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How To Optimize Your Content for Google
The importance of high-quality content is rapidly rising with constant improvements in algorithms the most popular search engine uses to rank websites. Suppose you want to rank better than your competition.
In that case, you need to approach the content creation process strategically by considering how Google provides relevant content to its users. Optimizing your content for Google will improve your chances of obtaining more organic traffic and accomplishing your business goals.
In the following article, experts from Alpha Efficiency will show you their approach to content optimization for Google.
Conduct keyword research
The first step of web content creation is defining the topic you want to write about and conducting comprehensive keyword research. In order to rank higher on Google, you need content that will help people get an answer to their problems. Define the problem you want to provide a solution for, and then approach creating a list of keywords you want to rank for.
Many techniques can help you find out the exact phrases people use in search engines. You can start with brainstorming ideas and then checking them with Google Autocomplete. However, advanced SEO tools will give you a better insight into each keyword. Here are some tools that you might find helpful:
- AhRefs Keyword Explorer;
It is advisable to manage your expectations in competitive industries and avoid targeting highly competitive keywords. Ensuring that your keyword list contains long-tail keywords, too, is vital.
Even though they usually have lower search volume, such keywords satisfy the user’s search intent much better and have less competition. Some SEO experts like to mark keywords with different colors, depending on their competition level. And Google Keyword Planner can help you with a long-term content creation strategy.
Before you start writing, it is essential to prepare by defining the purpose of your text and its comprehensiveness and then structuring it to perform better with users and search engines.
Define the purpose of your text
To write a high-quality article, you need to define its purpose beforehand. Is your goal to inform visitors or persuade them to take a specific action on your website? If you have conducted comprehensive keyword research, it will be easier to understand the search intent behind certain keyphrases. Ask yourself whether you want to target people with:
- Informational intent – they are trying to find information on a specific topic;
- Navigational intent – they want to access a certain website;
- Commercial intent – they want to find more about a product or service before buying;
- Transactional intent – they want to buy something as soon as possible.
If your text sounds like you are trying to sell a product and users are just looking for simple info, it might not bring you desired results when it comes to ranking on Google. Defining the purpose of your text will help you find just the right tone you need to maintain throughout the article.
Also, define the depth in which you will write about the subject, sub-topics that need to be covered, article length, and similar. This will make the writing process much easier. However, try not to wander too far away from the core topic.
Structure your text
Having a piece of content that is well-structured will increase your chances of achieving a higher ranking. It will provide a much better reading experience, and keep visitors engaged for a more extended period. When structuring your text, pay attention to the first paragraph, headings, and the placement of vital sentences.
The first paragraph is vital, as it needs to hook the visitor into reading the full article. However, writing for the web is specific – a writer has much less time to capture the reader’s attention than writers who work for traditional media. Here are a few tips when writing the introduction to your article:
- Formulate what the article is about clearly;
- Use the most crucial keyword;
- Try studying the inverted pyramid writing technique
How to optimize content for Google: Headings
People usually skim through text before reading. Therefore, writing interesting headings that clearly inform users what each subsection of your article is about is a must.
It will help visitors quickly find the answer to their problems, and Google crawlers will also have an easier time understanding your content. Headings can help you improve the text readability, and it is advisable to use them before every long paragraph if possible.
Ensure the first sentence of each paragraph is the most important sentence of that paragraph. This way, you will improve the chances of delivering your message as those are the sentences people first notice when scanning through your article. Including a keyword in them is another important aspect of optimizing your content for Google.
Design a great user experience
Another essential factor you need to consider when optimizing your content for Google is the user experience. You should aim to remove every obstacle standing between the visitor and the information. Making the content consumption process smoother and more engaging will result in better rankings on Google. To improve user experience, you should:
- Ensure the text is readable;
- In-page navigation for long articles;
- Include interesting images or infographics;
- Include Author Details;
- Build Trust;
- Provide links to in-depth articles on your website.
A great user experience will help you keep visitors to the website and reduce your bounce rates.
How to optimize content for Google: Final thoughts
With improvements in Google’s algorithms, you need to provide value with every piece of content you publish. It is essential to understand that the most popular search engine appreciates websites that put the needs of real people as the top priority.
That is why you need to complete comprehensive keyword research, understand your target audience, in-depth preparation, and write articles that comply with how people consume content on the web are necessary if you want to rank better on Google.