But it\u2019s not as easy as it seems. There are more than 1.8 billion<\/a> websites on the internet.<\/p>\n\n\n\n As more and more brands are building an online presence, it\u2019s becoming harder and harder to stand out.<\/p>\n\n\n\n And that\u2019s not it.<\/p>\n\n\n\n A winning content strategy is one that caters to both\u2014search engines and your audience. And the right way to formulate such a content strategy remains a mystery to many.<\/p>\n\n\n\n So, in this article, we\u2019ll discuss how to write great content that ranks. Right from choosing the topic to writing content to testing it out, we\u2019ll walk you through all the crucial steps.<\/p>\n\n\n\n But before we do that, let\u2019s understand what SEO content is, and why it matters.<\/p>\n\n\n\n Wouldn\u2019t it be great for your brand to show exactly when your target audience is searching for you?<\/p>\n\n\n\n SEO content can help you do that.<\/p>\n\n\n\n Here\u2019s the thing: prospective customers won\u2019t necessarily look for your product directly.<\/p>\n\n\n\n And so, there are limits to how much traffic you can drive to your \u2018money pages.\u2019 These are pages that directly generate leads and revenue; for instance, your products page.<\/p>\n\n\n\n For example, American brand Vaseline knows that petroleum jelly-based products are good for tattoo aftercare.<\/p>\n\n\n\n But their customers don\u2019t necessarily know that.<\/p>\n\n\n\n So, they decided to write an informative blog post on the subject.<\/p>\n\n\n\n Writing content like this will help Vaseline bring more potential users to its website.<\/p>\n\n\n\n Simply put, SEO content is that which is written for users and optimized for search engines. Great content is written with an understanding of how search engines work<\/a> and what a particular audience is interested in.<\/p>\n\n\n\n Of course, not any content is SEO content. And not any content will rank.<\/p>\n\n\n\n To learn how to write great content that ranks, read the next section.<\/p>\n\n\n\n Here are eight simple steps that you can take to write content that ranks and is also loved by your audience.<\/p>\n\n\n\n Before you start writing, you need to come up with a topic that your audience cares about. A good way to start is by listing down themes relevant to your business.<\/p>\n\n\n\n Let\u2019s say that you run a digital marketing agency.<\/p>\n\n\n\n Here are some topics you can start exploring:<\/p>\n\n\n\n To further generate topic ideas, you can even look to research goldmines such as Wikipedia, Reddit, and Google.<\/p>\n\n\n\n In other words, discover spaces where your target audience typically hangs out.<\/p>\n\n\n\n Scouring online forums and platforms is a great way to brainstorm ideas since this is where people share their pain points, views, and thoughts on a myriad of issues.<\/p>\n\n\n\n For instance, here are the subreddits Reddit coughs up when we search \u2018content marketing:\u2019<\/p>\n\n\n\n Since people are talking about content marketing KPIs and B2B content marketing, you can be sure that users are interested in these topics.<\/p>\n\n\n\n You can also rely on Google\u2019s autocomplete predictions for topic ideas.<\/p>\n\n\n\n Simply type in your main theme, and let Google do the rest:<\/p>\n\n\n\n A good practice is to jot down content ideas as and when you get them.<\/p>\n\n\n\n This will ensure you never run out of ideas.<\/p>\n\n\n\n What\u2019s more?<\/p>\n\n\n\n Before choosing a topic to write about, ask yourself the following questions:<\/p>\n\n\n\n More on the last point in the next section…<\/p>\n\n\n\n The first and second steps go hand in hand.<\/p>\n\n\n\n You can either let keyword research<\/a> dictate the topics you write about or vice versa. <\/p>\n\n\n\n Now, let\u2019s go back to the list of topics we created in the previous section.<\/p>\n\n\n\n Let\u2019s say you want to write an article about social media marketing.<\/p>\n\n\n\n You need to find out which sub-topics under social media marketing there\u2019s a chance for you to rank for.<\/p>\n\n\n\n How do you do that?<\/p>\n\n\n\n A good way is to use a keyword research tool.<\/p>\n\n\n\n Simply enter the main keyword (here, social media marketing) and let the tool generate keyword ideas.<\/p>\n\n\n\n Now, check the search volume and difficulty score for each keyword. This will help you identify trending keywords and also gauge their competitiveness.