Hitting the right targetBefore you even begin composing your new pages, it is so important to think about the audience who you are looking to attract. You should be writing with specific target keywords in mind. You can figure out your target keywords by thinking of the following statements:
- WHO: who your audience is
- WHAT: what information they are looking for
- WHY: Why are they looking for this information
- WHICH: which keywords they will be using to find this information
Readability RulesSEO content which quickly moves to the top of the search engine results page is often easily readable. This means that the target audience sees the page, clicks on it and every part of the page makes them want to stay and read! Search engines love it when people stay on your page and actively read it because it demonstrates to search engines that your page is highly relevant. The technical name for this is the “dwell time” – the time which passes from the point a user clicks on your page to when they return to the results page. You can make your pages far more readable by using four key areas of writing:
- Clarity – keep to your point, using shorter sentences where possible. Break up any large chunks of text with gaps and/or relevant images
- Organisation – organise your work into sensible groups. This allows you to flow better through your topic, without going off on a tangent.
- Logic – does the way you have laid out the page make sense? Is there a clear flow of the page directing consumers to their answer or solution?
- Simplicity – it is often the more simple pages which have the best readability!
Time to go deeper…Deeper content is likely to become a bit of a trend for the coming year. Many agencies are realising that the depth of content is noticed by search engines. It is important to show that you are knowegable about a topic to rank well for the related keywords. One of the ways to focus on deeper content is to write longer articles or blogs. Aim for more than 2,000 words if you can! Exploring topics from more than one angle can be a good way to achieve this. This shows that you have a full understanding of a topic.
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