In partnership with the UK Domain, we explain how to create content that is pleasing to humans as well as Google and other search engines.
Quality content is central to a successful marketing strategy.
But what is ‘quality content’? Unfortunately, much of the answer lies in personal taste. The upside is that there are things you can do to impress both human and robot.
So, it isn’t merely a case of just writing something and shoving it out. The content creation requires some finesse.
We’ll share some tips to help you write posts that will rank high on Google and be a valuable resource for your readers.
Content for humans or for Google: which is more important?
SEO specialists will tell you to write for the human first. Though search engines scan your content for essential assets, it’ll be people that are relying on it for information that’s both informative and entertaining.
Google’s main priority is ensuring your content meets the searcher’s purpose. This flows on to the second tier of expertise, authoritativeness and trustworthiness.
‘Google’s main priority is ensuring your content meets the searcher’s purpose’
One thing you must do is include information about who is responsible for the content with a byline or a link to the creator’s bio or website. Articles with generic ‘staff’ or ‘team’ credits will be down-ranked by Google.
Finding trending topics
The quickest way to find topics is to look at what’s in the news and on Twitter’s own trending topics. It can give you a hook for a more detailed explainer or feature.
For longer term pieces you need to know what questions people are asking around the topic which either aren’t being answered, or at least not from the angle of the demographic you’re looking to target.
Answering reader questions and pinning down keywords
As time becomes increasingly scarce for readers, they’ll want answers to their questions – fast. A lot of browsing time is spent asking questions in search engines, giving you the opportunity to drive traffic if you know what they’re looking for.
Search engines work in a simple way: people ask questions, the search engine finds webpages it thinks will answer the questions. If a reader clicks on your page and clicks straight off that generally means that you haven’t answered their question.
Google Trends will, of course, tell you what’s trending on Google in different parts of the world. You should also try websites like answerthepublic.com and Keyword Sheeter. They generate keywords and commonly asked questions around a topic of your choosing. If you want detailed results, use paid-for platforms like SEMrush and ahrefs which are more sophisticated.
Look for searches that are higher in volume and lower in competition. They’ll be more obscure, so it helps to know exactly who your target reader is to maximise the reach of your posts. – Read more