Creating content designed for SEO

Content can certainly be a big factor in your search engine rankings. After all, search engines trawl the internet when they get a query for the best matching content. Even if your business is the perfect answer to that query, if the content isn’t there, it won’t look like it in the search results. For example, if someone searches ‘cheap London hotels’, if you don’t have those words appearing on your website at all, then you could be the cheapest hotel in London, but it wouldn’t look that way in to a search engine, and so, it won’t appear in a potential customers search results.

You might think the best way to make good content is to make sure it’s full of the search term you want to be found for – and a long time ago it definitely was – but search engines have become wise to this tactic, so please, don’t keyword stuff your content!

There are a multitude of factors that effect SEO, and a large one is your content. Another big factor is the number of links pointing to that content. The best way to get these good links, is to make your content shareable too.

To make great content for SEO, we recommend paying attention to the following:

1. Creating content that search engines can read

When a search engine looks at your website, they look at many factors to decide where to rank it. It’s read like a book and then filed away to where it thinks website users will find it most relevant to be. Because of this, a key factor when you want to create good content is to make sure it’s clear to the search engine what your book is about.

Make sure you have the keywords that you most want to be found for in your content, and not just the normal page content, but pay close attention to your headings, metadata and urls.

Search engines aren’t mind readers, so the easier you make it for them to figure out what your website is about, the better result for your ranking.

2. Making your content shareable

Making your content shareable comes down to great writing, great promotion of that writing, and a good pinch of luck.

The easiest thing you can do is to make sure you post your website on your own social media channels, instantly creating your first links. Getting other’s to share the link from there is much harder.

A good way to approach it is to think about why people share content. People often share posts because they think it will reflect well on themselves – social media profiles are like a self controlled & edited reflection of yourself. If they share something funny, people will think they’ve got a good sense of humour. If they share something controversial, they might be wanting to shock others or to be seen as political/knowledgeable on the subject. If they share something childish…well you get the idea. So when you come to write something, think not only about keywords, but also about who might share that content. What do they want to share? Maybe they will want to share your tips and tricks with others so they can feel helpful? Or maybe they’re more likely to share an entertaining product testing video? Or a funny article about how hard it can be to find a cheap hotel in London – maybe with some funny alternative suggestions like bedding down in Buckingham palace for the night – surely we’re allowed to stay a few nights since it’s paid for by taxes, right?

If you’re stuck, it’s a great idea to find profiles of people you think might be interested in what you have to say and find out what they have shared in the past. Maybe they only share short articles, comical things or pictures of cats. To find profiles of people you think might be in your target market, it can be a great idea to look for the types of people who already comment/share/follow similar pages, people or magazines in your industry.  Whatever it may be, try to make content you think they’re more likely to share – as long as it’s appropriate for your business of course.

Lastly, remember that although it’s important to make sure your content is well optimised for search engines, it’s also really important that your customers buy from you when they get to your website. Find out more about how to turn a web visitor into your next customer here.

Do you have any other tips for making your content better for search engines? We’d love to hear about it! Comment below with any extra tips or questions.