The key elements of how to write SEO-friendly blog posts are changing. Recently, Google launched the helpful content update, which was meant to punish content that was directed at “hacking” the algorithm while rewarding content that was focused on actually helping people.
Google insists that they’re not trying to undermine SEO best practices. However, they’re trying to root out content created primarily for search engine traffic.
Here’s how to balance SEO best practices with helpful, human-centred content.
What Is the Helpful Content Update?
To help clarify the helpful content update, Google posed this self-reflective question for content creators: “Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?”
So, if you have a site for a fintech company, it makes sense to write content relevant to that niche. Right? However, Google’s issue is that there are too many sites that are creating irrelevant content for would-be visitors simply to cash in on trending keywords.
This may seem self-evident to many, but for others, the temptation to chase short-term website traffic can be overwhelming. But it’s important to remember why you’re trying to draw visitors to your website in the first place. The goal isn’t just traffic, it’s conversions.
B2B buyers, for instance, spend nearly a third of their time researching independently online. That means they’re coming to your website looking for helpful content to guide their purchasing decision. If you attracted them with misleading keywords but don’t have the helpful content to back it up, then they’re going to leave quickly and likely never come back.
So, helpful, people-centric content should your priority regardless of Google’s carrot and stick.
But what does that mean for SEO best practices? Are they still relevant?
How to Write SEO-Friendly Blog Posts
The good news is that it’s still possible—and a good idea!—to balance thoughtful content with SEO best practices. However, SEO best practices should be a means to an end, not the end itself. Your focus should be creating helpful content; the SEO best practices are there to supplement the content.
For example, long-tail, high-intent keywords are useful signifiers for searchers. If you can identify keywords that your intended audience is searching for, you can better communicate that your content is relevant to them.
“How to write SEO-friendly blog posts” is much more targeted than just “blog posts.”
Moreover, including the keywords in your meta description will help further communicate to searchers you have relevant content. From there, you can break your content into easily readable subheadings and subsections.
The point here is that you’re using keywords to help the visitor, not the search engine.
Become an Authority With Engaging Content
As a growth marketing agency, DigiForce has the know-how to write SEO-friendly blog posts that put your buyer person front and centre. We can create thoughtful content that will position you as a thought leader in your niche as opposed to simply farming for keywords. Now you’ll be able to provide value to your visitors while climbing the ranks of Google.
Call 1-866-637-4202 or visit our website today for a free SEO assessment.