Creating online SEO content for platforms such as blogs, social media, and websites is a true art form. A content creator must have great attention to detail, know how to write engaging material, and also understand the importance of machine optimisation. A writer’s content must excite and interest the audience, but it must also be optimised so that search engines can index it. Striking a balance between creative flair and SEO takes time and skill. These skills are essential for SEO content marketing purposes in today’s search engine-driven online world.
Simply creating well-written content could engage users, but fail to register highly with search engines. Alternatively, creating content that is packed full of keywords could help boost rankings for your SEO and content marketing, but users may find said content illegible and confusing. To generate high-quality online content, you must be able to write for humans and optimise for machines. In the below paragraphs, we take a look at how to achieve this balance when creating content.
How to Create Content that is Suitable for Humans
Writing for humans is simple. In short, you must write fantastic content that your audience will find interesting and engaging. Your content should achieve the following:
– Be factually correct and not misleading
– Be relevant to your business/subject
– Provide your audience with something tangible they can benefit from
– Answer common questions your audience may ask
How to then SEO that content for machines
Whilst writing for humans can help improve organic SEO, optimising that writing can give you a further boost. Optimising content for machines will ensure that a search engine such as Google can crawl your content and understand it from a technical perspective. No matter how well written your marketing content is, if it is not optimised for machines, it will ultimately fall short and search engine bots will find it difficult to index your material. The following are some simple ways you can optimise your content:
Make regular use of headings
Headings are a great way to structure content and also look favourable to search engines. Always start content with a H1 heading, and then follow up with H2 and H3 sub-headings respectively. Ensure that the correct HTML tags are used and that the headings are formatted differently to clearly break up your text (consider using a bold text or a different colour and larger font size).
Make use of HTML tags and URLs
Using the correct HTML tags within your content also looks favourable to search engines. As mentioned above, use HTML header tags for headings and subheadings, but also use META tags such as title and description tags. These tags give context to your content and also help a search engine structure your text easily. Including URL’s within your text can also improve your SEO and give your marketing content authority (providing the URL’s are from reputable sources).
Ensure your content is clean and W3C compliant
Copyright infringement and illegal material are both things that search engines frown upon. Ensure your content is original, and that it doesn’t contain anything that breaks the law. Furthermore, ensure that your content uses organised HTML and CSS code that complies to official W3C standards. If your HTML code is compliant, search engines can then index it with no issue.
As you can see, there is a clear difference between writing for humans and optimising for machines – knowing the difference and putting both methods into practice will push your content marketing to the next level.