Category Archives: Copywriting and Content Writing Tips

How to write content for the Google RankBrain System

Content writing for Google RankBrain

Content writing for Google RankBrain

For a couple of years now Google has been using its RankBrain system to rank your content.

RankBrain is a machine-learning artificial intelligence system that helps the Google algorithm in ranking various links and websites.

Although it hasn’t totally taken over the Hummingbird algorithm (the current ranking algorithm that Google uses) many SEO experts are claiming that the Google ranking algorithm derives almost 30% of its influence from RankBrain.

What exactly is Google RankBrain?

What is Google RankBrain?

What is Google RankBrain?

It’s an artificial intelligence system, and just like any contemporary artificial intelligence, it learns itself. It sometimes writes and modifies the ranking algorithm on its own.

The overall ranking process at Google is handled by the Hummingbird algorithm. RankBrain is a component of that algorithm that contributes towards assigning ranks to different links according to their relevance to the searcher’s intent.

Just like RankBrain, there are multiple components in the Hummingbird algorithm that analyze content.

Panda, Penguin and Payday components are used to fight spam. Pigeon is used to improve local search results.

Then, there is a Top Heavy component of the Hummingbird algorithm that assigns negative marking to ad-heavy pages.

To reward you for your mobile-friendly pages, the ranking algorithm uses the Mobile Friendly component.

Copyright infringement is taken care of by the Pirate component (source).

Whereas conventional SEO is based on the type of keywords you have used when writing your content and the quality of backlinks, RankBrain calculates the relevance of your content according to its own interpretation, according to what it thinks should be ranked rather than according to how the web page of the blog post has been “optimized”.

You must have read it at multiple places – even I have mentioned it multiple times on my blog – that when you are writing content, focus on the “intent” of the searcher instead of simply creating content based on your keywords.

The intent is what matters to RankBrain.

Unlike conventional ranking methods, RankBrain doesn’t rank web pages according to predefined formula.

It modifies the rank according to the interpretive need of the user.

It practically thinks like the human brain. It interprets meaning and gives you the best search result according to your particular need.

For example, if someone searches for “what are the best shows this week on Amazon Prime?” RankBrain will show the latest results no matter how well an article or blog post you wrote on the topic last month and how many people have linked to it.

Even if in terms of SEO practices your link should show up on page 10 or page 20 of the search results, if it is fresh and fresh content needs to be shown, your link will appear on the first page, even at the top.

So, how do you write content according to the Google RankBrain system?

How to write content for Google RankBrain

How to write content for Google RankBrain

To be frank, there is no particular way you can optimize your content for the RankBrain system.

As mentioned above, RankBrain doesn’t rank your content according to some predetermined parameters.

But it doesn’t mean you cannot benefit from RankBrain.

Content writing for RankBrain is very matter of fact: does your content solve a purpose? If it does, it will enjoy good search engine rankings.

The age-old wisdom that your content should provide the needed information to your human visitors still stands as in fact, such systems are developed by Google and other search engines to make sure that content creators create content that is relevant to people rather than machines.

When content is specifically created for machines it is open to manipulation. This is why Google has incorporated multiple algorithmic components to make sure that people don’t try to game the system.

How to make sure you enjoy good rankings in the times of artificial intelligence?

Search engine companies like Google aren’t creating sophisticated algorithms to stop your content from ranking well. They’re creating the sophisticated algorithms to make sure that content that deserves to rank well, does rank well.

So, instead of worrying about getting good ranks, focus on the quality, the relevance and the purposefulness of your content.

Do keywords matter when you are trying to optimize your content for the Google RankBrain system?

Not necessarily, but it doesn’t mean you stop neglecting them.

What are keywords after all? They are part of the language that you use to write your content.

Take for example this blog post. I’m writing about RankBrain, so I’m referring to it repeatedly, not purposely, but contextually. I’m not trying hard to use it repeatedly. It’s just happening.

Another focus of this post is content writing. I’m trying to explain to you how to write content that can convince the RankBrain ranking system.

