Updated: Aug 12
Even if you don’t know the first thing about SEO writing, you’ve likely heard the buzz.
SEO is a great (and free) way to get traffic to your website or blog. But from the outside looking in, it all can feel absolutely intimidating.
Don’t worry — this guide will break it all down for you in an easy-to-understand way.
So what is SEO writing, and why is it time to get on board? How do you even write an SEO post? I’ll start with the basics.
What is SEO Writing?
SEO stands for search engine optimization. SEO writing is the practice of creating content that ranks on Google.
Here’s the easiest way to think about it: Take a second to Google a term or phrase. Let’s go with “how to write a blog.” The first few results that pop up are probably paid ads. Skip those, and you’ll start seeing various websites that cover the topic.
The sites you’re seeing have mastered SEO writing. They’ve made it to the first page of Google. That’s your goal.
So why is page one of Google such a coveted spot? When your content ranks high, it gets more traffic.
The readers visiting your content are also coming in with high intent. They’ve just searched the specific topic of your article, so you’ve got a better chance of influencing them — whether you want them to click a specific link, download an ebook or subscribe to a newsletter or online course.
Ranking on Google is also a great way to boost your brand awareness and establish yourself as an authoritative figure in your niche. Basically, it’s free advertising.
Why Should You Care About SEO?
Lots and lots of people search for things. That traffic can be extremely powerful for a business not only because there is a lot of traffic, but because there is a lot of very specific, high-intent traffic.
If you sell blue widgets, would you rather buy a billboard so anyone with a car in your area sees your ad (whether they will ever have any interest in blue widgets or not), or show up every time anyone in the world types “buy blue widgets” into a search engine? Probably the latter, because those people have commercial intent, meaning they are standing up and saying that they want to buy something you offer.
Now, here are four steps to defining and refining your SEO content strategy:
1-Define your goals
First, determine your goals as a website or business. Are you looking to drive sales through your website? Do you monetize your site via ads and therefore just want to increase traffic and return readership?
If you’re primarily trying to drive product sales, your primary focus should be attractive, informative product pages that are optimized for both search and conversions.
Your secondary focus could be helpful blog content that illustrates when and how to use your products, linking to those pages where relevant. It’s best if your blog is not entirely self-promotional, though.
2-Consider your audience
Know your audience – surveys and your analytics software can help you get a better picture of your typical visitor or client. Consider developing marketing personas, or characters that represent your ideal site visitors and customers. Then think about what kinds of content those personas would be looking for.
3-Create an editorial calendar
Once you have an idea of who you are targeting and why you can start to build out an editorial calendar. An editorial calendar is a schedule that dictates when you will publish new content and what type of content it will be. This will help you stick to a regular schedule.
4-Analyze and Measure
Finally, stay on top of your site’s analytics. Regularly analyze your SEO content to see what’s working and what isn’t. Good measures of success and engagement include page views, links, comments.
In the end, always remember that the ultimate objective with any search engine optimization effort is to get more exposure and traffic for your business or your site’s content. Look for ways that search engine traffic can help your business and site: don’t just chase after the latest SEO buzzwords or jump every time Google makes a recommendation that might improve your search rankings while hurting your overall business.
Now, it’s your turn to generate more traffic, improve your brand and fall in love with content marketing.
Need help improving your SEO ranking and get more traffic to your website?