While the answers to our burning questions used to rely on the knowledge of those around us, or a trip to our local library, today, the phrase “Google it” is a go-to for most of us. Whether confirming current events, fact-checking something a friend has said or researching a topic of interest, Google has become the primary resource for all our answers – without us even realising it!
While the role of the searcher is a role most of us assume, we usually forget that there are roles on the other side of the content we consume. After all, the answers had to have found us in some way. Webpages on the net all have a common goal: they want to be seen. But, how – pray tell – do they get in the eyes of their desired beholder? Through search engine optimisation, of course.
The SEO Recap
For those wondering what the heck search engine optimisation is, we’ll give you the quickest low-down possible… There are specific rules website owners follow to maintain the quality of the website (AKA the optimisation) to ensure that they are served in search results by Google (AKA the search engine). The effort to optimise a page for a specific web search is considered search engine optimisation.
The Role of SEO Content Writing
While endless tweaks and practices are implemented to achieve this goal, one of the most significant includes quality content. With Google tightening the reigns on user experience and, as a result, what they consider quality content, the importance of quality copy plays a critical role now more than ever.
Content written specifically for search engine optimisation is designed to fuel the discovery of said content: To rank on search results. But there’s a tricky balance to find for this creation. While creating quality informative content that speaks to the same overall theme is critical, it is also crucial to maintain a “for humans by humans” approach.
What Google is looking for…
Good SEO content answers search queries (almost perfectly) and provides insight that might not have previously existed. The balance for ranking, however, is creating helpful content for SEO that actual humans will love.
With Google explicitly outlining their E.A.T guidelines (Expertise, Authoritativeness and Trust) and then updating them to include experience (now, we E.E.A.T), it’s clear that they are prioritising the user’s perspective on content for ranking. Which makes sense since Google’s goal is to provide the best result possible to the user’s query…
Keeping up the rankings
With all the knowledge we have about the importance of content for search engine optimisation, it’s a bit easier to understand how maintaining high-quality content that speaks to your users on a personal level will improve your rankings.
As seasoned SEO’ers, we have intel on how to keep our SEO content creation in line with our client’s objectives, Google’s needs and your potential searchers’ wants! Feel free to reach out to the team at Cape Business Online for more information.