Tag Archives: seo content

How to keep visitors longer on your website with your content?

How to make people stay longer on your website with content writing
How to make people stay longer on your website with content writing

It is important that when visitors come to your website, they spend longest possible time there. This is important for lowering your bounce rate as well as increasing your conversion rate.

Studies have shown that the longer people stay on your website, the greater are the chances of them becoming your paid customers and clients. This is because they become familiar with your presence and grow comfortable with what you represent.

In different forms I have explained on my website how to lower your bounce rate, which means, how to keep people on your website longer. How long people stay on your website or how fast they leave your website, is a reflection on the quality and relevance of your content. The quality and relevance of your content and your lower bounce rate go hand-in-hand.

It’s very easy to bring people to your website. Any SEO company or content marketing company can help you with bringing as many people as possible to your website. The real feat is turning those people into paying customers and clients. The content that you have published on your website accomplishes that, or must accomplish that.

The fact that people stay on your website, explore various sections, and go through your web pages, means that they are interested in your proposition. Here are a few things you can do to keep people longer on your website through your content.

Provide definitive answers to definitive questions

Your bounce rate will be higher if people feel that they have been misled into visiting your website. Suppose they come across your link on Google, click the link, come to your website, and then, after feeling dissatisfied, leave within a few seconds. Why does this happen?

Take your own example. You are moving through an arcade of shops and there is a gripping banner offering you something that you have been looking for, for ages. With great excitement you enter the shop but to your dismay, it’s nothing like that. They are offering something completely different. Something that you don’t need. Disappointed, you come out of the shop. If possible, you may also give it a negative rating if it is listed somewhere.

Exactly this happens when people come to your website through a link they have found somewhere, expecting something, and then not finding it. They immediate leave your website. This is neither good for your conversion rate, nor for your search engine rankings.

All this while Google is quietly observing how people are reacting to the search results its algorithm is throwing up. If the search results don’t come up with the right answers, its performance deteriorates. In retaliation, it takes it out on you. It lowers your rankings.

Hence, when you are publishing content, make sure you are delivering exactly what is being displayed in the title and in the headline. Stick to the point.

Internally link to other web pages and blog posts

Even if somehow, your visitors are unable to find what they’re looking for, maybe they will find some useful information on another link within your website. For example, when writing about SEO content writing, I may have also written about SEO copywriting. Since you are searching for SEO copywriting, but you enter my website through something related to a SEO content writing, you might as well check the SEO copywriting link too, just in case. This increases your chances of staying on my website longer.

Make your content easier to read

Despite finding something valuable, just because you have grabbed everything in a single, large paragraph, your business may get frustrated and leave your website in a hurry, without reading the entire web page or blog post.

Use shorter paragraphs. They are also convenient to read on mobile phones. They also help your readers focus on singular thoughts. Don’t try to express a lot within a single paragraph. Whenever there is an excuse to create a new paragraph, create a new paragraph.

Use headings, subheadings, and bulleted points to succinctly explain complicated topics. This also makes your content easily scannable. Without reading the whole thing, if people simply go through your headings, subheadings, and bulleted points, they should be able to understand what you’re trying to say.

Use relevant and attractive images

Although images are not a part of content writing, they can keep people on your website for a bit longer because even if they are not reading the text, they may like to go through the images, and this increases the time they spend on your website. Even if it doesn’t help you with your conversion rate, it may send a signal to Google that you are providing good content and as a result, your search engine rankings may improve.

Use conversational style of writing

Everyone likes being talked to. Have a conversation with your readers. Use lots of “you” and “me” and “I”.

The good thing about writing in a conversational style is that you write as you speak. You use smaller, direct sentences and expressions. You don’t sound pretentious. Even you yourself feel as if you are in a positive flow of and this reflects through your choice of words and phrases.

Tell stories

Just like people like being talked to, they also love reading stories. This is because it is easier to relate to the characters in a story, whether they are anthropomorphic animals or human beings.

Stories also provide ready-made templates. For example, if a character is going through certain circumstances, one or the other reader too has gone through somewhat similar circumstances.

If I tell you the story of Peter who was reluctant to use content writing to improve his search engine rankings and due to that, he went through extreme hardships. It was almost too late when he decided to give quality content writing a chance, and that too, cynically and reluctantly. But then, he was swept off his feet when he began to experience the results after four months and by the seventh month, his business had taken a U-turn.

In the story you learn that just like you, there is a person Peter who doesn’t understand the power of quality content. He cannot figure somehow that content writing can improve his SEO. When he has tried everything, in the end, before completely giving up, he decides to give content writing a try. The story also tells you that the results aren’t immediate. In four months his search engine rankings begin to improve and by the seventh month, the fortunes of his business had completely changed.

Hence, these are some solid ways you can use content writing to keep people on your website for longer. Keeping your visitors on your website for a few minutes isn’t as easy as it sounds. As I have mentioned in the beginning of the blog post, it’s quite easy to bring people to your website. Simple SEO hacks can achieve that for you. What’s important is, for how long people stay on your website and how many of them convert due to that.

How to create the perfect web page title for SEO?

How to create the perfect web page title for SEO

Titles are important. They can have a big impact on your search engine rankings.

