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So you have a website, and you want to promote it on Google. You are serious people so you have read and researched about SEO, and the tip you see everywhere is "content". Content is king, content is great for organic promotion, content will bring you clicks and views and leads and conversions, content is the must-have in any self-respecting site. You internalized the message, and worked hard to bring content to the site (professional articles, about page, product descriptions, blog and more). excellent!
But then… you drop the token that there are a few more sites competing with you in your niche, and just putting content into the site is just not enough. This is what everyone else does. What's the extra? What is the secret spice that will make your article climb? It turns out that if you want your article to rank high on Google, the content it contains must meet some rules that will help it get there. Here are 12 rules in writing content that is recommended to apply to any article that is uploaded to the site.
1. Include a keyword at the beginning of the title and in the first paragraph
The basic action you must take before entering content on the site is to search for keywords that apply to the topic, and in particular, common phrases that surfers search for in Google in your field. If you have a carpet cleaning company and you find that the key phrase that has a lot of searches on the subject is "how to clean carpets", it is recommended to combine this phrase in both the title and the first paragraph (because it will be the description unless you set it manually).
2. Create a motivation for action in the title
Another useful tip in writing the title is to create motivation for action. Motivation for action is one of the critical elements in promotion - not only can it get surfers to take actions (such as signing up or purchasing) when they are inside the site, it increases the CTR (click-through rate) already in the search results. If you are interested in writing an informative article about your new product, for example, a title is: "5 cool features of our product - place an order today".
3. Incorporate the keyword on the page into a variety of versions
We have already mentioned the matter of keywords, so this is the place to note that they should not be limited to the title and the first paragraph. This does not mean that you have to push the keyword 50 times in a 300 word article (this is the surest way to write a bad promotional article), but take care to incorporate it into the text naturally in different inflections (singular / plural, for example) where appropriate, and also include synonyms.
4. Divide the article into paragraphs and include subtitles in it
If you are attracted the surfer to your site through a tempting title and description that came up in his search results, that's great - but you need to make sure he stays within the site and reads the article as well. To do this, one of the things that must be taken care of is that the article will be easy to read.
Hint: A very long block of text with no pauses will drive the surfers away quickly. Long sequences of text make it difficult to follow the article, confusing the reader and not allowing him to get to the important points. Instead, divide the article into paragraphs of a few lines, and combine them with subheadings that give an indication of the topic in question. Google also gives foremost priority to articles written this way.
5. Make sure the article is written correctly in terms of syntax, wording and spelling
Continuing to the previous section, try to think about your online reading experience. Suppose you came across an article in a field that interests you - but it is written horribly. The syntax is poor and difficult to understand; it is saturated with spelling errors and is worded awkwardly. You will probably say "bye-bye" to this site a few seconds after you start reading and move to another site. You do not want to get into this situation on your own, so it is highly recommended that you proofread every article you have written before uploading it to the site, and if you do not trust yourself enough, pass it on to someone with proofreading and editing skills. True, syntax, wording and spelling errors are not a parameter in Google's algorithm, but they can certainly affect the site's abandonment time.
6. Incorporate different content on the site - videos, images, tables, lists and more
Content that will make your site advance in Google is diverse, interesting and original content. And to achieve these goals, it is recommended to create different content on the site, i.e., not only articles but also questionnaires, surveys, infographics, downloadable e-books, presentations, videos (video goes quick today and attracts suffers more than any other type of content) And more. And the articles themselves can be varied: instead of the article being just text, incorporate images, videos and screenshots; And do not constantly stick to the same format of paragraphs and subheadings, also incorporate numbered lists, tables and more.
7. Create internal links to relevant pages on the site
One of your goals as a website owner is to keep your surfers on your site for as long as possible. A great way to do this is to include in the article internal links to other articles or pages on the site. The links should be inserted both in the text's body and at the end of the article (for example under the heading "Additional articles on the subject", or "Recommended articles"). In this way each article will lead the reader to more articles and pages on your site so that he will also stay longer on the site, also be exposed to the services and products you want to be exposed to and also perceive you as a leading source of information in the field.
8. Create links to external sites in the relevant context
And besides the previous section - create not only internal links, but link to external sites as well. True, this does not sound very intuitive - why would you give links to sites that may be your competitors? There are two reasons for this. First, external links will prevent you from becoming a "dead end site" - a site that links only to itself. Google does not like sites that claim to present themselves as being the only ones on the web that hold information on any topic. Second, a link to another site may in time cause the site owners to return the gesture and create links to your site, especially if they think your site is quality.
9. Add sharing buttons to the content on the site
It is impossible to ignore the respectable place that social networks occupy in our lives, and in particular their impact as platforms for website promotion. After all, a lot of the content in them actually directs the surfers to external sites. How many times have you shared an interesting article on Facebook that you read? Probably. If you want to increase the exposure of your site, it is highly recommended to add sharing buttons to the content on the site, through which surfers can share them on social networks quickly and easily. Social media sharing is not a parameter in Google's algorithm, but it does indirectly affect traffic coming from social networks.
10. Add in the option to add comments
One of the things that Google refers to in the rankings is the freshness of content on the site: it shows that the site is active, takes care to be updated once in a while and that surfers come to it frequently. An easy and effective way to do this is to add in the articles the option to add comments. In every comment written to one of your articles, the site actually gets such a renewal, because new content is added to it.
11. Incorporate variable content on the site
Continuing to the previous section, it is very worthwhile to add variable content to the site. The reference here is to content that changes automatically without you having to put effort into it: amount of views in the article, number of comments, published X days ago, amount of shares, etc. Not only will it show surfers that other surfers have found an interest in your site and even commented on articles on it and shared them, but it will affect the page's renewal.
12. Do not be afraid to write long articles
Are you sure that every article on the site must have a maximum of 400-500 words? Mistake! Short articles are good for a brief presentation of any topic, about page, product description, etc. But if you are interested in writing a really quality article on a particular topic, one that the surfers will derive actual value from and even want to comment on and share it, do not limit yourself too much.
In fact, a long and in-depth article, which is followed by extensive research and has a lot of examples, photos, videos, etc. can be the one that will bring you more and more traffic, because it will give an excellent answer to surfers who were looking for specific quality content on this topic. In addition, do not forget that a longer article also takes longer to read - which affects the time spent on the site. In short, do not be afraid to go wild with articles of 1000, 1500 and even 2000 words from time to time (but only on topics that you can really write a lot about - do not just "spread"!).
Quality content is critical to promoting your site - so it should be taken seriously. If you follow the 12 rules for when writing an article - you are on the right path to getting the first results in Google.