Content Marketing Agentur
You have certainly heard time and again that you should only write texts so that they are good for the reader and that you should not focus on search engines, keywords and the like? I am rather divided on this. What good is a text that you have written with great effort that cannot be found and read?
My tip, write texts for both readers – the digital reader & the reader in front of the screen. You always have to make sure that you use the keywords that you feel are important for the content. Therefore, use the keywords for which you want to be found.
Content Rules
When writing a text, there are also rules or rather tips that you should follow to achieve a better ranking. You have to find a mix between the focus of the technical and normal reader. For example, with advice-intensive texts, you should make sure that the sentences are understandable and comprehensible for the reader.
For texts such as the sale of a set of tyres, however, you do not have to explain exactly what the tyre can do. Here it is enough to know the dimensions and the price. This way you can write more for the technical reader – the search engine.
Therefore, always ask yourself: “How important is the description and which reader should I pay more attention to? Nevertheless, you must NEVER neglect one of the two readers completely.
Viral seeding
There are certain articles, studies and other reports that go down very well with readers and quickly find their way onto social media platforms. Whether it’s the latest findings from the fitness sector, how to lose 10 kilos per month with a single exercise, or the latest studies on the mobile purchasing behaviour of silver surfers. This content is quickly disseminated on the web and thus also generates a relevant flow of visitors to one’s own website, and even free of charge.
Who wouldn’t want that, lots of free visitors, shared posts on Facebook, which in turn means a higher relevance in the ranking and also generates additional backlinks? This effect is not a coincidence but a result of thorough analyses, in this case also called seeding.
What is seeding?
Seeding is the strategic and target group-oriented placement of messages in different forms. In this way, you try to reach opinion leaders and multipliers and convince them of your message. This means that you write content according to the interests of your own target group in order to increase the chance of viral spread.
Analysis of the seeding target group
To achieve a viral seeding effect, you first need to know who is the opinion leader and multiplier in your sector. Who do you need to draw to your attention through targeted positioning of the message, and how?
In order to gain this insight, some fundamental questions need to be analysed:
- Who are my opinion leaders and multipliers?
- Where do the opinion leaders and multipliers move?
- Which topics are popular and shared / discussed?
- What opinions do the opinion leaders and multipliers hold?
With this analysis, you find out who your target group is and how they act. After these points have been analysed, you can now publish the content on the different platforms in a targeted way.
The perfect content
In my many projects, I have always thought about how to write a healthy mix of content for the search engines and content for the visitors?
Basically, the following points should be taken into account when creating content in order to “make both games happy”:
Headlines
Headings show the reader the title and the associated subtitles that this content contains. For the search engine, it shows the importance of the titles and the corresponding keywords – a hierarchical order.
Keywords
Keywords are used in the first five to seven words to confirm relevance. Furthermore, the keywords should not appear more than 5% of the time in the entire text, otherwise it will be considered spaming. This would also quickly get on the nerves of natural readers if the same word always appeared in every sentence.
Internal linking
Internal links are like a signpost on the Internet for both the visitor and the search engine. Thus, special keywords and images that need to be explained in more detail can be referred to another page with a hyperlink. This serves to guide visitors and is rated very positively.
Image
Not only text, but also images belong to an information-rich content on a website. Thus, images must also be shaped into the appropriate size and weight so as not to weigh down the pages. For the search engine, the description (alternative text) is particularly important, as search engines are “image-blind”.
Unique – no double content
If someone invests the time to read a text on your site, they want something they can only read on your site, something unique and not blind copies of text from other sites. Even the search engines, when they are already crawling your page, don’t want to go back and realise that they already have this text from another page.
PDF incl. hyperlinks
However, you can offer a similar copy of your page as a PDF page as an additional service for your readers. Of course, the search engines also value this added value with a bonus point, as visitors can save this PDF or simply print it. Please do not forget to fulfil the above points in the PDF as well.
Emphasis of important words in a text
To emphasise words that have a special connection to your page, always use the tag (and close). Search engines attach great importance to important and crucial words on your page. Therefore, avoid marking whole groups of words in bold, but only mark individual words. Please use the tag only for highlighting individual groups of words that may be important to the visitor. As such, the tag is not relevant for search engines. Also try to place important terms or keywords at the beginning of your headline or text, as this gives Google a special connection to the topic your homepage deals with.