Writing the right way to the right people is the basis for success. Here are the nine best tips to create the best (most read, most shared and most valuable) SEO content in 2019.
Write to the right people with targeted keywords
Making SEO content, i.e. optimized content for both search engines and readers, is a fundamental part of creating an online project that has the right visibility. If the contents are not optimized with targeted keywords these will almost certainly not reach the right people.
We must therefore immediately put a lot of attention to what is written, how to write and who is written. To comply with the three questions you must go to intercept what are the terms and key phrases for which the public niche is actively looking.
To find these terms, you must first identify …
- Who are the audiences?
- What kind of information do they need?
- Because they need that information.
- What keywords are being used to find this information?
This might seem like a job long and complicated, but in reality the process is easily doing …
- Audience Research: Identify the type of audience you think you want / need what you offer. Once you have identified the online sources that deal with these topics you have to start talking to your audience, making yourself known and thus gaining credibility. In parallel we will discover their habits, preferences, demographics and personal statistics.
- Search for keywords: Find relevant keywords (and those with the best search volumes) directly related to their experience, the products / services offered and the research intent of their audience.
- Search for topics: Identify topics related to content based on the keywords above and all that the public wants to learn or on which it seeks reliable sources to learn or deepen topics of interest.
Once the written content has become SEO friendly it is necessary to constantly improve it, to ensure that the reader finds more and more ideas to stay on the page and increase his stay on the site.
In order for a content to stop the SERPs, every single element of the page must push the reader to stay and read it (and read it over and over again).
Google really likes it when it understands that a site offers not only quality content but also facilitates fruition by providing, if possible, also an aspect appropriate to the topic (even the eye wants its part)
Google constantly monitors the dwell time or the amount of time that passes between when you click on a search result and the next time you return to the results page.
This is why we need to improve readability. Readability contributes to increase the time spent with some qualities that can be collected in the following suggestions…
Long but detailed contents
Better a short but clear content than to talk for hours of nothing. It is necessary to write for the user who is looking for information and if the information implies few but clear words it makes no sense to dwell.
On the contrary, Google is always happy when a topic full of insights is published.
A great SEO trend for 2019 is to make content that goes deeper and deeper on a given topic.
This works when you want to scale up the SERPs and according to the digital marketer Eric Enge, Google is “intensifying its focus” on the quality of the content.
This is what Enge said in a recent post by Danny Goodwin on SEJ (link to the blog at the bottom of the page): “We have monitored the SEO performance of numerous sites. Sites that have provided exceptional depth in quality content coverage have literally skyrocketed throughout the year. The sites that were weakest in the depth of their content have suffered”.
Let us remember that this trend will always be more and not just for 2019.
Always according to Enge to create deeper content we need …
- Write long-term blog posts: 2,000 words or more.
- Explore topics that have many facets and different points of view.
- Write updated guides.
- Go beyond superficial research. Instead of a quick search on Google, we recommend that you try Google Scholar, JSTOR or industry publications to find new data and studies that are always up to date.
Improve the speed of the web page
If more than half of the searches done on the web are done by mobile devices, it is easy to understand how the loading times of the individual pages must be fast.
The slower the speed of your page, the more frustrated the users will be, who will most likely turn back to look for information elsewhere.
According to a BBC News report half of the buyers will not wait more than 3 seconds to load a page while searching for the Nielsen Norman Group revealed that most users will leave the pages within 10-20 seconds.
Choose the best images
According to a search by Skyword, articles containing relevant images enjoy 94% more views than articles without images.
This is because our brain is predisposed to associate a type of image with the content it is looking for online. This is why the inclusion of well-made and high-quality images will have a stronger impact on the reader’s mind than a couple of random archive photos used by everyone.
The SEO content will appear more professional and authoritative thanks to the use of the right images, so it is a good idea to invest in them to get a better SEO.
Provide the facts (and quote them correctly)
If we are in the presence of sources, it is good practice to quote them just to help the user to deepen the subject.
The Internet has made everyone “expert” by allowing the possibility of making even extravagant statements without supporting data.
Seen from the opposite view, those who instead provide support for published facts, including sources and data in their content, can easily differentiate themselves for the better.
The key to reliable SEO content is only one: search!
Format the content for the featured snippets
For some months now, the featured snippets are receiving a lot of attention in the SERPs, and all this will continue throughout 2019.
According to Google these small blocks of information will be increasingly displayed on a results page when a user asks a question.
According to a study by Ahrefs the snippets steal a lot of traffic.
Currently, the snippets are positioned at the top of the page, where all the SEOs would like to place their websites.
To increase the likelihood of content being used for a snippet, there are some tactics to try …
- Answer the questions permanently in your content.
- Make the contents of the highest quality possible.
- Use numbered and bulleted lists.
- Include statistics and data.
- Structure the content in a logical way
Improve one’s reputation
According to Google’s updated search quality evaluator guidelines, the content creator and the person’s story both contribute to the quality of a page.
That’s why if you have specific experiences it is always good to highlight them, if you have the possibility to insert reviews, discussions in the forums that mention the project online or the people who work there etc.
To this end, having an information page on your website and / or the pages of the author of a blog, are essential for creating your online reputation.
Do original and diversified research
The original research is a giant link magnet for SEO content.
If you can include fresh statistics, studies, information and relevant research in the published posts, you will inevitably allow other websites to have the opportunity to link the web project and cite the latest discoveries, not to mention the incredible value for your sector and your audience.
According to the Mantis Research and BuzzSumo report, 56 percent of marketers who use original research in their content have exceeded or satisfied their expectations, with a 74% reporting that they saw more traffic on the website thanks to original research and 63% said they saw more shares on social media.