Write articles with better SEO qualities

If writing articles with SEO qualities is a challenge at your credit union you’re probably in that middle group that are big enough to know and worry about SEO qualities but too small to hire internal or external resources to get the job done right.

Here’s a quick guide to help you draft articles that will have SEO quality and not require you break the budget getting it done. Writing web page content is different than article content; use these tips for article content.

Keywords/Key phrase: Identify the keywords that consumers are most likely to search for that would result in them finding your article useful and compelling.

Title: As a general rule, the closer to the front of your title the keyword/key phrase is the better. But the important part is that they appear. The title should be compelling, something that pulls the consumer in to get more information. It should also be clear as to the type of information found in your article. The title should be under 72 characters for full visibility in results.

Example (key phrase “first time homebuyers”):

Good: Important information for first time homebuyers.

Better: Ten things first time homebuyers should know.

Best: First time homebuyers: 10 things you need to know.

The First Sentence: The first sentence of your article should also include the keyword/key phrase you think will be most searched by consumers interested in what you have to say. This is because it will display in organic search results.

Keyword/Key Phrase Frequency: Keyword density is another factor in SEO. It is possible to overuse keywords which have an adverse effect on search rankings. As a general rule use keywords when appropriate, try to use them closer to the top of your article content and aim for a 1% – 3% density. Anything over 5% can be viewed as “keyword stuffing” and is bad.

Links: Linking to other content, both on your website and other websites is a good thing when your article is being ranked. Try to link out fairly early in your body content, links located approximately every 120 words of content (when appropriate) are good for rankings. Link to both interior and exterior pages and use naturally relevant anchor text i.e. “Auto Loans page” not “click here”.

Overall Content: Content should offer independent value before trying to make the sale. The buyer should feel educated, motivated and/or exited to follow the call to action. Content should also be on topic and centered on the subject matter. For your article to be noticed and considered relevant by search engines it should be at minimum 300 words long. There is no maximum length recommendation, but too much information may bore the reader. Aim to make the article appealing rather than worrying about the overall length.

A good article won’t make the reader feel as though they are being sold to. Instead the reader will feel educated and motivated to make a choice. The call to action can vary from signing up for your newsletter, donating to a charity, reading more page content on your website or to make a purchase. The goal is to write in a way that your product, service, newsletter etc. becomes necessary and desirable to the reader.

Social Content: Make a connection with the consumer and include elements that are fun, shocking or entertaining so they pay attention and share with their friends or colleagues. Social sharing is a very large factor of SEO rankings. You want the reader to be so excited to have learned something they find interesting that they want to share it. Don’t feel as though you need to connect with everyone that reads your article. Content that is intended to appeal to everyone appeals to no one. The point is to connect strongly with some rather than boring all. The next piece of content you write will appeal to different followers, and so on.

Think of content like dating. You wouldn’t spew all of your positive characteristics and attributes on your first date and then ask someone to marry you. Likewise, don’t push yourself onto the reader. Instead create a seduction and pull them to you. The reader needs to believe in you, get to know, like and trust you. Offer educational materials that appeal to a need or desire and then softly introduce your call to action as the solution.

Quick Reference Guide:

Keywords/phrases: Identify a couple keywords or phrases consumers will be searching for when you want them to find your content.

Title: Use keywords/phrases close to the front of the title and don’t exceed 72 characters. Make the title compelling.

First Sentence: Use keywords/phrases in your first sentence so they are seen in search results.

Keyword/phrase density: Use keywords when appropriate and close to the top of your article. Aim for 1% – 3% density.

Links: Link to internal and external web content often (at least every 120 words or so). Try to link early in your article. Use natural anchor text, not “click here.”

Content: Should be at least 300 words long and should engage and educate the reader. Use only soft sales as the solution to a problem or desire. Pull the reader, don’t push yourself on them. Content should also be interesting enough so people want to share via social channels.