The new approach to writing content for your website

The new approach for SEO copywriting

The new approach to SEO copywriting

People want two things from the content of your website.

  1. To be spoken to conversationally, in the same way they speak to others.
  2. To have their problems clearly identified and solved.

(Article by Alexander Porter published on www.business2business.com 16 May 2019)

Content is still king. Let’s get that out of the way early. Your content will form the basis of your ranking strength, with technical SEO, site speed, mobile optimisation and off-site SEO all supporting this central goal.

However, there is no arbitrary measure of content that will help you rank on Google. For example, the length of your content has no impact on your rankings if that same content doesn’t solve a problem.

That’s where your focus must be today and every day going forward – the power to solve a problem.

By writing for people, and more importantly the problems they have, you will naturally tick off all the boxes that Google looks for in high-ranking content.

  • Improved dwell time
  • Reduced bounce rates
  • Deep dives into your website
  • Organic backlinks
  • Increased social shares

These valuable user signals will all help you improve your rankings.

In contrast, if you try and write for Google’s algorithm by focusing on your primary keywords, keyword density, LSI keywords, and stiff language designed to speak to robots, you will fail to engage with your audience. And the result? All those valuable user signals mentioned above will suffer.

This is reinforced by SEO and Marketer, Rand Fishkin, who believes that Google’s lack of transparency and clarity is the clearest indicator that they should be the last person you look to for advice when creating content.

What do people want from my content?

People want two things from your content.

  1. To be spoken to conversationally, in the same way they speak to others.
  2. To have their problems clearly identified and solved.

When you fall into old SEO copywriting habits your content may well tick all the boxes that Google’s algorithm has asked for in the past, but by doing so your content is not conversational, not easy to read, not engaging and not solving any problems.

The best part of giving your site visitors what they want?

When you create in-depth, rich and valuable content you will naturally use a range of synonyms and LSI keywords that actually make your content stronger than it would have been if you’d spent time researching secondary keywords and trying to place them awkwardly throughout your content.

So the next time you start creating content to boost your SEO, forget that Google exists.

Focus on the problems that your audience has and spend all your time and energy on solving those problems.

The rest will take care of itself.

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