SEO Content Writing in 2019: Optimizing Content for Organic Traffic
Introduction
Search engine optimization (SEO) content writing is crucial for driving organic traffic and ranking high in search engines. With ever-evolving Google algorithms, the strategies for SEO content writing are constantly changing as well. This article will discuss in-depth the best practices for SEO content writing in 2019 that can help boost organic traffic and rankings on Google, Bing, and other search engines.
Focus on User Intent
One of the most important factors that Google uses to determine search rankings is user intent. Google’s goal is to show users the most relevant and helpful results for their search queries. Therefore, as an SEO content writer, it is crucial to understand the different types of user intent behind common search queries related to your business or topic – whether it is informational, navigational or transactional intent.
Your content should explicitly answer the user’s implied question and satisfy their intent. Use intent keywords in your headlines, subheaders and throughout the copy. Address possible follow-up questions the user might have as well. Well-optimized content that satisfies user intent will have a much higher chance of ranking. Google also looks at factors like time on page and bounce rate to determine if the content is truly helpful for users.
Focus Keywords in Headers
On-page SEO is still very important for ranking well in Google. Keyword optimized headings and subheadings help search engines understand what your content is about at a glance. Additionally, putting target keywords in H1, H2 and H3 tags helps them carry more ‘click intent weight’.
Begin with your primary target keyword or long-tail phrase in H1. Use secondary and related keywords in subsequent headings to build an internal link structure. Avoid stuffing keywords and make sure headings are naturally written for users as well. Limit H1 to one per page and have 2-3 lower level headings to break up content.
Create Unique, In-Depth Content
Original, value-packed content is what engages users and motivates links/shares. Research competing pages, analyze search intent and produce content not already covered elsewhere to gain an edge. Include important details, case studies, visuals, stats to inform thoroughly on the topic. Optimize content for readability with short paragraphs and easy scanning.
Google also rewards fresh, regularly updated pages. Publish long-form evergreen content along with timely, shorter updates to continuously attract new users. Interlink related posts and cross-promote on social to drive internal linking and backlinks over time. Well-researched, detailed articles stand out in search results and build authority.
Focus On Mobile Users
As Google’s mobile-first indexing continues, optimizing content for mobile is essential. Keep paragraphs short, use subheadings liberally, optimize images and reduce text. Many users nowadays find and consume content exclusively on smartphones – make yours easily scannable and readable on mobile.
Google also rewards fast-loading, lightweight pages for mobile users. Choose optimized image formats, lazy-load large media, minimize redirects, reduce page weight. Compress images, optimize CSS/JS, leverage CDNs and serve optimized cached mobile pages. Mobile-friendly presentation and performance boost organic rankings considerably.
Optimize For Voice Searchers
Thanks to AI assistants, voice search queries are increasing rapidly every year. When users ask questions through voice, different intent keywords are used compared to typed search. As a content creator, include questions, fill-in responses and conversational snippets geared for a voice searching user.
For example, instead of just “how to change a flat tire”, optimize for questions like “how do I change a flat tire?” or “what do I do if I get a flat tire?”. Use easy to understand language optimized for reading out answers. Leveraging conversational keywords and responses can help content rank for more long-tail voice search queries.
Promote Readable Content With Internal Linking
Readability and internal linking are critical for boosting click-through rates from search engines and leading users deeper into your site. Make sure every page is properly optimized for its target keyword/focus and links to other relevant content.
Add links throughout the copy to related posts or categories on similar topics. Link out judiciously to authoritative sources for further reading. This builds an engaging path for readers while signaling legitimate topical authority to search engines through internal connections. Proper linking strategies can significantly improve rankings and user experience.
Include Visual Elements Like Images and Videos
Multimedia incorporation is key for higher engagement, which Google also rewards. While text content remains central for SEO value, creating visually appealing pages keeps users on-site longer. Carefully optimize relevant images/videos/infographics and anchor them to keywords via ALT text and captions.
Break up blocks of copy with scannable visuals and charts. Videos especially help explain difficult concepts more clearly. Include call-outs, pull-quotes and visually formatted lists to break the monotony. Leverage data visualization tools to embed interactive visuals summarizing key stats and insights. Proper image and visual optimization boosts user experience manifold.
Optimize For Local Search Results
Local SEO through optimized location pages is vital for businesses needing local traffic. Claim and verify business listings across local map platforms like Google My Business. Use location keywords in page content, headers and LAT/LONG schema markup.
Include local-focused landing pages optimized for specific cities/regions. Promote deals, inventory near the customer’s location to engage local users. Profiling the local audience needs, integrating reviews and optimizing citations boosts local visibility. Local SEO content drives foot traffic to offline stores from search.
Build Links From Authority Domains
While links are no longer a primary ranking factor, they help new domains establish trust with search engines. Having relevant, branded backlinks signals topical expertise and popularity to algorithms. Outreach to industry publications, guest post opportunities, link directories and other authoritative sources to get high-quality backlinks over time.
Leverage PR announcements, partnerships, industry awards/funding rounds for additional backlinks. Track link prospects and reach out professionally with valuable contributed content instead of direct solicitation. Building a natural, diverse link profile from authoritative sources aids organic search visibility.
Conclusion
Mastering SEO content writing strategies takes time but can tremendously boost organic rankings and traffic when done right. Focus on understanding users, addressing their intent, optimizing for mobile and local search, building rich multimedia experiences and establishing legitimate topical authority. Keep site experiences flawless across all devices to maximize visibility. Let search engines find you through on-page and off-page optimizations for new opportunities.
Andrew Stroud