Episode 109: How To Write Quality Content

You’ve heard it over and over again – content is king. Having great, well-research content on your website is so critical, especially for SEO purposes. But how do you make sure that you are writing quality content? Compelling content will help you position yourself as an expert and an authoritative figure in Google’s eyes, which will help you rank. Hear how you can write quality content and help your business rank better today!

Roger: Welcome to Local SEO Today. I’m Roger Murphy.

John: And I’m John Vuong.

Roger: Today we want to talk to business owners and entrepreneurs who are, who have…and you have a website today and the website you want to increase…I guess your authority and…the idea of Google seeing you as an authoritative — trusted source for information. You got to add content all the time, John.

John: Yeah, so today we’re going to talk about how to write a compelling piece of content.

Roger: Right.

John: Quality piece that…you know, will probably trend.

Roger: Yes.

John: And get this, and get picked up by Google and hopefully get ranked on Google, right? But first, where do you even start, right? How do you get started in terms of, do you want to do it yourself or do you want to work with a company that actually has expertise in writing good pieces, right?

Roger: Yep, so what do Google to rank? Go over a list of things you need to consider to do it effectively. You’ll decide, do you have the time, the expertise to do it? But certainly give it a try if you want yourself but after we’ve given you a list, you might wonder about, is this something that you should hand off to an expert to do for you?

John: So the first thing you want to talk…figure out is, what is the topic that you want to start with, right? I think the key thing here is, there’s so much content out there in the world.

Roger: Yes.

John: Right? But you want to look for the things that are more trending. What is hot today? Or what you believe is…something that is…you know, people are actually searching with high search volume.

Roger: True. What they’re searching for? Yeah.

John: Because the more likelihood of they’ve picked up or having new newsworthy information, the more likelihood your content page will get picked up.

Roger: Yeah. Now John, is that a trend today? Go to their gut thing, I think this is what people are into today or is there a software that they can…?

John: Yeah, there’s definitely software for this because keyword research and even Google trends allows you to figure out what is popular?

Roger: Yes.

John: What is actually high search volumes? So that…you actually are putting together a piece that has “search volume”.

Roger: Yes.

John: Right? Because people are actually looking for this kind of information, right? So you have to figure out the “topic” but who is your “customer” you’re talking to?

Roger: Yeah.

John: The audience, right?

Roger: Yeah.

John: So figure out who that end-user you’re speaking to with this content, who is for? So take a step back and figure out who that customer is.

Roger: Yeah.

John: Create that persona…you know, who the- what their age is, what their personality is, what they like, and what they don’t like…you know, where are they located? So it’s a persona.

Roger: So put yourself in their shoes, really.

John: Exactly.

Roger: Just try and figure out what they’re looking for, and then really think about what will resonate with them, and with this blog?

John: Yeah so…you know, once you have that persona and figure out the topic, and you know what…that information is then there’s key tidbits that you need to do to make sure that you have a compelling piece…that may get amplified and shared, and retweeted, etc., right?

Roger: If it’s structured properly so here’s the tip now that we’ve talked about the content — what…who you’re speaking to and how to resonate with them. Now here’s the technical side of it.

John: So make sure that it’s also very natural so…you know, there’s a fine line of writing…for the purpose of just writing.

Roger: Yeah.

John: Or writing for a blog to get picked up by Google, right?

Roger: Yeah, right.

John: So SEO writing, let’s say.

Roger: Naturally written.

John: Naturally written so there’s experts for this purpose, right? And go after long-tail converting terms so…

Roger: And oh, long-tail versus short-tail? Can you define that?

John: Yeah, so long-tail is different variation of keywords so a longer tail multiple words is in a keyword phrase, right? So instead of just going after a… 2 word phrase, go after 3 or 4 word terms… the conversion is a lot higher, right? And make sure that you are mapping out the journey of who that ideal customer of yours…

Roger: Sure.

John: …and how they search, right?

Roger: A long way term…we’ll use a basketball reference right now but let’s say, “What shoes does Kawhi Leonard wear?” Because he’s got a special brand that he represents now but if you put in, “Kawhi Leonard basketball shoes”, that’s a long-tail that’s very, very driven by the intent…somebody or some teenager wants the same shoes that he’s wearing.

John: Exactly. And when you type that on a Google search, there’s also auto-populate or auto-suggest, right? So it gives you a high search volume that Google suggests that you’re looking for.

Roger: Yeah.

John: Right? Their AI or rank brain is very smart that they actually know like this is probably what you’re kind of searching for, right? And then focus more on delivering and answering that query.

Roger: Yeah.

John: Right? So writing that blog, make sure that it’s very easy…to read with proper tags of title, description, and even headers.

Roger: Yeah.

John: Right? And make it so that it’s formatted so it’s easy for customers…you know, customers, users, to really ingest that content.

Roger: And that long-tail we’re talking about, really should be one per blog not mixed it up a little bunch of long-tail but it’s one. So they want to focus on that keyword, long-tail keyword, that will get… hopefully rank.

John: Yeah so the topic…that blog, that landing page that you’re writing for should have one generic topic in mind, and with various variations of keywords that people may type in but there’s an overarching topic in general, right? And then you have to think about…well what is ranking currently on Google for that term? Why is it ranking?

