Guest post by Charlotte Evans
Copywriting for SEO has moved on tremendously since people were stuffing their articles with keywords and links in the hope of attracting page views. Google’s Penguin update has forced all to think more carefully about creating quality content, a move Matt Cutts described as ‘levelling the playing field’ to oust those who are ‘overdoing’ their optimisation. But what then constitutes quality content in the eyes of Google, and how can we arrive at this heavenly place where all online content is worth reading? I’ve put together a few top tips which should separate the wheat from the chaff, as they say.
Choose Your Topic with Care
First and foremost writers should select topics that online users want to engage with. Whether this is making comment on a recent news piece or reviewing the latest release at the cinema, start with something you are passionate about and work from there.
As you write, forget about the internet and focus your efforts on writing in a natural, informative manner. Ensure that you have a logical structure and that your content makes an argument. Use your own style to weave a narrative that readers will actually want to peruse until the end, and vary the tone to suit your audience.
Avoid repetition of your keyword by using synonyms – Google can pick out individual words within a paragraph so that you can create variations on your keyword without using a specific phrase over and over again. Never sacrifice the quality for the keyword.
Intersperse Your Content with Images
Think about how your content appears on a page and intersperse it with images so that it is broken into manageable chunks. Google can recognise alt text and image descriptions so this will also act to reinforce your topic. Headings can work in a similar manner to signpost a piece for the reader.
Add Links to Trusted Sources
Putting in a few key links to trusted sources throughout your article can help your reader research a topic in more depth, as well as giving your post more authority. If you have your own website, set up an internal linking system so that you create an information hierarchy within your site, spreading good link juice.
Overall online writers should keep on top of updates – after all, the internet is a constantly changing arena!