How to Write Content that Google Loves
The content on your website is used in many ways. One obvious use is by Google to create snippets in the search results for searchers to read. Google also uses your content to determine the quality of the information on your website.
Every piece of content you write for your website, whether it’s for a new page or a blog post, must be aimed at two audiences: your customers first and the search engines second.
For customers to find your website you must impress the search engines, to convert visitors into customers you must satisfy your visitors. Writing content that Google loves to get your website showing prominently in the search engines and also so that your customers find what they’re looking for is an art.
Content that allows your website to appear in search engines
Search engines are designed to provide solutions to people with problems who are looking for answers. The best answer to their search is determined by the content on the page of a website.
Searchers type a question into the search box – called a “key phrase” which is usually made up of several words. The search engine then determines what the searcher is looking for and presents all the pages in their database that they think best answer the searcher’s question.
Despite thousands of results being returned, most people never even make it to page 2 of the search results. This means you need to have one of the 10 best answers out of the millions of pages on the internet for your website to show up on the first page of Google.
A good question is to ask yourself: “is my content the best content out of all the other pages on the internet for this particular topic?”
Structure your page hierarchy logically
Google is a machine, and although a very clever machine it doesn’t have the same skills as a real person when it comes to reading content. These skills include seeing images, viewing page layout and knowing how all the content flows together.
Google uses an algorithm that searches for certain keywords and related phrases. From these words, Google tried to determine the theme of your website.
If your site content is properly structures with missing or incorrect tags, no headings, paragraphs lists or sections, Google has a hard time working out which parts are important.
Writing your content effectively to increase rankings
The search engines look for keywords in specific places within your text and use them to determine how relevant your content is to the search query. The text around the search query is used to give your content context.
For instance “Night stand” might relate to a bed lamp but “one night stand” doesn’t always mean the searcher is looking for a single bed lamp. “Night stand” on it’s own is not enough for Google and the other search engines to definitively know what the content is about.
If the remainder of your content mentions home decor, painting and decorating then context can be given.
What sort of content should you write?
There was a time when quantity over quality was the flavour of the day. SEOs and business owners were producing more and more content to try and be seen in more places than the competition.
Search engines now prioritise quality content over quantity for good reason. Longer more in-depth articles tend to answer user’s questions better than a few short, click-baity, keyword stuffed paragraphs aimed at getting rankings without providing any value to the searcher.
Not every piece of content you publish needs to be super-comprehensive though. In fact, it can actually be off-putting to your readers. For every longer piece of in-depth writing try and publish two shorter pieces that cover similar topics and contain less detail. You could also try a part 1 and part 2 of the same topic. The trick is to link between related articles with internal links.
Key tips for optimising your content
Include your keyword phrase in the heading of your page, as well as the first paragraph of text. Use the Google keyword tool to find phrases and questions that your customers are typing into Google.
Make sure you have subheadings to break up your content. A good guide is to have 3 short paragraphs between each of your headings. Each heading should include a related phrase or keyword variation to help give content to the paragraph to come.
If possible, make sure the page name or URL of the page has your keyword phrase in it. You can also create bullet point lists containing related phrases for skim-readers of your content.
Make sure all your images have ALT descriptions that contain the content of the image and variations of your keywords.
Include them in your meta description although this doesn’t affect how Google positions your content, it makes the keywords show up bold in search results which draws the searchers eye to your result.
By following a few SEO rules, you can write website content that ranks on Google and allows your clients to find your site. Of course if you need help creating ongoing content for your website, you can use our content writing service.