SEO is far from predictable, but basing your content on the 7 essential components of great SEO copy listed here will help you meet and even exceed today’s high quality content and SEO standards.
1. Well Thought Out Meta Content
If you’re not taking advantage of Meta content (titles and descriptions), you are missing out on a huge opportunity. Google recently changed the game on meta content. This year Google has even increased the characters you can use in meta title/description length allowances, increasing the length of the title to 70 characters (71 depending on the character size) and a new meta description per line length of 100 characters. One of the most important considerations when it comes to writing your meta content is to avoid blandly summarizing the post content. Instead, come up with a compelling statement, something you feel would make your target audience “pause, read and click” instead of skipping over it.
2. Engaging Embedded Links
Write relevant, engaging anchor text sentences, avoiding verbiage like “click here” or even the “read more” clickable text you see everywhere. Instead of using generic text, embed your links in relevant phrases, helping your visitors find exactly what they’re focused on. Putting some thought into creating relevant, engaging text for your embedded links will increase the value of your potential link juice and SEO results.
3. Don’t Obsess Over Keyword Density
There really isn’t a magic number when it comes to how often to use keywords. That said, brazenly overusing them is a big mistake that no one appreciates, especially Google. If you want Google to “show you the love”, always write with your readers in mind. One of the most important SEO copy tips is to write human friendly content that your target audience wants to read. The bottom line is that if you don’t adhere to this principle, you’ll never get the optimal ROI out of your content, regardless of how well it ranks. After all, if your content isn’t if readable, nobody is going to want to find out more about what you have to offer.
4. Headlines that Get Clicked
Headlines are the first impression readers get of your content so you need to make them unique and engaging. Taking the time to come up with a great headline can improve your click-through rate significantly. A great tool (also free) to use to come up with better headlines is the headline analyzer provided by the Advanced Marketing Institute (http://www.aminstitute.com/headline/).
Google’s mobile-friendly algorithm gives an added ranking boost for mobile-friendly/responsive sites in mobile search results. Recently, Google has even increased the strength of its mobile-friendly ranking signal. Keeping this in mind, be sure your website offers easy, mobile/human friendly navigation, optimized images and fast load times.
6. Don’t Forget Your Sitemap
When it comes to boosting your search engine rankings, a good XML sitemap can be a great partner. Sitemaps help Google and other main search engines easily understand the structure of a website while crawling it.
7. Considering Google’s AI System
RankBrain is Google’s AI system and was created to handle its millions of daily search queries. Google uses RankBrain to learn exactly what visitors click on and whether they were satisfied with the outcome once they click through. For this reason, it makes sense for marketers to write RankBrain centered content that helps visitors, flows naturally, features interactive videos and images, earning a high click through rate.
At the end of the day, keep in mind that there that there shouldn’t be a difference between well written traditional writing and SEO writing. If your content isn’t compelling, it doesn’t matter which keywords you use because it won’t get shared or linked to.