SEO

Top 42 Tips To Master A Combined Art

Published

2 years ago

January 2, 2022

True digital success – for search engine rankings, user experience, and the brand overall, whether personal or business – occurs when the art of SEO and the art of writing are combined.

The best SEO writing comes from the perfect blend of:

Topical knowledge/expertise.
Deep knowledge of writing well
SEO best practices.

SEO is a must for any online writing, especially from a keyword perspective, and correctly mapping those keywords to pages/posts.

Readers can recognize an authoritative voice immediately, and a fake voice even quicker.

Whether you want conversions, brand awareness, or something else, your writing needs to have authority (and authenticity).

With that said, here are the top 42 writing tips for any content writer within any type of company, from billion-dollar software designers to local pest control companies.

The focus weighs more towards the art of writing itself, which will naturally lead to the creation of quality content that search engines demand.

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Writing for SEO: The Essentials

1. Think Keywords First

Your writing must be found before you’ll have any impact on your target audience. This is why keyword research should always come before any research or actual writing.

This keyword research will massively influence your research, also, because you’ll discover other ways your target audience is searching for your topic.

No matter how intelligent they become, search engine algorithms can’t recognize the best voice in a piece of writing. But if keywords are there, you have the opportunity to be heard.

New to keywords? Check out this beginner’s guide to keyword research.

2. Approach Keyword Research Like An Art

There are thousands of keyword research articles available. Research, discover, and test what works best for you.

Such as…

Make this process cyclical. I build content calendars out in three-month segments, performing fresh keyword research at the beginning of every cycle.

Industries change, and new keywords trend quicker than you’d guess.

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3. Study The Competition For Keywords

There are many tools available to help you find competitor keywords.

Warning: Only take keywords – don’t study the actual writing of your competitors. Once you do that, you sound like them and struggle to create anything original. Create an original voice and you’ll be heard.

4. Target 1 Or 2 Keywords For Each Page Or Blog (Except Homepage)

Always focus on broader terms for your main “parent” pages and longer terms for the “child” pages below.

Targeting searcher intent first, volume second will help you get into the mindset of what your target customer wants.

5. Use Keywords Where They Matter Most

Use your keyword in the following (prioritized of importance) to send search engines strong signals of the content’s intent:

Title tag.
Internal links within content.
Alt attribute of image.
Headline tags (always have an H1!).
Meta description.

6. Use Bold & Bullet Points Wherever Possible

Google pays attention to these, including when awarding featured snippets.

Make sure to use target keywords in bold and bullet points when possible.

7. The Title Tag: Still The Most Powerful Element

Make sure your target keyword is part of the title tag, ideally toward the front.

Also, remember that title tags should be about 60 characters, so put as much time into this as your actual content creation.

For the homepage title tag, target three of the most important keywords that describe the business/website.

Always think about storytelling. Keep it simple. Speak the language of your target audience. And write to influence that click-through.

8. Add Related Keywords

Don’t simply stuff keywords in after doing the writing.

If you’re well prepared with keyword research, have the list of topically related keywords at hand as you write.

If you are staying on topic, you will insert related keywords naturally.

9. Use Your Target Keyword In Your Meta Description

Google says it doesn’t use the meta description as a ranking factor.

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However, if someone is searching for that target keyword or phrase, those words will be bold.

Bolding attracts the eyes – and might entice a searcher to click rather than scroll by.

Also, write your meta description like ad copy. The goal is to excite the audience to further influence a click-through (your title tag should be the first influencer, immediately backed by your meta description).

Writing For SEO: Craft & Routine

10. Write. Rewrite. Then Rewrite Again. Until It’s Right.

It’s all about routine and process.

As William Zinsser says in, “Writing to Learn:”

“Only by repeated applications of the process – writing and rewriting and pruning and shaping – can we hammer out clear and simple product.”

11. Outline And Plan

It’s much easier for a mind to think (and a search engine to read) in chunks, and actually see those chunks coherently.

Most minds naturally want to write in a stream of consciousness style like Jack Kerouac – but this isn’t novel writing. Most of us are writing for a business, to further that business’s success.

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Organize headlines (for SEO with keywords!) and fill in the gaps.

Sometimes those headlines are more important than the words beneath. Make those headlines scream thoughts, and the words shout to support those screams.