<\/p>\n\n\n\n But don\u2019t forget to also look at the estimated traffic. Sometimes, keywords with lower search volumes could receive higher traffic.<\/p>\n\n\n\n Ideally, you want to find relevant keywords that represent a balance between competition (difficulty score), relevance (to your brand and audience), and potential (traffic).<\/p>\n\n\n\n Want in on another tip?<\/p>\n\n\n\n Don\u2019t just go after high-hanging fruits.<\/p>\n\n\n\n Take some time to identify long-tail keywords relevant to your main keywords.<\/p>\n\n\n\n These are four-five-word phrases and are much more specific. Generally, they also have a much lower difficulty score.<\/p>\n\n\n\n Google\u2019s recent algorithm updates are obsessed with users\u2019 search intent.<\/p>\n\n\n\n This is because Google wants to provide the best possible experience to its users.<\/p>\n\n\n\n Search intent tells you why someone carries out a specific search. This will help you:<\/p>\n\n\n\n Now, there are four types of search intent, each of which relates to different stages of the buyer journey:<\/p>\n\n\n\n A searcher is said to have informational intent when they are looking for answers to a specific question.<\/p>\n\n\n\n So, these queries often start with words such as \u201chow to,\u201d \u201cwhat does,\u201d \u201cwhere do,\u201d etc.<\/p>\n\n\n\n Here\u2019s an example:<\/p>\n\n\n\n At this stage, there is no intent to buy.<\/p>\n\n\n\n In this case, the searcher generally knows exactly what site they want to visit.<\/p>\n\n\n\n For example, when someone searches \u2018Twitter,\u2019 they usually want to visit the Twitter website.<\/p>\n\n\n\n Clearly, Google understands this too:<\/p>\n\n\n\n This is why navigational intent is generally dominated by branded keywords.<\/p>\n\n\n\n People with transactional intent are generally looking to complete an action.<\/p>\n\n\n\n This could involve making a purchase, completing a sign-up, or anything else that represents conversions for brands.<\/p>\n\n\n\n Example:<\/p>\n\n\n\n Finally, commercial intent is when searchers have the intention to complete an action in the future.<\/p>\n\n\n\n This is when searchers are still doing their research.<\/p>\n\n\n\n Here\u2019s an example:<\/p>\n\n\n\n This is a great stage to offer freebies and get in front of your target customer.<\/p>\n\n\n\n To rank for commercial keywords, consider writing product review posts and listicles.<\/p>\n\n\n\n When you type your keyword, which type of content fills up the first page of Google SERP? Is it blog posts? Landing pages? Quick videos? Or something completely different?<\/p>\n\n\n\n Conduct a SERP analysis<\/a>. The highest-ranking content will tell you the kind of results users expect for that keyword.<\/p>\n\n\n\n For instance, for the keyword \u2018vegan chocolate cake recipe,\u2019 quick video recipes and blog articles are the way to go.<\/p>\n\n\n\n Now, understand what kind of posts are ranking.<\/p>\n\n\n\n Are they how-tos, listicles, interviews, or studies?<\/p>\n\n\n\n For example, for the target keyword \u2018best christmas gifts,\u2019 Google primarily fetches lists.<\/p>\n\n\n\n Next, try to look for an angle.<\/p>\n\n\n\n Who is the searcher? What is their priority? Are they looking for a quick fix? Are they amateur or an expert?<\/p>\n\n\n\n For instance, Google seems to be pitching to beginners for the keyword \u2018caramel custard.\u2019<\/p>\n\n\n\n To write content that ranks, remember to always keep the user\u2019s needs in mind.<\/p>\n\n\n\n Now, let\u2019s browse through the various steps for creating structured content.<\/p>\n\n\n\n While different people have different ways to go about the writing process, our advice is to create an outline before anything.<\/p>\n\n\n\n Do this after researching the pages that are already ranking for that keyword. Identify sub-topics that they are talking about.<\/p>\n\n\n\n Another great idea is to go through the comments section of ranking articles.<\/p>\n\n\n\n See what readers like, what they don\u2019t like, and what they\u2019d like to see more of.<\/p>\n\n\n\n Image via <\/em>Nora Cooks<\/em><\/a><\/p>\n\n\n\n Once you have a rough outline, begin writing.<\/p>\n\n\n\n For now, don\u2019t worry about optimizing your article for keywords.<\/p>\n\n\n\n Simply let your thoughts translate into words naturally. If you want the article to have an informal, conversational tone, consider writing as you speak.