly tag and label your websites. A lot of writers forget about metadata when conducting an SEO audit or site refresh, but it’s absolutely critical in ascertaining a great Google rank. The site’s metadata not only guides the search algorithm; it also serves as a sort of organizational chart for the keywords you use in your body copy.
- Chat with the marketing team
If you have an opportunity, chat with the marketing team or business people involved to find out what areas of their company or service they are trying to grow. There is more than likely a strategy in place and their focus might have an impact on what kind of content you’re writing. Their ambitions should guide you in choosing effective keywords that meet the business objectives.
- Write the right keywords
Keywords are at the core of content in SEO terms. These labels are what Google is looking for. They must be placed in an intuitive fashion, and stay consistent with the metadata and website objectives. As mentioned above, it is also crucial to stay on top of trends and changes to the way keywords are used – in the past, a certain saturation of keywords was required, but that is constantly shifting. Stay on your toes and always, always remember that there is a person reading the content on a screen somewhere.
- Check for plagiarism
Apart from the fact that there are legal implications if your work is found to be an unauthorized copy, it will also have a negative effect on your page rank. There are a number resources out there that can trace copy that’s been used before – track them down and use them.
- Update your sites regularly
In accordance with the changing algorithms, it is essential to keep all website copy fresh and up to date so that you maintain your rank. This is a relatively simple exercise that involves editing and copy refinement, and should fall into your natural site maintenance.
- Keep it natural
The golden rule of great, high-ranking content is that it flows like any article. Craft the keywords, consider derivatives, and be creative so that you’re giving the audience something valid, not just a keyword-saturated list.
With these 7 handy tips you should have no problem getting the Google ranking you’re after, but remember that SEO alone isn’t enough to secure a top 3 spot as that often requires a significant investment, so explore paid ranking too.