12. Write Sentence By Sentence

Set up Word or Google Docs in landscape mode for the first draft, and write sentence by sentence.

Don’t write any paragraphs until you do your first rounds of edits.

I learned this tip from Charles Euchner, author of “The Elements of Writing.”

Single-line sentences keep the mind fresh. They’ll help corral thoughts as you begin editing.

Think short for every sentence – like a 140-character tweet – and embrace short and concise writing.

13. Write Daily

A muscle grows when it has input combined with correlating relaxing points.

Your mind works that same way; embrace it.

Again, write daily to work out the writing muscles, followed by some relaxing.

Never stop the growth of writing muscles.

14. Shut Your Wi-fi Off

This tip comes from Tim Ferriss, author of “The 4-Hour Workweek.”

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This simple practice keeps focus in place and prevents the mind from answering anything outside of your focus.

Distractions move a mood. Make those distractions non-existent.

15. Got Questions? Ask Your Digital Assistant

The Wi-fi may be off, but sometimes you need immediate answers to questions that will nag you. Some can’t work without answering questions.

The solution is simple: ask Alexa, Siri, or your Google Assistant.

I keep an Amazon Echo Dot next to my desk and use it for quick research.

I have an Echo Show, but it doesn’t belong in the office where it can quickly jack your focus due to the video factor. That one remains downstairs, out of the office.

16. Read All You Can

Especially read the writers who simplify everything.

People may not love Hunter S. Thompson due to his politics or mad lifestyle, but his prose is crisp and simple. I read “Fear and Loathing in Las Vegas” in one sitting.

(And not once, but maybe 10 times when I needed a push into something I couldn’t possibly finish and needed a mind breath.)

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If you’re business-minded, Michael Gerber’s “The E-Myth” is a one-sitting read, too. It’s simple and informative.

17. Stop Waiting For Inspiration

It’s useless.

There’s no such thing as inspiration unless you like to talk about writing instead of actually doing it.

True writers write every day and make it a lifestyle that helps develop the “art.” Practice makes stuff happen and takes discipline.

Words simply flow better and easier after practice and discipline. Nothing happens without the simplicity of practice.

18. Read The Essentials

For traditional writing, read William Zinsser’s “On Writing Well.” Don’t just read it once. Reread it once a year.

For the digital age of “short” writing that makes an impact, read Roy Peter Clark’s “How to Write Short.”

Don’t stop there. Read “The Essential Don Murray: Lessons from America’s Greatest Writing Teacher” and “Ernest Hemingway On Writing.”

19. Try Writing In Longhand

This article is based on notes I took while flying over the Atlantic Ocean en route to Valencia, Spain.

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Flying is a great time for thinking and using longhand. Plus, it keeps your mind off the snoring passenger next to you.

Write in longhand in cabs, buses, middle of meetings, etc. Try it, and revisit those notes before you get to work typing.

20. Write About What You Love

To truly master the craft of the written word, embrace writing that makes you happy – regardless if it’ll make you money. The more you write, the better you’ll become.

Short writing provides inspiration (regardless of how absurd it feels or reads sometimes!).

21. Ask Questions Daily

Friends, family, wife, children, whoever. Continually ask questions.

The more you learn, the more you can provide readers (possible prospects in business), regardless of your industry.

Questions are the highlights of learning. Let people talk.

Think 80/20 – let others talk 80% of the time as you listen, and you can talk the other 20% of the time.

Your readers will thank you one day.

22. Know Your Audience & Write For Them

Remember to keep your voice and style the same.

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That’s how to set yourself apart from the zillions of other content writers out there.

23. Work Better Under Deadline?

For some people, the pressure of a deadline forces the creativity out of you.

If this is true for you, have project managers bump up your due dates.

I do this with my teams, sometimes by as far ahead as four weeks.

24. Build Your Work Around Questions

Always ask, “What’s the problem and how do I clearly provide a solution?”

It’s just as important to ask, “Will readers care?”

This helps keep your voice trustworthy and authoritative, keeping search engines and readers happy.

25. Split Long Projects Into Short Tasks

Write all headlines first (remember to use target keywords in them), and fill in each portion.

This works just as well whether you’re writing a 2,500-word piece on the craft of writing, or a 750-piece for a client discussing the technical aspects of a product.