Although many renowned SEO experts claim that it is debatable whether creating “optimized” titles can improve your search engine rankings, there are different reasons why the quality of your titles is directly and indirectly related to your overall search engine rankings.

What is a blog post or a web page title? It is not the headline. It is the text that appears between the HTML tags <title> and </title>. This is the text that is picked by search engines and social media websites when you simply insert your link on your timeline.

I have personally observed that your title does matter. Your title is an indicator of what your web page holds. Hence, it naturally gives the needed information to the search engine crawlers. Again, that’s debatable. But there are certainly logical reasons why your titles matter.

Studies have shown that when people see a search term that they have just used appearing in the hyperlink of the search results, they are more likely to click it. Isn’t it natural?

For example, if you search for “content writer for web design service”, and there is a hyperlink that actually contains the phrase “content writer for web design service”, what reason do you have to not to click it? You have a big reason to click it.

Then, there is a direct relationship between the number of people clicking your link in the search results, and your search engine rankings. When more people click your link, Google takes it as a good sign.

It can be a double-edged sword, though.

If lots of people click your link and then immediately come back to Google, it means your bounce rate is higher. It means although you’re able to get the clicks, you are not providing valuable content for the search term for which your link is appearing higher. Your search rankings for that search term begin to go down.

Nonetheless, it is your title that brings people to your website, whether your title appears in Google search results, Facebook, Twitter, LinkedIn, or any other social media website that creates a thumbnail out of the link and uses the title to highlight the main point of your link.

The point is, no matter what the search engine experts say, as a content writer, I know that your title has a big impact on your search engine rankings.

How to create web page and blog post titles that improve your search engine rankings?

For this, I always suggest my clients to get written highly focused web pages and blog posts. This way, your web page title directly represents the body text.

For example, if I publish a blog post titled “Top 12 tips for writing content to improve your SEO”, Google and search engine users know what to expect from this blog post. All those people who want to read about how to write content that can improve their SEO, are going to find this link worthy of clicking.

If you stick to the core topic, that is, explaining how to use content writing to improve your SEO, people are going to stick around. They’re going to spend a few minutes reading the blog post as much as it appeals to them. They may also check other links on my website or blog.

This tells Google that the title for which my this particular link is ranking high, appropriately represents what my blog post contains. It takes it as an indicator of quality content and consequently, it raises the ranking of this particular link further.

Hence, when writing titles to improve your SEO, keep the following in mind:

Let the title exactly represent what the main body content contains.

Include the main phrases in the title for which you want to optimize your web page.

Don’t needlessly or randomly stuff keywords into your title. This decreases the quality of your SEO. You only have limited number of characters – 60-70 – and within those characters, you must represent a complete phrase, a sentence that can stand by itself.

Taking the above example – Top 12 tips for writing content to improve your SEO – it wouldn’t make sense if you simply use the keywords as your title, “content writing, SEO, top tips, writing content”. People are not going to click it.

Hence, try to represent the complete phrase, a long tail keyword that people actually use to look for your content.

Is SEO all about writing optimized content?

Choosing between a content writing service or an SEO company
Choosing between a content writing service or an SEO company

Many SEO experts claim that there are 200+ factors that influence your search engine rankings. Optimized content is one of them. But most of these factors are influenced by the quality of your content.

Often, I advise my clients that if they need to make a choice between hiring an SEO company and hiring a proficient content writer, at least for the time being, make the choice in favor of a content writer. Not because I provide content writing services and if they hire me, they are going to pay me, it is the most obvious choice to make.

Now, when I say writing optimized content is one of the biggest influencing factors for your search engine rankings, I assume that I’m talking about, and your understanding, high-quality, relevant content.

Content is the foundation of the structure of rankings you are going to build upon. This foundation can be solid. This foundation can be weak. But foundation it is. If the foundation is weak, you are either not going to be able to build your structure of rankings, or your structure is going to collapse sooner or later.

SEO experts are important. I’m not saying they are not important. They give your content writing the right direction.

In fact, if you can hire a good SEO expert and a content writer, this can be a win-win situation.

A year before Covid-19 hit, I was working with a UK-based market research company. They had hired a good SEO company to strategize content writing. I could have done that for them, but they preferred to work with an expensive SEO your company. Which was a good decision.

One thing I liked about the SEO company is that they knew exactly what titles I needed to write content for, how tough or weak competition our individual titles faced, and how long must the pages be in terms of the number of words. They had access to some great SEO tools that I don’t have. This saved us a lot of time.

For example, when I am in a flow, I don’t mind writing 1000 words even if the client has asked me to write 600 words (I don’t charge extra for those 400 words). But the people from that SEO company insisted that if they had asked for 600 words, I stuck to 600 words. The logic was, writing those extra 400 words was a waste of time, and they didn’t have much time. To beat the competition, they needed just about more than 550 words. Made sense.

By the end of the day, I won’t hesitate to say that for better SEO, all you need is high quality content that is well written and written in a manner that is easily understood by search engine algorithms.

An SEO company can help you get back links – you need back links to boost your rankings.

