SEO Content Writing – How to Write Effective Content! – Andy Morley

Last year was pretty rubbish all round thanks to Covid-19! It may not have been a great year for you in terms of managing your website and producing SEO content with the numerous Zoom meetings and adjusting to the home environment, kids and pets interrupting as soon as you get stuck into a task!

Writing effective content can be tricky, it needs to engage the site user and keep their interest in order for it to perform the task you require (depending on search intent). Optimising SEO content is a mixture of using right amount of keywords in the right places, correct spelling and perfect grammar and also more importantly compelling enough to keep the reader interested.

Many website owners who struggle with content writing end up stuffing keywords into their pages in an attempt to achieve ranking positions, this usually results in making it harder to read and un-natural. This can be avoided by understanding how synonyms of keywords are used to help the search engines.

To help produce higher quality content it is important that you are including synonyms or LSI keywords of the main keyword targets within the written copy.

What Are LSI Keywords?

LSI (Latent Semantic Indexing) Keywords are contextually related terms that the search engines like Google use to thoroughly understand the content on a website. By including these it helps to give Google context and improve the “topical relevance” of your words, which is vital.

Here are the main reasons why you should include more synonyms / LSI Keywords:

As an SEO content creator, knowing what your audience needs will help you to create effective content. It is important that you fully research what people are searching for in the search engines. Performing keyword research before writing will help you to determine the reasons why a particular piece of content should be written.

Search intent is key to writing a successful piece of content and writing a piece to match the users intent is vital. Including keywords and synonyms of your keywords within the content not only helps the search engines to identify the “topic” and “relevance” of your writing but also makes it easier to read and flow more naturally to the reader.

Structuring your content correctly helps cater for different readers, those who prefer to skim read should be able to get the core information from headings and bullet points. Google and the other search engines seem to prefer “long form” content, and SEO industry studies have shown that longer pieces tend to appear on the first page of Google more often than shorter pieces.

Finally, don’t be a “copy cat”, having unique content written only for your own website is vital. Google in the past has been known to penalise websites who copy and paste content from sources elsewhere on the internet. Duplicate content is an SEO killer!

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