26. Always Have An Ending in Mind

Knowing where your content is leading will keep your writing focus sharp, and will help you more often achieve the ultimate goal of most online writing – a conversion.

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27. Check Your Spelling & Grammar

Misspell a name and the article immediately loses credibility.

Craft your content with sloppy grammar, and the reader doubts your authority.

After you’ve checked for spelling and grammar errors, check again.

28. Aim For Credibility

Without credibility, you’ll lose any chance of capturing an audience’s attention.

Situations get worse if you spread false facts.

Take added time for research and fact-checking.

29. Edit With The 10-Second Rule In Mind

This goes for every single paragraph, especially for the first paragraph and meta description.

You want to immediately grab the reader’s attention — and keep it.

Is the article worthy of additional conversation? If so, and you have proper CTAs, this can help move readers one step closer to conversion.

Writing for SEO: Form

30. Write Strong Sentences & Paragraphs

The strongest words should begin and end a sentence.

The strongest sentences should appear at the end and beginning of a paragraph.

This helps keep the slower, more in-depth material in the middle, and the most important thoughts before the reader.

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31. Become Obsessed About Clarity Of Voice

Clean writing reflects a clear mindset – something people (clients!) need.

For example, Starbucks uses both functional and expressive language to clarify its voice in its marketing.

Screenshot taken by author

Or Mailchimp’s voice is plain spoken with a dab of dry humor.

Screenshot taken by author

32. Keep Writing Free Of Clutter

Keep it simple.

Get straight to what you’re saying.

Strip all useless words.

Get sentences into their simplest form.

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33. Beware Of Excess Adverbs & Adjectives

If the verb or noun can’t perform the explanation, that verb or noun isn’t strong enough. You can learn more about writing with adverbs and adjectives here.

34. Use A Variety Of Long And Short Sentences

A variety of sentence lengths helps your content to create some rhythm.

Readers enjoy this.

35. Short Paragraphs Allow The Mind to Breathe

Use short paragraphs often.

Space between paragraphs psychologically takes less energy to read, saving that prospect’s energy for the sale/lead.

36. Always Use Active Verbs

In this sentence, the active verb is “Use.”

Without active verbs, the mind shifts. It wanders.

You lose an audience… or a sale.

Be clear on what action the reader can take next.

37. Avoid Clichés

Like the plague.

You feel me?

Writing for SEO: Favorite Hacks

38. Listen to Your Favorite Music

Why not write to it? Some forms of music will bring drastically different emotions out on the page before you’d realize it, so the more the better.

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While writing this, I went from Coltrane to Infected Mushroom to Hendrix to SRV to Dimmu Borgir to Breaking Benjamin to Chopin.

For editing, Wes Montgomery was my go-to.

Music can help words flow, so embrace it all.

39. Commit To The Most Serious Writing In The Morning

I’m typically up by 5:30 a.m. That’s when my brain is freshest.

I always block a few hours every morning for my most serious writing.

40. Carry A Tablet To Jot Down Ideas

If you think clearer in longhand, carry a small tablet for jotting down ideas overusing your phone.

Moleskine tablets are my favorite because they are thin and fit into books, which I always have with me when traveling.

There’s only so much marginal space within a book for ideas; a tablet takes care of this and keeps you off the phone.

41. For Clients: Think 80/20 For The Initial Few Engagements

Focus on the 20% of your writing that will produce 80% results for the client’s sales. How?

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Simple: always begin a content strategy around the top ROI products. This shows value, and will help contribute to the overall qualified keywords you want them to want to rank for.

42. Remember To Get Away From It All

The writers that have the true minds to create and provide value to clients always need a break.

One of my weekly tactics for resting and reenergizing is “half-day Wednesday.” I tune out and either play guitar, hike or ride motorcycles… basically whatever is needed.

This mid-week break keeps the mind fresh and clear, which translates into positive workflow and, ultimately, happy clients.

Conclusion

Creating content that leads to conversion involves not only the art of SEO but also the craft of writing.

Embrace both if you’re serious about providing the most value to your readers or your client’s readers, which you naturally want to turn from prospects to customers.

Also, remember that the appeal and popularity of strong content will only compound online over time.

