As you write content for your site, you’re probably going to be concentrating on keyword-rich content that will help your site get picked up by search engine crawlers. However, it’s important that you make sure your content is also engaging to read and interesting to your reader to encourage return visits and conduct business with you. A healthy balance can feel difficult to achieve, but there are steps you can take to make sure you are serving both the audience and your business goals creatively.
See What (and How) Your Competitors Are Doing
The internet is a free game, and chances are your competitors are taking notes from your content strategy. If you know there are gaps in your content, take a look at some similar businesses to see how they handle more concentrated subtopics that don’t necessarily apply to your entire audience. Similarly, if you notice areas where they don’t have a ton of content, use their weakness as your gain. You’ll be able to write specialized content where there is none, solidifying your status as an expert in that area. Is anything obvious missing from their content? Use their losses to capitalize on followers, readers, and customers. Make sure each piece is optimized to out-perform your competitors on SERPS by adding proper tags, alt attributes, and keywords in your metadata.
Perform Audience Research
You never know when inspiration may strike, but there’s always a chance that a topic you’re excited about may not apply to your audience, or inspire the same enthusiasm. Before writing a piece to use your great idea, do some research to make sure it’s something people will read and care about. Perform some searches using your keywords on search engines and social media networks to see if people are discussing things related to your topic, and what they’re saying. You’ll be able to see how they talk about your topic and measure its relevance in your field before writing.
Check Your Piece for Optimization
After you’re done writing your piece, and before you post it, you’ll need to check to make sure it is fully optimized for SEO best practices. Make sure you have internal links to other, relevant content on your site, as well as target keywords for bots to crawl and index for search engine results. You should also make sure your content stays above the recommended word count to avoid being flagged as “thin content,” which can affect the rest of your SEO efforts. After adding proper titles and h-tags, you’ll have an optimized piece you can send and promote throughout your social networks!