Inspiring Creative SEO
Truly successful SEO content is strategic. Well placed keywords, LSI phrases, and intelligently constructed metadata is the key to creating optimised web pages and articles – but how much are we sacrificing well-written work to achieve Google’s best ranked search?
Whilst teaching good writers the nuances of enhanced SEO may seem like a step backwards from the skills they’ve learnt as writers, modern SEO ‘dos and don’ts’ are actually far more intuitive than they used to be.
Long gone are the days of cramming content with every top search term between vaguely coherent sentences, and this is largely due to Google’s advances in its own algorithm. Lacing online articles with 50 of the top keywords could actually harm your ranking, as Google may blacklist your page – SEO creativity is needed to beat the competition.
This is where hiring good writers to write your online content makes complete sense, as creative SEO requires working with the reader and the algorithm. Understanding where creative writing and good SEO overlap can be difficult – so, where do we start?
What is SEO Content Writing?
In its simplest form, SEO refers to the process of optimising your web content to appear more frequently on general searches.
Content in this sense is any information on a web page that can be read, either by the user or by the search engine. The goal is to have your web pages appear on a variety of general, and sometimes vague or broad, user searches. This will result in increased organic traffic and, hopefully, a higher turnaround of user engagement.
For instance, 6B is a digital agency that specialises in the development of websites, CMS, CRMs and mobile apps, so we’d like to appear on any searches that contain these terms. Specifically, as we’re in the North of England, we also target northern locations, i.e. web design Leeds.
This is great for us, as we’re able to directly insert ourselves into relevant searches, as well as being great for the searcher as we’ll return as the most relevant supplier for their needs.
Finding and Using Relevant Keywords
Understanding what SEO is is one thing, but how do we actually employ this knowledge?
Search engines use complex algorithms to return web pages that are most relevant to your search. These algorithms are constantly improving and becoming more complex, both to be able to better understand user needs and find more accurate results quicker, as well as negating the chance of content writers taking advantage and exploiting the system.
- Keyword Research – this is a very broad term for what is actually quite a large area of SEO. Search engines will ‘read’ web pages in order to locate relevant search results. Keywords are words that tell the search engine that your page is relevant to the search, so undertaking some research prior to content creation will form the foundation for all of your web pages.
- Keyword Optimisation – slotting-in keywords isn’t always the most effective use of keyword research, and understanding where to put them and how best to use them will result in the best return on your effort.
- Content Structure – SEO is more than the terms you use, and involves structuring and organising your content in a logical manner. This will also be picked up by the search engine, increasing your rating as well as benefiting the reader as they’ll be able to navigate your page more efficiently.
Using Keywords Creatively
Though dressing your content with a set list of keywords may seem restrictive, it can actually aid your content writing by essentially reversing your practice.
Your writing must have intention and voice but it’s actual content could largely be influenced by the keyword research. Ultimately, we’re all writing content to be read, so use keyword research to inspire your writing and understand what people want to read about.
Of course, this is not to suggest that keyword research is the only resource necessary when planning relevant web content but it surely shouldn’t be seen as a burden. Let your research inspire your writing, and target your audience directly with engaging and relevant content.
More Than Web Pages
There are plenty of great ways to utilise SEO content in more places than your website’s main pages. For instance:
- Blogs and Articles – these pages add an element of personalisation and professionalism to any site. They’re an opportunity to directly address your audience with updates and insights, and share your expertise.
- Landing Pages – this content is navigable via your main website’s menu bars, but are only returnable via relevant search engine searches and links. Landing pages are the most important to get right from an SEO point-of-view, and are one of the most effective methods of increasing traffic.
- Infopages and Glossaries – when we think about how we use the internet, looking up search terms and definitions is right up there with celeb gossip and cooking recipes. Offer your audience an insight into the industry terms, definitions, and phrases. This means they’re better equipped when addressing your offering, and is a great way to get yourself up the search engine ranking.
Need a Solution?
6B is a progressive agency focused on developing intelligent and agile solutions. We understand the importance of remaining flexible and scalable, and our huge catalogue of successful projects is testament to our eye for detail and dedication to customer care.
Our team is made of developers, designers, and marketing experts that really get effective SEO, so if you need a hand with optimising your web content, check out our SEO services.