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Think of SEO writing to a business as compounding interest to an investor – have the patience and discipline to do it correctly, and the results should continually speak for themselves.

Featured image: Paulo Bobita/SearchEngineJournal

Related Topics:Art Combined Master tips top

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SEO

Google On Hyphens In Domain Names

Published

14 hours ago

April 16, 2024

Max

What Google says about using hyphens in domain names

Google’s John Mueller answered a question on Reddit about why people don’t use hyphens with domains and if there was something to be concerned about that they were missing.

Domain Names With Hyphens For SEO

I’ve been working online for 25 years and I remember when using hyphens in domains was something that affiliates did for SEO when Google was still influenced by keywords in the domain, URL, and basically keywords anywhere on the webpage. It wasn’t something that everyone did, it was mainly something that was popular with some affiliate marketers.

Another reason for choosing domain names with keywords in them was that site visitors tended to convert at a higher rate because the keywords essentially prequalified the site visitor. I know from experience how useful two-keyword domains (and one word domain names) are for conversions, as long as they didn’t have hyphens in them.

A consideration that caused hyphenated domain names to fall out of favor is that they have an untrustworthy appearance and that can work against conversion rates because trustworthiness is an important factor for conversions.

Lastly, hyphenated domain names look tacky. Why go with tacky when a brandable domain is easier for building trust and conversions?

Domain Name Question Asked On Reddit

This is the question asked on Reddit:

“Why don’t people use a lot of domains with hyphens? Is there something concerning about it? I understand when you tell it out loud people make miss hyphen in search.”

And this is Mueller’s response:

“It used to be that domain names with a lot of hyphens were considered (by users? or by SEOs assuming users would? it’s been a while) to be less serious – since they could imply that you weren’t able to get the domain name with fewer hyphens. Nowadays there are a lot of top-level-domains so it’s less of a thing.

My main recommendation is to pick something for the long run (assuming that’s what you’re aiming for), and not to be overly keyword focused (because life is too short to box yourself into a corner – make good things, course-correct over time, don’t let a domain-name limit what you do online). The web is full of awkward, keyword-focused short-lived low-effort takes made for SEO — make something truly awesome that people will ask for by name. If that takes a hyphen in the name – go for it.”

Pick A Domain Name That Can Grow

Mueller is right about picking a domain name that won’t lock your site into one topic. When a site grows in popularity the natural growth path is to expand the range of topics the site coves. But that’s hard to do when the domain is locked into one rigid keyword phrase. That’s one of the downsides of picking a “Best + keyword + reviews” domain, too. Those domains can’t grow bigger and look tacky, too.

That’s why I’ve always recommended brandable domains that are memorable and encourage trust in some way.

Read the post on Reddit:

Are domains with hyphens bad?

Read Mueller’s response here.

Featured Image by Shutterstock/Benny Marty

SEO

Reddit Post Ranks On Google In 5 Minutes

Published

1 day ago

April 15, 2024

Max

Google apparently ranks Reddit posts within minutes

Google’s Danny Sullivan disputed the assertions made in a Reddit discussion that Google is showing a preference for Reddit in the search results. But a Redditor’s example proves that it’s possible for a Reddit post to rank in the top ten of the search results within minutes and to actually improve rankings to position #2 a week later.

Discussion About Google Showing Preference To Reddit

A Redditor (gronetwork) complained that Google is sending so many visitors to Reddit that the server is struggling with the load and shared an example that proved that it can only take minutes for a Reddit post to rank in the top ten.

That post was part of a 79 post Reddit thread where many in the r/SEO subreddit were complaining about Google allegedly giving too much preference to Reddit over legit sites.

The person who did the test (gronetwork) wrote:

“…The website is already cracking (server down, double posts, comments not showing) because there are too many visitors.
…It only takes few minutes (you can test it) for a post on Reddit to appear in the top ten results of Google with keywords related to the post’s title… (while I have to wait months for an article on my site to be referenced). Do the math, the whole world is going to spam here. The loop is completed.”
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Reddit Post Ranked Within Minutes

Another Redditor asked if they had tested if it takes “a few minutes” to rank in the top ten and gronetwork answered that they had tested it with a post titled, Google SGE Review.

gronetwork posted:

“Yes, I have created for example a post named “Google SGE Review” previously. After less than 5 minutes it was ranked 8th for Google SGE Review (no quotes). Just after Washingtonpost.com, 6 authoritative SEO websites and Google.com’s overview page for SGE (Search Generative Experience). It is ranked third for SGE Review.”

