How to Write Killer Content for Google in 2021
Writing content for SEO (search engine optimisation) supports your digital marketing strategies and can help build powerful connections with your target audience.
But to do this effectively and truly write killer content for Google, you need to understand how Google works, what it’s looking for, and what your written content needs to include.
How Google Works
Google has a search algorithm. Exactly how the algorithm works is a secret, but Google does let us know, from time to time, what determining factors the algorithm uses to rank content.
The idea is to optimise your content to encourage the Google algorithm to rank it higher on its page results.
This form of organic search result, as opposed to the kind you pay for through advertising such as PPC, can work well in driving visitors to your web pages.
But because of the very nature of organic search, you can’t easily guarantee success.
There is a risk, too, that you end up creating content to meet technical SEO needs, rather than the needs of the people who you wish to read it.
Black hat SEO is where you stuff your content full of the keywords, along with using other tactics, to try and get it to rank higher. But this normally means you’re not paying enough attention to what it is you’re actually saying.
Instead, what you must first focus on is search intent.
What is Search Intent?
Essentially, this boils down to, what are people searching for on Google? If you want your content to rank better on a search engine results page (SERP), you need to answer the questions people are asking.
This puts keyword and key phrase research in a human context – these words and phrases are only important if they make sense as the components in something someone is asking, or looking for.
Google ranks content for the quality of its information. Regardless of the technical aspects of writing for SEO, you must create content that has value for readers.
But, if you do your audience research, and you understand where you’re positioning your brand, and the pain points your content is addressing, how do you then bring it all together?
Here are some key tips.
Optimise Your Keywords
This isn’t about black hat SEO practices, but it is about understanding the fundamental words that will register with Google. It comes back to answering people’s questions.
The keywords are the words they’re using, so it makes sense for you to use them when aiming to connect your content with these searches.
Certain keywords will be trending, but others will be evergreen. Evergreen keywords are more likely to help you address readers’ issues for some time into the future. This helps add value to your content.
But you should also keep an eye on trending keywords, as these can become evergreen if they catch on.
Know Your Audience
Writing SEO content isn’t about simply aiming to reach as many people as possible. You need to know who it is you’re writing for.
To help do this, you can use buyer personas to define your target audience more clearly. Think beyond demographics here, and consider pain points, likes, dislikes and aspirations.
Target your keywords towards these buyer personas, but don’t over-complicate things. If you have different audiences, don’t try to create content that will meet all their various needs at once.
Focus on different issues for specific audiences
Write Titles for Your Audience and SEO
Google reads title tags. These are HTML elements that specify the title of web pages and appear in search engine results.
Therefore, you should include your keyword in the title of your content if you’re going to optimise it for SEO.
But the title should also appeal to your readers. The keyword has to work in context, and the title should grab your audience’s attention. Does it relate to what they’re searching for, and will it spark enough interest for them to click on it?
Use Meta Descriptions
The meta description summarises the content of your page for both search engines and users. It’s not a direct ranking factor but it is an indirect one.
If you’re going to take a belt-and-braces approach to write your content, then you should include relevant keywords in your meta description.
The recommended length of a meta description is 150 to 160 characters, but really the shorter the better, so long as you can still describe the content.
Length and Structure
There’s plenty of debate about ideal content length, with trends indicating that long-form content (2,000 words plus) performs better. But really, your subject matter should dictate your content.
There’s no point padding something out if it then becomes tedious to read.
And structure is important here. Use subheadings (with optimised keywords) and bullet points to break up content. Keep your sentences short. Use images where you can.
How often should you post? Again, the main thing is that you’ve got something to say and to share with your audience. Posting blogs every other day that are repetitive and dull will be counter-productive.
Remember, quality matters when you’re writing content for SEO.
Are You Really Writing for Google?
Ultimately, when you’re putting together content, you’re not writing for Google at all, you’re writing for people, with real, human needs and emotions.
Yes, there are SEO guidelines to follow, but these shouldn’t dictate the purpose, tone or indeed the content of your writing.
Put people first. Write for them, and use your content to connect with your target audience.
If you would like SEO specialists to handle your content writing, get in touched with us today. We are a UK-based SEO agency handling all aspects of on-site and off-site SEO.
Please get in touch today to see how we can help your business get more traffic.