Content is king when it comes to SEO. And that's no news. Every SEO practice out there requires appropriate content to be effective. Just think about it. Without content, the whole block of info on SERPs won't be there.
As a firm, it creates an opportunity to reach out to users who are looking for info on their pressing needs. But with that said, is content creation as easy as it sounds?
Well, to answer that, keep in mind that creating content and optimizing it for higher rankings are two different things. SEO content calls for more effort and procedures. To be frank, the majority of SEO content written for Google is lacking in one way or the other. Even as an expert in the field, not all content you develop for Google's SERP might meet the mark. So, does that mean it is impossible to create that perfect content? Of course not.
Fortunately for SEOs, there is a trick to it. And this article discusses all of that. But for further understanding, it's crucial to know the various types of SEO content out there.
Three Main Types of SEO Content (And How to Optimize them)
Various types of content are usually optimized for higher rankings on the net. From blog posts to FAQs, these contents are aimed at promoting a website, and business as a whole. Since there are quite a number of them, this article provides detailed information on the three mentioned below:
1. Blogs
As of 2022, there exist over Six hundred million blogs out there on the net. When considering the benefit that comes from blogging, it is no wonder. Through blog posts, you can reach out to a larger audience. By doing so, you are increasing your brand's exposure, and generating more traffic for your website. And with the right content, you can convert a vast majority of your visitors into real-time clients.
As stated above, with the right content! If your blog post is not visible on Google's result pages, no one will be aware of you and what you offer. And with the ever-growing number of blogs on the web, you'll gradually fade into statistics.
To avoid that, you must optimize your blog posts for better positioning on SERPs. And fortunately, blog post optimization is one of the most common ways of improving your SEO as a whole. (This is also known as on-page SEO). As such, there are guidelines for optimizing your blog's content that has proven effective in recent times.
How to optimize BlogPost Content
When creating blog posts or articles, keep the following in mind and apply them to get better rankings on Google's competitive SERP.
Know what you want to rank for
As an SEO professional, no doubt you're familiar with the term, ‘keyword research’. Even as a newbie, you must have come across that phrase in one place or another. Though, you may wonder what it refers to. If so, a quick delve into the meaning of keyword research might help.
Keyword Research refers to the process through which SEOs conduct research on popular terms used by people in their search queries. Afterward, SEOs implement that term into their content for higher rankings on SERPs for that search term.
From the above definition, you can see the importance of conducting keyword research. It is a top SEO practice and stands as the first thing to do before you start creating any content. As such, it can make or break your whole SEO process. So, get started on keyword research by identifying popular search terms that relate to your brand. Tools like SEMrush, Google Ads, Ahrefs, Ubersuggest, and Google itself will help you do so.
Aim for Middle-Tail Keywords
Still on Keyword research, you need to aim for search terms that are not too long (long-tail keywords), nor too short (head keywords). It may not appear so, but doing this can help you rank higher. How?
Well, for instance, say you own a pet business. Aiming for head terms like "dog food" may not be the best option. That's because "dog food" is so uncertain and can refer to more than one thing. As such, it makes it harder for Google to determine the search intent, thus making it harder for you to rank. And even if you manage to overcome that hurdle and rank for it, you may draw in the wrong audience.
On the other hand, long-tail keywords like "10 best dog food for weight loss" refers to more specific niche. Hence, you can rank more easily for them. But, here's the downside: long-tail keywords have lower search volumes. And this can result in low traffic.
So, if short and long terms are a no-go, you need to find that sweet spot. Middle tail Keywords are the answer. For instance, the search term "dog food brands" is more specific than just "dog food" and draws in more visitors than "10 best dog foods for weight loss."
Inserting your keywords
Now that you know your target keywords, you need to insert those terms into various parts of your content. After all, what's the good in keyword research if you're not going to use it? Here are the main aspects of your blog content that requires your keywords mostly.
Your title
The URL address of your page
Meta tags
The body of your post
Every one of these aspects of your post holds significance. The title tells visitors what your content is about. The URL tells search engine bots (and visitors) what your content is all about. Meta tags such as descriptions help to further attract visitors. And lastly, the body of your post is the content. Let's talk more about that.
Optimizing the body of your content
In recent years, SEOs have found an easy way of optimizing the body of their post following Google's ranking algorithm. Through that means, they've been able to attain higher rankings. But what does it entail? Well, it all boils down to the structure of your content. The following are a few points to note when developing the body of your post.
Intro. The intro acts as that part of your content that engages users and convinces them to read on. Also, Google pays high attention to your introduction since it serves as the forefront of your post. Thus, you need to optimize your intro for higher rankings. You can do this by inserting your keywords early in the introduction (about the first 150 words). And to keep visitors engaged, you can check out Brian Dean's APP introduction formula which many SEOs have found effective.
