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Keyword stuffing (v): the act of inserting keywords throughout a web page so frequently that it butchers the quality of the content, in order to rank higher on SERPs (search engine results pages).
The day that Google and other search engines started banning sites that utilised the above shady method was a great day for all internet users. No longer was the first page overrun by irrelevant and dodgy pages. Since then, we’ve truly come leaps and bounds. For every algorithm update that Google brings out these days, the quality of content becomes more and more important. Google is working towards a user experience that is based on relevance and engagement quality, and as such it’s a wonderful time to be a content creator!
What we now aim to do with our words is captivate the audience, and successfully engage in a meaningful way. Yes, appropriate keywords and phrases still have to be included. But it’s now a higher priority to ensure that what you’ve written is done so for a human, and not a search engine. The skill in writing successful SEO content lies in your ability to write around the keywords, and make it flow like a river of tranquillity.
Tips for writing great content are more common than main characters dying off in Game of Thrones, so to simplify your search for writing success we’ve scoured through them all and decided on the top three. So, without further ado:
- Research, research, research
Have we said research yet? The importance of knowing your audience inside-out is paramount. Get out there and find out as much as you possibly can about who you’re writing for. What style would they prefer to read? What are their general interests? Stop seeing them as just facts and figures, and start thinking of them as actual human beings. Find the type of content they’re engaging with most, and help that mould your strategy.
- Headlines can make or break you
On your quest to come up with a headline that will generate click-throughs, I recommend consciously browsing the internet casually yourself and considering the reasons why you click on some links over others. Maybe it’s due to a higher ranking or position on the page you’re viewing, or perhaps it’s something more psychological. There’s a huge amount of research that shows people are significantly more likely to click a headline that:
- Starts with a number (such as the heading of the blog you’re reading right now!)
- Addresses the user directly (e.g. Why you need to write better content)
- Begins with ‘How to’ (e.g. How to write better content)
- Don’t write for robots
Writing in a way that you think is best for search engines? If you aim to lower your ranking and put off your site visitors, good! Keep at it! If, however, you want to connect with your visitors and create a necessary level of trust, tell your story to the brain behind the mouse click. Users have no reason to trust you even after having navigated to your site – it’s your responsibility to break down those barriers and show them that you too are flesh and bone. Take their hand and walk them through the entire buying process, and remove all sense of doubt.