Obviously these two terms are going to occur in my writing more than once, even multiple times. This tells Google that the foci of my blog post are RankBrain and content writing. There is nothing wrong in that.

But don’t just focus on your primary keywords. Use LSI keywords. Use semantic keywords. Even use the trending keywords if they are related to your topic.

Keywords matter when you’re writing content, but just make sure that they are there naturally and not stuffed. Quality, is what matters the most.

Focus on a better user behavior vis-à-vis your content writing if you want to make RankBrain happy

Since RankBrain avoids depending on conventional SEO benchmarks, it depends more on user behavior vis-à-vis your content. It observes the following while ranking your content:

What is your bounce rate?:

How many people stick to your website after finding your links on Google?

Do they immediately leave your link and come back to Google or do they linger on your website because they find useful information on it?

If your bounce rate is low RankBrain likes your content and improves its rankings.

How many people interact with your content?:

If your content is useful people engage with it.

They link to your content. They share your content with their followers and friends on social media and social networking websites. They even sometimes re-purpose your content.

The more people interact with your con tent, the better rankings it gets through RankBrain.

How in-depth is your content?:

The days of highly narrow content pieces are gone.

Remember when people used to create dedicated web pages and blog posts for every keyword combination for the same phrase? It is no longer acceptable.

You need to cover all your keyword combinations through a single web page or blog post, and this means, writing in-depth content pieces.

When you’re writing on a topic, cover practically every aspect of the topic within a single blog post or web page.

Is your content writing conversational?:

Conversational content writing is important because a greater number of people are using voice search and when people use voice search, they normally use a conversational tone.

Write shorter sentences. Avoid writing very complicated paragraphs. Try to capture just one thought in a single paragraph.

All in all, the more human friendly content you write, the better it is suitable for Google RankBrain.

SEO Checklist When Writing Content for Your Website in 2018

SEO checklist for content writing for 2018

SEO checklist for content writing for 2018

Do you have SEO in mind when writing content for your website? Most do.

In fact, despite content being the most important component of one’s online presence, people are ready to pay less attention to the overall purpose their content should solve, and more attention to whether it improves SEO or not.

If you want to make a right balance between improving your search engine rankings and maintaining a higher standard of writing, you may find this SEO checklist for content writing helpful.

The idea of this blog post came to me when I was watching the latest Whiteboard Friday on in which Rand Fishkin talks about the SEO checklist for the up coming year 2018 – what all you need to take care of to improve your search engine rankings.

Once you have taken care of the basic SEO necessities on your website, it’s mostly your ongoing content writing that has a positive, or a negative impact on your SEO.

So, when writing content for your website, keep referring to the checklist that I’m putting up in this post. If you are writing content on your own (instead of hiring a professional content writer), keep this checklist nearby.

1. Create an SEO friendly URL

Create SEO friendly URLs when writing content

Create SEO friendly URLs when writing content

If you are using a CMS like WordPress, it automatically creates the URL using your post title.

Although by default WordPress creates an SEO friendly URL (provided you have changed the default URL settings in WordPress), sometimes it can be too lengthy.

For example, if I let WordPress create a URL for this post automatically, it is going to create something like //, which, as you can see, is an unnecessarily lengthy URL.

Although there are a few plugins available that can create SEO-friendly URLs automatically, since I don’t want to install another plugin, I’m going to manually write the URL as //

This way, a search engine like Google finds everything it needs to find about the blog post.

2. Do proper keyword research

Do keyword research before writing content for better SEO

Do keyword research before writing content for better SEO

SEO is incomplete without keywords.

It’s the keywords that tell Google what you are writing about.

How should you choose your keywords?

Whenever you are writing content for your website, always keep the searcher’s intent in mind.

What is he or she is looking for?

If he or she is looking for some information, is the content you are currently working providing that information?

Suppose you search for “SEO checklist for writing content”, or “SEO content writing checklist” and then you come to this blog post.

Are you getting the information you were looking for?

Does this blog post give you an SEO checklist that you can use for writing content?

Use the keywords people are actually using to find your content.

