The last few months have seen a lot of changes in the way that SEOs are approaching the content game. While some of the basics still remain in play, Meta tag implementation, for example, many of the methods that used to drive the way that businesses would craft their online content is changing. Here are some things to consider when crafting compelling content for your site that is attractive to search engines, but more importantly, your human visitors.
Don’t Sacrifice Readability for Keywords
Since the launch of Hummingbird, Google has announced that they are focusing on delivering results that are more tailored to mobile-driven voice search (think Siri and Google Now, for example) as opposed to keyword phrases. What this means for SEO copywriters today is that there is not necessarily a need to fit the exact match of a keyword phrase into a piece of content in order to rank for that keyword phrase. An example of an exact-match phrase that would be difficult to fit appropriately into a sentence would be “Ford truck Las Vegas,” for example.
Before you begin crafting any piece of content, think about the phrase or keyword that you would like to rank for and consider synonyms and variations that are more appropriate when used in conversation. Instead of “Ford truck Las Vegas,” consider a more natural phrase such as “Ford truck dealer in Las Vegas.” Not only does the second variation read more concisely for your audience, but Google has gotten sophisticated enough to understand the theme when crawling a page of content. Now more than ever, companies that genuinely focus on the reader first are being rewarded in organic results by Google.
Break up Your Content into Gripping Headers and Sub-headers
Header tags (<h1>, <h2> and <h3>, for example) are nothing new when creating quality, SEO-focused content. And they are still important when considering how to lay out the information for your content. However, the way that titles and headers are used can be vital to your current and future success when creating new pages or blog posts for your site. This point ties into the last one about conversation versus exact match. Before, if you were trying to rank a page for “Ford truck Las Vegas,” you would typically make that exact phrase your <h1>, header one, or title tag. Not only does a title like this example not read naturally, it also does nothing to grab a reader’s attention. An example of a title that flows more naturally and also grabs a reader would be “How to Find the Best Deal on a Used Ford Truck in Las Vegas.”
Anticipate the Questions of Your Customers, then Answer Them
One of the great benefits that the introduction of Hummingbird has provided is the opportunity to rank for long-term, conversational searches as mentioned above. With this in mind, one of the ways that companies will want to mend their content strategy for future success is to anticipate questions that consumers may have about their company or industry. Think about ways that you can get your brand in front of more searchers by creating “how-to” lists or more elaborate “FAQs” sections. While this post dives more into SEO copywriting, these types of content offer themselves up ideally for video as well.
Even after undergoing a series of transformations, SEO content writing for many people still means keyword repetition. Not only will creating detailed and informative content that is geared towards human readers first help you rank better over time, it will likely help you increase interaction with your site and improve conversions as well.
ABOUT Joseph Arduini
Joseph Arduini is a full-time SEO Project Manager at IMI Vegas. Joseph has over four years of experience with small business and enterprise-level SEO agencies, and has formulated strategies for businesses of all sizes and verticals. If you are looking for top-notch, qualified SEO services in Las Vegas, visit www.IMIVegas.com or email Joseph directly at firstname.lastname@example.org.
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