Getting down to the business of writing
July 10, 2019Plan and perfect
August 14, 2019
Seven tips to rescue your Search Engine Optimisation
If you build it they will come – or will they? Search Engine Optimisation is a must if you want readers to find you online. Just because you’ve put a few choice words on the screen, it doesn’t guarantee those readers will come. SEO is all about putting the right words in the right place and in the right order.
Here are seven tips to help you optimise those search engine hunters.
1. Research your keywords
This is as simple as typing a few words in your preferred search engine to discover which keywords and phrases people are searching. Once you’ve found them, create a keyword spreadsheet. You can also use analytic tools that can track where you’re using your keywords and how often, which can help ensure you’re getting them in the most effective places.
2. Put those keywords to work
Although it’s good to include your target keyword(s) throughout any article or communication that’s published online, it’s not a good idea to force those keywords onto any reader. A good tactic is to use your keyword in your title and in the first 300 words. After that, try to use variations of your keyword(s). Ideally, you should never struggle to insert your keyword into your writing, and if you feel the flow of the copy is sounding a little jarring, you’ve probably gone too far.
3. Write about something people care about
One of the tips to any kind of writing, is to write what you know, but you also have to be able to connect with an audience. If you’re writing something about which only you are passionate, it doesn’t matter how well you use your keyword and SEO. Before you start to get into the zone, ask yourself – who cares? Is your story or article going to offer readers some value or insight?
4. Know the basics of technical SEO
If your site isn’t indexed, the best SEO is not going to offer you any benefit. Although you don’t need to be an expert on how to build a domain, or analyse traffic, an SEO writer should know about technical SEO. One thing you should understand is how Google links pages and does its own searches on subjects. And if you know how a blog or site is structured you can do things like backlink to previous posts to get maximum benefit.
5. Make it long enough to count
A tweet may only be 280 characters, but if you want to get noticed by search engines, it’s best to go longer. Believe it or not, the optimal word count for a search engine to find keywords and phrases is 600-1000. And not only do more words mean it’s easier for search engines to find those keywords, longer pieces offer better value for your readers.
6. Watch your analytics
Once you’ve posted your piece don’t just set and forget. You have to regularly monitor your content to learn what works and what doesn’t. If you have a high bounce rate to your site, it means visitors aren’t staying for long, so they’re not getting what they want. Analysing the analytics allows you to adjust content to keep those visitors looking for a longer period and translating that into sales, clients or followers.
7. Edit your work
Just like any type of writing, editing is key. A good SEO writer will make sure they edit before posting, not just to check for those keywords and their use, but for the everyday grammatical and punctuation errors. Making sure your format is easy to read is also important. Long paragraphs and blocks of text can put readers off.
If your site isn’t indexed, the best SEO is not going to offer you any benefit. Although you don’t need to be an expert on how to build a domain, or analyse traffic, an SEO writer should know about technical SEO. One thing you should understand is how Google links pages and does its own searches on subjects. And if you know how a blog or site is structured you can do things like backlink to previous posts to get maximum benefit.
5. Make it long enough to count
A tweet may only be 280 characters, but if you want to get noticed by search engines, it’s best to go longer. Believe it or not, the optimal word count for a search engine to find keywords and phrases is 600-1000. And not only do more words mean it’s easier for search engines to find those keywords, longer pieces offer better value for your readers.
6. Watch your analytics
Once you’ve posted your piece don’t just set and forget. You have to regularly monitor your content to learn what works and what doesn’t. If you have a high bounce rate to your site, it means visitors aren’t staying for long, so they’re not getting what they want. Analysing the analytics allows you to adjust content to keep those visitors looking for a longer period and translating that into sales, clients or followers.
7. Edit your work
Just like any type of writing, editing is key. A good SEO writer will make sure they edit before posting, not just to check for those keywords and their use, but for the everyday grammatical and punctuation errors. Making sure your format is easy to read is also important. Long paragraphs and blocks of text can put readers off.