If it is difficult to find the right keywords use a tool like LongtailPro. Once you have supplied the base keyword (in my case it could be “SEO content writing”) it digs into the Google AdWords database and presents to you all possible keyword variations people are using. It also tells you how many people are actually using those individual keywords so that based on those numbers you can decide whether you want to put in the requisite effort or not.

It is very important that you find the right keywords before you start writing content because you will cleverly need to incorporate the keywords into your content writing.

3. Carefully study the links that are already ranking high for your chosen keywords

Study the links for SEO

Study the links for SEO

Search for your chosen keywords on Google and check out which links are already ranking higher.

Then go to these links and try to find out what is the reason Google is ranking them higher.

How have they arranged the content including text, images, and other components on the web page for blog post?

I’m not suggesting that you copy the content because it is ranking higher, but you can get some ideas from these pages about how to arrange your text and the keywords. Or even how many words and how many images to use.

Though, this alone won’t help you with better rankings because one’s rankings also depend on many external factors like how many quality incoming links the domain has, and what sort of buzz it is able to create on social media. But, it will give you some basic idea of with what you need to compete.

4. Select an appropriate person to write your content

Use an experienced and trained content writer

Use an experienced and trained content writer

Content writing for your business website is serious stuff. People will decide whether they want to do business with you or not, after reading your content.

Just imagine, missing all those business opportunities simply because you didn’t care enough about the quality and effectiveness of your content.

Tragically, I’ve seen many entrepreneurs losing their businesses because they didn’t invest in an experienced and able content writer.

Do you think people are going to do business with you just because you have setup a website and written a few things about your awesome product or service?

Well, guess what, there are hundreds of businesses like you for your prospective customers and clients to choose from, and on the Internet, it is just a matter of going from one website to another.

On your website, it’s just your written text that can convince people to do business with you. Take it very seriously.

5. Write a compelling title and description

Create optimized titles and meta descriptions

Create optimized titles and meta descriptions

A major part of your visitors will come to your website drawn by the title of your web page or blog post. The entire essence of you message is captured, and even immortalized, by your title.

Your title is as important, and in terms of getting attention and clicks on search engines and social channels, even more important, than the remaining body text.

No matter how great your body text is, if you have a very uninspiring and meaningless title, few people are going to pay attention to it.

Therefore, a big part of your SEO is affected by your title.

Make sure you use your main keyword in your title. Don’t repeat it, just use it once, preferably at the beginning.

Rand says that the “description” meta tag still matters and can affect your search engine rankings.

Many SEO experts say that the description doesn’t matter these days, but if Rand contradicts them, we should take him seriously.

Besides, it’s your meta description that shows up below your hyperlink in the search results, not just random text, so it should have some bearing on your search results.

An update about writing meta descriptions: Conventionally, you can use 160 characters when writing a meta description for your website, web page or blog post. According to the recent updates I’m getting and I have also seen it myself, Google is now allowing 360 characters for meta descriptions.

6. Strategically use the keywords within the body text

Strategically use keywords within body content

Strategically use keywords within body content

Your body text, yes, the main component of your content writing – the actual content writing.

Everything said and done, the ultimate impact is made through the main body of your web page or blog post.

Whatever you have to say, whatever you must deliver, you do it through the main body content.

The Google ranking algorithm carefully studies your body content to assess its meaningfulness.

Every message needs words, and words give meaning to what you are communicating. Without words, there is no message, there is no communication.

Keywords are the indicators that tell Google what you are writing about. If they are important, you use them more frequently than other words.

For example, if I use “content writing” multiple times in this post Google will have some idea that it is one of the main points of my write-up.

If I also mention “SEO checklist” Google may deduce that the post contains some SEO checklist for content writing, and consequently, may decide to rank this post higher when people look for some “content writing SEO checklist”, or something of that sort.

How do you use your keywords within your body text?

I generally keep in mind the following rules of thumb:

  • Use your main keywords within the first 100 words. Use them as they are, and then break them in various parts and use those parts individually.
  • Use a smattering of LSI keywords. LSI stands for Latent Semantic Indexing. These are the keywords that are related to your primary keywords. Sometimes people mistakenly think that LSI keywords are synonyms of the primary keywords. They are not, they are related keywords, keyword that the Google algorithm thinks should be present in the vicinity of your main keywords.
  • Use your primary keywords every 200-300 words.
  • Use your keywords or their combinations within headings and subheadings – not every heading and subheading, but at least a few.
  • Use your keywords in the last paragraph.

