Content is King: How to Balance Content Quality with Search Optimization

This is part 11 of the landmark “Content is King” blog series at Boston Web Marketing, which takes a deeper dive into the decisions and insight that can improve your business’s content marketing initiatives.

Writing high-quality content involves experimenting with different types of content mediums, adding technical search optimizations onto your content pieces, and consistently scaling your content marketing efforts to reach a larger audience over time. However, marketers and content writers may sometimes struggle to provide consistently well-written blogs, landing pages, or other content types while also trying to create a high volume of SEO-friendly pages.

Any optimized blog or content piece will include a highly visible call-to-action, H-tags, internal and outbound links, images with alt-text, and on-page copy that doesn’t lead to a potential Google Search penalty. But creating a high volume of these pieces may lead to burnout or other shortcomings in content quality if you’re not careful.

For most content writers, these are some refreshers on the fundamentals of balancing the quality of content writing with the other on-page SEO features. We’ll also dive into some other tools and techniques to tap into extra creativity and ensure the blogs that go on your website or elsewhere are the best they can possibly be!

Spell check, grammar check, and plagiarism checks

As you’re writing a large queue of blogs it can sometimes lead to gaps in self-editing. If you’re noticing a few more errors in your recent work, then make sure to use as many tools available to you to check for spelling, grammar, and plagiarism.

If you’re creating blogs as a single contributor a simple Microsoft Word check can help balance your writing with simple and effective editing checks. While everyone knows about spell check and grammar check, there are other tools that can maximize your editing. For example, if you use brand-specific terminology you can add certain words into your Microsoft dictionary. Personally, I find that Microsoft Word is the simplest and easiest way to check for basic editing errors.

More collaborative projects may require the use of Google Docs, which also has basic editing checks for writers. Additionally, the Grammarly tool (available for free and premium use, with extra features) is an online checker that can check for plagiarism or specific tenses to improve your writing.

Brainstorm topics with the “Five W’s”

Writer’s block is bound to happen when creating a slew of blogs or content for a new business. If you’re looking for fast and high-quality topics, simply refer to the “five w’s:” Who, What, When, Where, and Why … and How. You have heard of this concept in elementary or middle school, but this basic guideline to storying telling can be improvised into a great way to draft more content ideas.

For example, if a construction company or contractor has extensively covered the topic “what is needed to build a new deck,” they could then use the Five W’s to branch out on that same deck-building topics:

  • “Who can help build a new deck”
  • “Who should I hire to build my new deck or fix an old one?”
  • “When is the best time of year to build a new deck?”
  • “When can I expect my new deck to be built?”
  • “Why should I have a professional contractor build my deck?
  • “Where can I find a nearby contractor to build my deck?”
  • “How should I budget and plan to build a new deck?”

As you can see, not only can we dive to specific business services of the company blogging (professionals, skills, locations, expertise on building, etc.) but we have created topics that likely align with long-tail and short-tail keywords that resonate with our theoretical construction business.

Experiment with new content platforms to branch out creatively

As we mentioned previously in these series, experimenting with trending and popular digital formats allows a content writer to creatively tell similar stories in fresh new formats that improve your SEO and online visibility. Updating new blogs and pages is always a good, consistent to improve SEO. But branching out into new social platforms and visual mediums keeps your content team from building more creative and less stale content ideas.

Quality checks, brainstorming, and innovation are always cornerstones of a successful content marketing plan. But a quick reminder always helps writers and the marketing team stay on track with their yearly goals!

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