In a recent article, A Freelance Writer’s Basic Guide to
SEO, we had several requests asking how SEO knowledge can be used in practice,
when writing articles. Naturally, we are only too happy to oblige.
The methods I am going to talk about in this article have
not been learnt in online courses, nor have they been taken from theory manuals
you can download for a price on the Internet. Everything I am going to discuss
has been gained from hard experience, both as a writer (over 10 years), and as
an I.T. consultant (University degree and 18 years in the business).
Is Writing an SEO Article Complicated?
No. There are no magic formulas or weird science to SEO, and
there’s no right or wrong way of doing things. There are guidelines, however,
as you will discover in this two-part article.
SEO writing is very much a matter of common sense, and the
application of some very simple points that are based on the idea of well
constructed articles, and well constructed websites. Surprised? Don’t be. Just
read on.
SEO writing is no more complicated than writing a standard
article for a magazine, the only difference being, there are a couple of other
factors to consider. But the basics are always the same, which is where I am
going to kick this article off.
Get The Basics Right
Whether the article is for your own website or as part of a
freelance writing contract, the most important thing to always remember when
writing a Search Engine Optimised article, is to make it a GOOD article.
By good article, I mean the article must be useful to the
reader. It should provide them with a benefit they can visualise, or offer
something of value to them that is applicable and relevant to their lives or
businesses. It should be something they can relate to easily.
There’s no point in writing a technically good SEO article,
for it to be a load of nonsense to the reader. Not only will the website
concerned lose a potential customer or lose out on traffic and advertising
revenue, but the article will become a non-entity and be a complete waste of
everyone’s time.
If the article is no good to the reader, don’t expect it to
be picked up or linked to by affiliates, link marketers, or any other medium
that could have provided valuable promotion or marketing – all of which would
have boosted the website’s rankings.
Always remember to write for the HUMAN who will read the
article at the end of the line, not the search engine algorithm that finds it.
Get that right, and you are already half way there!
Components of SEO Content
An SEO article is made up of two distinct, but very
important components:
1) it has to contain relevant and value added content
2) it has to be supported by good website infrastructure
(the ‘techy bit’)
As I have already mentioned, SEO article content must be
topically relevant, and provide value to the reader. And as with a standard
article on any conceivable subject that’s possible, it has to have a new angle,
a good initial hook, and and it must be imortant to the reader. Writers of
articles for all kinds of publication will tell you this; it’s what you learn
on day 1 at freelance article writing school.
What they might not tell you until much later, is that in an
SEO article content must include certain keywords and keyphrases that are
relevant to the topic, and the article context. These keywords and keyphrases
must appear seamlessly in the article, and not disrupt the natural flow of the
piece; they should ehnance it and be inconspicuous at the same time.
I’ll cover the ‘techy bit’ in the part 2 of this article.
Keywords and Keyphrases
There’s no science to figuring out what keywords to use
within the content of your article, so that they show up in search engine
results. Forget about AdWords, keyword software, scientific algebrae, and
costly training courses. In my opinion these are expensive sledgehammers being
wielded to crack a nut,and in my experience, are only designed by people hoping
to make a quick buck by taking advantage of what writers don’t know.
Here’s what to do. Sit down with a notepad and pen, and
write down all the words and phrases that could possibly relate to the
subject/business interest you are writing about. Almost all of these will (or
should) be getting used in the meta data of the web page, but this will
probably not be of your concern anyway (this is also covered in the ‘techy bit’
in part 2).
Some of the keywords you write down, can be used within the
SEO article.
For instance, I recently wrote an article for a website that
is in the business of superior tourist accommodation in the Scottish Borders –
a bed and breakfast. The keywords and phrases I came up with were: “bed and
breakfast”, “hotel”, “guest house”, “Scotland,” “Borders”, “tourism”, “accommodation”,
“Scottish Tourist Industry”, etc.
However, in most cases, especially if you have been hired to
write an SEO article for a third party, it is more likely you will be given
certain keywords to use within an article in advance. This is fine – they’ve
done the brain storming for you – but however they came up with the words and
phrases, it’s your job to write a quality article that has them embedded in the
text.
It’s not difficult, as you will see in part 2 of this
article next week, when I look at applying the keywords and keyphrases,
utilising hypertext links in text, keyword density, and web page optimisation
(the ‘techy bit’).
