Creating content that ranks high on search engines is one thing, but creating content that people want to read is another. To succeed in today’s competitive digital landscape, you need to strike a balance between search engine optimisation (SEO) and user experience (UX).
Here are some tips to help you write content that both ranks well and resonates with your audience:
Know your audience
Before you start writing, it’s important to understand who you’re writing for. Identify your target audience and tailor your content to their interests, needs, and pain points. If you are unsure of your target audience, then consider commissioning some research to gain a better understanding of their motivations.
Use keywords strategically
Keywords are essential for SEO, but overusing them can make your content sound unnatural and turn off your readers. Use them strategically and organically throughout your content in order to achieve the most natural results. If you find you are using too many different keywords, then consider creating further new pages so you can focus specifically on these.
Write engaging headlines
Your headline is the first thing your audience sees, so make it count. Use powerful, attention-grabbing words and promise something valuable in your content. It is also a key focus for search engines as it is the first thing they look for when scanning any new content.
Use subheadings and bullet points
Breaking up your content into smaller, digestible chunks makes it easier for your readers to follow and retain information. Use subheadings and bullet points to organise your content and make it more scannable. Think of your content like a newspaper article, with a strong headline and then subsequent subheadings that draw you down the page.
Incorporate multimedia and pop ups
Including visuals such as images, infographics, illustrations and videos can make your content more engaging and memorable. They also help break up long blocks of text. Devices such as concertinas, pop ups and drop downs are clever ways of keeping content accessible to search engines, whilst preventing the reader being over-faced.
Your audience is looking for solutions to their problems or answers to their questions. Make sure your content provides real value and answers their queries. Think of the questions you get asked when speaking to your customers and ensure these are addressed in your content. Get your sales team involved if you are unsure what these are.
Optimise for SEO
To ensure your content ranks well on search engines, optimise it for SEO. Use meta descriptions, alt tags, and internal and external links to signal to search engines what your content is about. For more information on optimising your content for SEO, check out this great resource from Moz.
By following these tips, you can create content that both ranks high on search engines and resonates with your audience. Remember to focus on providing value and an enjoyable reading experience, and your content will naturally attract more readers.