<\/p>\n\n\n\n Do not underestimate the power of engaging headings and subheadings<\/a>.<\/p>\n\n\n\n Be specific and creative, and highlight what your reader wants to see.<\/p>\n\n\n\n For instance, which of the following do you think is more impactful?<\/p>\n\n\n\n Option 1: What Can This Product Do?<\/p>\n\n\n\n Option 2: How Can You Benefit from this Product?<\/p>\n\n\n\n The latter, right?<\/p>\n\n\n\n Tweak the headlines in a way that gives importance to the reader.<\/p>\n\n\n\n Finally, keep your content simple and straightforward. Break up long sentences.<\/p>\n\n\n\n You can even use an online tool such as Grammarly or Hemingway to make your writing bold and clear.<\/p>\n\n\n\n Free writing tools like these will also help you weed out any grammatical errors in your article.<\/p>\n\n\n\n Lastly, let\u2019s talk about post length.<\/p>\n\n\n\n While Google seems to prefer longer content, make sure you\u2019re not rambling for the sake of increasing word count.<\/p>\n\n\n\n Quality will always override quantity.<\/p>\n\n\n\n Now that you\u2019ve written the first draft and have decided on your keywords, it\u2019s time to optimize your content.<\/p>\n\n\n\n There are two main aspects to this\u2014keyword placement and keyword density. Let\u2019s take a look at both.<\/p>\n\n\n\n For each piece of content you create, you must have a primary keyword and some LSI keywords.<\/p>\n\n\n\n So that search engines can index your site, you need to place these keywords through your content strategically.<\/p>\n\n\n\n To do so, include your keywords (mainly primary keyword) in:<\/p>\n\n\n\n However, make sure that you\u2019re not resorting to keyword stuffing. This won\u2019t just turn off readers, but it will also hurt your rankings; which brings us to our next point.<\/p>\n\n\n\n Simply put, keyword density is the number of times your primary keyword appears in your content.<\/p>\n\n\n\n Why is this important?<\/p>\n\n\n\n Because if you over-optimize your copy for a keyword, it will make for an unpleasant user experience. Naturally, this will impact your rankings.<\/p>\n\n\n\n So, what\u2019s the kind of keyword density you should go after?<\/p>\n\n\n\n A good rule of thumb is 1% to 1.5% for articles and over 2% for landing pages.<\/p>\n\n\n\n Remember\u2014using synonyms and LSI keywords<\/a> can be a great way to support your primary keyword and avoid repetitiveness.<\/p>\n\n\n\n You want your content to be easy to read, right?<\/p>\n\n\n\n This is why visual content is more important than ever.<\/p>\n\n\n\n Not only does it make complex things easier to understand, but it also works as a lure for readers.<\/p>\n\n\n\n At SEO Buddy, we make use of highlighted screenshots to support our written content.<\/p>\n\n\n\n There are several online tools, like Nimbus, Lightshot, and Screely, that you can use to take and edit screenshots.<\/p>\n\n\n\n You can even use videos, infographics, and other types of graphics instead.<\/p>\n\n\n\n You know what else?<\/p>\n\n\n\n Google gives preference to content with high-quality visuals.<\/p>\n\n\n\n To maximize SEO success, make sure you keep the following best practices in mind:<\/p>\n\n\n\n You see, you want to make it as easy as possible for Google\u2019s crawlers to discover your web pages.<\/p>\n\n\n\n Exactly what can you do to make that possible?<\/p>\n\n\n\n Interlinking.<\/p>\n\n\n\n Now, every webpage must consist of both internal links and external links. Let\u2019s find out what each means.<\/p>\n\n\n\n Internal links point to another page on the same domain.<\/p>\n\n\n\n A powerful internal linking<\/a> strategy will also help your visitors find more interesting content on your website, thus decreasing bounce rates.<\/p>\n\n\n\n Here are some best practices you must follow:<\/p>\n\n\n\n External links take users to an entirely separate domain.<\/p>\n\n\n\n While it may seem counterintuitive to direct readers to an external site, that isn\u2019t the case. Linking to credible sites can help Google understand what your content is about, along with painting you as an authority figure.<\/p>\n\n\n\n Here\u2019s an example of how we have linked to Google in one of our blog posts:<\/p>\n\n\n\n So that you can do external linking right, here are some best practices to follow:<\/p>\n\n\n\n The best way to write content that ranks is to monitor and improvise.