Take a moment and answer this question: Whom are you writing content for?
- To help users find solutions.
- To rank on the first page of search engine result pages (SERPs).
If you ticked (a), your content is soon going to perform well. But you’re still not quite there yet.
If you ticked (b), your website is soon going to be among Google’s least ranked pages. It’s time for you to rethink your SEO strategies.
The correct answer according to our team of search engine experts and according to Google is option c, both.
With Google’s latest updates rolled out in 2022, it has been tricky for most content marketers to strike a balance between writing content for humans as well as algorithms. You must have already heard the news about thousands of websites being impacted with low-quality scores and some being flagged for spamming.
These latest updates have taken digital marketers by the storm and there’s only one way to dodge this bullet. You’ve got to learn to draw the connection between human psychology and search engine optimisation (SEO). Here’s a list of actionable items for you and your team to follow to be able to rank on the 1st page of Google SERPs while following Google’s quality and experience signals.
Aligning Keywords With User Intent
If a user types in a query into Google’s search bar, they do it with a certain intention in mind. It could be to gather information, make a purchase, read a review or something your team of digital marketers could not have discovered without using tools like SemRush and Ahrefs. Such keyword discovery tools have helped content marketers curate content around the most searched keywords, for many years.
However, they miss one very important aspect of using the discovered keywords.
Most content marketers fail to align their content with the user’s intention. For example, you may have discovered the keywords “preventing e-commerce frauds” as a common search query. However, this does not really tell you what exactly the user wants to read about. Do they want tips to avoid e-commerce fraud? Products to prevent e-commerce fraud? Or the history of preventing e-commerce fraud?
The scope of user search is, to be honest, quite wide. For this, you need to produce content by keeping the user’s psychology in mind.
A good content writing agency would suggest you create content and publish different content pieces for all types of user intentions. This way, there are high chances a user will find the most relevant content on your website, that matches their search intention.
But you need to make sure that the content you write and publish is focused on catering for a specific search intention. This means, creating unique, authentic and informational content related to the specific search query. Ask any good SEO agency and they will tell you that keyword stuffing is detrimental to your search rankings and is never valued by search engines. But, writing content that naturally incorporates keywords as a result of solving the user’s problem is what will get you to the top of SERPs.
Pro tip: Do not forget to interlink these content pieces you wrote for different search intentions, among each other. This way, the user can find all possible answers without leaving your website.
Great Readability Is NOT Just About Text
Did you know that about 91% of internet users prefer interactive, visual content over traditional and static content?
What does this tell you about human psychology? It is not a great fan of monotony.
What does this tell you about search engines? They constantly adapt to user preferences.
Google loves it when users spend more time on one webpage. It makes the job easier for the search engine algorithm to give a high-quality score to the webpage.
A boring, monotonous web page is likely to induce boredom in a user and they may bounce out of the webpage to find something more useful and interesting that matches their search intent.
For your content to have a great ranking, you need to back your text-based content with images, videos, infographics and other forms of media that are not simply text. Keeping the user interested and retained on your webpage should be your goal. This is what will get you closer to the user as well as Google’s algorithm.
Encourage Reviews & Feedback
Quick question: As a human being yourself, how likely are you to purchase a product or service that is new in the market?
If the product or service is loaded with customer reviews and feedback, you would at the very least doubt if the offering exists or not.
Having reviews and feedback on your website can build trust among your target audiences. Building positive reviews on Google is a conversation for another day. But, remember to build a portfolio of customer reviews and feedback, especially if you are new in the market.
Moreover, you can also count on Google to display these reviews to users without you having to specifically ask for them. If you have a Google My Business account, receiving and displaying reviews is not going to be a challenge for your business.
If you have a website, you can always insert website plugins by asking your web development agency how to do this. With website plug-ins, you can create space for your customers to share their feedback, make comments and even encourage them to rate their experience with you.