Roger: Yeah.

John: What’s the length of the word…the page? What kind of content is already provided? How can you provide better content? Is there better resources that you can incorporate? Is there more information that you can provide? There’s so much more to it in terms of writing good, quality content.

Roger: And this is just a blog we’re trying to marry down so some of the technical things, John, we want to talk in terms of the title, the characters, the word count, what can- I want to discuss them.

John: Yeah so even like title tags, right? Yes, had it under 30…I mean 60 characters…but you have to remember that writing compelling titles and headlines is so critical…to ensure that you get a really high click-through. So maybe this is AB testing as well, right? Have multiple headlines to see what conversion rate is?

Roger: The one’s working, yeah.

John: Which one isn’t working, which one does are? Why are they converting? And the ones that are converting, are they actually doing an action after they click on your website, right? Like what is the whole purpose of that blog?

Roger: Exactly.

John: And even providing specific content, written content in a blog…can come in multiple formats, right? So is there images that…can support the content that you’re doing.

Roger: …the content…

John: Right? Is it a round table where you have experts that you can get their feedback on, right? Is there a survey or something that is new that you…kind of have to study, where you can actually create this and put this out, and hopefully someone will pick it up and amplify it, right? So there’s so much more to writing that blog today that you can use like there’s a lot of resources out there, right?

Roger: Sure. And this debate compelling story. It has to be naturally written and then all the technical aspects that we’re just speaking of also.

John: Yeah and…you know, it’s hard…even if you’re running as a business owner, writing…is not something that most business owners are strong at.

Roger: Right.

John: Right? I mean there’s English majors, arts majors, and novelists, and writers, and publishers, this is their expertise. They love using the English language…

Roger: Sure.

John: …to really put together a story, right? That will resonate, increase the click-through, right? So you know, let them do what they’re good at and let you focus on what you’re good at as a business owner.

Roger: As a new building entrepreneur, let’s say, you got lots of times in your hand, you can certainly try this yourself like write the blog but again, you want to make sure that you’re not going above the wrong way. What’s the point of doing all this work, only to find that in fact, it’s not clicking through properly. So you spend this time trying to learn what an expert would’ve fixed up and would’ve seen right away…at the very beginning of the article.

John: Yeah, what’s your time worth to you? But at the beginning, I know it…you don’t have a lot of resources, you don’t have funds, right? To invest on a professional…you know, blog writer or content producer, right? So you have to do everything in-house or do it yourself, right? But you have to remember…there’s a process and you have to do the best that there is…to eventually get rank on the first page.

Roger: Exactly.

John: Because what’s the point of creating this compelling piece but no one’s really clicking on the article, right?

Roger: And really, the reason we’re even talking about this is that we know search engines, and in particular, Google attract well over 90% all the eyeballs out there when people are searching for anything today, whether it’s a beginning of their journey, the end of the journey, I stick with this running shoes, of course. The…whether it’s your favourite basketball player, your hero that’s wearing something, you’re starting to search and that’s what’s trending right now. It’s…a big job and it’s…not…you know, yeah… a lot of technical things you have to deal with trying to get the right content out there.

John: Yeah and then producing it, not just writing it, and putting it all together…making it so that it’s actually as presentable.

Roger: Sure.

John: So that’s another piece as well like the developer of your website needs to actually implement it as well, right? So this whole process of creating content…you could try to do it yourself definitely as a small business owner, you want to…you know, take control, thrive it…see what works and where you want to invest your time.

Roger: Yep. Inside this blog ‘cause there’s one more, probably there was…adding additional media along with it.

John: Yes.

Roger: To keep them interested. What are the types of media that we’re talking about out there?

John: I think the key here is visual content.

Roger: Visual.

John: Right? ‘Cause someone’s here, right? Reading a blog, so images, and info graph, something that can…you know, resonate with that reader…

Roger: Yes.

John: Right? Can…you know, they can visualize as well as read and connect the two, right?

Roger: And it keeps them sticky — keeps them on the page. Yeah.

John: Yeah and it has to be attractive, right? So customize images so that it’s actually connected with whatever you’re writing about, right?

Roger: Exactly.

John: Not just any image that you can just pick online, right? And where you have subscription but customize whatever you’re producing so that it has a story…

Roger: Yes.

John: …it has a message, right? It has to flow properly because the longer the journey is…you know, if you’re writing a thousand piece article, a thousand words, or 1500-word, that’s a couple of minutes that someone is going to be staying on your site.

Roger: Sure.

John: Right? So what is your purpose of that blog? Make sure there is call-to-action, make sure there is something for them to do afterwards, or what’s the point?

Roger: Exactly.

John: I’ll have you that keys.

Roger: Yep, so we’re trip to the world of content, it’s important because Google wants it…that’ll get more… because more eyeballs are going there. It all makes perfect sense, it’s just a matter of you, as a business owner, do you have the resources to do it yourself or do you need to focus on your business and let an expert get this content and put together for you…that will convert for your business.

John: Thanks a lot, Roger.

Roger: Well, thank you John, for your information today. I think this was pretty helpful so creating quality content, it’s a big job but it’s definitely worthwhile. So thank you for watching, we’ll see you again at Local SEO Today.

John: Thank you.