<\/p>\n\n\n\n Most SEO professionals use website analytics tools to measure content performance.<\/p>\n\n\n\n But exactly which content marketing metrics should you be looking at?<\/p>\n\n\n\n Here are some of the most important ones:<\/p>\n\n\n\n By tracking these KPIs from time to time, you will be able to identify high-performing content, and eliminate low-performing content.<\/p>\n\n\n\n Over time, this will help you optimize your resources, and improve your content marketing ROI.<\/p>\n\n\n Now it\u2019s time to discover the other 102 steps that will get more organic traffic flowing to your website. Get the SEO Checklist here.<\/a><\/p>\n Want to get a sneak peek of what it looks like?<\/strong>![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/What-is-Optimized-Content_-1024x399.jpg\")
<\/figure><\/div>\n\n\n\n![\"How](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/how-to-write-great-content-that-rank-for-seo-1024x1024.png\"){kind=icon}
<\/figure><\/div>\n\n\n\nWhat is SEO Content?<\/h2>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Vaseline-1024x467.jpg\" "\\"border-image-nospace\\"")
8 Tips on How to Write Content That Ranks<\/h2>\n\n\n\n
1. Pick A Relevant and Engaging Topic<\/h3>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Reddit-1024x431.jpg\")
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Googles-autocomplete-predictions.png\")
2. Do Keyword Research Right<\/h3>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Semrush-Keyword-Magic-Tool-1024x534.png\")
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Search-Demand-Curve-1024x767.jpg\")
<\/figure>\n\n\n\n3. Look into Search Intent<\/h3>\n\n\n\n
Informational Intent<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Look-into-Search-Intent-1024x825.jpg\")
Navigational Intent<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Navigational-Intent-1024x592.png\")
Transactional Intent<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Transactional-Intent-1024x636.png\"){kind=spacer}
Commercial Intent<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Commercial-Intent-1024x613.png\")
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Types-of-Search-Intent-in-SEO-1024x433.jpg\")
<\/figure><\/div>\n\n\n\nThe Three C\u2019s of Search Intent<\/h4>\n\n\n\n
Content Type<\/h5>\n\n\n\n
Content Format<\/h5>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Content-Type-1024x736.png\")
Content Angle<\/h5>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Content-Angle-1024x706.jpg\")
4. Create Structured Content<\/h3>\n\n\n\n
Create an Outline<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Create-an-Outline-1024x613.png\")
<\/figure><\/div>\n\n\n\nStart Writing<\/h4>\n\n\n\n
Write Engaging Titles<\/h4>\n\n\n\n
Improve Readability<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Start-Writing-1024x462.jpg\")
Keep it Crisp<\/h4>\n\n\n\n
5. Optimize for Keywords<\/h3>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Optimize-for-Keywords-1024x399.jpg\")
<\/figure>\n\n\n\nKeyword Placement<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Keyword-Optimization-1024x692.jpg\")
<\/figure>\n\n\n\nKeyword Density<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Keyword-Density-1024x341.jpg\")
<\/figure>\n\n\n\n6. Make Your Content Visually-Appealing<\/h3>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Make-Your-Content-Visually-Appealing-1024x615.jpg\")
Visual Optimization Best Practices<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Visual-Optimization-Best-Practices-1024x607.jpg\")
7. Add Links to Your Content<\/h3>\n\n\n\n
Internal Linking<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Site-internal-Link-1024x616.png\")
<\/figure>\n\n\n\nExternal Links<\/h4>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/External-Links-1024x500.png\" "\\"border-image-nospace\\"")
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/External-Links-2-1024x852.jpg\")
<\/figure>\n\n\n\n8. Measure Your Content\u2019s Success<\/h3>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/11\/Measure-Your-Contents-Success-1024x671.jpg\")
<\/figure>\n\n\n\n![\"img\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/themes\/seobuddy\/images\/post-blocks\/2.png\")
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\nEnter your email and get a free demo version of the SEO Checklist.<\/em><\/strong><\/p>\n<\/div>\r\n