How to Write Content that Google Loves
The content on your website is used in many ways. It’s used by Google to create snippets that searchers see in the search results, and also to determine the quality of your website.
Every piece of content you write for your website, whether it’s for a static web page or as a blog post must be for two audiences: your customers and the search engines.
To allow your customers to find your website you must impress the search engines, to convert visitors into customers you must satisfy your visitors. So how do you write content that Google loves so that your website appears prominently and also so that your customers find it & engage?
Content that allows your website to appear in search engines
What do you think the purpose of Google and the other search engines is?
Search engines are designed to provide people with problems who are looking for answers, with the best answer to their problems.
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, compares the question to all the pages in their database, and return the pages they think best answer the searcher’s question.
Despite the fact that thousands of results are 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.
A good question is to ask yourself: “is my content the best out of all the other pages on the internet for this 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, seeing it’s layout and knowing how it all 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” relates to a bed lamp but “one night stand” doesn’t always mean the searcher wants information on 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.
I the remainder of your content mentions, home decor, painting and decorating, 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.
The search engines now prioritise quality content over quantity and for good reason, longer more in-depth article tend to answer users questions better than a short, click-baity keyword stuffed few paragraphs aimed purely at getting rankings, without providing any value to the searcher.
Not every piece 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 or 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.