Length. The longer the content, the better. This is common SEO knowledge. But why? Well, that's because Google views longer content to be more valuable. Think about it. If your content is longer, you can cover the topic in-depth. And this provides more value to visitors. Furthermore, longer articles allow you to rank for more keywords. So how long should your content be? As long as necessary to cover a topic. And research has shown that falls within the 1500-3000 mark. When writing an article of that length, use sub-headers, lists, bullets, and polls to make your content easily scannable.
Links. Adding links to your blog post is vital as it adds more value to your content. Everyone knows this! But when doing so, keep in mind that the linked-to page should relate to the topic on hand. As you develop your next content, aim for at least two internal links. This will pass on more authority to the linked-to page and increase the number of time visitors spend on your website.
Optimizing a blog post might seem daunting. But in reality, it's not. You just have to be willing to put in the needed effort. And since it's a priority content, you'll find out that optimizing your blog will be worth all the effort. Without any delay, let's get started on our next SEO Content.
2. Category Page
True, blog posts are one of (if not) the most popular SEO content out there. However, as a brand, optimizing only your blog would not be enough to see your website ranking high for all your brand-related keywords. Hence, you need to have other SEO content in your arsenal. One of which includes Category Pages.
What are Category Pages?
Category Pages are a type of SEO content used by web owners to group different web pages (usually product pages) of the same or similar theme.
Why optimize Category Pages?
Since category pages are used to group web pages, they help visitors easily navigate your site. But that's not all. It also helps search engines understand what terms you're trying to rank for and easily index your website.
For example, say your website is all about shoes. Rather than having different product pages ranking for the term "sport shoes", you can create a Category Page and rank it for that term. Then you can leave your product pages to rank for the more distinct terms such as brands of sport shoes. For example, "Adidas" and "New Balance.
Category Pages help you to better organize your website. It also helps you avoid ranking too many pages for the same term (this can lead to duplicate content issues which can affect your SEO adversely) So, without any delay, get started on your Category Page optimization. But how do you go about it? Here are a few points to note:
How to Optimize Category Pages
Heading. Like blog posts, your heading is the aspect of your content that tells others (humans and bots) what your page is about. It dictates whether a visitor will remain on your page or even click it in the first place. So, ensure it contains your main keywords. Also, do not forget to wrap it in a <H1> tag.
Intro. Not all category page you'll see has an introductory paragraph. But including one in yours will increase the ranking power of your page. Why? Because it allows you to add more keywords. To avoid keyword stuffing, you can decide to use LSI keywords (terms related to your main keyword) for your intro. Furthermore, an introduction helps to keep users engaged.
Add a body. Many category pages are just blank. By blank, we mean they are devoid of information. Some SEOs only use them to list their products and add visuals. True, visuals are necessary for a category page. By adding appropriate photos of your products and optimizing them (you can do this by inserting your keywords in the photo's alt text), you'll provide more value to users and search engines. However, if you go further to add a body of text, you can rank much higher. When doing so, ensure to provide value to users. And, of course, don't forget your keywords.
Links. At the bottom of your content, you can include internal links to related category pages to increase a user's staying time.
3. HomePage
As the forefront of your website, your homepage also needs optimization. There is no doubt about that. With the right content, your homepage can increase the time a user spends on your website. It is also capable of converting these visitors into clients. But there's a big challenge.
And that is time. Most users won't spend up to a minute on your homepage. In a couple of seconds on your homepage, they've formed an impression about your brand. And of course, first impression matters a lot. If your homepage doesn't appeal to them, they immediately press the back button. So, how do you get them to stay?
How to Optimize Homepage Content
Unlike blog posts, your homepage doesn't need that lengthy word count to inform users about your brand. Instead, you only need an engaging header, attractive visuals, call-to-action icons, and a few wordings. The structure of your homepage should include:
A keyword-rich page title. It should be engaging and hold the name of your brand.
Your brand's logo comes next.
Add a menu that links to other web pages of your site to aid navigation.
Add a headline that focuses on your brand's basic product or service.
Add a brief description that tells users what to further expect from your website or brand.
Your body of texts should follow. Include LSI keywords.
Add descriptive images that relate to your brand's theme.
Incorporate the use of appealing call-to-action icons.
Testimonials and ratings of past clients help build users' trust in your brand.
Don't forget to add the logo of past clients. Also, include any past awards you may have won.
Your homepage should end with internal links to other important pages such as "About us. Also, add your contact info.
The standard homepage content follows the above pattern. And many SEOs have seen how this is effective for engaging users. So, get started already on your Homepage Optimization.
Conclusion
SEO content is a priority in our day. For all online businesses, having a solid online presence is a must. But that said, it can prove challenging. After all, Google's SERP is competitive with over 1.5 billion websites battling for the same top ranking. Thus, to survive, you'll need a highly optimized website.
And for that, you'll have to put in the effort to create quality content for every page on your site. As seen in this article, your Homepage, BlogPost, and Category Page content are vital aspects of your site that need to be optimized for increased engagement, and high rankings. True, optimizing these contents can be hectic. But this article will guide you when doing so.