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Here we will learn the basics of SEO Content writing, what it is, and how to create topically relevant content.

Notes

  • SEO Context sections are included to provide context for the wider SEO process in which Content Writing takes place.

  • Content Writer sections are directly relevant to the Content Writing team and provide guidance on creating content with SEO in mind.

  • Embedded images are from this original source: https://backlinko.com/hub/seo/seo-writing.

 Content Writer: What is SEO Content & Importance
 SEO Context: Generate a List of Content Topics

NOTE: Generate a List of Content Topics & Turn Your Topics Into Keywords

There are a few sections on Keyword Research and Topic Selection broadly. These are tasks currently completed by the SEO team and are included for additional context.

Example: Google Ads Keyword Planner

Google Keyword planner is one of our go to tools for finding related keywords. In this example I added some basic “RV“ keywords and Google has provided several related search terms that we might want to include in tracking and optimization efforts.

Example: Answer the Public

Searching “RV“ we get back hundreds of related searches that people are performing on Google. A few examples are below.

We can look here to find additional related keywords to include in our keyword list that we might not otherwise think of.

Example: Infinite Suggest

Again, searching “RV” we are able to generate a list of related keyword suggestions that Google will autogenerate on a search results page. We can comb through this list to identify additional keywords to research and potentially track for later inclusion during optimization of website content.

 Content Writer: Match Search Intent

SECTION NOTE: Outline Content To Match Search Intent

For example, we would not want to have a blog post titled, “How to change an RV tire“ where the copy of the page is predominantly sales based. This would result in a misalignment with the user's search intent.

 Content Writer: Write Comprehensive Content
 Content Writer: Use Keywords in Content

Use Your Keyword in Your Content

Our goal with keyword usage is for the page to sound natural and to ensure that we are using our primary keyword in key sections of the page. If we were to put a number on keyword usage per page 3-5 times in a 450-word blog post would be acceptable.

 Content Writer: Write Compelling Meta Descriptions
 Content Writer(Optional): Use Internal Links
 SEO Context: Link to External Pages & Resources

Link to External Pages and Resources

Linking to external resources is best practice, however, for our SEO packages we do not implement external links that could take the user off-site and result in a lost lead.

 Content Writer: Use related Words and Phrases

Use Related Words and Phrases (LSI)

For example if we were producing footer text for a “New ATV“ page footer we would want to include some instances of synonyms like “quad“, but, to go deeper as well to cover “New ATV“ as a concept by including additional terms like(if relevant to the page/dealer):

As well as brands, top models carried by the dealer, etc.

 SEO Context: Use Multimedia In Your Content

Use Multimedia In Your Content

For example, we include an image in our blog posts. This helps to make the page more visually appealing as well as to flesh out the page a bit more in the eyes of Google.

 SEO Context: Strategically Promote Content

Strategically Promote Your Content

Not currently relevant to us.