Ah, writing website content for SEO. This is the task assigned to today’s content marketers. And yet, when it comes time to learn how to write website content for SEO, too many content marketers are stumped before they even begin. Driving organic traffic is high on everyone’s to-do list. So how should we set up our content for organic success?
Our in-house content marketing team has got you covered. If writing for SEO is the natural evolution of our job roles, we’re not going to leave you hanging. And one question we know many content marketers are faced with is how to integrate your keyword into your content.
As an aside, if you’re looking for a heftier set of SEO guidelines for creating content, check out our eBook, SEO 101: The Content Marketer’s Guide to SEO.
But back to the task at hand. So, you’ve done your keyword research. What’s next?
Writing Content For SEO
Once you’ve found the right keyword for your piece of content, you’ll want to place it carefully. This step is crucial when writing SEO-optimized content for your website. Smartly integrating a keyword into your content can drive traffic for years to come. So where should you start?
Here are a few places where you should put your keyword in your website content to maximize its SEO potential:
1. Include your keyword in an H1, H2, or H3 tag.
When Google crawls your content, it is looking to find out what’s important about what you wrote. So what exactly is it looking at? One key attribute Google specifically examines are your header tags. Including your keyword prominently in your header tags will let Google know that the keyword you’ve selected is the topic of your content.
2. Make sure you use your keyword and your LSI terms (more on this in a second) in your content.
Include your keyword and LSI terms where they make sense in your writing and only where they make sense. While you’ll want to include your keyword multiple times on the page, overusing a keyword in your content can hurt its chance of ranking (see more on Keyword Stuffing below).
3. Update the alt tags on your images to include your keyword.
If you include images in your content, make sure the keyword you’re targeting is in the alternative text tags.
4. Don’t forget about your metadescription.
Metadescriptions are one of the few pieces of information a searcher will see when deciding whether to click on your content or a different article in the SERP.
For this reason, they play a crucial role in driving good click through rates, which then in turn will boost your page’s SEO rank. So don’t sleep on your metadescriptions. Including your keyword in your metadescription will signal to searchers that what you’ve written aligns with what they’re searching for.
5. Include your keyword in your URL.
Include your keyword as close to the root of your URL as possible (as close to your domain as possible – more on this in a second). If your keyword is a phrase, avoid using stop words in your URL (of, a, and, the, etc.).
Including your keyword as close to the front of your url as possible will help bolster it’s SEO strength. Here’s an example to demonstrate.
Pro-Tip: Find the Right Technology to Help You.
There’s lots of great technology out there that can scan your content and tell you if it’s optimized well. For any WordPress users, Yoast is a great technology we recommend to help you write website content for SEO. If you’re operating in a different CMS or in Google docs, search for a plugin you can download. This will save you time as you write.
The Yoast plugin in WordPress provides a color code to show you how well you’ve executed the key actions to achieve excellent content SEO.
A Bad Practice: Keyword Stuffing
Back in the dark ages, SEOs used to try and game Google by stuffing keywords into content randomly. And… it used to work.
Today, SEOs and content marketers alike know that to please Google’s algorithm and rank on page 1 for keywords, you need to create high-quality content that answers the questions a searcher has when they type the keyword into Google.
So, what about keyword stuffing? A big no-no. How do you know whether or not you’re keyword stuffing? After you finish writing your content, search for the keyword by using a “search-and-find.” If your content lights up like a Christmas tree, you’ve probably overused your keyword.
So, go forth and let your content soar to the top of the SERP. As you learn how to write website content for SEO, these guidelines will enable you to get the organic traffic your killer content deserves.
Stay tuned for the next blog post in this series: The Content Marketing Audit: How to Give Your Old Content a New Life.