Copywriting and content creation has always been an important part of SEO. Knowing how to create quality, keyword-rich content can be the difference between your website ranking highly or struggling to make an impact on the SEO rankings.
Teams that provide SEO services in Melbourne will tell you that the process of and principles behind SEO content creation has changed quite a bit over the years. This is largely due to the fact that Google is constantly making tweaks to their algorithms, tweaks that reflect the changing nature of search and what people expect from their search engine experience.
So in the year 2021, what’s new and what’s important in the world of SEO content creation? Read on to find out!
What is SEO content?
Let’s start with the basics. What is SEO content?
Technically speaking, any form of content on your website can be considered SEO content. This includes not only blogs, but landing pages, descriptions, headings, and captions. All of this content can be optimised with keywords to increase SEO rankings.
Of course, the inclusion of short and long-form blog posts is very important, from a user perspective and in trying to appeal to Google’s bots. In fact, Google experts have indicated that well-written content is one of the three most important factors in SEO rankings. Blog posts are an excellent chance to keep your customers up to date with the latest happenings in your business and provide the perfect opportunity to further develop your brand.
If you’re sinking thousands of dollars into the design and backend capabilities of your website but failing to pay attention to SEO content writing, your potential customers won’t even have a chance of finding you.
The process of writing SEO content
Now we understand how important SEO content writing is, let’s talk a little more about the process.
For the purposes of this article, ‘SEO content’ will refer here on out to blog posts. The first step when creating high quality content, which will attract the attention of both human users and Google’s bots, is coming up with a good topic.
The topic needs to be original and something that your customers care about. There are a few ways to brainstorm topic ideas; the most popular include browsing competitor websites, coming up with customer personas, or getting inspiration from keyword research.
Conducting keyword research can provide you with a look into the inner mind of your customers. Using tools such as SEMrush, Google Trends, and Google Search Console, you can learn more about search demographics, volume, and intent.
Of course, other than providing inspiration for your next blog post, this keyword research is critical if you are to compose content that appeals to Google. The search engine’s main aim is to provide users with search results that are relevant, authoritative, and trustworthy. With that in mind, your content needs to be aligned with this criteria, through the inclusion of relevant and high-ranking keywords.
Selecting the right keywords is a science. While you want to make sure that you are targeting high-ranking terms, these are also going to be the most competitive, meaning it can take months to see an impact on your search engine ranking results. You should also consider targeting long-tail keywords, those with a relatively low search volume that are very specific. This can help drive extremely relevant traffic to your site, reducing your bounce rate and indicating to Google that you’re providing users with exactly what they are looking for.
Once you’ve chosen a topic and selected your keywords, it’s time to start writing. SEO copywriting is often associated with ‘content mills’ ie. prioritising the quantity of content over quality. In reality, the only way to stand out from the content-writing crowd is by being original and producing high-quality, lengthy articles and blog posts. Research suggests that the length of your content is quite important. Hubspot suggests that the ideal word count for an SEO blog in 2021 is 2100 – 2400 words, so expect to spend quite a bit of time on content creation.
Standing out from the content-writing crowd
Don’t have that time to spare? That’s understandable, particularly if you’re trying to concentrate on other aspects of your business.
The fact of the matter is SEO content writing is constantly evolving. What’s important in 2021 is unlikely to be as relevant in 2025. With that in mind, it’s an excellent idea to outsource your digital marketing to a team that provides SEO services in Melbourne. You’ll be paying not only for high quality content but for a professional that keeps their finger on the pulse with Google’s latest algorithm changes. Stand out from the content-writing crowd with the help of a trained SEO team.