Here’s how to write authoritative content and blog posts that will convert your website visitors into customers and help you rank better in Google.
If you work with us, you’ll see that producing quality content is a collaborative process that consists of the following steps:
- Research. We research industry forums and sites like Quora to see what common questions are being asked, we use Google Keyword Planner, Google Autocomplete and Related Searches, and other means to come up with topics which will be useful to potential customers.
- The Best Writers. Only the best, most-qualified SEO copywriters are on our team. We insist on top-notch content that adds value to the web. In order to outrank your competitor, your content has got to be better. Our writers adhere to the standards below and provide us with content that is well-researched and “publish-ready.”
- Review. This is where you as the business owner gets involved. You will review the content and make any corrections before it’s published to your website. If we’re doing our job, it should only take you 10-15 minutes to review a 1,000 word article and make any edits.
- Optimize & Publish. We follow on-page SEO best practices, add image(s), links to your multi-media resources, and internally link to other relevant content on your site, in order to add value and keep readers on your site longer. We include at least 1 call to action.
Our Guidelines For Creating Authoritative Content & Blog Posts
NOTE: We insist that all of our copywriters follow the guidelines below.
If you want to build a website people (and Google) trust, then all of the content you publish must be absolutely 100% lock-down the best content in your business niche.
It can’t be called into question or doubted. It must be engaging. It’s got to be so easy to read even a 5th grader could understand it.
Put simply, the content has got to kick ass!
No one should read it and think, “Hmm, I wonder where they’re making that claim from?” or “I don’t understand this.”
So, here’s how to do it. I recommend you open this blog post in a separate window, so you can see a live example of each step below.
- Mention Your Main Keywords In The First Couple Sentences. I recommend bolding the keywords, too. It just helps the reader follow what it is you’re writing about. You don’t have to repeat the title, but your opening should be a near match to the words that make up your title.
- Backup All Your Claims. This leaves a reader wondering what research you did to make that statement. Any claims you make must either point to another page on the client website or to a trusted external resource. To find out if a website is “trusted”, download the free MozBar, so you can easily see the domain authority of any website in the upper right hand corner of your screen. Trusted sites are usually 30 or higher on a scale of 1-100, with 100 being most trusted.
- Edible Bites. All paragraphs must be 1-3 sentences in length. It’s just easier to read and nowhere near as overwhelming as long multi-sentence paragraphs.
- Divide Sections With Headings. Usually, a sub-section of your article should be no more than 2-4 paragraphs and there should be a heading that describes what those few paragraphs are about. Headings can include mention of the keyword as long as it reads naturally and does not appear spammy.
- Length. Usually, longer content performs better in Google, so for clients we aim for 1,000 words per page. But never sacrifice quality to gain quantity. If you can make your point in 500 words, do it.
- Tone. For most clients, a friendly, personal tone works best. Use, “you, your, we, us” instead of generic, cold sounding terms like “a person, one, many people,”etc. Always write as if you are talking directly to your potential customer.
- Dumb It Down! If you use a big word, explain what it means. The easier your content is to understand, the longer visitors will keep reading, and that’s a good signal to Google that they like what they’re seeing. The longer people stay on your site, the more likely they are to take action and become a customer.
- Unique Content. Don’t copy/paste from other websites – even if you own those sites. All content should pass copyscape ensuring it does not highly resemble other content already published on the web. It’s okay to quote someone, but it’s not okay to copy large passages. Not only is it plagiarism, but it probably won’t rank well in Google, either.
- Quote Sources. If you’re missing a fact or want an opinion to back up your content, call somebody and get a quote. They’ll love being cited in your article (you can link back to them) and it might open up a new relationship. Quotes from independent 3rd parties are a great way to “lock-down” whatever point you are trying to make.
- Call To Action. Include a call to action, so a visitor knows what to do next. Whether you want them to call you or complete a contact form (or both), tell them how they can do it.
- Use Examples To Make Your Point. A lot of people – me included – learn from example. Examples are a great way to reiterate your point and teach in a different way.
- Wrap It Up. A final section with the heading of “Summary” or “Next Steps” or “Conclusion” is a great way to signal your reader that your article is coming to an end. Summarize what you’ve said and provide a call to action.