How do you write Search Engine Optimized (SEO) content? Google’s Top 3 Ranking factors include “quality content.” Write to answer your visitors’ questions. Your content should be valuable to your visitors.
How to Make Your Website Content Valuable
1. Write enough.
The first question copywriters ask is “How long should the SEO content be?” It needs to be long enough to answer your visitors’ questions. Write enough. It means your content may need to be 100 words for one page and 1000 words for the next page.
The only restriction on the number of words should be to be concise, i.e., “giving a lot of information clearly and in a few words; brief but comprehensive”. There used to be limits or recommendations for number of words on a page, but no longer. Search engines have evolved and recognize “thin” content more by quality than by number of words per page.
2. Be customer friendly.
Consider what keywords and keyword phrases you'd look for if you expected to land on your page and use those keywords in your writing: in your headings, subheadings and body content. When your visitors land on the page, it should look like the content they are expecting to find from their keyworded search.
This also includes user intent. Consider what your visitor wants when searching those keywords and phrases. Answer this intent with your content.
3. Write unique content for each page.
If you find yourself using the same phrases for different pages, consider consolidating your pages to make them more valuable. While companies often have interrelated products and services, each page should be able to delineate why it exists in relation to the others, without duplicating content. Don’t just move the same phrases in different order on subsequent pages. Search engines crawl those duplicated phrases and don’t know which pages to return for query results. Your search results will suffer.
4. Relate your page topic and/or brand to your audience.
A medical marketing website shouldn’t just write about a doctor’s office needing SEO, it should address local SEO and how to compete in that local industry, as well as address HIPAA considerations for medical website design.
5. Format for readability, ease-of-sharing
Use top-down structure.
Put the main point first, with supporting points (subheadings) following. Answer the basic journalism questions: Who, What, Why, Where, How. If no one reads further than your first paragraph, they should be sold on your brand because you gave them the information they were seeking - even if it was only a quick piece of general information at the top of your content.
Set apart your subheading structure with formatting (H1 heading, H2 sub-heading tags). Generally speaking, keep paragraphs short, very short.
Craft a hook and set it apart in a way that influential people and publishers will be able to see it and share it.
6. Keep content relevant.
Write "evergreen" content, what will return value to your customers and visitors for hopefully years to come. For example, an article on “What’s Next for Great Website Design”, or “Website Design Fails and Fads of 2017” should be useful for many years; but don’t expect "How to Build a Great Website Design in 2011" to be relevant to an audience even one year later.
Creating valuable, i.e., relevant, quality content and posting regularly help build page- and domain authority, increase brand reach, build backlinks (third-party websites and social media linking to your content), and improve overall SEO.