Websites are often the first introduction a customer has to a business. Therefore, the website should be attractive, informative, and easy to navigate. But that means nothing if the website doesn’t show up high on search results. The goal of content marketing is to educate and engage website visitors. If you want your content seen, you need to ensure you are using website copywriting tactics that make Google happy.
One of the most important things you can do to drive traffic to your website is to write a blog. However, just throwing up a blog isn’t enough. There are specific criteria Google requires to rank well. Here are four tips to help your blog and other web content stand out and get noticed by Google and enjoyed by potential customers.
Google Updates Impact Search Results
In 2011, Google launched the Panda update, which rewarded websites with unique and well-written content by pushing them to the top of search results. This update pulled the focus of SEO strategists away (slightly) from a heavy backlinking strategy to building fresh, unique, and shareable content.
With the Hummingbird update, Google transformed search. As Moz eloquently states, “Hummingbird signaled Google’s commitment to an increasingly sophisticated understanding of the intent of searchers’ queries with the goal of matching them to more relevant results.”
This means that websites that solve problems rank higher than sites that don’t. Buyer intent is a consideration in every web search now. If someone types the phrase “pumpkin pie” into Google, the results will include recipes for making pumpkin pie. Google is assuming the intentions of the query to deliver more personalized results. This is called semantic search.
Tip 1: When writing, aim to solve a problem or answer a question.
The User Experience is Critical in SEO
In their never-ending pursuit of creating a positive user experience, Google implemented a mobile-friendly update a few years ago. In this update, websites that are mobile-friendly or responsive rank higher than sites that aren’t. Today, most websites have moved to a mobile-friendly design; however, some have failed to make the switch. The bottom line is that Google wants sites to create a positive user experience. Pinching to zoom in and read content on a website is so 2010.
Along the same vein, websites that include images relevant to the content on the webpage are also ranked higher than sites without images. Alt image tags help Google understand the image, which helps the image rank on Google Image searches. Add alt image text to any images you include on your website.
Tip 2: Make sure your website copywriting is mobile-friendly and use images and graphics whenever possible.
Keywords Matter in Website Copywriting
Keywords are the launching point for Google’s search results. They are what helps Google match a query with a website. When you write, it is essential to include relevant keywords without stuffing or overusing them. Keywords should flow naturally in your content and shouldn’t seem forced. As mentioned in the first tip, focus on buyer intent. Your blog or webpage should solve a problem. Your keywords should highlight the problem you are solving. Not sure what keywords to use? Google has your back. Type the gist of your topic into the search bar and scroll down to the bottom to see related search terms. These keywords can spark great content that people want to see. You should also use keyword research tools such as Ubersuggest to hone your search.
Tip 3: Use relevant keywords 2-3 times in website copy.
Website copywriting takes a considerable amount of time and research. Make the most of the time invested in content marketing by ensuring the right people see it. Google wants a positive user experience so prepare for future updates by ensuring your content marketing strategy ultimately focuses on the user experience.