The phrase “content is king” isn’t quite right. The truth is that good content is king. You need to make sure your content isn’t just the type that readers will love when they finally stumble upon it, but that Google loves it. When Google loves your content, the robots will rank the content highly in the search engines.
So, how do you create that type of content? What do you need to do to make sure the robots find you appealing and useful for the human readers? Here are some steps to create the kind of content that Google loves to rank.
Start with the Quality Writing
Let’s start with the writing in your content. You should make sure your content covers one particular problem or answers one specific question that your readers have. This will help with keyword placement, but also helps you stay on topic.
Content that goes off topic and on long tangents will just see humans click the back button. They look for a competitor who has on-topic information. When you remain on topic, readers will stay with you to the end and find out more about your business, you, and read more content.
Good quality writing is read longer, which tells Google that your content is relevant and trustworthy. This fact gives you extra points for your PageRank. While your competitors are getting dinged negatively for readers clicking the back button, you’re pushing ahead and upwards in the search rankings.
Make sure your content is easy and interesting to read. Add your personality into it and give your style a voice. Think about the person you’re writing to. If they love humour, add that into your content. Do they want videos? Look for ways to incorporate them into your content. Make sure your content is grammatically correct, which also makes it easier to read and makes it flow better.
But it’s not just about the quality of the writing. You also need to think about your SEO.
Add the Keywords in Strategic Places
Break up long sections of text with paragraphs and headings. Use the H2 or H3 headings for your content, adding your keyword phrase in at least one of those headings. Google will see the keyword placement and determine who your content is relevant for.
You don’t just want your content to be easy for humans to read, but also for Google bots to skim. The Google spiders will crawl your site looking for particular terms to know when you share your content with searchers. If you don’t have the keywords in the right places or your content isn’t that easy to read, you won’t rank very well.
Google loves simple content. Unless you’re an academic journal, you do not need a lot of scientific explanations or equations. You want your content to read to a high school or lower level to make it friendly for individuals.
Getting the Lengths Right
How long should your blog post be? This is a debated question, as there are different beliefs. Google wants content that is at least 300 words. Anything less than that and there won’t be enough content to make it worthwhile reading. However, some people are now sharing content that is 2,000+ words. The exact length will depend on your target audience, but Google loves at least 300 words.
It’s not just the content length that you want to think about. Make sure your title, URL, meta description, and other elements are the right length.
Your title should be between 50 and 60 characters, making it fit perfectly in the search results. This title needs to have your keyword phrase, preferably towards the start. The meta description should be between 120 and 150 characters, with the keyword phrase in there. You’ll also want your keyword phrase in the alt. text of at least one image on the site.
Don’t Forget About Links, Images, and Videos
Google loves it when you link to other content. This should be to links on your site and off your site. You only need a couple of each to make Google think highly of you.
Internal links to other pages on your site are excellent for reducing your bounce rate. You get readers to click onto another page to find out more information about a specific section. Some people will use them to continue a topic or to cover something on a similar topic but that answers a different question.
External links are excellent for showing reputability. This is best when linking to source material, such as a government website that you got a statistic from or an educational site where you got some research from. Linking back to sources tells Google that you only share good information.
When you are linking to external sites, make sure they have a higher page rank compared to you. Look for sites that Google ranks well and thinks highly of. Government and educational sites are often the best options.
People love videos and images. Images will help to break up the text, while videos help people get information in a different medium.
You want to offer a mixture of all three forms of content on your site. This will help you capture the attention of your readers, give you something to share on social media, and tell Google that you are relevant to all.
Now is your time to rank well in Google. Create content that the search engine loves and you’ll get ahead of your competitors.