Web content is vastly different from traditional writing styles. That’s because getting seen by search engines requires writing a certain way. Also, humans read differently on the Internet. So to capture both machines and humans, you have to write different. Web content that simultaneously captures machines and humans alike is the art known as Search Engine Optimization (SEO). For those without a clue on SEO, here’s a few super-simple tips to get you started:
1. Create a Web Content Strategy
Smart web content begins with an SEO Strategy and more specifically, “Keywords” with which to associate your website. A Keyword is a word (or string of words) that Internet viewers use to seek answers. Search engines recommend web content based on relevance to “Keywords.” Thus, optimizing each page or post (blog article) to a specific Keyword is the way to get your content found and read.
Keyword selection can be a deep art. The basic principle is to select terms that your target audience uses to search. Fancy SEO goes further by researching Keywords competitors use and using analytics programs to define the amount of traffic and competition for specific Keywords. Whether simple or highly-validated, your web content should be driven by Keywords your content is optimized to.
2. Create Bitchin’ Titles
No matter how good your ideas and writing, if folks don’t tune in, your efforts will be wasted. And “tuning in” starts with titles that garner attention. So consider title grabbers like Tips, Secrets and Guides. They’ll gain eyeballs and also serve to force your content into an easy to read and useful format. You also should strive to have your Keyword be the first words in your title for maximum effect.
3. Write for Human Skimmers
Internet viewers are generally impatient. They don’t read articles end-to-end. They’re skimmers. So writing web content for humans by using devices like sub-headers and short sentences are key tools to getting your point across before they click elsewhere. Once you finish your first draft, edit to shorten and simplify sentences. Short is good. Simple is good. Easy words are good. Search engines know that and rank web content by these variables.
4. Seed Keywords in Specific Locations
As you write, bear in mind that you need to embed your target Keyword into web content. For example, the target Keyword for this post is “web content.” It appears as the first words in this post’s title, in sub-headers, in the first body copy sentence, in additional body copy placements and in alternative text behind the thumbnail picture. Once you finish a piece, go back and confirm that you’ve written your Keyword into all of these locations.
5. Distribute Web Content & Gain Backlinks
Once you have a piece written, share it out on as many channels as possible. That means social media channels and email blasts that link back to your article. Common practice is to tease your bitchin’ title with the first body section sentence and link back to the full article on your site. Links back to your website are a key goal of search optimization. Getting others to share your content with others is also key. Writing with viral sharing in mind makes sense. Asking others to share your content makes sense. Being helpful makes sense.
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