You’ve heard the saying, “content is king.” And it’s true – good content is still the key to a website’s success.
But what makes good content? How do you create content that ranks on Google and drives business results?
On September 7th, I moderated a webinar by Kyle Byers, Director of Organic Search at Semrush.
Byers taught viewers how to write and distribute content that boosts traffic and conversions.
Here is a summary of the webinar. To access the entire presentation, Complete the application.
Higher Google Rankings = More Traffic
You can get a good ranking with high quality content. This can be seen with Google is more focused on user experience signals Such as click-through rate, bounce rate, face, and more.
But how much of a difference does that make?
- Ranking 1 gets 10x + traffic in position #10 for one keyword.
- Top ranking content ranks for many keywords and can bring in 30x more traffic.
In other words, quality trumps quantity when it comes to content in most cases.
If you can bring in 30x more traffic simply by having a much better article, it’s usually worth putting in that time.
Key #1: Research Intent
Addressing search intent is the most important thing you should focus on with your content.
So what is the intent of the search? In short, it means giving people what they are looking for.
[Discover the 4 major types of search intent] Instant access to the webinar →
First, consider the following content details:
- Formatting (Listicle, How-to guide, Review video).
- addresses.
- Depth.
- Introductory or advanced?
Next, consider the following factors in your SERP analysis:
- Top ranking pages.
- Featured excerpts.
- People also ask questions + other SERP features.
Key #2: Speed to value creation
Explain what you mean. Don’t waste people’s time.
Some readers just want the basics, while others need in-depth information.
Understand what your audience needs and implement it successfully.
[See speed to value in action] Instant access to the webinar →
Key #3: Examineable
Readers scan content into an F-shape as described in the Nielsen Norman Group’s “F-Shaped” eye-tracking study.
The eyes start at the top left of the page and move to the right. Then they jump a little bit and do it again.
Finally, as they scroll down, they only look to the left side of the content until they see vital phrases or terms that are relevant to them.
So when writing to scan as F, use the following:
- “Informational words” at the beginning of paragraphs.
[See an example] Instant access to the webinar →
- Subtitles.
- Important points.
- short paragraphs.
- Key phrases in bold within longer paragraphs.
Key #4: Comprehensive content
Remember, you don’t want your readers to come back to Google. Keep it on your website by making your article comprehensive.
Do this by:
- Make the content actionable.
- Link to further reading/resources.
- Define and avoid jargon for a novice audience.
- Determining the “work to be done,” or defining what the reader is trying to accomplish and helping them to achieve it.
Key #5: Up-to-date content
It is important to update your content regularly for several reasons:
- Bad user experience for outdated and incorrect information.
- When people stop clicking and mentioning it, traffic goes down.
- Change the search intent.
- Google updates.
- New content from competitors.
[Here’s a tip when you use years in your titles] Instant access to the webinar →
Key #6: Get your audience talking
When competing with sites with a higher authority score, creating an audience that wants to talk about your content is especially important.
Set up a system that gets people talking about your content so they can share it, post it, and link back to it.
[Discover what you should aim for] Instant access to the webinar →
Make your audience want to talk about your content by:
- Consider the content and topics your target audience is already talking about.
- See how you can present a new angle.
- Prove or disprove a common point, or provide evidence for business decisions.
- Manipulate what journalists cover – Use your content to pair your brand with current trends and stories.
[Find out how Google’s new update fits in] Instant access to the webinar →
[Slides] 6 Keys to Effective Content That Ranks High in the SERPs Right Now
Here is the presentation:
Join us for our next educational webinar!
How to speed up your keyword research with powerful topic combinations
Join us and Dave Snyder, CEO and Founder at CopyPress as he talks about how this method can help you rank higher.
Reserve my seat
Image credits
Featured Image: Paolo Bobetta/Search Engine Magazine
