The Fluff-Free Guide to Writing Powerhouse SEO Content

By Quentin Dechery

We all know that when it comes to writ­ing auto­mo­tive SEO con­tent, the qual­i­ty of your con­tent is what mat­ters most. If it wasn’t already clear, Google has made sure to ham­mer us over the head with update after update, enforc­ing increas­ing­ly rig­or­ous stan­dards around requir­ing fresh, rel­e­vant, and bet­ter qual­i­ty con­tent. But how do we go from writ­ing triv­ial key­word-stuffed fluff to writ­ing good con­tent? More impor­tant­ly, how do we go from good con­tent to dyna­mite, thun­der­struck, pow­er­house con­tent?

There are three keys to writ­ing SEO con­tent that will set your web­site apart from the mass­es:

1. Lan­guage. Tone, word choice, and read­er lev­el are a key part of cre­at­ing rel­e­vant con­tent. Use lan­guage that your audi­ence will not only grasp, but will iden­ti­fy with. Pro­mote rel­e­vance and decrease bounce rates by writ­ing in a way that attract vis­i­tors that are meant to be your read­ers. In the deal­er­ship, your dai­ly con­ver­sa­tions may be filed with indus­try slang, but fill­ing your deal­er web­site con­tent with terms like “ups” and “be-backs” will alien­ate the aver­age car-shop­per. Keep the insid­er talk on the lot and opt for sim­ple, user-friend­ly terms that appeal to those not immersed in the auto­mo­tive retail world. If you adhere to this, you are going to cre­ate a loy­al fol­low­ing of read­ers that return week after week (or day after day!), which Google absolute­ly loves. Get­ting return vis­its shows the inher­ent val­ue of your web­site, and pro­tects you from get­ting slammed by the Google Qual­i­ty Police.

2. Engage­ment. Qual­i­ty con­tent is a two-way street. Some writ­ers get so wrapped up in their mes­sage and have so much won­der­ful infor­ma­tion to give the world that they for­get to entice their audi­ence into writ­ing a com­ment, shar­ing the arti­cle, lik­ing the web­site, +1’ing, retweet­ing, etc. Nev­er, ever give up an oppor­tu­ni­ty to cre­ate link bait (clas­sic SEO jar­gon for viral, sharable con­tent). If you’re pour­ing your heart and soul into a post, make sure the world knows! But do it with a lit­tle taste. Rather than overt­ly begging/telling/threatening them to share your con­tent, covert­ly entice them into it by show­ing them just how they can boost their own author­i­ty.

3. Spic­ing up your Inter­nal Links. No, I don’t just mean link­ing every oth­er word on the page to some ran­dom page deep in the pits of your web­site. Putting a link to your inven­to­ry search page is good and all, but try mak­ing it irre­sistible to the read­er by adding spe­cial offers, dis­counts, coupons, etc.. Make it so that they won’t be able to live with­out know­ing what’s behind that hyper­link. If you’ve ever want­ed to know more about how con­tent is the King of the SEO world, you won’t know what’s what until you read more on the Cobalt blog. Google is count­ing your pages viewed per vis­it and the time spent on each page and it is play­ing a direct role in SEO. Don’t take your con­tent light­ly, because your com­pe­ti­tion is sure­ly not.

One easy way to accom­plish this is to hint at the fact that your con­tent is so new, or so inno­v­a­tive, or so flam­boy­ant­ly inter­est­ing that they’d be sil­ly not to share it. Not only does this keep your audi­ence on your page(s) longer, but it also gets more com­ments, decreas­es bounce rates and, of course, cre­ates valu­able organ­ic back­links. Here’s an exam­ple: don’t just read all these invalu­able SEO con­tent writ­ing tech­niques on the Cobalt blog, go forth and spread the word and become the new SEO guru on your block!

Now that you are armed with the basic guide­lines for writ­ing killer con­tent, don’t under­es­ti­mate the pow­er of rewrit­ing good con­tent in a cre­ative way that deliv­ers to your tar­get audi­ence. Remem­ber to keep read­ing the Cobalt.com blog for more reg­u­lar updates on how to stay up to date on your deal­er­ship SEO, and if you think I missed an impor­tant SEO issue for writ­ing con­tent, I dare you to leave me a com­ment.

Quentin Dech­ery, Cobalt SEO Spe­cial­ist can be reached via the Cobalt web­site.

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