How to Turn Your Keywords into Great SEO Content
How to Create SEO Content?
Welcome to chapter 5 of our ultimate guide to keyword research. It’s the final of the series. If you haven’t seen our previous articles in the guide, check them out here.
In this guide we cover:
Now you’ve got your list of keywords that are very lucrative, yet very low-competition.
Now what do you do?
It’s time to bring these dead keywords back to life through the power of SEO content.
How to turn your keywords into great content
We’re not going to make just any piece of content. This content is carefully designed to rank high in Google.
Below are some tips that you should be aware of when you are creating SEO content for your blog.
Squeeze More from Your Title Tags
Most SEOs think about title tag optimization like this:
- Pick a keyword to target a page with.
- Include that keyword into the title tag.
- Say their prays and which for the best.
Not good, not good at all.
If you didn’t know, one of the most important ranking factors of on-page SEO is the title tag. So, it only makes sense to put some time and effort into optimizing your title tag.
A good way to do this is to optimize your title tag for both the short, AND long tail version of your keyword.
The premise is to rank quickly for the long term keyword (because there’s less competition), and eventually rank for the short tail keyword.
For example, let’s pretend you were aiming to rank for the keyword “ keyword research”. A keyword like “keyword research” is going to be a highly competitive, especially being a keyword in a highly competitive industry like SEO.
So instead of putting the keyword, “keyword research” in the title tag, try and include a long tail version of the keyword in the title tag.
You might want to use the keyword “the ultimate guide to keyword research”.
This way you’ll be able to rank for a less competitive keyword quickly, and as you build backlinks you can eventually land on the first page of Google for the short term version.
Produce long content
Well written articles, around 1500 + words perform much better in the search results than your average 300 word blog posts.
However, producing long pieces of content takes a long time to write and publish. It also requires more planning and effort in thinking what to write about.
But hard work pays off.
It gives you an edge over your competitors, and makes it easier for you to rank.
Believe me, most of your competition are lazy sods.
They publish short content around 300 word blog posts thinking they will rank. Some of your competitors won’t even have a blog or regularly update them.
Writing in depth content will make you stand out from the crowd and make your site more popular with the search engines and anyone who visits your site.
So why is long content important?
Firstly, long content helps you rank higher in Google.
Studies show, the top 10 results for the majority of keywords tend to have around 2000 words:
So back to the question, why is long content better?
Here are a few reasons:
- Longer content help search engines better understand what you’re writing about. It lets Google knows what topic you’re writing about, and Google sees this as authority. This leads to your site becoming a relevant result for a particular search query.
- A piece of long content, let’s say a 2000 words, is obviously more in-depth than a 300 word article. So naturally, it’s going to have more information on the same topic, and have a greater chance in answering the searcher’s query.
- Long content has a better chance in attracting more links and social shares to the page, in comparison to shorter, less informative content.
What are you more likely to re-tweet?
A 400 word article called “3 ways to start a keto diet”…
…or a 5000 word guide titled “The Ultimate Guide to The Ketogenic Diet?”
Remember: You don’t have to, and shouldn’t, stuff your keywords into your articles. Just because you have longer content, doesn’t mean you need to include your keyword more often. Basically, don’t go crazy over keyword density.
Just make sure to include your keywords in your articles, especially in the first few paragraphs, title, headings & images.
This leads on to my next point.
What is keyword prominence?
Keyword prominence is where your chosen keyword appears on the page.
The higher up your keyword is on the page, the quicker Google can relate your page with your targeted keyword.
For example, in my post How to Work Out a Keyword’s Commercial Intent, I immediately input my keyword “commercial intent” as close to the beginning of the article as possible.
Remember: Include your keyword in the first paragraph of the page.
Take advantage of user experience signals
Great user experience benefits your SEO.
One direct benefit is to do with clicks and bounce rate. If you didn’t know, Google measures “short clicks”, and “long clicks”. Basically, how long does a visitor on your site stay on the page before they leave.
This is also called ‘bounce rate’.
If you hadn’t of guessed, the longer a person stays on your pages, the better.
Likewise, people who visit you page and jump back and forth from your site to the search results, indicate to Google that your site hasn’t answered their question and isn’t relevant for that keyword.
This pushes your rankings lower down the page.
Another benefit of creating great user experience on your webpages mean, people will enjoy the content and are more likely to share and link to it.
How can you make your pages sticky?
Here are some techniques that can help you create great user experience for SEO, and increase conversions.
Keep the first couple of sentences short and sweet:
Studies show that people prefer to read shorter sentences when they are online. Searchers also don’t like it when a block of text continues from one end of the screen to another.
You should aim to keep the first few sentences short and sweet, in all of your articles and landing pages, to keep the reader’s attention.
Another tip is to keep the first 5 or so sentences bunched together above the fold. This is so people don’t have to keep on scrolling back and forth as far.
I try to do this myself in every article I publish:
Include different multimedia content
Text-only content is one dimensional.
In today’s world you need to create multimedia and add them to your articles.
When you have a variety of multimedia on your site, you reach out to a wider audience searching on Google.
Google even suggest to human reviewers, to think about webpages with “supplementary content”
Bottom line: Make an effort with multimedia on your most popular pages.
Before you publish your content, make sure you include subheadings in your text to break up the content.
Readers hate it when the content goes on forever, with no subheadings. It has a huge impact on user experience.
Whilst you’re adding your subheadings into content, try and sneak in a few keyword variations for maximum effect. This gives you a tiny on-page SEO boost.
NOTE: Add a subheading every 200-250 words of content.
Working with Google Hummingbird
Google hummingbird changed SEO.
The arrival of this new Google update has benefited SEOs. Google Hummingbird allows the Google algorithm to better understand not only keywords, but topics as well.
In other words, it’s best to target both keywords and topics as it helps user experience and SEO.
This algorithm update changed the way we optimize pages around our keywords.
The way we find long tail keywords, evaluate commercial intent, and look at a keyword’s competition is exactly the same as it was before Hummingbird came into action.
The only thing that has changed, is our approach in optimizing our pages around our chosen keywords.
When you optimize pages with good on-page SEO and also feed the Hummingbird geese, you’ll get even more traffic than you bargained for.
Keep your long conversational keywords, and shorten them. Keep them to the point, no beating around the bush.
For example, instead of “where is Buckingham palace located?”, turn it into something like “Buckingham palace address”.
Stop creating a single page around a single keyword.
Take a look at this result:
Google can identify that the words “laptop chargers” and “buy laptop power adapters…” are synonyms for the keyword “laptop chargers”.
In fact, take a closer look at the title tags. None of the title tags have the keyword “laptop charger”.
So instead of creating an article optimizing around one keyword, like “laptop chargers”, instead it’s better to write a piece of content that has other keywords, like “laptop cable” and “laptop extension”. This way you’ll rank for the keyword that you’re targeting, and all the synonyms that Google Hummingbird connects it to.
Change up your anchor text
If you didn’t know already, you shouldn’t be over-optimizing your anchor text. It could lead to a penalty from Google.
If 25% of your anchor text is the same, it reduces your chance of ranking for any synonyms related to the keyword.
For example, if 25% of your anchor text is “cooking kale”, you won’t rank for synonyms like “ how to cook kale”.
Use Smart Co-Citation
Co-citation is the new anchor text.
Google can identify the text around a link to determine the topic of that page.
Just like anchor text, change your co-citations to include your target keyword and synonyms of that word. This is the best way to take advantage of Google Hummingbird as it will rank you for multiple keywords.
Well, that’s it.
That concludes the ultimate guide to keyword research. If you want to read, or re-read, some of our other chapters use the quick access.
This guide covers:
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