Insights on strategy, websites, UX, and digital growth

Write with a purpose

True or false?

The more content I upload on my site, the more attention I’ll get from Google.

The answer?

False.

Search engines track quality, not quantity. So if there’s one thing you need to avoid, it's bombarding your site with content.

But wait! I read that the more I refresh and update content on my site, the more search engines will take notice.

That is true. They will take notice. But get this. If the content doesn’t meet the mark, it won't rank. I’ve seen far too many sites write hordes of content because they think that’s what Google is looking for. But is every single one of those articles relevant? Are they all meeting the standard Google is looking for? More importantly, do they give value to your audience?

Overloading your site with information that isn’t useful to your readers and doesn’t meet Google’s requirements will knock you down in rankings. To avoid that, write with purpose.

• Be relevant. Ask yourself: Is what I’m writing up-to-date with my target audience’s needs? Does it address their pain points and give actionable steps to rectify them? Or is it just something I’m interested in?

• Have a goal in mind. What do you want to give to your readers? Is your goal to build trust? Convert? Give advice? Knowing your goal before you start writing will ensure your content has a purpose.

• Structure your content. Is the layout of your content easy on the eye? Is it broken up into bite-sized paragraphs and bullet points? Does it have more white space than text? The cleaner and simpler your content the easier it is for readers and search engines to read it.

Write for real people

Now here’s something ChatGPT can’t do.

Write for real people with distinguishable thoughts, feelings, and motivations.

Great content begins with knowing your audience, and only you know them well. When you write content that appeals to them, your click-through rates and conversions will increase.

Google’s all about giving the people what they want, and if your content is grabbing people’s attention, Google will notice. To get this right, there are 3 main points to follow when writing content for your website.

1 | Know your audience

Killer content always begins with helping your audience overcome a problem. And if you know your audience, you’ll know what problems they need solving. That’s the perfect topic for you to write about.

For example, let’s say your target audience struggles to find affordable car rentals for their family holiday. They want something economical, big enough for the family, and, well, cheap. This information is knowledge. And knowledge is POWER. It helps you search for the right keywords and create captivating headlines. AND it provides you with the information you need to write valuable content.

Now you can write about The Only Way To Find Affordable Car Rentals For Your Family Getaway.

2 | Grab their attention

From the first point of contact your audience has with you, you need to grab their attention. Here’s why:

From a single search, “8/10 people will read your headline but only 2/10 will click through.”

So from the very beginning – that is when you show up in their search results – you need to grab their attention. To create an attractive, clickable page title:

• Use keywords
• Be compelling – use words that entice click-through, such as “Best”, “Only”, “Top 5” etc
• Keep your page title short and sweet

This is also the case for your meta descriptions. They help you stimulate further interest and give more of an incentive for users to head to your site.

3 | Keep your audience engaged

You may have succeeded in getting readers on your page. Now the key is getting them to stay. Remember, it’s a journey, and the essence of good content is to make that journey interesting and worthwhile. And worthwhile content = valuable content. Share valuable information, such as tips, ideas, and advice. Don’t sell your knowledge and expertise – share it. That way, you build authority and trust, navigating your audience to their final destination.

morphtip! Google focuses on ranking quality content that includes their E.E.A.T benchmark.

Infuse these into all of your content, and not only will you make your audience happy, but you’ll score wins with Google.

Happy user = happy Google

Optimise your content for search engines

The key to ranking on Google is SEO. If you can organically grow your rankings, you’ll save money and draw in more traffic to your site. To do that, you’ll need to understand how on-page SEO works and how to make the needed changes.

Once you’ve got writing for a purpose and for real people down, you're well on the way to increasing your ranking. But to get yourself – and keep yourself – ranking high, on-page SEO is key. To ace this, you’ll need to be familiar with all the on-page SEO elements, such as:

And breathe!

Not feeling confident with some of these elements? It’s important to get comfortable with on-page SEO so you can rank organically on search engines and roll with the ever-changing algorithms.

But don’t worry if you’re not there yet! We have an SEO course that can help with that.

Find out more about the course here.

Ready to write quality content that ranks?

Here’s what you need to do:

• Have a clear purpose in mind
• Write for people, not just Google
• Know your audience and grab their attention
• Understand on-page SEO and implement it within your site

The truth is, keeping up with Google is a never-ending story. Staying up-to-date and focusing on how to improve your content will help, but there’s strength in numbers!