A quick guide with good SEO practise and practical help to produce effective content.

1. Content

Focus On Relevant Topics

Content strategy is effective  when done together with the business as they know best what their strengths are, and what jobs they are regularly asked for.  what the most common questions are and what the best answers to these questions are. With high-quality content, and most importantly relevant content, How to find

Remember, the success of content relies on relevance, not just frequency. Your blog has to focus on the things readers care about.

Audit Your Topic For Ranking Potential

It’s often the case that there’s just as much opportunity to build on the keywords you already rank well for as there is in going after new keywords.The higher the ranking potential of your topic, the better your return on investment. Think of it this way — it takes a similar amount of effort to create an article on most topics, but only some of those topics will have the capacity to rank in search and deliver organic traffic. Make sure you are not wasting your time on useless topics by checking them for these ranking potential indicators. To do this you need to check there is

Sufficient search volume

Find out whether the topic you have chosen is actually in demand with search users. To do this, take your main keyword and run it through either the Keyword Planner or the Rank Tracker.

writing content on computer

2. Move to Keyword Planning

The advantage of the Keyword Planning is that it offers lots of alternative keyword ideas. This way you can check whether your keyword variation is indeed the most searched for and switch to a different one if it’s not.

Use SEO Ranking ( affiliate link req). With Domain Authority – It is ifficult to outrank in keywords if a much higher DA is already there. Pick your battles.

Keywords

The final thing you can borrow from your competitors is the keywords they have used in their content. And although exact-match keywords are not as important today as they used to be in the past, you should still be using at least some of them to make sure that Google knows what your content is about.
Again, one of the easiest ways to generate keyword benchmarks is via the Content Editor feature of the Website Auditor tool. As soon as you enter your topic, the editor will generate the list of keywords used by your competitors, as well as the frequency of use for each individual keyword:

Backlink Profiles

The more backlinks your competitors have, the more difficult it will be to outrank them. So, the first thing to do when evaluating your ranking odds is to launch Rank Tracker and go to:
Target Keywords > Rank Tracking > Keywords & rankings
There, add your keyword to the table and switch to the Keyword Difficulty tab. In the tab, you will see a list of your top ten competitors, along with their individual difficulty scores, page authority scores, and backlink counts

Upward Popularity Trend

In SEO writing, one of your goals is to create a page that will keep bringing you traffic over a long period of time. To this end, it is important to choose a topic that will either grow in popularity or at least remain popular for the foreseeable future.
Mostly this is common sense. But, if you want to err on the side of caution, you can assess the topic’s popularity by entering it into Google Trends:

Writing Content

Content Quality

This is where you’d have to use your own judgment — google your topic and check whether any of your competitors are vulnerable in terms of content quality. Things to pay attention to are snippet optimization, intent satisfaction, recency, comprehensiveness, and other areas where you believe you can do better.

Search Intent

Search intent refers to the type of content people expect to see when they use specific queries. Depending on the way the query is phrased, users expect to see a guide, a list, a catalog page, or a product page. If your content does not match the intent then it will be harder to rank. If most results for your topic are guides, then you better write a guide as well.

Favorable Ranking Odds

Do you have a chance of ranking on the first page of search results. The answer depends on the strength of your competitors, which can be assessed by looking at two things: their backlink profiles and the quality of their content.Google your topic and check whether any of your competitors are vulnerable in terms of content quality. Things to pay attention to are snippet optimization, intent satisfaction, recency, comprehensiveness, and other areas where you believe you can do better

writing content on a laptop

1. Use competitor research to guide your writing Outline

In order for your piece of content to be competitive, it has to be among the most comprehensive — it has to cover the topic from the greatest number of angles. To achieve this, you first have to cover the topic from all of the angles used by your competitors, and then come up with a few angles of your own. This is what SEOs call a skyscraping technique.
One way to do this is to open 8 – 10 of the top-ranking pages on my topic, and I copy all of their segment headings (H2s) into my draft. Arrange the headings in a logical sequence, and I’m left with a content outline that includes all of the talking points of all my competitors.You can check your content against your competitors is through the content length. You can use the average word count of competing content pieces as an indicator of how thorough their writing is. If their pieces are significantly longer than yours, then perhaps you have missed some of the details.Use the Content Editor feature of the Website Auditor tool. Enter your main keyword and the editor will analyze competing pages and calculate the recommended content length:

Make Your Content Easy To Understand

Search engines have moved past keywords and into the semantics, it is especially important for each word you write to contribute to the meaning of the page.

Sufficient Search Volume

Find out whether the topic you have chosen is actually in demand with search users. To do this, take your main keyword and run it through either the Keyword Planner or the Rank Tracker.

Provide Enough Context

One of the goals of SEO writing is to create self-sufficient pages. A reader of any background should be able to land on any part of the page and be able to figure out what is going on. While it is a good practice for any type of writing, it is especially important for SEO because some of your readers are search engines and they will use only what’s on the page to decide whether your piece of content is sufficiently comprehensive.
To this end, always try to provide as much context as you can think of, especially at the beginning of the article and the beginning of each segment within the article. Make it easy for readers to skip some parts of your article and start reading from a random segment — a lot of them will do that anyway and it’s good UX to help them.

Choose Plain Language

Try to minimize the use of adjectives and adverbs — these are largely meaningful from an SEO perspective. And they do have an opportunity cost because when you stuff your writing with adjectives they take the place of potentially valuable words.

Use Visual Aids

Always try to create the path of least resistance for your readers. If something is best explained using an image or a video — add them to your content. Yes, it will mean less text and fewer keywords, but the use of media may actually differentiate you from your competitors — Google often claims that it appreciates diverse ways of presenting the information.
– Expanding content to include localized items like landmarks, historical buildings, and popular streets/highways.

NB – Don’t keyword stuff articles – Google may penalise you!

Step 4 – Schedule future content updates

The advantage of the Keyword Planning is that it offers lots of alternative keyword ideas. This way you can check whether your keyword variation is indeed the most searched for and switch to a different one if it’s not.

Use SEO Ranking ( affiliate link req). With Domain Authority – It is ifficult to outrank in keywords if a much higher DA is already there. Pick your battles.

Over time your content is going to depreciate. It will age, some of the links will break, your competitors will produce better pieces of content — whatever the reason, you are going to lose some of your positions.

Make sure you revisit and update the message to give it a new lease of life.