Content and SEO: Things You’ve Never Considered Pt.1

Everything from content creation to content optimisation…

Content marketing has become a very popular online marketing tactic recently. So much so, many businesses are now making it part of their long-term digital marketing plan. Unfortunately, with that being said, SEO is often forgotten or not integrated well enough.

In regards to online visibility, without SEO, your content can never reach it’s full potential. Doesn’t matter if it’s, well-written and well-presented, without the necessary preparatory research it will always underperform.

In this detailed guide you will find, 10 things you possibly never considered before when creating and optimising your content.

Readability

Readability refers to how easy a piece of text can be read and understood. This point alone can be made into a whole blog of it’s own. So, without going into too much depth, here’s how you can improve readability score:

  • Use Short and Simple Words – people go to an article to seek information. So the best way for them to digest that information is with simple and short words. In most cases there really is no need to use long complex words.
  • Use Short Sentences – break up long sentences into several shorter ones to make it easier to read.
  • Headings and Subheadings – headings and sub heading break up and categorise your content making it easier to digest.

subheaders

  • Write Conversationally – not a rule, but a general guideline when blogging is to write as though you we’re talking to someone in real life.
  • Typography – Visual aspects also have a great impact on your readability score. Your choice of font, line height and line length can greatly impact the speed of which your content can be read.

serif-vs-sans-serif

Keyword Research

It’s startling the number of content marketers that don’t undertake basic keyword research. Instead, choosing their keywords based on gut feeling and random brainstorming.

As a content marketer, you should think of yourself as a matchmaker, between content and the people searching for it. You need to be able to predict their intent and know their wants and needs.

The best tools out there (in our opinion), and the only ones we would ever use for keyword research are…

  • Search Metrics – You can use this to see what your competitors are ranking for.
  • Google’s Keyword Planner – This is a tool built within Adwords (now called Google Ads) so you will need an account to access it. You can use it to expand on ideas you already have, and validate your ideas using search volume figures in targeted locations.

Don’t rely on Keyword Research Alone

Keyword research can offer great insight when it comes to producing high quality content, however, you mustn’t rely on it alone. In addition to your research you can identify your target audience, they wants, needs and the questions they may have regarding your products or services. Essentially, you want to predict their intent and providing content that will answer any queries they may have.

Tip: Writing SEO friendly content means writing for the user first then optimising it for search engines.

Test Content Ideas

Tools like BuzzSumo will save you a lot of writing and research time. They help you predict how well you content ideas will work based on how well it worked for others.

You can use it to find a specific topic or keyword that is more engaging to your audience.

Title Tag

Title tags which appear on browser tabs, saved bookmarks and search engines results, should be natural and easy to understand by humans. (Not to be confused with headline (H1) on the body of the content.

If you have a Wordpress site, you can use the Yoast SEO extension which allows you to edit this manually. See example below…

WP_Yoast_SEO_extension_Tittle_tag_naming_convention

It’s best practise to use the following naming convention…

[Keyword 1] | [Optional Keyword 2] | [Company]

Use Images

You may not have realised this but there is a lot of potential traffic that can be generated from optimising your images correctly. Image-based search engines such as Google Images will use file names and pull them directly into search results.

Your images deserve a little bit of TLC, you may not have realised but there is a lot of potential traffic that can be generated from optimising your images appropriately. Image-based search engines such as Google Images will use file names and pull them directly into search results.

When naming your files, pick a descriptive name – preferably one you want that image to rank for. If you have an image of a baby crying, then your file name should be “baby-crying.jpg”. Simple as that.

Stay tuned, there will be more…

That is all for now, but, be sure to check back with us next week for a Pt.2 where we will have more useful content and SEO tips that we bet you’ve never considered before.

Written byTony Conte

Founder and Owner of Brave Agency, an Integrated Agency transforming businesses through design, digital and marketing, helping you, our clients to get results by applying the right strategy.

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