7. Make sure your web page loads fast

Make your web pages fast loading

Make your web pages fast loading

Although this has less to do with content writing and more with the general SEO configuration of your website, while using images for your current piece of content, you can make sure that the images are optimized, and they are made as light as possible.

For more information on this you may like to read How to use images for link building.

8. Connect with influencers to spread your content

Connect with influencers

Connect with influencers

You write this great content so that the maximum number of people can benefit from it, right?

People can benefit from you content only if they can find it.

If your content enjoys higher search engine rankings and if people are actively looking for what you have published, then you can easily reach your target audience.

What if your rankings are not good yet?

What if people don’t know how valuable content you are writing and publishing?

Influencers in your niche can help you spread the word.

If you enjoy a good rapport with your industry influencers, they will gladly share your content on their social media and social networking timeliness.

They may even link to your content from their websites and blogs.

Connecting and networking with industry influencers takes time, effort, and above all, persistence.

But once you have created a solid network of industry influencers, it will be a lot easier for you to distribute your content.

My personal suggestion for writing content in 2018 and beyond

Focus on quality and purposefulness. Whenever you create a web page or a blog post, it should solve a purpose. It should have a reason to exist. It should deliver something solid.

As I’ve mentioned above, the idea of this “SEO checklist when writing content” came to me when I was watching Rand Fishkin’s Whiteboard Friday on creating an SEO checklist.

He talks from the perspective of an SEO expert in the video.

In my writeup I have mostly covered these SEO checklist points from the perspective of content writing because content writing and content marketing is what I do, and I help my clients improve their SEO with this very service.

How to write remarkable content for your website

Write remarkable content for your website

Do you know there is scarcity of good, remarkable content and therefore, there is a big opportunity for you if you can write and publish content on your website or blog?

The success of your website depends on your content.

You get search engine traffic because of your content. Your visitors turn into your paying customers and clients because of your content. People recognize you or your brand on other websites and social networking platforms because of your content.

You can read on this AdWeek link that 90% customers prefer tailored content before they decide to do business with a brand.

Your prospective customers and clients need information before they can decide to buy from you.

They want to familiarize themselves with your business and what you stand for, before they can make up their minds.

Your content allows you to have conversations with your customers and clients.

The more conversations they have with you, the better acquainted they get with you. The better acquainted they get with you, the more eager they are to do business with you in the hour of their need.

But the biggest challenge faced by online entrepreneurs is, creating and publishing good quality, remarkable content.

What is remarkable content?

Remarkable content makes your visitors happy about visiting your website.

Remarkable content should be conversational, to the point, easy-to-read, and helpful. People should be able to find it quickly on your website or blog.

Important attributes of remarkable content

The three attributes of remarkable content are:

  1. Purpose: What purpose does your content solve? Why does it exist? What will your customers and clients achieve after having consumed this particular piece of content? Is it meant to create awareness? Does it educate your visitors? Does it provide them valuable, useful information?
  2. Format: In what format does this particular piece of content exist? Is it a blog post? A web page? A landing page? A white paper? An ebook? A video? Remember that remarkable content exists in a format preferred by your target audience.
  3. Topic: Topic is a somewhat narrower version of the purpose. Whereas the purpose attribute can be applicable to multiple pieces of content on your website or blog, topic is narrower, and is confined to a single link. Does the topic deal with a sales related question? Does it explain something complex and technical? Will your customer be able to achieve a task after going through this particular link?

Whom are you writing for?

Remarkable content is persona-centric. It’s like, when you talk to someone, when you have a conversation with someone, your talk is more meaningful if you know the other person.

This is why creating a persona is very important for writing or creating remarkable content.

Defining a persona helps you write content for a well-defined personality.

