SEARCH ENGINE OPTIMIZATION (SEO)

The third and final aspect of a successful content SEO strategy is copywriting. You should write articles that are attractive to read, and that makes your audience want to stay on your website. At the same time, you want to make your SEO content attractive for Google. But some people go too far and optimize their content so overtly that they become terrible to read. At Yoast, we suggest optimizing your text for search without adversely affecting the originality of your idea or the readability of your text.

Copywriting starts with an original idea

The first requirement for high-quality copywriting is to write original content. Your blog post or your article should be ‘fresh,’ new and original. It has to be different from all the other blog posts and articles that are already on the internet. It should be content that people will want to read.
If you did your keyword research well, you ended up with a long list of terms you want to be found for. This list can be a guide for you to choose from. A keyword is not yet a topic, though. You should make sure to come up with an original idea for your blog post – an idea in which the desired focus keyword has a prominent place.
Original SEO content doesn’t necessarily mean brand new content. Of course, if your story is completely new, that’ll automatically mean it’s original. However, giving your (professional) opinion on a particular topic also counts as original content. Your own personal angle to a story will make your content unique and original.

Content design

Content SEO refers to creating content that helps your web pages to rank high in the search engines. It includes everything to do with the writing and structuring of content on your website. There are three major elements you need to consider to produce content that will make your website rank well: keyword strategy, site structure and copywriting.

Content SEO is important because search engines, such as Google, read your website, so the words you use on your site determine whether or not your site will rank in their results pages. Of course, your website should be well-designed, with a great user interface, and all the technical stuff that makes your site rank in Google should also be covered. But without good quality content, your site does not stand a chance in the search engines.

What is keyword research?

Keyword research is basically the steps you take to create an extensive list of keywords you would like to rank for. Every content SEO strategy should begin with keyword research, because you have to know what your audience is searching for if you want to generate traffic. Keyword research helps you to discover the terms you should be aiming to rank for.
Keyword research has four steps:
  • First, you write down the mission of your business;
  • Next, you make a list of all the keywords you want to be found for;
  • Look at search intent
  • Finally, you create landing pages for all these keywords.
If you do your keyword research right, you should have a clear overview of the terms people use and the terms for which you want the pages on your site to be found. This overview will serve as a guide for writing content on your website.

Why is site structure important for content SEO?

The second important aspect of content SEO is the structure of your site. First I will explain why site structure is critical, then I’ll show you what an ideal site structure looks like. I will also give tips on how to (quickly) improve your site structure without completely disrupting the core of your website.

There are two main reasons why site structure is an important ranking factor and therefore imperative for SEO content:
  • Good structure helps Google to ‘understand’ your site
  • Good structure makes sure you are not competing with your own SEO content
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