You’ve done your research and scribbled notes in your notebook. Now, how will you transfer all that information to your website effectively?
Good content is more than great storytelling and sharp grammar. If you’re writing content online, many other factors come into play to make sure your content is noticed – and these factors are extremely crucial if you want your content to be seen.
“But I thought good content is content that’s optimized and researched well.”
You’re absolutely correct! Once you’ve tackled that hurdle, though, the next question to answer is how do you write a good page that shows up in SERPs?
Focus on what you’re good at and stay in your niche. All your content should be related to your niche. If you venture out of your niche, chances are the audience will quickly lose interest.
There are two terms you must become familiar with when discussing SEO: Search Engine Optimization and keywords.
Search Engine Optimization, or SEO, is the practice of optimizing content so that it ranks well in SERPs (Search Engine Results Pages). The best thing about it? It’s completely free. This is how most online blogs get their organic search traffic.
A keyword is a word or phrase used in search engines by a person who is seeking information. To eliminate any confusion, I’ll refer to both “search words” and “phrases” as keywords from now on.
The two biggest mistakes people make when starting a blog are: writing whatever comes to mind (instead of specializing and building authority in a chosen niche) and not doing keyword research.
Keyword research will make or break your entire business and is the backbone to successful SEO.
This might seem a bit on the technical side of writing, but it’s actually a common skill almost anyone can master with a little practice.
Active voice helps create succinct, reader-friendly sentences. It’s also more direct; speaking directly to the audience (“You can do it”) is more engaging than speaking to them indirectly (“It can be done”).
Use active rather than passive verbs, and specify the subject of the sentence. For example, rather than writing “A coffee was ordered,” write “The man ordered a coffee.” Instead of saying “Products can be ordered on our website,” say “You can order products on our website.”
The internet is full of different people from different walks of life so make sure the information you’re putting out there is beginner-friendly.
Spell out acronyms on first reference. Avoid insider language. If complex or niche terms are unavoidable, be sure to explain them thoroughly.
This tip is especially important if you work in a technical industry, but want your website to attract non-expert customers. Remember that you need to write for your audience (see point #1) and not for your colleagues. Using accessible language will help you come across as approachable and open—just what you want to convey to future customers.
In addition to putting the most important information at the top of the page, make sure text is easy to skim. 43% of web readers admit to skimming blog articles. It’s understandable because if they can’t easily find the specific piece of information they’re looking for, they’ll probably be quick to move on.
Instead of text-heavy paragraphs, try incorporating bulleted or numerical lists from time to time. Instead of one long page of text, organize content into labeled tabs.
Break down paragraphs into smaller chunks. A wall of text is unappealing to the eye and may discourage the reader from continuing to read your content.
Take advantage of the white spaces that surround paragraphs, images, and other elements on your web page. Though it may seem like this is just wasted space, it’s actually a web designer’s best friend. Right amounts of white space around text make your article less intimidating.
Of course, a good command of the language you’re writing in is crucial to writing a good page, but that’s not all there is to it.
If you want your content to be noticed, then you’ll have to conform to the rules of Google. You’ll get the hang of it as you create more and more content that’s SEO-centered.
Focusing on your niche, religiously practicing SEO, using an “active voice,” ditching the jargon, and making your content reader-friendly are just among the few tips you can incorporate into your writing to level up your content!
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