How to write remarkable content for your website or blog

Listed below are few points that can help you write remarkable content or at least, keeping these points in mind, you can attempt writing remarkable content for your website or blog.

You don’t necessarily have to stick to these points and even if you pay attention to one or two of these points you will be able to write remarkable content.

Provide solutions to people’s problems

People will love you if you solve their problems.

Your every web page, your every blog post, your every email broadcast should solve some problem.

This is because when people search online, they are constantly looking for solutions to their problems. They always look for information that can help them achieve something. If your content helps them achieve something they like you and remember you and this is how your brand presence becomes stronger.

Present a unique perspective

If you write content that is more or less the same as the others are writing, how do people distinguish you from the others? You have to present a unique perspective. Tell them something that they haven’t yet come across on another website or another blog.

They are on your website because they want to know what’s your take on a particular subject or topic.

Back your claims with credible data

Though personally am not a big fan of throwing around big numbers just to impress people, if you can present some credible data when making claims, it definitely helps.

Telling you that B2B buyers prefer to go through expert content before making a purchase decision might be less convincing than telling you that 96% B2B buyers prefer to go through expert content before making a purchase decision, and then linking to the source of the data.

Write in a conversational manner

Great, well-written content is always conversational.

When you write in a conversational style it seems as if you are talking to people, you are interacting with them, instead of delivering a monologue that is totally uninspiring and emotionless.

Conversational writing makes greater impact. It also engages your audience and encourages people to respond to your content writing.

Publish in a format preferred by your target audience

There was a time when it was mostly text on websites and blogs. Gradually, images came up. Then GIFs. Then videos. Aside from these formats there are slides, presentations, infographics and all sort of other interactive content.

People have different preferences when accessing your content. Although what sort of format people prefer also depends on your niche – people in food and travel industry prefer videos and images and people on Twitter prefer shorter updates, but B2B buyers prefer longer, comprehensive blog posts and articles to get as much information as possible from you.

Some people also like slides and PDFs.

Worried how you would create so much content for different formats?

Normally, content marketers write a blog post and then out of that blog post they repurpose content into various formats. Want to know how you can repurpose your content? Read this: How to repurpose old content.

Make it easy to access and find your content

This is where content marketing plays an important role. Simply publishing high-quality content doesn’t help you much unless you make it easier for people to find your content.

Do the following to make it easier for people to find your content:

  • Search engine optimize your content so that it ranks well and consequently, it’s easier to find them for appropriate search terms.
  • Distribute your content using your social networking profiles such as Facebook, Twitter, LinkedIn and Instagram.
  • Encourage other Webmasters and bloggers to link to your quality content.
  • Invest in PPC campaigns.
  • Build and use your mailing list to broadcast to your mailing list subscribers.

It should be your constant effort to write remarkable content for your website because mediocre content, although it’s easier to write or create it, doesn’t help you much. It does not make a positive impact. It doesn’t improve your search engine rankings. It doesn’t improve your conversion rate.

Running out of content writing ideas? 5 ways to never run out of them

How to never run out of great content writing ideas

Coming up with quality content writing ideas is one of the biggest challenges faced by content marketers.

Content marketing in the contemporary world is unavoidable. Either publish quality content on your website or blog, or you make way for your competitors. There is no other way.

Whether you are writing content on your own or you have hired a content writer (or a team of content writers), you have to come up with exciting and engaging and most importantly, useful content writing ideas.

There is no use publishing content regularly if your target audience doesn’t find the content useful and engaging.

Every piece of content must be useful. It must solve some purpose.

Different Google ranking algorithms have made sure that if you simply focus on algorithms, you don’t get much headway if you want to improve your search engine rankings.

Your search engine rankings can only improve if actual human beings respond to your content, and they respond only if they find your content interesting and useful.

So, it is very important that there is a steady stream of content writing ideas.

But where do interesting content writing ideas come from?

Topics for content writing and come up from anywhere, yes, anywhere.

How to find all those elusive content writing ideas non-stop?

Finding great content writing ideas

In the beginning, usually everything is very easy and hunky-dory. You are bubbling with ideas and you feel as if you’re going to conquer the content marketing world and become its King or Queen.

