Content SEO – Creating SEO-friendly content

Marta Peral Ribeiro (Communications Consultant)

If a site follows certain parameters that make the user experience better, as well as matching Google's algorithms, we can say that its content is well optimised for SEO. Or, if you prefer: it's SEO-friendly. Why does this matter so much? And what strategies can we adopt to get our website or text into the top spots of a user's search?

Marta Peral Ribeiro (Communications Consultant)

If a site follows certain parameters that make the user experience better, as well as matching Google's algorithms, we can say that its content is well optimised for SEO. Or, if you prefer: it's SEO-friendly. Why does this matter so much? And what strategies can we adopt to get our website or text into the top spots of a user's search?

Why is SEO optimisation (so) important?

When we talk about SEO (Search Engine Optimization), we're talking about optimising content or pages for search engines, where the return is organic. In other words, it's information users reach without us paying anything to have it appear at the top of the results.

If a text is properly optimised for SEO, Google — as the main search engine — recognises it. And once it recognises its relevance, it will push that content into the top search positions. So when a user searches for the topic, they'll see it among the main results and the likelihood of them clicking on one of those is far higher.

This chart shows that roughly 70% of organic click volume goes to the first 6 results that appear in the search engine:

So, beyond the organic return, your brand becomes a reference point (as an authority on the subject) and can attract customers if it's a business.

How can I make my website SEO-friendly?

Here are some of the things to keep in mind if you want to optimise your content for search engines:

Choose good keywords

Keep your target audience in mind and identify the terms directly linked to the topic you're going to cover (business/service/product/subject). Then group them by topic and put the keywords you've chosen in the title.

Think from the visitor's point of view. In other words, what is the question the user wants answered? Once you have your strategy defined, carry on based on the questions your visitors might ask.

Match search intent

By understanding what the user wants, we can build out the search intent.

Someone who asks a concise question expects a concise answer, as if it were a conversation. So when you choose keywords based on the question the user might have in mind, the content has to match what they're looking for.

SEO and the human factor

Artificial intelligence is here to stay and, more than ever, Google puts user experience first. Based on how visitors interact with pages, the algorithms filter the signals they give and determine whether the search intent was satisfied. So you need to strike a balance between what the algorithms define as relevant and the way you write, so it stays natural and human.

Create content with value

Once again: the techniques we use to make our content relevant matter, but the content itself has to be relevant. That's part of the equation. So make it your main goal to offer users solutions — quality content that's thorough and adds value.

Use storytelling

One strategy that always works, and one that good speakers use a lot in their talks, is telling stories. Especially with a long, complex subject, storytelling can soften it. Whether it's something that happened to you or something you were told, or something hypothetical just to illustrate a point, it's worth adding this element. And if you can throw in a pinch of humour, all the better.

Presentation

Structure your content

To avoid confusing the reader, make your content easier to read with a clear structure. Organise the information into a title and subheadings (heading tags), have a clear description summarising the topic (meta description) and use appealing images.

Use links

Add external links (to other sites) or internal ones (within your own website) related to the content you're covering. These bring more substance to what you're saying and can even generate returns.

Pay attention to your English

And make sure your spelling and grammar are free of slips. It's a factor search engines take into account, and so do readers. Nobody is indifferent to mistakes. So invest in quality writing.

I'm already following these requirements — what now?

Stay up to date

Algorithms are updated constantly, so don't miss the digital boat. Keep an eye on SEO trends to make sure your business stays at the top of the search engines. Alternatively, you can leave this in the hands of specialists.

Encourage content sharing on social media

Make it easy to share your content on social media with buttons on the page that users can spot quickly and use without any trouble.

In short, we can see that SEO-friendly content comes down essentially to how relevant that content is. On top of that, you have to take the human factor into account, and remember that search engine algorithms change over time. There's no doubt about it: SEO optimisation is a practice that takes time, responsibility and constant monitoring.

If you're unsure how to better position your business in Google's search results, get in touch for a free audit of your website!