An SEO company can audit your website structure to make sure that the content organization is search engine friendly and all the elements needed to make your search rankings better are present.

An SEO company also monitors your current rankings and raises the red flags in case some of the rankings are going down.

So, in that sense, an SEO company provides you the needed vigilance. As a business serious about improving and maintaining its search engine rankings, you need such vigilance. The rest is taken care of by regularly publishing high quality content.

How to use Google Trends for better SEO content writing

Using Google Trends for better SEO content writing
Using Google Trends for better SEO content writing

SEO content writing is all about choosing the right keywords and then creating your content around them. Being a veteran of your business, you may feel that certain keywords must be more popular than other keywords. The reality might be different.

A few weeks back I was writing a blog post on copywriting and while doing some research, I noticed that many writers use “copy writing” instead of “copywriting”. Although Google may not differentiate much between copy writing and copywriting, I wanted to use a word that most people use. On a whim, I went to Google Trends, searched for both the terms, and then compared them. This is what came up:

As you can see, worldwide, people are using “copywriting” more than three times over “copy writing”.

This is one way of finding out what words to focus on when writing content. There are many similar sounding words but there are some words that people don’t use often, and some words people use a lot. When writing content, you want to focus on words used by maximum number of people.

This Entrepreneur blog post suggests many uses of Google Trends, including

  • Search volume: It tells you if there is more demand or less demand for the key phrase or the keyword you are trying to write SEO content for.
  • Search trend: Since Google Trends presents the data graphically, you can see whether the use of a particular keyword is on the downswing or upswing. It may be that a few months ago the keyword was quite popular, but it is no longer popular, or vice versa.
  • Related searches: These are for long tail keywords. What different keyword combinations are people using to search for information?
  • Search filters: You can check Google Trends for your chosen regions. In the above screenshot, I checked worldwide stats. You can check stats for specifically USA or India.
  • Forecast: Google Trends may not show forecasts for all the keywords you search for, but sometimes it tells you what the trend is going to be in the coming days.
  • Comparison: Just what I have done in the above screenshot. You want to compare 2-3, or even more words and see which word you should be focusing on.

Aside from the fact that you can use Google Trends to find the right keywords for content writing, you can also use search segmentation for geographical targeting.

There may be certain keywords that are used more in China than in USA. This is just hypothetical: if I want to target China for my copywriting services and if in China people use more “copy writing” and less “copywriting”, I should be using the former phrase with greater frequency when I’m writing about my copywriting services for China.

The forecasting feature can help you plan your content publishing. If you know that the time for a certain keyword is going to rise or fall, you can decide whether to publish more content or less content on that keyword.

Similarly, you can use various features of Google Trends to streamline and target your content writing efforts.

Google is rewriting website titles – can you stop?

Lots of people on the Internet are complaining that Google is randomly changing their website titles. This Moz blog post has just published a complete analysis on how Google seems to be changing titles of various websites and web pages.

A few days ago, I published a blog post titled Why is the title tag so important when writing content? and in that blog post, with a screenshot I had explained what a title tag is and how it is different from a web page or blog post headline:

Screenshot of the title tag
Screenshot of the title tag.

Various SEO experts (people who are constantly observing what is Google doing with their content) began to notice this peculiarity in search results on August 16. Everyone is speculating that the update was introduced on August 15, 2021.

The author of this Search Engine Journal post quotes some website owners who say that the text for the titles is being picked from the page’s <h1> tag, but many have reported that their text was being picked from the anchor text of some randomly chosen internal link.

So much noise was generated on the Internet that Google published an update explaining how and why they are changing the titles randomly.

They have first explained how the titles are generated:

We are making use of text that humans can visually see when they arrive at a web page. We consider the main visual title or headline shown on a page, content that site owners often place within <H1> tags or other header tags, and content that’s large and prominent through the use of style treatments.

Then they go on to explain why they are changing the titles. They have mentioned three reasons:

  1. The title is a very long, needlessly long (Google can display only title characters up to a certain point).
  2. The titles are stuffed with keywords.
  3. The title seems to use “boilerplate” language. For example, a homepage may have just “Home” as title.

Personally, I think this makes sense. If they leave it on people, they are certainly going to use titles that they think are going to improve their search engine rankings and this sometimes triumphs over creating meaningful titles that actually represent what the web page or the blog post contains.

What can you do to stop Google from rewriting your web page titles?

Well, you can avoid doing things that makes Google rewrite your title. Here are a few things I would suggest:

  • Don’t go beyond the recommended title length – 60-70 characters including spaces.
  • Create meaningful titles that represent the body text of your web page or blog post. Don’t create titles just to improve your search engine rankings or to misrepresent the information.
  • Don’t repeat keywords in the title. Keep it to one keyword and one long tail keyword.
  • In the <h1> tag, use a headline or use the text that would also look good, relevant and meaningful as title text when it appears in search results.

These are just suggestions, and everybody is coming up with his or her own set of suggestions. It seems Google is still playing with this new change, and it will take some time before things settle down. Many people are complaining that weird titles are being created by Google. One person said that Google randomly picked a date from the web page and decided to include it in the title text.

My advice would be, create meaningful titles and stick to quality and relevance.