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How to improve content for SEO?

SEO mobile

Today we are featuring some tips for writing and selecting content to publish online on your site or blog.

 

1. Find the keywords which best suit your industry

The starting point of a SEO project, is to understand in advance which keywords or phrases most identify with you and your business. To do so, it is convenient to make a list of about 10 different keywords related to your offering, added value and business objectives. The second step is to analyze how they perform on search engines, i.e., if users search these keywords to find us. We suggest 3 tools for comparing your keywords against the “market”: Google Keyword Planner, Ubersuggest and Google Trends.

 

Google Trends - Comparison and monitoring traffic

 

It may happen that there is not enough search volume for a selected keyword, if so, as a third and final step you can look into the tools´ suggestions of synonyms and similar keywords that can add more value. We should always prioritize high volumes of monthly searches. Starting from 100 searches per month is a good guide.

 

Google Trends - Explore results by region

 

In addition to search volume, another issue to consider is the competition this keyword may have with other websites offering similar products. The competition is classified into high, medium and low; it is desirable to discard high competition keywords, because, although it might be tempting to choose them, its SEO positioning requires more work, both to appear at the top and to stay there. Generally the medium and low competition keywords are more specific, niche oriented, and have less search volume. To choose a good mix within this range will result in a faster positioning.

 

Google Trends - Monitoring traffic

 

2. Produce relevant content:
As we all know “content is king”, therefore, to reach the top of search engine positioning we need to create compelling content, something that the reader finds valuable and relevant. For example, include breaking news, publish striking images, produce infographics, create controversy, use humor, and publish educational material. If your content has value for readers, they are much more likely to share the link. This practice is known as Link baiting, that is, crafting content designed to get other content producers to link to it. The purpose is to increase the number of inbound links to your content and thus improve its performance in search engine results.

 

Content

 

Another important aspect is content creation and update, at least once a month or more. This issue is highly valued by search engines and facilitates organic positioning, on the other hand out-of-date content is not interesting for users with the resulting drop in traffic.

 

We also need to consider other technical issues, for example, avoid scraping – that is copying existing content from the web either manually or using an automated tool – Search engine algorithms can detect these types of practices and penalize it. Make sure your content is unique and well written; use tools like Copyscape.

 

Copy

 

Also it is not good practice to hide content or make it “invisible” for the user in an attempt to manipulate search results by adding inadequate information. The content should always be “visible” and the font size has to be legible, around 10px to 12px.

 

3. Inclusion of keywords:
It’s important for keywords to be included in the content naturally and moderately, not in excess, otherwise it may be considered spam. Some SEO experts recommend 1% to 5% keyword density; 3% being a reasonable guide, i.e., 3 keywords per 100 words of content. We suggest this test: reread the text and analyze if the wording is fluid, if you detect manipulation or too much repetition of words, check and rewrite. It is also recommended to include keywords to name folders and files (URL´s), titles and links.

 

Keyword

 

4. Establish hierarchy structures:
When organizing content, it is important to consider establishing hierarchies. You need to set up “reading levels” through the correct use of title tags “h” and paragraphs. A neat and visually appealing presentation with images, videos, plenty of colors, fonts and other graphic resources is a plus, which improves user engagement. This can then be seen translated as more time spent on the site and measured by search engines, and as a result, improving site positioning.

Also as a general guideline, we need to establish a neat and user friendly site architecture, for example:

  • One topic per page, so that indexation is easier for crawlers.
  • Linking of pages through buttons and text links.
  • Intuitive navigation for a better user experience and engagement.

Website Architecture

 

And on more technical issues, the main requirements are:

  • Use the main title tag not more than once per page “h1”.
  • Make sure it’s “visible”, as mentioned before.
  • Use concise, short and descriptive phrases.
  • Select bigger font size here than for the main site text.

 

5. Write the “title” and “description” on each page:
A meta tag is a coding statement in the HTML code that describes some aspect of the contents of a web page. The meta tag is placed near the top of the HTML in a web page as part of the heading. The information that you provide in a meta tag is used by search engines to index a page so that someone searching for the kind of information the page contains will be able to find it. They are sort of a presentation letter introducing the content.

 

The title is sort of a header to the webpage, while the description is used to amplify the information. Many times the value of meta tags is underestimated because it is hidden. In search engines, we can observe many examples of incorrect, duplicated or not existent wordings, which make the sites look very untidy, and consequently unreliable. Users do not click on these links as they don’t trust the source.

 

Google Snippet

 

Some tips regarding metatags. Both tags have font restrictions, 60 characters for titles and 150 characters for the description. You should briefly describe the given page including keywords, mainly in the title which is the most relevant for positioning.

 

It is convenient to first put the brand or company name in the “title” as the first words are the most relevant, after that make a concise and brief description of what the site represents.

 

The “description” can add complementary information, providing more detail. We have to seduce and attract users always based on objective and real information. False promises or misleading information might let them down, not only increasing the bounce rate but also lowering the rank on search engines.

 

6. Describe the image:
The images have to contain an alternative descriptive text, because search engines only read and index text not images. We have to make a short description of each image and also can apply keywords through the “alt” attribute.

 

Alt tag

 

This will make our images searchable for engines and it will also make our site accessible for visually disabled people, as texts are translated to audio in order to be understood.

 

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