Blogs are a way to connect with your target audience. You can build trust and create brand identity by crafting blog content. But all the effort in writing blogs will amount to nothing if your content is not visible in search engines.
Writing blogs that rank high in search engines may be hard, but it is certainly achievable. In this blog post, we will share with you some tips that can help you create content that converts and also ranks high in search engines.
Create High-Quality Content
You need to focus on creating high-quality blog content. This is particularly critical post-Hummingbird algorithm update in 2013 when Google started penalizing low-quality content.
By creating high-quality content, you will win both in terms of high search ranking and user engagement.
Quality content does not mean that you should enrich content with hyperboles, similes, or engage in wordplay. High-quality content is informative and addresses the specific needs of customers. Moreover, the content should be free of grammatical and spelling errors that would put off online readers.
Writing high-quality, informative content will help you create an authoritative brand image among the target audience. Quality content resonates with the online audience. It should be relevant, give valuable advice, or increases understanding of the reader regarding a particular topic.
Google Hummingbird, RankBrain, and the most recent Bert algorithm updates penalize low-quality shallow content with poor user experience. Your blog content will have higher chances of ranking high if it is informative, relevant, and addresses the search intent of the users.
Match Content to Search Intent
Search intent refers to the purpose of an online search. You must optimize your blog content by matching the search intent associated with targeted keywords.
For instance, a person who types “HVAC companies in the city” may have different search intent. The intent of the person may be commercial i.e. to purchase services of an HVAC company. It may also be that the search intent is informational i.e. the person wants to find out the nearest HVAC company in the area.
You should write content that addresses different search intents or requirements of the individuals. Start with the question, why you are writing the blog post? This will allow you to match the intent of the user with the content. You should also ask questions such as:
- Are you writing content to inform readers?
- Do you want to make readers buy products or services?
- Do you want readers to enter email addresses?
- Is the intent of writing the blog is to news-jack a trendy topic?
Asking questions will allow you to specify the intended target audience. It will ensure that your content that matches the user’s search intent. And this will not just engage the readers with your content but also help rank your content higher in search results. Covers Topic in Detail
Another important tip to get your blogs to rank high in search engines is to create topics with sufficient detail. The Google RankBrain update was announced in 2015 and penalizes sites with shallow content. You need to write detailed blogs since Google has called RankBrain one of the most important factors in ranking web pages.
Longer content produces higher rankings as compared to short content. Digital marketing gurus such as Neil Patel recommends that content should be at least 1200 words. Anything less is considered shallow content.
Crafting long-form content can also improve conversion rates. Highrise Marketing carried out split testing to test the effectiveness of long-form and short content. It was found that long-form content resulted in a 37 percent increase in conversion rates. So, you will improve both the ranking and conversion of your blogs when you create long detailed content.
Internal and External Linking
Adding links will help improve the ranking of your blogs. You should add both internal and external links to your content.
An internal link points to another blog on your website. In contrast, an external link points to a webpage outside your website.
Adding links to your blogs will help both search engines and users. Studies have found that outgoing links to authoritative sites had a positive impact on rankings.
Moreover, internal links to pages on your website will also positively impact rankings as it will force search engine bots to crawl more of your website content. These links will also spread link equity around your web pages.
Adding links will be helpful for the readers as well. It will allow readers to navigate your website. This will result in increased time readers spend on your website. Average time on page is a search ranking factor and increased time on page will have a positive impact on the webpage ranking.
Add Semantic Keywords
Adding semantic keywords to your content will improve the traffic to your webpage. But what exactly are semantic keywords?
Semantic terms are closely related to the original keyword. The terms provide search bots greater insights about how to rank your content.
So, how do you search semantic keywords?
You can use tools such as LSI Generator to search for semantically related keywords.
Another tip to search for semantic keywords is to look at related search results in Google. You can find related keywords at the bottom of the search results page.
Adding semantic keywords will allow your content to rank for multiple keywords. The related keywords will add context to your content connecting the copy with different keywords. It will help increase online traffic to your site that will have a positive impact on the search rankings.
Scannable and Engaging Content
Writing long content will be useless if nobody reads it. A study carried out by Nielson Group had found that most people don’t read but scan content. Most readers focus on headings, images, and lists looking for important information.
So, you need to make your content scannable to ensure that readers would go through your content. Some of the ways you can make your content scannable include:
- Break content into subheadings
- Include bullet points
- Highlight important sections
- Use images
- Keep paragraphs short – 2 lines at max
Keeping the above points will make the content more engaging for the readers. It will increase the chances that your readers will go through the content. This will decrease the bounce rate or the number of users clicking the back button soon after visiting the site.
Google assumes that web pages with a high bounce rate are low quality. A low bounce rate due to creating engaging, scannable content will have a positive impact on your blog content ranking.
Writing blog content that ranks is certainly not a walk in the park. Your content must not only be high-quality – informative and free of grammatical/spelling errors – but also properly optimized with high-impression, relevant keywords.
Whether you offer content writing services or write blogs for your website, the tips mentioned in this blog post will help you create content that converts and also rank high in search engines.
Originally posted 2021-07-20 08:16:43. Republished by Blog Post Promoter