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SEO Copywriting and Content Best Practices
To find a good chance of ranking well on Google, be sure to meet the following SEO best practices:
The content is unique and more useful (resolves the query) than any result already on the first page
Format relevant content and content for the researcher’s intent and feed the snippet clicks
Group keywords with similar attributes on one page rather than one keyword per page
Include your target keywords in your copies, images, meta tags, and URL
Use tags as necessary (eg chart, AMP, hreflang, opengraph)
Page load speed is fast <3 seconds
The page responds to the device without interstitial mobile parasitism
Page content can be accessed and crawled – Adopt good internal linking practices
The website is secured by HTTPS
Content is able to amplify (easily earns social posts, signals, and backlinks)
The above list summarizes pretty much what you need to do to stay top of Google in 2019. Let’s eliminate SEO best practices in more detail.
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1. Content is unique and more useful (solves the searcher’s query) than any result already on the first page
Have you ever clicked on a search result and after you skipped it in the first 10 seconds, found that it did not answer your questions and then returned to the search results page?
Since the publication of RankBrain, user experience signals have become more important than signals outside the page, ie backlinks.
As a result, the time of stay or average time spent on a web page is linked to a higher order. This means that the opposite is also true.
If users spend less time in search result A. Compared to search result B, they probably did not find the search result very useful. Over time, Google will rank search result B above A.
Uniqueness of content – Make sure your content is not copied from another place on the web. If it is completely separated from another publication, Google considers that it is duplicate content and will not be good.
2. Content and content format is relevant to the searcher’s intent and snippet entices clicks
Imagine writing in the Currency Conversion Calculator to Google, and the first result, how to use the tool instead of the actual tool you can use.
Although they may be relevant to the query (as in keyword matching), the result may not be relevant to the researcher’s intent. Most users will skip the first result and click on the tool in the second result like the example below. Note that higher clickthrough rate (CTR) is associated with a higher order.
Currency Converter Calculator Search Result
They will spend more time in the second result (xe.com) because they will use the tool effectively, leading to a higher stay time – higher accommodation times are associated with higher order.
However, in the above case, since the seeker is looking for a tool for use, long form content is not a key factor in the classification.
In another scenario, if your search query is “How to Bake Cheese Pies,” the most relevant content formats will serve as a step-by-step recipe guide and / or instructional video on how.
For general search queries consisting of one or two words, it can be difficult to determine the exact target. In this case, the Google Query Des Derves Diversity (QDD) algorithm begins and displays various results.
What can you do?
It takes some time to reflect and analyze your targeted keywords in order to understand the intent of the researcher. Next, select the most appropriate content format (e.g., video, brand landing page, blog, services page, category list, gadget, fresh, updated, etc.). Finally, apply creative writing skills to make your snippet fun enough to click.
3. Group similar-themed keywords on one page rather than focusing on one keyword per page
Adopt a structured approach to the search for your keywords to group keywords with similar attributes onto a single web page.
Track and control your keyword rankings for the page.
If there is a big difference in ranking between keywords (i.e. a keyword is in position 1 and another keyword is in position 80), the lower order keywords may need to be moved to another page.
4. Include target keywords in the copy, images, meta tags, and URL
Yes, these best practices have existed for over two decades. The thing still works.
Although there are few voice search results that contain an exact search query in the title tag, Google still tends to extract voice search answers that match the search query from within the copy.
Images also tend to rank better in Google Images search results when they are highlighted by keywords in the image file name and alternate tags.
Google tends to only show the description of a written ID when a search query is found.
What can you do?
Be sure to include your targeted keywords in:
Title tag
URL
Meta Description
Subheadings (H1, H2, H3 …)
Alternative tags for the image and image file name
copies
Internal links
5. Use markup where necessary (e.g. Schema.org)
Google works hard to understand page content. You can help Google understand your content better by including structured data on your pages.
For example, if you’re writing an article, you can encode your content using structured data elements and describe the article or video there. This can help your content get in position in the most important pie stories and features other rich results.
6. Page loading speed is fast < 3 seconds
Landed on the page that took forever loaded? You may become uninterested and press the Back button after the second. Studies have shown that the probability of user bounce to a page increases by 106% from 1 to 6 seconds from the time the page loads.
Page Speed is confirmed as a ranking factor by Google for searches on mobile devices.
What can you do?
Check your site with the PageSpeed Insights – Google Developers tool to diagnose and improve slow upload issues such as large CSS files and images. Develop mobile page acceleration (AMP) from your articles.
7. Page is device responsive without mobile intrusive interstitials
Search searches on mobile devices dominate desktop searches at more than 60%, and are still growing rapidly. If your website is not loaded correctly on mobile devices and tablets, your mobile phone ratings will now suffer.
8. Page content is accessible and crawl-able
The spiders in the search engine must be able to access the page and crawl it for indexing and categorizing it correctly.
How Search Engines Work
Here are some possible reasons why the page may not be accessible or crawled:
4XX and 5XX errors – for example the page or server errors can not be found
Too many redirects, for example a chain redirection or a broken redirect
Robots.txt file Prevents crawlers from accessing a page
The page is coded in the web languages that search engines experience in understanding issues such as Flash or Java
In both cases, if search engines can not access or crawl your pages, they will not be well organized.
What can you do?
Perform a full SEO check with an SEO checker such as the Ahrefs Site Audit tool to identify web pages and web resources that are not accessible or crawled. Avoid orphan pages – pages that do not have links to them. Make sure you submit your Sitemap to Google Search Console and include more internal links between your pages where appropriate to ensure that Google can easily discover them.
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9. Website is secured with HTTPS
Google confirmed HTTPS as a rating tag in 2014. In other words, websites that have adopted HTTPS will see a slight increase in overall rankings.
What can you do?
Contact your web hosting provider or web developer to secure your site with HTTPS.
10. Content is able to amplify (easily earns social posts, signals and backlinks)
This is the latest and best practice to follow.
Because Google relies on off-page signals to determine whether your content deserves ranking (although this factor has decreased in impact over the years), if your content is unshareable, memorable, or linked (SML) , It will be difficult to maintain a higher ranking, much less rank on top of Google.
SML content, on the other hand, tends not only to rank higher, but also to gain publicity continuously (in the form of posts, mentions, backlinks) whenever it stays on top.
Let’s take a look at an example. The Search Engine’s “What is SEO” resources page contains a clear and comprehensive video of what SEO is. Content quality alone has allowed him to gain backlinks over the past five years or so.
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