It’s true, not only does that specific post (Google SGE Review) rank in the top 10, the post started out in position 8 and it actually improved ranking, currently listed beneath the number one result for the search query “SGE Review”.

Screenshot Of Reddit Post That Ranked Within Minutes

Anecdotes Versus Anecdotes

Okay, the above is just one anecdote. But it’s a heck of an anecdote because it proves that it’s possible for a Reddit post to rank within minutes and get stuck in the top of the search results over other possibly more authoritative websites.

hankschrader79 shared that Reddit posts outrank Toyota Tacoma forums for a phrase related to mods for that truck.

Google’s Danny Sullivan responded to that post and the entire discussion to dispute that Reddit is not always prioritized over other forums.

Danny wrote:

“Reddit is not always prioritized over other forums. [super vhs to mac adapter] I did this week, it goes Apple Support Community, MacRumors Forum and further down, there’s Reddit. I also did [kumo cloud not working setup 5ghz] recently (it’s a nightmare) and it was the Netgear community, the SmartThings Community, GreenBuildingAdvisor before Reddit. Related to that was [disable 5g airport] which has Apple Support Community above Reddit. [how to open an 8 track tape] — really, it was the YouTube videos that helped me most, but it’s the Tapeheads community that comes before Reddit.
In your example for [toyota tacoma], I don’t even get Reddit in the top results. I get Toyota, Car & Driver, Wikipedia, Toyota again, three YouTube videos from different creators (not Toyota), Edmunds, a Top Stories unit. No Reddit, which doesn’t really support the notion of always wanting to drive traffic just to Reddit.
If I guess at the more specific query you might have done, maybe [overland mods for toyota tacoma], I get a YouTube video first, then Reddit, then Tacoma World at third — not near the bottom. So yes, Reddit is higher for that query — but it’s not first. It’s also not always first. And sometimes, it’s not even showing at all.”

hankschrader79 conceded that they were generalizing when they wrote that Google always prioritized Reddit. But they also insisted that that didn’t diminish what they said is a fact that Google’s “prioritization” forum content has benefitted Reddit more than actual forums.

Why Is The Reddit Post Ranked So High?

It’s possible that Google “tested” that Reddit post in position 8 within minutes and that user interaction signals indicated to Google’s algorithms that users prefer to see that Reddit post. If that’s the case then it’s not a matter of Google showing preference to Reddit post but rather it’s users that are showing the preference and the algorithm is responding to those preferences.

Nevertheless, an argument can be made that user preferences for Reddit can be a manifestation of Familiarity Bias. Familiarity Bias is when people show a preference for things that are familiar to them. If a person is familiar with a brand because of all the advertising they were exposed to then they may show a bias for the brand products over unfamiliar brands.

Users who are familiar with Reddit may choose Reddit because they don’t know the other sites in the search results or because they have a bias that Google ranks spammy and optimized websites and feel safer reading Reddit.

Google may be picking up on those user interaction signals that indicate a preference and satisfaction with the Reddit results but those results may simply be biases and not an indication that Reddit is trustworthy and authoritative.

Is Reddit Benefiting From A Self-Reinforcing Feedback Loop?

It may very well be that Google’s decision to prioritize user generated content may have started a self-reinforcing pattern that draws users in to Reddit through the search results and because the answers seem plausible those users start to prefer Reddit results. When they’re exposed to more Reddit posts their familiarity bias kicks in and they start to show a preference for Reddit. So what could be happening is that the users and Google’s algorithm are creating a self-reinforcing feedback loop.

Is it possible that Google’s decision to show more user generated content has kicked off a cycle where more users are exposed to Reddit which then feeds back into Google’s algorithm which in turn increases Reddit visibility, regardless of lack of expertise and authoritativeness?

Featured Image by Shutterstock/Kues

SEO

WordPress Releases A Performance Plugin For “Near-Instant Load Times”

Published

2 days ago

April 14, 2024

Max

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).

The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.
This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).
The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”
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Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.

How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress