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How to Create Compelling SEO-Optimized Content that Will Rank You Well in Search Engines
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Whatever your market–global or local–developing original, quality, compelling content is extremely important, and plays an even more important role in your SEO strategy on and off the page. Content Marketing is a great SEO Strategy especially with recent changes from Google: “Google Places is Over, Company Makes Google+ The Center Of Gravity For Local Search.”

SEO is changing–nothing can be taken for granted, new techniques and methods are constantly being introduced. However, SEO’s main purpose remains the same–to increase traffic to your site with compelling content that includes related keywords /phrases that people actually want to read and share. And, now with the ‘new world order’ social networks have become a major player in ranking – recognizing authorship, natural links and social signals, delivering higher search ranking and more organic links.

“Content” has always been king, it helps you appear in searches, it builds authority so people want to share with others and it shows passion–knowledge on a subject. Social data, now a powerful factor in identifying ‘best content,’ needs to be search engine friendly, using language in context and relevant to searchers’ keywords/phrases. With appropriately structured and distributed content your brand will be a winner in the SERPs (Search Engine Results Pages).

 Keyword Research

Keywords matter! If you don’t add content based on terms consumers are searching, you’re not going to be found.

Create a keyword strategy utilizing business plan goals and focus on your BRAND within a market niche with significant compelling content extracted from that marketing for keyword/phrase terms. Keyword intelligence that’s relevant to your niche aids site visitors and enhances credibility. An example of the Internet’s evolving intelligence (Web 3.0):

  • Keywords of the past:  foot, doctor, feet
  • Keywords of the present: Feet in NJ, foot pain, tired feet
  • Keywords of the Future: Caring for aging parents hurting feet, foot injury while jogging etc.

8- Essential Elements of Search Engine Keyword Research: 

Garden Plan Image

  1. Develop a Keyword Plan– see “How to Develop a Good Keyword Plan“;
  2. Use Keyword reference tools:
    • Google Keyword Research Tools;
    • SEO Book Keyword suggestion tool (FREE, registration required);
    • Paid vs. Free? I go for the FREE resources until you get really good, this way there’s nothing to lose and you get the basics;
  3. Find specific ‘phrases that describe your Brand not just what’s popular–high ranking generic terms DO NOT return relevant results;
  4. Consider alternative search terms–synonyms and adding geo location;
  5. Find highly relevant words/phrases–search terms need to have a basis from product or service benefits or ultimate goal;
  6. Look at words/ phrases people actually use when searching for information on topics pertaining to your brand/market niche;
  7. Be counter-intuitive when selecting some keywords– don’t worry if SERP scores don’t change immediately;
  8. Develop Content Resources–follow blogs, Twitter and Facebook: SearchEngineLand.Com, SEOMOZ.com, SearchEngineJournal.com, SEOhacker.com, WebSEOanalytics.com, SearchEngineWatch.com, Techland.Time.Com, TheNextWave.com, are a few good ones.

The Inverted Pyramid–Structuring Compelling Content 

Inverted Pyramid Writing

The inverted (upside-down) pyramid writing style puts most newsworthy information at the top, quickly and concisely. This enables readers to stop reading at any point and still come away with the story’s essence:

  • Lead Paragraph/ Summary contains most important info;
  • Remaining info follows in order of importance;
  • Least important info at the bottom.

Search Engines read first 170 characters of a lead paragraph, first 70-characters of headline information. Optimized keywords/phrases within a specific context with an appealing delivery–engaging content gives meaning to both Searchers andHumans but also speaks to BOTS (Robots/ Spiders etc.), is going to get your brand top of the SERPS and people to opt-in and follow you over time, a ‘long-tail.’

3-Major Components That Power Search Engines:

  • Crawling – search engine spiders crawl around the web looking for content–if spiders can’t read/see your content, or don’t understand what it’s about, your page can’t be indexed or ranked;
  • Indexing – The spider stores (your) content in a giant database = indexing for future benefit of other searches, gauging content relevance and the words Searchers use when looking for something;
  • Ranking– Specialized ‘Algorithm’ determines final and most relevant results that are seen by Searchers–they change frequently over time so stay on top of SEO news.

11 Tips For Writing Compelling Optimized Content That Ranks Well In Search Engines:

  1. List your keywords/phrases– identify 3-key words/phrases and use in all communications, and create a 12-secondary word list;
  2. Utilize identified top 3-keywords in optimized title, opening paragraph and specific paragraphs throughout the communication;
  3. Important info first: summarizes your key points utilizing specific list of keywords/phrases in opening paragraph;
  4. Summarize opening paragraph content in a 170-character blurb for 2.0 sharing on social networks (reduce to 140-characters for tweets). Do not use the same copy used in headline;
  5. Brand name always goes first in headline and or opening paragraph sentence: Headline first 70-characters are important;
  6. Sub-head embellishes your header–keep core messaging in first 170 characters;
  7. Appropriate keyword density: in the right places, amounts, get top rankings;
  8. Locations and frequency of keywords is still critical… work by keying in on word patterns people are looking for that return relevant content;
  9. Outside links still affect ranking position, sharing on social media will create organic links– this covers both bases;
  10. Create compelling content (read-benefits) that adds value to your target audience…ask: “What creates value for my readers;”
  11. Keep it readable don’t be repetitive, keyword or link stuffed–strike a balance between robots and humans.  And remember search engines and robots have no sense of humor – NO puns, NO innuendo and NO double meanings.

Optimized Content For Search is Still the Most Important Game in Town

Search is the great triumph of computer science and mathematics, it is the most common online activity after email, and that fact cuts across generations. People make billions of unique searches monthly and unlike Facebook flittering, Searchers are in a focus mode–are the most motivated people who hit the Internet–they are looking for your brand if you’ve identified yourself/company product correctly. Focused, targeted search traffic is an important element of “Building Your Brand” with SEO, but now we also need to be mindful of Social Data influence. Search Engines will only treat you as relevant if others do first – people need to like your content so search engines find you, index your info and rank you high in the SERPS.

Latest Breaking News:

- Google isn’t the only search engine, although it currently has the largest market share – some SEO tips from Google: Google Shows Startups How to Master SEO in 10 Minutes [VIDEO]

- Bing is quickly disrupting Google’s market share: Microsoft Bing Social vs. Google Search Plus Your World: Showdown.
- Yahoo, ASK and AOL search engines rank behind Google and Bing: SearchEngineWatch.com: Yahoo Sinks, Google & Bing Rise.



Charlé-John CafieroPresident and CEO, CJC Strategists
Charlé is President and CEO of CJC Strategists, a unique marketing & branding communication agency that specializes in integrating traditional marketing, communications and international brand identity with the very latest cutting-edge SEO, Social Media and networking tools.
www.CJCStrategists.com | Facebook | @CJCStrategists | More from Charlé-John

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Discussion (8) Comment


  1. Sky-techVisitor

    To research keywords you can use also AdWords keyword suggestion tool.


  2. PrinceVisitor

    The article says it all but we must always keep in mind that we need to keep that user who comes to our website and that will be possible if only we give them what they are looking for. The quality of content is also a part of SEO.

  3. Excellent list of SEO methods with clear and concise explanations. I think proper keyword density, tag description and interlinking are some of the most effective techniques.

  4. Charle – this is a great reference guide. As someone just starting, I’ve go the content part down pretty well but SEO is a whole other animal. The key word and tips and tool you provided are right at the top of my “to do” list.

  5. Charle-John, thank you for this very thoughtful comprehensive post. It is so hard for many people to take up a program of creating great content consistently that is keyword rich, yet the seo benefits are so worth while! I posted today, http://www.eileenlonergan.com/?p=3601 on my blog, a summary and links to an excellent podcast on using content as education, which translates into marketing and sales. I think it is a nice compliment to your article.

  6. Exellent post, with tons of current useful SEO information. Will keep this one handy for helpful hints.

 

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