Writing Blog Content That Google Wants Is Completely Different To Just Writing Content and Here’s Why

Posted on October 5, 2013
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Writing Blog Content

Google has put a firm emphasis on quality content to measure SEO rankings. What this means is that you have to add content that is informative and engages readers. But what type of content is Google actually looking for? This article outlines key factors to help you deliver the type of quality content that Google is asking for.

The content you add to your website is crucial to your search engine ranking. In order to perform well the content must offer something to the reader. That can mean that the content is either entertaining or informative and offers the reader something of value. Google is searching for websites that provide internet users with a superior user-experience – and part of that includes what your content gives to the reader.

Informative content

Every facet of life evolves at some point and people want to learn about the latest developments within your industry. This might be a new law, invention or change in policy that has been introduced, or it may be a special discount on products that you have taken it upon yourself to offer. Providing the content relates to your business in some way, there are plenty of angles you can use to deliver fresh and engaging content that provides readers with vital and interesting information.

The content however, also has to be well-written and communicate your message in a clear and precise fashion. Developing your own style and finding a voice for your blog plays a major role in how visitors perceive your website and engage with your content. Poorly written content will jar with readers and they will move on never to return. Your blog site is effectively your online magazine so deliver content readers will want to come back to.

Developing quality content

So, what type of content do people like to read? Controversy and sex are what people are most naturally drawn to, but as these topics do not crop up in everyday business life you need to attract the reader’s attention in other ways. You do this with the title of your article and the opening paragraph.

The title needs to be eye-catching, and should therefore play on the readers emotions by either provoking their desire, honing in on their interests, or arousing intrigue. The opening paragraph should outline what the reader can expect to learn from reading your post. The body of the article must focus on the subject of the piece and offer a point of view. Round the article off with a wrapping-up of your findings.

It is just as important to consider what readers do not want when they are reading blogs. Sales speak is a definite no-no. People generally read blogs for research purposes, not to read a sales pitch. That does not mean that your article should not promote your products. You can use blog content as a stepping stone to your product pages, but the description of the product should describe the benefits and the reasons why consumers should buy the product rather than simply saying this is the best product on the market.

Generating content ideas

One of the hardest tasks bloggers face is what content to include in their blog posts. Thinking of subjects to write about is not easy when you have to do it on a regular basis – especially if you work in an industry in which there is little to talk about. But you can find inspiration from a number of different sources.

For starters, there is a wealth of information already on the internet so trawl the web and find out what other people are writing about. Jot down the article titles and keep them in a folder every time you do your own reading. Use this material to inspire your own ideas.

It is worth noting at this point that it is essential your content is original. Copy and pasting somebody else’s work is plagiarism and something Google can flag up as “duplicate content”. Such a violation of search engine rules will result in a penalty suspension of your website until you remove the offending article.

To help you think of ideas you should watch developments in your own industry. Read industry magazines and news published by authoritative bodies. You can then use some of the content from these articles as quotes and help you fill out your word count.

SEO content marketing

When writing for a web-based audience there are certain rules that are best employed to make the content readable. Most SEO companies will advise each page of content should contain at least 350-words and at least one image. Most professionally written content is between 500-800 words.

However, several recent studies have revealed that websites that publish articles of around 2000 words perform better in search engine rankings, as readers tend to share larger bodies of work through social media networks. Google also award better SEO rankings to writers that attract likes and shares on platforms such as Facebook and Twitter.

The layout of your article should also be structured in a certain way so that it looks neat and readable. Large chunks of text on a computer screen is immediately off-putting to readers. Therefore keep paragraphs to a word count of between 70 and hundred words – or about four lines.

Articles should also be broken up into sub headings every three or four paragraphs. This helps break up the text and leads the reader into the next idea of your article. Sub-heading should also contain keywords for SEO purposes.

Content keywords

It used to be the case that keywords were vitally important to search results, but Google et al are moving away from this concept. Keyword density in articles is therefore a thing of the past, but keywords in headings, sub-headings and the opening line of the article and meta-data so that search engines can index your page.

Content is the driver of your website and without it your online business will perform poorly in search engine rankings. Ultimately your business will fail. It is therefore important that you either develop you skills to produce quality content or hire a professional copy writer to produce content for you.

Dan is the CEO of rapidoSEO. As a young entrepreneur managing multiple businesses he still finds the time to blog about Internet Marketing, Social Media and of course, Search Engine Optimization.

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