If you’ve ever thought about marketing strategies that involve content production, you certainly already know that one of the key points is creating texts that are attractive to your target audience.
But is this sufficient to get your texts to rank well on Google and result in more sales or registrations? In actuality, there are several additional factors that must be taken into account; this is only the tip of the iceberg.
Creating high-quality, approachable content is not enough; search engine optimization (SEO) is also required. Let’s study up on this subject.
What is Search Engine Optimization?
The abbreviation SEO stands for search engine optimization. The goal of this strategy is to create content that will have a higher probability of ranking highly in search engines, particularly Google.
This requires not just an analysis of the content on the website but also of various technological features of it. You need to be aware of things like the title and subtitles of the content, the keywords that are used, the internal and external links, and the title and description meta tags.
Put differently, it goes beyond just disseminating numerous writings in whatever format. For readers as well as search engines, your material must be engaging and unique. After all, if readers aren’t engaged with your content, ranking well won’t matter how hard you try, right?
How to optimize content for search engines?
We have already mentioned that numerous factors need to be observed when creating good content. However, at least four items can be considered essential and should be present in the optimization of any text produced for the internet.
1. Title and Description meta tags
When Google (or any other search engine) scans the internet for content that responds to users’ searches, the first items it “reads” are the so-called meta tags, especially the title and description tags .
This reaffirms the need of creating effective texts in addition to the necessity of completing these areas when publishing. While the description should briefly discuss the topic of the text and use keywords to make it easier to find, the title should be objective and respond to the user’s query.
2. Headings (H1, H2, H3)
Search engines recognize titles and subtitles as a means of classifying texts. As a result, the primary title (H1) has greater significance than the subtitles (H2) and the subjects they cover (H3).
This post format not only makes the material simpler to read for people, but it also makes the subjects discussed in the article more understandable to search engines. Subtitles that emphasize textual points might rank higher in Google searches.
3. Keywords
All text for search engines should be built around a few keywords. Choose at least three that are effective, that is, that are used a lot by users when they search.
From there, place them in the text in an organic way. In practice, this means that they should be placed in a way that makes sense to users when reading. Find a balance to repeat them throughout the text. The amount will depend on the size of the content.
4. Links
Links are also an important part of a good SEO-focused text strategy. It needs to have internal links, that is, URLs that make the user interested in continuing to browse your site.
Another good tip is to include external URLs. Some information is conveyed with greater credibility when we attribute it to official sources, such as government agencies, scientific research and studies, and major newspapers.
How to write content that is user-friendly but converts?
There is no way to escape the technical rules of content publishing. No matter how good your texts are, if you do not pay attention to the items mentioned above, it is very likely that other texts will get more prominence in search engines. Respecting these rules is a way to ensure that your content competes equally with others.
However, a text is much more than a set of words that will be read by a robot. Content is the gateway for readers to learn about your products and your company, so that they want to receive more information about them and also so that they buy the items you sell. How do you write good content for users? Here are some tips.
5. Know your target audience
Asking yourself, “Who am I writing this text for?” should be your first step. It is crucial to consider the profile of your intended audience in order to modify your wording and respond to inquiries tailored to a certain group.
In a text about finance, an investor’s questions will be different from those asked by an economist, as the levels of depth are different. Therefore, make sure you are assertive in your content to increase the chances of conversion.
6. Measure the results
Even though we know the profile of our target audience and have an idea of what works and what doesn’t, only practice will tell us whether we are right or not. This means that monitoring results is essential to better understand the interests of your audience.
Use tools like Google Analytics to understand which types of texts engage your audience the most, which generate the most clicks, and which rank the best. From there, invest in the content that has the greatest chance of repeating this good behavior.
7. Add value with your content
Put yourself in your visitor’s shoes and ask yourself: what kind of value will this content add? If a text is produced only with a view to selling or offering a product, be sure that the customer is able to perceive this. In practice, you are simply using another method of advertising, which is not the best scenario in terms of conversion.
Good text is text that adds value to the user, that is, explains or teaches them new things. From the moment they perceive you as someone who offers knowledge, your page becomes a reference and is visited more frequently. When credibility increases, the chances of conversion increase.
