3 Elements to SEO: Part 1 – How to Write SEO Content

Is your website featuring on page one of Google yet? According to HubSpot, three quarters of people never scroll past the first page of Google search results. To put it another way, search engine optimisation (SEO) matters. Read on to find out how to write SEO content for yourself.

What we will cover

How to write SEO content: A simple strategy

For this article, I am going to use the example of an electrician to illustrate how to write SEO content for any business.

An electrician new to marketing online and not working with a digital agency might take the ‘one page’ approach. Websites abound where the home page (or a services page) is essentially a bulleted list:

  • Rewiring
  • Electrical fault finding
  • PAT testing
  • Landlord certificates

Now, our SEO-savvy electrician has learned that this is not enough to convince Google’s algorithm that their website is the place to go for those services. It is simply one rather generic web page among hundreds, maybe thousands in their area.

Page one material? Not likely!

The simplest way they can improve on this structure is to create additional pages based on each of these services. We would recommend starting with individual service ‘landing’ pages.

So, our electrician could write a page, of no less than 300 words, focused solely on electrical fault finding. He or she could provide a bit more detail on what fault finding entails and the benefits of getting faults sorted quickly. They could explain why customers should choose their service over others.

Once they’ve written their landing page, we would suggest moving on to case studies.

Our electrician has a little think and recalls that successful electrical fault finding job they did at a big hotel. They could then write even more on this one service, explaining how important it was for the hotel to trace the fault quickly, the process they followed and the outcome. Perhaps the fault was a ‘disaster waiting to happen’ which the electrician diverted. Could the hotel manager provide a testimonial?

This exercise not only improves SEO but turns a soulless service into a relatable story. It can also help the electrician refine their service landing page to make sure they are addressing their audience and detailing all the benefits.

Our final guidance on how to write SEO content covers creating educational pages through which the business can pass on its knowledge and experience. These pages are often best organised as posts in a ‘blog’ section.

What could the electrician write about? What do potential customers want or need to know?

Chances are they come across common questions during their sales process:

  • ‘What process do you use to find electrical faults?’
  • ‘What types of electrical fault are there?’
  • ‘Does it matter if there is a minor electric fault?’

These could all form the basis of meaty blog articles. What’s more, the electrician’s sales team would then have somewhere they could send people asking those questions. How’s that for efficiency?

These pages should all be linked to one another so that someone on a fault finding case study or blog post can click through to the fault finding landing page and book a service.

By evolving from one thin, generic sales page to many rich, interlinked pages on one specific service, this electrician is not just improving user experience, they are now sending a very different message to Google. The algorithm will pick up that fault finding is definitely an important service offered by this electrician. The ultimate reward is a spot on the first of Google’s search engine results pages (SERPs)

Next, the sparky repeats the process with their other services.

If that sounds like a lot of writing, don’t fret. Digital agencies like Vu Online will have in-house or partner copywriters who specialise in creating this type of content.

Understanding and working with keywords

At this stage, you might be thinking: ‘He hasn’t even mentioned keywords yet!’

While carrying out the exercises above, you will probably find that you automatically include variations on important keywords related to your services. Google is getting better at matching keywords on web pages with user search queries.

However, to make sure you’re catching the most valuable searches you can try out some basic keyword research. At Vu Online, we use sophisticated SEO software to hunt down the juiciest keywords for our clients but Google does provide a free tool: Google Keyword Planner.

The information Google Keyword Planner provides is limited but you can unlock more granular data by joining the Google Ads programme and running a paid ads campaign.However, for the purposes of this article, we will assume you are only interested in ‘organic’ visitors and are using the basic Keyword Planner.

Let’s go back to our sparky. They open up Google Keyword Planner, click ‘Discover New Keywords’ and then choose ‘Start With A Keyword.’

They enter ‘Electrical Fault Finding’, click ‘Get Ideas’ and are presented with a list of related keywords in a table. The first three columns show the keyword, the average number of people that type that keyword into Google each month and the competition for that keyword. The columns can be arranged in order by clicking the headings.

The electrician notices a few keywords attracting 10-100 searches per month including:

  • Wire fault locator
  • Fault finding in electrical circuits
  • Fault finding lighting circuits

He or she could work these terms into their landing pages, case studies and blog posts where they look natural. They might even decide to use these keywords as the titles of future blog articles.

For example, noticing that ‘Fault Finding Lighting Circuits’ only has a competition rating of ‘medium’, the electrician realises this could be a ‘quick win’ for ranking purposes. A blog article titled, ‘A guide to fault finding lighting circuits’ could appear high in Google for those 10-100 people per month typing that keyword.

I guess you could call that a light bulb moment…ahem. Moving on, more here if you need help adding them to your WordPress site.

A simple six step summary

Let’s summarise the above into a simple six step action plan on how to write SEO content:

  1. Choose one of your major products and services
  2. Use Google Keyword Planner and find relevant keywords relating to your chosen product or service
  3. Create a sales-oriented ‘landing page‘ with a clear call-to-action (CTA). Add keywords if/where they would naturally make sense.
  4. Write a case study where this product or service played a central part. Use keywords. Link the case study page to your landing page
  5. Write a blog post or posts based on questions you have come across in your sales process. Use keywords. Link the blog post to your landing page
  6. Repeat steps 1-5

Following this process alone will put you ahead of a large chunk of the competition but there’s much more to SEO. Our next article in this series focuses on ‘technical SEO’ which is all the things that you can do ‘beneath the hood’ of your website to improve user experience and give Google the confidence that your website won’t let visitors down.

In part three we look at authority, search engines are trying to give important websites the platform they deserve. So we look at how it measures a pages popularity.

In our experience, effective SEO is usually a team effort between a business and their digitial marketing agency. Visit our professional SEO services page to find out how we can play our part in your success.

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