Section 4: SEO Friendly Content Writing

When writing content for a website, there are many elements to consider:

Is my content optimized well – does it contain the correct keyphrases?

Is my content readable to my client base? Is it full of industry jargon? Does it get straight to the point?

Is my content laid out well? Is it too long or short, is it too busy? Can users find what they are looking for quickly and easily?

I always tell clients that simplified with optional additional information is the best way to present content.

Structuring Website Content

The structure of your page content is incredibly important. There are a many ways to apply your content and we will address some of the most common here. The main things to remember in all these scenarios is your strategic use of keyphrases, keeping the content clear for your users and defining areas for both SEO and ease of use.

Definition of areas

Think of a menu at a restaurant, the menu is broken down into sections. We have a heading, usually ‘Evening Menu’, we have subheadings, ‘starters, mains and desserts’, we may have sub-subheadings, such as ‘fish, meat and vegetarian’ and so on. Following each of these headings, subheadings and beyond, is a description of what is on offer within that section.

The layout of the restaurant menu allows the visitor to quickly and easily find what they are looking for without the need to read the whole page.

That is our goal on each page of the website. Because we are writing with SEO in mind as well as user experience however, we will utilize these headings and subheadings by using keyphrases in them where appropriate. 

So if you are writing a blog post, a portfolio entry or even an about us page, the restaurant menu style of writing is perfect. And for your human visitors, adding the odd image here and there will add to the style and interest of your page or post.

A homepage is a little different. It is common and a modern style to use a slideshow or larger image before the text of a home page. Generally the homepage layout as a whole would also differ from other pages and utilize the excerpts and summaries content style more than most pages. Along with details on how to get in touch with your company, it is also usual practice to have an introduction to your business on the homepage, it doesn’t need to be long however it should make the most of your top 5 keyphrases.

Using excerpts and summaries

The use of excerpts, taken from the full text of another page (but slightly altered so as not to be a word for word copy) with a ‘read more’ link, is a good way of including information which will lead your clients to what they are looking for without having an overly busy page.

A common way to use excerpts or summaries, is through the use of grid boxes, such as to advertise your additional services. This is most commonly used on a front page (homepage) of a website but the format can also be strategically used elsewhere in the website to assist visitors in finding associated information and pages.

 Example of Excerpts with Images for SEO Content Writing

Using Heading Tags (H Tags)

We have talked a little about adding keyphrases to your headings, subheadings and so on where relevant. What we need to do now is ensure that Google knows that those particular headings are important.

Websites have the facility to label headings and titles with a coded label known as a heading tag. This is also called a H tag or a H1 to H6 tag.

When adding the content to your website, you would need to highlight this area and mark it with a H1 through to H6 tag in the Content Management System (CMS) area of your website. If you are unsure how to do this, assuming you are using a well known CMS, you should be able to find simple tutorials for your specific version online or on YouTube.

The labelling system is simple – a main heading is a H1, a subheading is a H2 and so on. When the search engines crawl through your website, they look out for these H tags, just like when how we talked about that restaurant menu earlier. This is the reason why it is so important to get your keyphrases into these headings where possible.

Cutting out the jargon

Not writing in industry jargon is actually not as easy as it sounds. If you are in an industry, you live and breathe those words and terms and it can be difficult to realise that the rest of the world doesn’t. 

Obviously this is the area where your business type and who your target audience is matters tremendously. If you are business to business and actually your potential clients speak exactly the same jargon that you do, then perfect! But if your potential client is an every day person in a different industry to you, or a mixture of both, it is incredibly important that the information on your website gives them what they need quickly rather than boring them to death.

Again, I advise having someone outside of your company review your website content and give you an honest opinion on what they got from it. Did they easily find what they were looking for? Did they come away from the experience knowing what your services are and who you help? Or did they lose the will to live?

Jump to section 5: Meta Data