Then, after having published 10-15 blog posts or articles, you suddenly begin to panic. You can no longer come up with great content writing ideas.

Even if you have hired a content writer, he or she cannot, on his own come up with great content writing ideas. There has to be a mechanism for a continuous supply.

What do other content marketers do? How come other publishers never run out of content writing ideas? How come they are always coming up with great ideas? Are they a bunch of exceptional geniuses?

Not necessarily.

They have a system in place that gives them a never-ending supply of great content writing ideas.

And the beauty of this system is, everyone has access to it, everyone can develop it.

Listed below are 5 ways you never run out of great content writing ideas.

1. Read and enhance your expertise

Writing about your topic on an ongoing basis means you need to develop some sort of expertise. If you have noticed, people who develop expertise in their field, write often.

Blog post after blog post, article after article, book after book, lecture after lecture, nothing seems to stop them.

A big reason why they never run out of interesting ideas is because they’re constantly acquiring in-depth knowledge about their field.

Even small topics and subtopics can be converted into highly engaging articles and blog posts.

There can be umpteen topics in every subject matter.

Even if you are a plumber you can write exciting series of blog posts on your experiences handling various plumbing jobs.

Reading is an essential part of writing. It is like, what goes in comes out. If you don’t feed your intellect with information and ideas, your intellect won’t be able to process new ideas.

Reading is like the seeds that you scatter over the productive land of your mind.

There is nothing wrong in first acquiring knowledge from the others and then creating your own take on what you have understood.

As Newton said, “If I have seen further it is by standing on the shoulders of giants.”

You can build new knowledge only when you have acquired existing knowledge.

Invest in books on your field. Read blogs dedicated to your profession. Follow people on Twitter and Facebook who constantly write about your field of expertise.

This can be time consuming.

But content marketing isn’t a week-long, or a month-long activity.

It is an ongoing process.

2. Be open to taking risks

People who always play it safe rarely succeed. In business very often you have to take risks.

How do you take risks trying to write interesting content for your business?

Swim against the tide – not for the heck of it, but because you really have something contrary to say.

Suppose there is a popular belief in your profession and it is considered a gospel truth. Maybe you think differently but you don’t want to annoy people and hence you keep quiet.

Make a thorough assessment of your opinion. Gather as much information as possible. Spend ample amount of time presenting your case. And then write a “controversial” post.

Even a single controversial post can present you with many blog writing opportunities with at least 10 more topics.

3. Constantly communicate with influencers in your field

If you continuously interact with influencers in your field you constantly get new content writing ideas.

This is because you are constantly exchanging opinions and ideas with like-minded people. There might be many issues you could have missed that can be brought up in various discussions.

Some people may have more experience than you. Some people may have different opinions. Some may come from different backgrounds serving different audience though the same business as yours.

A good way of keeping in touch with influencers in your profession is by remaining active on social platforms like Twitter, LinkedIn and Facebook. For your specific domain you will have to find out on your own which is the best platform.

If you feel you are not the talking types you can just track the ongoing conversations. Even reading through various threads will give you many content writing ideas.

4. Maintain a list of ideas

This is an oft-repeated suggestion. Content writing ideas can come to you anytime. They can even come to you when you are not ready to write.

So that you don’t lose great ideas, maintain a list of them. You can maintain a Google Keep note.

You can use a web clipper browser extension from Evernote or OneNote.

You can use a simple Word file or text file.

You can use a voice recording app.

You can simply send yourself an email whenever you get a new idea.

You can use an Excel sheet.

You can use an editorial calendar plug-in if you prefer WordPress for maintaining ideas.

I use Trello these days.

The point is, you must have a place where you can store the ideas and then you can quickly refer to it when you need a new idea.

5. Repurpose your existing content

You may not realize it, but there might be a cornucopia of great content writing ideas within your existing content.

You should anyway keep on updating your existing content to keep it relevant, fresh and topical.

While updating your existing content you can draw many content writing ideas from it.

Sometimes even a headline or a subheadline or a bullet point can trigger a complete blog post or a complete article.

