If you ask any SEO worth their salt to describe quality content in two words, chances are their response will be ‘relevant content’ or ‘authoritative content’. When you think about it, this makes perfect sense. Google exists to provide users with the most relevant website content from the most authoritative sources. According to Google’s about page, their mission ‘is to organise the world’s information and make it universally accessible and useful.’ But how do they suggest that you, as a content writer, should be accepted as a provider of this accessible and useful information?
“Focus on the user, and all else will follow.”
The key to success in content marketing is to ensure that all your articles, blog posts and website pages are highly specific and tailored to a niche audience. To do this, you need to make sure they are unique, both in terms of the content itself and the ways it’s optimised for search engines.
How to write relevant website content
The key is to success in content marketing is to ensure that all your articles and blog posts are highly specific and tailored to a niche audience. In order to do this, you need to make sure they are unique, both in terms of the content itself and the ways in which this is optimised for the search engines.
1. Create a tailored buyer persona
It’s important to remember that your content isn’t going to be relevant to everyone. There’s a target audience out there that you’re trying to appeal to whether it’s a current customer base or new readers you’re hoping to attract to a blog post, you’re aiming to catch the attention of specific people, known as personas. Creating buyer (or customer) personas before starting the writing process is essential and is an important step when writing relevant website content.
2. Focus on a clear topic
Pick a single, clear topic to form the backbone of each piece that you write, and keep the content relevant to this topic throughout. If your chosen topic pulls up several major subtopics, don’t try to cram them all into one article, write a post for each of them with a final one to link everything together.
3. Optimise for search results
Research the phrases that people might type into Google if they wanted to find your content. Pick a ‘focus keyword’ – a phrase that is relevant and specific to your topic, and which has a fair number of searches with low competition. Include the focus keyword in your meta data, headers and body content, but only where it is relevant and natural to do so.
4. Enhance the SEO value of the piece
Look for multiple, related keywords and use them throughout your content. Again, do this in a manner that is natural and does not impact the fluency of the piece.
5. Inform the reader
Your content should be written with the primary intention of providing the user with interesting, fresh and valuable information. Do your research, and rather than paraphrasing what others have said before, try to come up with something new or take a new angle on a topic that has been covered previously. This is probably the most difficult part, but it’s absolutely essential if you want to get one up on the competition and get your blog post found.
6. Answer customer questions
Relevant content needs to give value to the reader and what better way to do that than by answering a commonly asked question or solving a problem your persona has? Take a look at Google’s ‘people also ask’ section to get some inspiration and to also be in with the chance of capturing a featured snippet.
7. Consider timing when creating
What could be more relevant then ensuring your content is current? Keeping up to date with the latest news regarding a topic is the key component of creating the most relevant website content. If you can, be as reactive as possible and produce your content as soon as you get wind of any new updates or announcements.
8. Pay attention to the tone
Carefully consider the tone of your article or blog post in relation to the audience you want to reach – not only in terms of demographics but also their level of knowledge. Please don’t assume that your audience know as much as you do, but don’t insult their intelligence, either.
9. Ensure the length is optimal
When creating relevant content, the length of the blog or website page needs to be considered. Not only does relevant content need to be comprehensive, but it also needs to be SEO friendly so that your customer base can find it on search engines. When it comes to creating both SEO-friendly and relevant content, the length needs to be appropriate for the topic and nature of the content, whether that’s 300 or 3000 words!
10. Always proof your work at the end
Never underestimate the importance of this final point. Few things are more irritating than finding what you think is relevant content, only to be fed a load of indecipherable jargon – or far worse, patronised. Read back through your article and if you can imagine your target audience and if you think they’ll be confused or turned off, either change it or bin it altogether. Otherwise, they’ll simply hit the back button and look for the information they need elsewhere – and Google is unlikely to turn a blind eye to this.
Relevancy and authority
So how does this all tie in with authority? Well, relevant content is authoritative content. By producing a useful, unique and interesting blog post, article, or website page content, you are sending out the message that you are an authority on your chosen topic. With a carefully thought out content strategy, you can then go on to produce relevant, authoritative content consistently. Tie this with other search marketing techniques such as social media and paid search, and you’ll eventually become a trusted authority on the entire subject area.
The beauty of this is that the more your work gets noticed, the greater your authority becomes. People begin to link to your content from their articles, websites and social media pages, which in turn brings more traffic and, potentially, more conversions. Producing relevant content is by far the cheapest way to expand your online business, and with an effective content strategy in place, it’s also the most secure in the long term.
So here’s the bottom line. Learning how to write relevant content for online users is a slow, arduous and at times, stressful process. But when you get it right, the results are astonishing. So do your website a massive favour and give it a go or, you can reach out and get a digital agency like Zelst to do the hard work for you.