How to write quality content Google needs to rank you in 8 easy steps

How to write quality content by Pickled Ginger Marketing

Google Wants Quality Content

The content you post on your website speaks a lot about your brand. It doesn’t just help the online users judge the quality of your website; it also gives ample opportunity for search engines to figure out whether or not your site should be ranked.

Contents of blog:

  1. Understand your audience
  2. Keyword research
  3. Long-tail keywords
  4. Delivering value bombs
  5. Optimise meta data
  6. Internal link building
  7. Be consistent (use Google’s E-A-T process)
  8. Go the extra mile (how to)

Low-quality content will not help you in 2020 or beyond.  Don’t just spit out duplicate content or Spammy content that doesn’t add value. Google’s search engine algorithms have become smarter than ever. Creating a content marketing strategy that focuses on publishing high-quality content across your site should form the basis that any business should do to help its website rank effectively on Google.

So how exactly can you create high-quality content? And WHAT is quality in Google’s eyes? In this post, we’re going to discuss exactly that by providing you with actionable and practical tips that’ll help you create content that Google would love to rank and thank you for. Right…here goes.

Pickled Ginger’s Top Tips to Write Quality Content That Google Would Love to Rank

1.   Understand Your Audience Inside and Out

How well do you understand your audience? The very first step to create a solid content marketing strategy is to know who you are creating the content for. The content you have on different web pages and the blog post you publish on your site is nothing but an opportunity to connect and attract your potential customers. It is important for you to figure out the topics and issues your audience is interested in. Try to dig deep and understand their problems and goals. Google will only return favours if your content answers your readers’ questions.

Get in touch with me or the team if you’d like a free audience avatar questionnaire to get you thinking. If emailing, just add Audience Avatar in the subject line.

2.   Do Extensive Keyword Research

Oh keywords, they do confuse so! However keywords are still essential to be able to rank on search engine results pages (SERP). This is because keyword research gives you the opportunity to figure out the topics that people are more interested in or more likely to search for. Keyword research allows you to understand your buyer persona as well. Where can you begin?!

  • What do people call your product or service? (clue not necessarily what you think they do!).
  • What related products and services are people looking for? In a way your average consumer or client would think.

There are various free tools out there. Ubersuggest, Moz’s Keyword Explorer and Google Trends to name but a few.  As SEOs and Content Marketers we delve deeper for our clients (using SEMrush and Ahrefs) but beginning on free tools can seriously help your content strategy.

3.   Create One Long-Tail Keyword Per Post

You must use at least one long-tail keyword per blog post. A long-tail keyword generally contains three or more words which also contains a head term. While the head term will be around the product or services that your business is known for, the rest of the terms are generic. One of the main reasons why you should be focusing on integrating long-tail keywords in your blog post is that these keywords help you focus on your audience’s goal.

For example, my main keyword could be SEO but my long tail keyword (or phrase) could be SEO for small retail businesses.  You could be a consultant doctor working on plastic surgery, so it your keyword would be plastic surgeon, but your long-tail might be plastic surgery for cancer scars.  If you sell various lifestyle items online, your keyword for a specific item might be flower holder, but your long-tail could be hanging boho indoor plant holder.

Keyword into Long Tail Keyphrase example with Pickled Ginger Marketing
Interior hanging baskets boho style

4.   Focus Completely on Delivering Value Bombs

One way you can make sure your target audience consumes your content is by talking in their language. It is so important to figure out what and how your customers/client thinks. This can be done by visiting online forums and social media platforms and tracking your target audience’s activities. You will need to listen to your customers/clients and their pain points related to the products you are selling or the services you are offering. This will give you the opportunity to create content that focuses on your perfect audience. While you might be tempted to use salesy language in your blog post, you should remember that blog posts are created to provide value to your readers. The more you create content geared towards building relationships, trust, and credibility among your target audience, the more the visitors will come back to your site. The increasing retention rate is a strong signal and Google will acknowledge the authority of your site.

5.   Optimise Meta, Title, Heading, and Alt Tags

While it is important to optimise your content for user experience (UX0, you can’t underestimate the power of optimising your content for Google. To do that successfully, you must use those carefully researched keywords (see above!) you have shortlisted and implement within your meta data and tags. Don’t forget to add your target keyword in the meta description, title tag, headings and subheadings, and image alt tag. The reason why we recommend adding keywords to these meta tags is that Google is able to make sense of your content using these tags.

Think of a library with no order! If your “book” is under a genre, a category etc, the person searching for a book (if they don’t know author or title) will be able to find your book easier….it’s a little like that for Google, the more formatted information within your blog post, makes it easier for Google to find an answer to its query easier.

REMEMBER, Google needs to give its search query a FAST and ACCURATE response.

6.   Internal and External Links (part of your link building process)

You must never forget to add internal and external links to your blog post (simply done through hyperlinking). This is because these links will help your users stay on your site, encouraging a longer user session. Linking externally to sites that have high domain authority will show Google that your content talks about issues that have been covered by high domain authority websites. This also gives you an opportunity to support a claim you are making on your post. However, you must make sure that the external links open in a new tab so that you don’t end up redirecting people off of your own site. Go to our FREEBIE resource page HERE for help with this (esp WordPress sites). Internal links give the user an opportunity to dive deeper into your website and interact with the content on it. A high retention rate is a signal that Google factors in while ranking sites on its search engine.

Ps. These links don’t touch on BACK-LINKING, which is a different SEO process altogether.

SEO link building with Pickled Ginger Marketing
Link Building for SEO is Effective

7.   Create Content… Consistently

When it comes to ranking on Google et al, we can’t emphasise enough about having consistent quality content being uploaded and shared. Consistency is what builds trust in your audience as well as Google. The more quality content you produce for your website, the more opportunity you’ll have to rank for the search queries you want to target and lay claim to.

Write quality content though. Think of Google’s E-A-T guidelines (Expertise, Authority & Trust), whenever you read or hear the word “quality”.  Prose, grammar and eloquence is delicious, however for SEO, we’re talking quality in terms of what Google ranks you for.

8.   Step Up and Go the Extra Mile

There is no point in creating content that doesn’t produce better value than your competitors. Your content has to be better than the rest of the sites on the internet. While you will want to do your research to come up with solid content, you must never underestimate the value of thinking outside the box. Your goal should be to create the highest quality content there can be online for what you OFFER to your audience.

When in doubt or you just HATE writing or don’t mind writing but can’t optimise, there is always someone there to do it for you!  Outsource if you have to, but get that quality content up and running. Elaine and the team would love to read it.

Maybe you’re a Vimeo or YouTube kind of brand.  If you feel that content works best for you, then TRANSCRIBE it into words, add the keywords and optimise.

Prefer podcasts? Again, transcribe etc.  You can DO this! Time and energy, we get it, but you know, we want to hear it, learn it and buy it.

Let’s summarise

We’ve shared some of our best steps to get you on the path to creating quality content that Google simple can’t ignore. These tips will also help you create a solid foundation for your content marketing strategy. If you have to take ONE tip away from this, think E-A-T…..or how much you fancy a hanging basket.

Drop us a message here if you’d like to know how we can help grow your business online effectively.