How to Write Content that Google and Your Customers will Love (Part 2)

All righty then…

This is a follow on from my previous post (hence part 2) If you missed that one, please refer to my previous blog.

All caught up?

Good.

When I write content for my clients I do it in two stages:

1. I create an amazing piece of prose that will educate, inspire or entertain (hopefully all three depending on the subject matter of the text). When doing this I pay absolutely no attention to keywords, Google or any of the other search engines out there. My first and most important task is to communicate an idea that will lead to a call to action.

2. After stage one is complete I then look in great detail at the purpose of the page. I want my clients to rank on Google so I try to make the purpose as specific as possible. I am trying to make this as niche as possible thereby making it easier for Google to present the page to the right people.

Generalized Phrases should be avoided as much as possible. Remember Google is not as clever as you (yet) so work has to be done to make the search engine crawler’s job easy.

As an example, if a car dealership wants to rank high for the keyword ‘Cars’ they will find it:

a. Very expensive if they are paying for it.
b. Extremely competitive if they are wanting to appear on the first page.

With such a general term Google has to cast a wide net in the hope that the information you are looking for is on that page.

Typically, you may find:

A few local car dealerships near to where the user is, information on Disney’s Cars, Magazine listings on the top performing cars, Newsworthy items that include cars and a few YouTube videos that have cars in them.

‘Cars for sale’ or ‘Cars for sale in Jarrow’ on the other hand is a lot more specific and helps Google recognise exactly what your page will be about.

Tags

On websites you have Tags (H1, H2 etc). If you are new to this, you can think of them as headings much like you would see on a newspaper article:

(The following news article is FICTION. Don’t get too excited).

Daily News

Jeremy the Goose Learns to Speak English!
A Goose was spotted giving directions to a group of tourists.

        Bystanders were today left baffled when a Goose, who later identified himself as ‘Jeremy the Goose’ approached a group of foreign tourists and….

In the above example, taken from a true story (Not really) The first item we are drawn to is the headline ‘Goose learns to Speak English!’

If we want to draw Google’s attention to a headline in the same way we would place this text in the ‘H1’ tag. This would tell Google what the main focus is.

Google would then read on to make sure the rest of your text lives up to the promise of that tag. If it does, then all is good.

In newspapers we also have a sub heading, designed to draw the reader in further. Google has this too. It’s called the H2 tag. Still important, though not quite so much as the H1.

After this we have main body of text.

Let’s have a quick look at my keywords in this very small body of text.

Already I can see I am likely to rank very well for the key phrase ‘Jeremy the Goose’ and although the word ‘goose’ appears four times in four lines, it does sound very natural.

If I were to continue the article I would be wary of the number of times I use the specific keywords and would perhaps use synonyms as substitutes to ensure Google does not put me on their hit list of keyword spammers.

Naturally, I’m assuming the text on your site will not be speaking of talking geese, but the concept is the same.

If you need help in inserting H1 and H2 tags on your platform leave a comment below and I’ll do my best to help.

WordPress makes it very easy to insert H1 and H2 tags.
Going on the assumption that you already know how to set up a WordPress page or post:

Once you have your text written, highlight the area that you want to identify as the H1 tag and then look up and you will see a drop-down box with the word ‘paragraph’ written on it.
Click on the box and select ‘Heading 1’.
Hey Presto, you have a H1 tag.

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Till next time…