Web Content Writer: How to Avoid SEO’s “Seven Deadly Sins” while Writing Articles for your Website
For a web content writer, the road to writing rich SEO infused content for your website is not always straight and can at times be confusing, follow these tips to better results. Even when writing for your own site, you need to be seen by the search engines.
The First Deadly Sin of SEO: Exclusive use of Pay-Per-Click (PPC).
SEO versus AdWords. “Organic vs Paid Search Results: Organic (Free) wins 94% of the time.” – Search Engine Watch
Many small business owners are enamored with Google’s AdWords. Why wouldn’t they want to use a marketing strategy that includes a system of advertising where you directly target those interested in your product or service? Although it makes sense to use advertising that is initially free and you only pay when it is used, the wise business owner uses a balanced strategy that makes use of both PPC and organic search results to get their business noticed.
When you use a marketing strategy that places too much faith in a system that gets results only six percent of the time, you are losing out on a very large audience of perspective customers.
A good web content writer makes the most of your advertising budget, utilizing rich web content by writing on topics that promote your business using relevant keywords, keyword phrases, focus keywords, synonyms, and surrounding text that proves your site is selling what the searcher needs. Google’s Hummingbird algorithm uses all those factors to determine where your page belongs on search engine results.
Consider the article written by Hardik Sondagar for Quora, How does the Hummingbird algorithm work? His illustration was one of the best I have seen.
Notice how the algorithm correctly surmises the searcher is looking for a seafood restaurant in the first two search results, but incorrectly surmises that “me” is the state abbreviation for Maine. That is how comprehensive the algorithm is, your writing must match this clarity.
The Second Deadly Sin of SEO: Incorrect configuration of the Content Management System (CMS) or Improper Maintenance of website.
WordPress celebrated 10 years of existence in 2014. WordPress is the most widely used open source (free) CMS on the planet with nearly 60 million users; however, if it or any website is not configured and maintained properly it may be slowed by non-optimized images, videos directly uploaded to your site, and conflicting plugins. Optimize all images using JPEG Mini, Puny Png or another image optimizer before uploading and avoid uploading videos directly to your site, use YouTube or Vimeo instead and embed. When you directly upload a video to your site, every time someone shares or embeds that video you become the host. This will drastically slow your load time, which you don’t want. The average searcher will wait two or three seconds before moving on to the next entry on the search engine results page (SERP).
The Third Deadly Sin of SEO: Duplicate content is not that deadly!
“It’s important to realize that if you look at content on the web, something like 25 or 30 percent of all of the web’s content is duplicate content.” – Google’s Matt Cutts
Edit, add to, and republish previous content to give yourself the “most bang for your buck.” Instead of writing new material, or hiring someone to write new content, re-use the content on your site that is still relevant.
When I, as a web content writer, regenerate articles or blogs that I have published in the past, I read the comments to ensure I address any concerns or updates my readers have addressed. When writing for the web, we cannot possibly keep up with every update or new release regarding what we have written.
An excellent article regarding duplicate content was written by Kissmetrics, 3 Myths About Duplicate Content.
The Fourth Deadly Sin of SEO: Not utilizing Social Media to its Fullest!
“52% of small businesses use social media to promote their businesses…” Yet, “Less than 20% of small and medium-sized business websites have a link to a Facebook page and fewer have links to Twitter and LinkedIn.” – BiaKelsey
The notion that only a little more than half of all small businesses are using social media seems like a waste of a valuable asset. There are approximately 3 billion people using Facebook and billions more using YouTube, LinkedIn, Twitter, Pinterest and others. Why not tap into that market to promote your business, most of these platforms allow free advertising, while others charge less than $5.00 to boost your post to reach tens of thousands of local users. At the very least, you should have a matching Facebook Business Page linked to your website.
The Fifth Deadly Sin of SEO: Not investing enough time or money in SEO.
“91% of US internet users search every month. 3.5 Billion Google searches are made every single day!” – PureDriven SEO & “75% of users never scroll past the first page of search results.” – Search Engine Journal
You should be writing SEO infused articles and blogs for your website frequently. When you consider the facts above, there is no better Return-On-Investment (ROI) than well-written content that keeps a reader on your site long enough to answer your call-to-action (CTA). Actually, you should hire someone to write content for you and concentrate your efforts on the business.
Writing articles and blogs that promote your business with relevant keywords and keyword phrases, along with a fully-optimized website will eventually get you into the top five of search engine results.
The Sixth Deadly Sin of SEO: Ignoring the Potential of Blogging.
“Companies that blog have 97% more inbound links.” And, “Study Shows Business Blogging Leads to 55% More Website Visitors” – Hubspot
Inbound links and site visitors are the exact reason for maintaining a website for your business. In order to get people to visit your site you need relevant dialogue that attracts readers. Although writing a blog about your business seems like too much work, it is perhaps the cheapest form of advertising you can devote your time or money toward to get results.
The Seventh Deadly Sin of SEO: Not focusing on the User.
“The most active demographic group for blogging is 21-to-35 year old, with 53.3% of the blogging population.” – Sysomos
Although this survey points to the largest group of users for blogging as the 21 to 35-year old age group, it is always wise to speak to the people you believe to be the most interested in your product. If you sell adult diapers, for instance, that age group would definitely not be the right age group.
Consciously avoid the seven deadly sins and seek instead the Pearl that is SEO.
Take a look at my portfolio and ask yourself if this is the type of talent you need writing for your website and then fill out a contact form to get a quote. I am a web content writer, I do not develop web pages or write code. I fill web sites with rich content that keeps people on your page because they are interested in reading the content.