SEO has become the lifeline of any business. Nowadays, customers rely more on Search Engines to get information on products, services, and shops. For a business to become successful it should be visible in the search results, and too on the first page for relevant keywords.
Writing regular content and publishing it on your web page will not help Search Engine Optimization. SEO content writing is required for that.
Google Search Engine
When it comes to internet search Google beats all of its competition hands-down.
- 2 trillion searches
- 76% of global desktop searches
- 86% of global mobile searches
Google’s Search Algorithm
Google always strives to provide its users with fresh and genuine content. Content can be text, image, video or audio. It should provide value for the user.
When a new web page is published on the internet, it will not be immediately visible on Google Search. Google uses crawlers to continuously search the internet for new web pages and updated versions of already crawled ones and then indexes it. For a new web page, it may take 4 days to 150 days for it to get crawled and indexed.
This is the keyword or its variations for which you want your web page to be displayed in the search results when a user performs a search on Google. The entire SEO activity on your web page revolves around the focus keyword. Selecting the focus keyword is an important task in SEO.
How the Google algorithm works?
Google’s algorithm is becoming more and more intelligent as years pass. It is thinking and behaving like a human brain. If your content can impress Google’s algorithm with its freshness and genuineness your website will get the top rankings.
Google’s algorithm analyses a number of signals to qualify a webpage for high rankings in search results. Firstly, a web page should conform to the guidelines prescribed by Google. These guidelines are set after years of research put on by Google on its user behavioural patterns. If you optimize the signals of your website to achieve Google’s standards, it will come high up in the rankings fast.
The focus keyword you select acts as the beacon for Google which sets out to find out the correct web page when triggered by a user’s search. Use the keywords in your web page at the right spots and in the optimal density.
10 SEO signals for good SERP
- Title optimization
- Tag optimization
- Keyword density
- ALT tag optimization
- Voice search optimization
- Filename optimization
- URL optimization
- Schema.org optimization
- Location and Language optimization
- Accelerated mobile pages (AMP)
The title of your page should contain your focus keyword. The title should be short and concise. The optimal length of the title is 60 characters.
Tags help Google sense that your web page is an authentic source of information on a particular topic. It is important to use the tags wisely by putting keyword-optimized content in them.
META tag optimization
The META information gives the Google algorithm a quick idea on what your web page is about. Ideally it should be less than 160 characters. The keyword that you focus should appear once in the META description. This information is written specified using the <meta> tag.
Header tag optimization
The headers in your web page should be specified using the relevant tags – H1, H2, H3, H4 etc. Your focus keyword should be contained at least once in H1 tag and more than once in the form of H2, H3, or H4 tags.
The exact figure for optimal keyword density is still contentious. But from recent experiences, it is understood that the exact focus keyword should not be written more than 3 times per hundred words in your text content.
ALT tag optimization
ALT tags for images give Google basic information about the image. If there is any difficulty in loading the image, its ALT text will be displayed in place of the image.
ALT tags should be written as meaningful sentences without using special characters. For e.g. “SEO content writing strategy for 2021”.
You can insert keywords in the filenames of the images. It is better to have filenames with a character length of the range 50 – 70 characters. Each word of the filename can be separated using hyphens or space. It is not advisable to use underscores to separate the words.
The URL of the web page can be SEO optimized by including the focus keyword in it. Ideally, the URL structure will be ‘domain name/SEO optimiZed page name’.
For e.g. https://www.digitalmarketingkerala.com/best-laptop-for-digital-marketing-in-2020/
Here, the focus keyword is ‘laptop for digital marketing’.
Schema tags are useful for Google to identify the sections of a web page easily and accurately.
There are predefined schema tags for almost all web sections like table, recipe, reviews, location etc.
You have to use the schema.org tags wisely and judiciously to get the best results.
Checkout this link for information on various schemas you can use on your web page.
Location and Language Optimization
Some websites may be about topics relevant to only certain geographical locations. In that case, there is no point in getting traffic from all over the world.
When you select your long-tail keyword, include your preferred geographical location in it. For e.g. ‘Plumbers in Calgary’. This will let Google know that your website talks about a particular product/service in a particular geographical location. So, when users who are located in that area run their searches, your website will get shown.
You can also tell Google which is your preferred location by changing some settings in Google Search Console.
- Open Google Search Console;
- Select your property (website);
- Under ‘Legacy tools and reports’ select ‘International Targeting ‘;
- Select ‘Country’ tab;
- Choose the target country;
- Save it.
Language optimization is an important aspect of SEO. Hreflang tags are used to declare the language of a website. It helps Google quickly identify the language of the website, and show it to the right set of users.
For wordpress users, there is a plugin called ‘HREFLANG Tags Lite’ which can be used to specify your canonical URLs for each language. When you use hreflang tags, your code will look similar to below.
Accelerated mobile pages (AMP)
For mobile users, page loading speed is important. If your web page takes more than 6 seconds to load, they will not wait. AMP gives an option to render your web page suitable for mobile devices.
WordPress users could use the below plugin for enabling the AMP version.
For every webpage, the plugin gives an option to write a mobile optimized version of the same. When a mobile user accesses the website, it automatically senses the device and loads the AMP version. The AMP version will have ‘/amp’ at the end of the URL.
SEO content writing services in 2021
SEO content writing service providers are going to be in huge demand in 2021. Owing to the huge internet penetration, most of the users search on the internet before buying a product or service. More companies are going to start making their website’s SEO profiles strong.
SEO jobs will pay a high salary. One thing that a job seeker should bear in his mind is that there is no shortcut to get the top rank.
Google’s product is its search engine. Its users will remain happy only if they get fresh and original content. If you write original content, optimized as per Google’s SEO guidelines, your website will rank top. If you try to deceive Google by artificially creating authenticity, it is going to backfire. Your website could even get penalised.