Beginner Guide

Guide about Content writing and its importance in SEO

At the beginning of 2011, Google, the search engine par excellence in Spain, Europe and probably the world, launched its new positioning algorithm “ Google Panda ”. This algorithm forcefully removed the SEO foundation that was traditionally developed up to that date. These algorithms are complex updates when it comes to adjusting the criteria that Google robots use to index the content of different web pages. Pages that are after what the search engine shows, in response to certain searches. With this new update, a new hierarchy of natural positioning was created , based above all on quality, originality and usefulness of published materials. So the content writing became from that moment on something fundamental. At that moment the mantra that is still repeated that ” content is King ” begins to be heard insistently . Like all the algorithms that Google launches (and since that moment it has launched many), it is not really a radical change, but rather to give more or less relevance to certain factors, of the more than 200 that make up its main algorithm. In this way, Google responds by adjusting these new rules, when it perceives that the natural positioning in its search engine is ceasing to be so “natural”, and therefore it can force a website to be in high positions, without assuming that what it offers is of sufficient quality and usefulness for the user who is looking for it. About 2011 Google realized that many of the web pages that were created did not give any value to the content and that consequently the content writing was not taken care of at the SEO level, nor did they favor the user experience. In short, they did not contribute anything, something that Google can not miss. Most of the new domains were used to deliver invasive advertisements, spread spam, or spread copied or duplicate content to attract users and crush them with advertising. Monetizing these pages in this way, becoming a real business based on the volume of visits. In addition to that, the keywords were receiving such extreme SEO On Page level optimization that they stopped meeting the Google’s primary objective of offering relevant information to the user.

The relevance of content writing today

Google is a search engine that moves at lightning speed. It is able to offer a different type of result based on many factors, related to the experience of the user who has already done other searches before. Or even understanding what type of results have been better accepted, when it has been offered in other searches and being able to adjust the results it offers in the future, according to multiple variables related to machine learning. In other words, it is a search engine that is constantly learning . However, and without losing perspective, the keyword or keyword is still a very important part of the positioning of a web page and a good study of keywords is one of the pillars in any strategy based on search engine marketing. . Like it or not, the first relationship we have with Google is through writing (or making a voice request), in the form of a keyword. That is the first clue of our search intent and the first thing that Google receives in its interaction with a user. Therefore, if content writing helps Google to relate that keyword to that content, we should not let it pass. However,  the use and optimization of the exact keyword in content writing has lost steam. Now it is as important as the main keyword, the secondary keywords  (or the general semantic relationship of the content). In fact, they help Google understand the meaning of what is explained in a much more complete way. This allows associating a greater number of keywords to those URLs, and therefore, increasing the visibility options of that web page. We see more and more searches whose first results do not exactly match the exact words. This article has a very high semantics of words related to the calculation of taxes , which makes it the most optimal result for Google and gives greater relevance to the domain . The normal thing is that the user has a good experience and that, indeed, it is this information that they are looking for. To calibrate this, Google takes into account (among other factors) the CTR of this page (which relates the times the ad is shown with the times it is clicked). And if the CTR results are bad, you will lose this position over time. In addition to the CTR, Google looks at values ​​related to the user experience within the page. In short, if it shows you a page and because of this user experience that it analyzes, it considers that it has not been useful, probably, that page will lose relevance and therefore it will be shown fewer times when faced with similar searches. The user experience (and making a very large summary), involves the analysis of the values ​​of user behavior within the page, such as; time on the web, page views, or bounce rate. And many of these values ​​are related to the ability to create relevant content and content writing.

What do we hope to find in a search?

It is difficult (rather, impossible) to gut the Google algorithm 100% and fully understand what it values ​​the most. But there are some premises that, thanks to the years of experience of many SEOs , will help us when it comes to positioning our digital projects. Working directly on content writing. It offers the user what they really want to find. There is nothing worse than looking for one thing and being offered another. Increasingly, Google will understand the type of content better. Over the years, quality, originality and providing solutions to queries will be the only important thing. Be detailed in your content. Shred your articles and explain as well as possible everything you want to convey. It is not that a content should be extensive for the mere fact of having more options to position. Rather, you should take advantage of that extension to improve the content and what you offer the user. Don’t forget the Long Tail .  In the same way that you worry about optimizing or writing content for your page, your competitors do. Competitors that grow everywhere every day in this juicy online environment. There is already so much information on the Internet (and what is left), that general searches are very complicated when it comes to competing. You will have to analyze them and weigh the resources that you will need. The long tail refers to those less common terms that can be a great opportunity to position our website with less competition. 15% of searches made on Google every day are new. Therefore, there are opportunities. Get creative when searching for keywords Your competition is at the same time your best ally. Knowing what topics they write about will help you a lot. Listening to the market on Social Networks can give you ideas of what interests your community. If you are able to anticipate with the content writing of your website, you will have a long way to go.

Using synonyms in content writing is great for SEO

Search engines have indexed a quantity of content that already relate synonyms and terms at a semantic level. All of this is the result of the experience of dozens of years analyzing and saving content , which has made him understand perfectly how to write in a natural way. Or what is the same, write thinking about the user, not about the robots that index web pages. If in a text of 200 words, you put the main keyword 15 times, for example “mountain bike”, it will be much worse in the eyes of a search engine than if you put “mountain bike” 5 times and the rest of the times synonymous with the type: “Mountain bike”, “Mountain bike routes”, “Country bike”, “mountain models”, etc … Google will understand that they are synonyms or that they are semantically related and therefore, they speak of the same . But at the same time it will be able to relate that content to a greater number of “concepts”, thus increasing the visibility options. Therefore, you should realize that to position the word “mountain bike”, it will be better to write about the routes you can take, the models you can find, or the parts that make up the bikes, than just repeating the keyword like a man possessed , generating content with little meaning and low quality. A good modus operandi  before writing content is to search for a keyword and write down many of its variants, so when you write, you can constantly use synonyms which will give more freshness to the content and generate an important semantic relationship for the search engine. As a general idea, try to make your content “about a topic”, not “about a keyword.”

So … keyword density doesn’t matter anymore?

Keyword density is the relationship that is established between the number of times the exact keyword is present and the number of words in the content. Based on all that has been said, it should no longer be so important to Google. However , this density is still taken into account when writing an article because it is a way of telling Google that this keyword is the most important and on which you want it to pay more attention. In fact, you will have to take it into account, not only at the content level, but also in the optimization of meta tags, anchor texts or images. There is no “official” density and talking about percentages that Google will not punish us for over-optimizing is a thing of the past. You have to write naturally , incorporating the keyword top when necessary, but understanding that we write to be read and that the semantic relationship between all our content is more interesting than mechanical repetition .

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