A common question we get asked is, “What website content should I write for SEO?” In the past, people focused on writing content specifically for search engines in hopes of tapping into a magical formula and appearing higher on Google.
But as search engines get smarter and are more sophisticated, they are not simply looking for the right keywords or number of links anymore. They are looking for engaging content that people actually want to read and share. So if you’re asking what to write for SEO, you’re asking the wrong question. Instead think about what your audience wants to read. If you’re stuck and don’t know what to write about, we have a few ideas below that you can use to help you create content your audience loves.
A great way to come up with engaging content is to think about what you search for. One of the most common things people search for in Google are questions. And whether you own a tire business or have a lifestyle blog, you are an expert in your field. As an expert, you have information that others don’t have and want. This is a gold mine for engaging content.
Think about some of the questions you get from customers, friends, or online and answer them. If people are already asking you these questions, people are most likely asking Google as well. If you already have a FAQ section on your website, take those questions, dive a little deeper, and write a post on each.
Like we mentioned before, Google is not as interested in SEO specific content anymore. But one of the metrics they now use to determine ranking order is how long people spend on your site. That is why creating engaging content that people will take the time to read is crucial. Another type of content that has been shown to capture the attention of an audience is how to’s.
Think about it, if you don’t know how to do something, what’s the first thing you do? My guess is you Google it. Take an aspect of your business or product and turn it into a how to. For example, if you’re a dentist, write some content on how to avoid gingivitis, how to keep your teeth clean between visits, or how to make it fun for your kids to brush their teeth.
Whether you sell a product or a service, chances are people are curious about how others have experienced or used your product or service. Apps like Yelp and Google Reviews show the importance we place on other people’s reviews. Doing a case study is a great way to not only show someone’s positive experience with your product, but also allows you to control the message.
Find a customer that you know well or someone who is using your product or service in an innovative way and ask to write about them.
Another critical aspect of creating engaging content is media. People are not just looking for words on a page anymore, they expect to see relevant photos, video, graphics, and audio. It is important and worthwhile to invest in fitting media.
Creating engaging content may seem like a big mountain to climb, but breaking it down and making a plan can help you keep on track. This not only ensures you are posting fresh content on a regular basis, but it can also be a place where you track engagement.
Note how many views your page is getting, comments, and other interaction on the calendar. This will help you better understand what kind of content your audience wants and you can use this information to tailor your future posts.
The time of writing for SEO is over and the era of engaging content is in. Writing engaging content that people want to read will lead to visitors spending more time on your site, visiting more pages, and sharing your content with others, all signals that are crucial to SEO. If you focus on engaging your audience in these ways, you will be rewarded in time by Google.
Do you need more help or want guidance on how to create engaging content? We’d love to chat. Contact us today.