Content Writing
High quality content writing is crucial in maintaining a strong SEO strategy. This has always been the case, more so after the introduction of Google Hummingbird. An update that aimed to improve search results by optimizing the SERP to the human side of user intent focusing on the inclusion of synonyms and search related topics.
And in improving local search results as it prioritised searcher’s intent and quality of content over the use of keywords (keyword stuffing). This was through establishing searchers location, device and search history.
To rank on a SERP you must:
- Including a meta description and tags (H1, H2 etc) will allow search engines to understand the structure of your content.
- Search Engines like Google typically prefer long form content as it results in web traffic spending more time on your site.
- Who are your target audience? Is the language and terminology suitable to their level of comprehension
- Your content should also consider the readers intent (are they looking to buy, learn etc)
Your brand requires high quality and engaging content that is optimized to search engines and will perform in UK search markets to increase site traffic. But also it important as a means of increasing conversion rates by targeting users searching intent through the use of relevant keywords and building trust and authority.
Continual Upkeep
Content upkeep may require updating the information, outbound and inbound links on a page. And possibly rewriting articles and blog posts from scratch to remain relevant and authoritative.
Creating and optimizing content to drive traffic and improve search engine ranking is not a one-time activity. It requires continual upkeep.
To clarify, this is due to the regular changes being made to search engines. And in ensuring that you maintain relevance and provide value to web traffic, search users and your customers.