SEO 101: How to create content that’s quick to find and hard to forget?
Ever wished you could boost your website's street cred and get it to the top of the search results, but without splurging on ads? SEO is actually the solution that attracts more visitors - the good ol’ organic way! Here are all the SEO basics you need to know.
What is SEO?
SEO stands for “search engine optimization.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results.
Despite the acronym, SEO isn't just about impressing robots; it's about understanding what real people are looking for online. What are they seeking, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer
Search engines are answer machines to people’s questions. They scour billions of pieces of content and evaluate thousands of factors to determine which content is most likely to answer your query.
Why is SEO important?
People are likely searching for what you do, and you can attract customers by ranking for those terms. But you’re unlikely to rank without effort, as others are trying to do the same. This is why SEO matters. It helps show Google that you most deserve to rank.
Imagine you're throwing a party, but if no one knows about it. Is that even a party? Nope! And SEO is like the invitation for your "event". It's like putting a neon sign above your website that screams, "Hey, we've got what you're looking for!" And here's the kicker – it's not just any traffic; it's quality traffic that's ready to convert into loyal customers!
How to find the right keywords?
Before you can help a business grow through search engine optimization, you first have to understand who is your audience. What are their customers and goals? What to they search for? Toss the generic keywords aside and dive deep into your potential customers' minds! Once you know what they're after, crafting content that speaks directly to their hearts (and search bars) becomes a piece of cake!
How to create a SEO content?
After you did your keyword research, it’s time for you to roll up your sleeves and craft some quality SEO content!
There is no “secret reciepe” for ranking in search results. Google ranks pages highly because it has determined they are the best answers to the searcher’s questions. Your content has to provide value to searchers and be better than any other page Google is currently serving as the answer to a particular query. How to create such content? Here are some tips:
Search and analyze: First things first, fire up those search engines and type in the keyword(s) you're targeting. Take a peek at who's hogging the top spots – those are your competition!
Study the competition: Time to put on your detective hat and analyze those top-ranking pages. What makes them so special? Is it their headlines, visuals, or juicy content? Take notes, my friend!
Do it better: I know it’s easier said than done, but try to create a content that is 10x better than the rest. Provide some additional info, add a hilarious anecdote, include statistics & fun facts and make sure you choose the right images.
Content is the king
I’m sure you’ve heard this a million times, but I have to say it again, in case you forgot: content comes first. Before you start sweating over SEO rules, remember who you're writing for. Humans are the ones that will read your content, not robots.
One of my favourite SEO tricks is that I always write a blog post without thinking about any SEO rules. When I am satisfied with the content I produced, I start with editing and incorporating the SEO guidelines.
How long should your content be?
There used to be a lot of rules about how long your SEO content should be. But there is no one-size-fits-all answer. It's all about serving up content that satisfies your readers' needs. Some topics can be covered thoroughly and accurately in 300 words while others might require 1,000 words.
Meta title & meta description
The meta title (also known as the title tag) is an element that specifies the title of a web page. It appears as the clickable headline in search engine results and is also displayed at the top of the browser window or tab when someone visits the page. They help search engines understand the content of your page and its relevance to a user's search query + they attract users to click on your link, increasing your CTR (click-through rate)
Here are some tips for writing a good meta title:
Include target keywords: Incorporate relevant keywords that reflect the content of your page.
Keep it short & sweet: Clearly convey what the page is about in 50-60 characters, as this is the typical length displayed in search results.
Front-load important keywords: Place primary keywords near the beginning of the title for better visibility.
The meta description is an attribute that provides a brief summary of the content of a web page. It appears below the meta title in search engine results and provides additional context to users about what they can expect from the page. A well-crafted meta description can influence whether users click through to your website from search results, and, just like meta title, helps search engines understand the content of your page.
Best practices for writing meta descriptions:
Be compelling: Create a concise, compelling description that encourages users to click on your link. If possible, add CTA (call to action).
Include keywords: Incorporate relevant keywords, especially those used in the meta title and page content, to show relevance to search queries.
Stay within character limits: Aim for around 150-160 characters to ensure the entire description is visible in search results.
Address user intent: Understand the searcher's intent and address it in your meta description. Whether it's providing information, solving a problem, or offering a solution, tailor your description accordingly.
How to choose the right headings?
It’s recommended that your content has headings and subheadings. The main header tag, called an H1 (Heading 1) is typically reserved for the title of the page. There are also sub-headings that go from H2 to H6 tags, although using all of these on a page is not needed. The hierarchy of header tags goes from H1 to H6 in descending order of importance.
Each page should have a unique H1 that describes the main topic of the page, this is often automatically created from the title of a page. As the main descriptive title of the page, the H1 should contain that page’s primary keyword or phrase. You should avoid using header tags to mark up non-heading elements, such as navigational buttons and phone numbers. Use header tags to introduce what the following content will discuss.
Example for a blog post about vegan food for beginners:
Heading 1: Vegan food for beginners: how to create perfect plant-based meals?
Heading 2: Cardinal rules in making a balanced vegan meal
Heading 2: Yummiest vegan reciepes
Heading 3: Baked chickpeas
Heading 3: Green Smoothie bowl
Internal links
Internal linking structure is another important part of SEO. When you link to other pages on your website, you ensure that search engine crawlers can find all your site’s pages, you pass link equity (ranking power) to other pages on your site, and you help visitors navigate your site.
Example: You are a graphic designer writing a blog post about color psychology, You already have a blog post about website imagery. When you mention website imagery in your blog post about colors, you link the imagery post on the word “images” on your color post.
But don’t exaggerate! A few links on each of the blog post is more than enough.
Content URL slug
Make sure your URL slug is clear, concise, and packed with keywords.
Example: If I am writing a blog post about SEO basics for beginners,
A good URL slug would be: lavenverswriting.com/SEO-basics-for-beginners
A not-so-good URL slug would be: lavenderswriting.com/blog-post-1
Image optimization
Ah, images – the unsung heroes of the internet! But did you know they can also be the biggest culprits of slow web pages? The best way to solve for this is to compress your images. While there is no one-size-fits-all when it comes to image compression, testing various options like "save for web," image sizing, and compression tools like Optimizilla or ImageOptim.
Don’t forget about thumbnails! Thumbnails (especially for e-commerce sites) can be a huge page speed slow down. Optimize thumbnails properly to avoid slow pages and to help retain more qualified visitors.
Alt text (alternative text) within images is a principle of web accessibility, and is used to describe images to the visually impaired via screen readers. Not only does it help visually impaired visitors understand your images, but it also gives search engines a peek into what your pictures are all about! It’s recommended that the alt text includes your keyword, but make sure it reads naturally for people.
Example: You include a picture of a beautiful beach
Good alt text: A tropical beach on Bali with palms, sand and crystal clear water.
Not-so-good alt text: Tropical beach, palms, summer, Bali
Another important part of images is naming your files. The name should be descriptive and relevant, containing a keyword, if possible. Search engines use this information to let them know what the images are about.
Good file name: tropical-beach-bali.jpg
Not-so-good file name: IMG421.jpg
Never stop learning
SEO is a fast-paced and dynamic field. It can also sometimes be frustrating, especially if you’re relying on outdated tactics that no longer work. That’s why it’s crucial for you to stay well-informed and learn continuously. Search engines are always updating their algorithms to provide quality search results to their users. Make sure you stay updated and never stop learning new techniques that will help you craft the best content possible.
