When it comes to writing content for Search Engine Optimization, here at Convertus we like to start with a two-pronged approach (and by we, we mean our small but mighty team of sassy yet word-savvy Content writers). We start by looking at who the content is written for. This is, obviously, you, our client, but we look beyond simply that to determine the correct tone your OEM and website have so that we can ensure we’re aligned with it. From there, we consult any notes from your onboarding call to guarantee we’re including all the important points you wanted to have covered. Then, we get to work.
We like to start with an anecdote, something to set the scene and create beautiful imagery so that all those reading really feel like they’ve been brought into the story we’re about to tell. It’s worth mentioning that our Content team consists of comic book aficionados, Dungeon Masters, gamers, storytellers, and consumers of all things literature, so these content gems we create for you will surely contain references to pop culture–blasts from the past, relevant, obscure, or otherwise–or paint you into a scene where you’ll start to believe you really are the SUV driver taking the kids off to soccer practice.
Whatever the scene, consider it set as we weave in our keywords cleverly so they seamlessly blend into the content without creating a stumbling block for the reader. If we’ve done our jobs well, you’ll be so caught up in the world we’ve created you won’t even know SEO was there.
How do we achieve such literary masterpieces that gain ranks in search engines but don’t set off the Google police? It’s pretty simple, really, we just make a point not to keyword stuff.
What is Keyword Stuffing?
If keyword stuffing has set your mind wandering off thinking about turkey stuffing, you’re not alone (we did, after all, write this around lunchtime). Much like the coveted Christmas turkey, there was once a time when SEO content was being stuffed to capacity–only with keywords, not bread–in order to be the very best it could be. This actually turned out to be a terrible idea, which you can read more about here, and so, the practice of artfully weaving keywords into engaging content and utilizing long-tail keywords and Google synonyms began.
What is the Secret?
Our trick to providing SEO rich copy without keyword stuffing is simple: make the content informative and relevant to the people it’s for. This means looking at the target audience and figuring out what they want.
We like to use the example of Sally the Soccer Mom vs Andy the Adventurer. Both of these people are looking at the exact same SUV, however, only Sally visits your dealership (Andy goes somewhere else and makes a terrible mistake, we assume). When writing for Sally we’re going to focus on the storage and space aspects of the SUV in question. We’ll let her know how many kilometres she can get on one tank of gas so that when she’s taking the kids to their soccer game she’ll know she won’t need to stop and fill up at the gas station, inevitably getting guilt-tripped into buying snacks for all the hungry future FIFA stars in the back. If we were trying to sell this same SUV to Andy, we’d be focusing on the 4×4 capabilities and engine options, while still letting him know how far he can go on one tank so he doesn’t get stranded on some barely used dirt road.
It seems like a fairly straightforward concept to create relevant content for the people who are going to be searching for those keywords, but you’d be surprised how many people have missed the mark to create overstuffed, irrelevant content that no one wants to read. Here at Convertus, we give you the information you need in a relevant and engaging piece of content.
If you’re struggling to create content to target your demographic at critical decision-making moments and if you don’t have us (your trusty Content team) already working for you, check in and we’ll get the conversation started to help improve your SEO ASAP.