For example, I could write a complete blog post on how to repurpose your existing content. In fact, you can go ahead and read How to repurpose old content.

Sometimes, while reviewing my existing content I come across an expression or a phrase that needs further explanation.

In the context of this blog post, you may wonder, what exactly is “an interesting content writing idea”? In a completely different blog post I can discuss what might be interesting and not interesting depending on a particular business.

Continuously coming up with content writing ideas is very critical for the success of not just your search engine rankings but your entire content marketing exercise. If you think you are all set, good for you.

If you think you may run out of quality content writing ideas in near future, or even after a few months, you should better start preparing a mechanism that allows you to save and track great ideas.

How to improve your SEO by following Google’s “high-quality content” guidelines

improve SEO-with-Googles-quality-content-guidelines

When it comes to recognizing high-quality content to decide your search engine rankings on Google, whose guidelines it pays to follow? Of course, Google’s high-quality content guidelines. If you follow them you can certainly improve your SEO.

This Search Engine Land update says that these high-quality content guidelines are basically for Google’s internal content creators.

Your web content is not just text. It comprises of everything a web page typically has including the HTML source code, the images and videos and JavaScript and other web scripts. Therefore, Google has different style guides that can be accessed by you to improve the overall quality of not just the content but also the way your website serves that content to people as well as search engine crawlers. These are the style guides:

You must wonder, if there are so many things that can affect your search engine rankings, why put so much stress on writing SEO content?

This is because SEO content writing is a building block. It paves the way for better search engine ranking. Even if you get everything else sorted out, unless you have high-quality content that is search engine friendly, you’re not going to be able to improve your SEO.

Improve your SEO with the following high-quality content writing guidelines from Google:

Here are a few things you can keep in mind while writing content for your website or blog. Nothing much new is there but it helps to always revise the fundamental concepts of writing well for better search engine rankings.

The guidelines from Google below are mostly for writing purposes, after that the Google guidelines also tell you how to use optimized images for your content. First, content writing…

  • Write in a conversational style. It is recommended that you write the way you talk. Since the search engine crawlers will also be accessing your content, try to write very simply so that even a robot can understand what you are writing.
  • Sound authoritative and knowledgeable. Remember that Google wants to present content that represents expertise. Your content should help people solve problems. Yes, you can write authoritative, knowledge-written content using simple language.
  • Whenever possible try to follow the American writing style for grammar and spelling. This is probably because the Google ranking algorithm mostly uses the American writing style.
  • Write simple concise and very short sentences with very simple words so that both your users and robots can understand what you are saying.
  • Use numbers and bulleted list when describing steps or when listing multiple points sequentially.
  • When you are linking to other websites and blogs make sure that they are reliable and trustable and don’t contain inferior quality content.

How do other web page components help your SEO according to Google guidelines?

  • Use svg formatted files or optimized .png files and don’t forget to use the alt text for your image tags.
  • Tables are good for organizing information but use them only when you have multiple columns to show.
  • This is something new. Do you know <strong> and <b> have different meanings? Whereas <b> is for visual emphasis, <strong> should be shown for text of strong importance.
  • Whenever possible keep HTML and CSS separate.

There are various other recommendations in the guidelines but these are the basic ones. You may feel that some of them are for aesthetics but they actually help you create more clear and concise text.

You may not be able to apply all the guidelines when writing content for your website or blog but you can at least stick to the standard guidelines such as using simple language and arranging your information in such a manner that it is easier for the Google crawlers to access your content.

Does following these Google guidelines really help you improve your SEO?

I wouldn’t say no. The guidelines are for the internal Google content creators so the company wouldn’t like to give wrong guidelines to their own content creators. That’s one thing.

The other thing is, in these guidelines there is nothing that goes contrary to writing, creating and publishing quality content. Everywhere it is recommended that you use simple, conversational language while writing content not just for the search engines but also for your visitors. You should use the language that is used by your prospective customers and clients, especially when using the search engines. Images should be optimized and the loading time should be minimized.

Don’t get too bogged down by these guidelines, but inculcate them in your day-to-day content writing habits and you will see an improvement in your SEO by default.