How to write to rank on Google in 2019 – WAU Labs – WAU
[Leia a transcrição do vídeo abaixo] Ranking at the top of Google for the main keywords in your market is a priority for your company today? Well, if so, for sure you know that the quality of the content is essential, and for that it is necessary to know how to write well for both users and write well for […]
[Leia a transcrição do vídeo abaixo]
Ranking at the top of Google for the main keywords in your market is a priority for your company today? Well, if so, for sure you know that the quality of the content is essential, and for that it is necessary to know how to write well for users as well as write well for search engines.
But what is it like writing for SEO today? Is it still important that the keyword appearing inside the content as it used to be? What is the volume, what is the ideal repetition? Well, that’s what we’re going to talk about at WAU Labs today. And you will learn how to write for SEO in 2019.
1. Understand Google’s changes
Writing for SEO has changed a lot over the years, but that doesn’t mean it ceased to exist. Some Google updates have completely changed the way of writing to the Internet. In the past, for you to rank well for a keyword it was just you to use that word several times within a content, and so you already had a tendency to be ranked.
For example, if I wanted to rank for “computer”, I could make a cake recipe and write the word “computer” in there, put it in the title, spread it over the content, and I would possibly rank for the word “computer”. But times have changed.
The first major Google update to combat this was Google Panda. Panda, he started punishing content that had no quality, for example, duplicate content, empty pages, among other things. Of course, it was not an ideal update, and still a lot of poor quality content ranks, but it has already improved a lot.
And the great evolution of Google even arrived in the Hummingbird update. From Hummingbird, Google stopped being so fixed on keywords and started to prioritize the user’s intention, as you can see in this example.
If I play Google “Eiffel Tower size”, or “Eiffel Tower height”, the result that Google will present is the same, 300 meters. And this result is not great content, why? Because he knows that the user’s intention is to know the height, the size of the Eiffel Tower, which in this case is 300 meters.
And why did all these updates happen?
Good, the main objective of Google is to present the best answer to a search that the user does, that is, the first place that Google presents is what it considers to be the best content to be displayed on the results page.
But today, are there any trump cards for us to write well for Google to rank our content?
If that repetition of keywords that I said, if today it is no longer taken into account, what do I have to do for Google to understand my content well? That’s when we’re going to talk a little bit about what to do today. The main focus today is to respond to your user’s intention.
2. Make Google understand your content
Well, for you to find out how you are going to do this, we have already recorded a Hot Level explaining how you will discover the user’s intention, and I will leave it here as a related video, so you can click and watch this video that I teach how you discover the user’s intention using the Google results page.
[ROCKLABS]: User Intent
When you do that you will understand more or less both what you have to address in your content, and the ideal content format for you to rank on Google. So don’t miss this video.
So, to write for SEO you have to always be focusing on the intention of our user. So one of the things that Google will look at in your content is the semantic field.
More important than repeating a keyword is to think about the semantic field within our content. For example, compare these two contents that are appearing here. Which do you think will rank better for Google? The one on the right, or the one on the left?
If you notice, in one of these contents, the main keyword is “digital marketing”. If you look at the two contents, they have the main keyword “digital marketing”, but one of these contents addresses topics such as computer, connectivity, internet. Are they related to digital marketing?
They are, but they don’t explain much. But if you compare it with the other content, which talks about digital marketing, SEO, content marketing, lead generation, which are keywords directly related to digital marketing, surely the chance of this content to rank is much greater.
Especially because today it is impossible for a person to explain what digital marketing is without addressing SEO, or without addressing content marketing.
3. Use keyword variations
Therefore, if Google is going to index content that is considered the complete digital marketing guide, but that doesn’t talk about SEO, then, for sure, it won’t consider this content as the ideal answer for the user.
Well, another example of these that I like to use a lot is the one I’m showing you here. In one piece of content I used the keyword SEO, SEO, SEO, SEO, SEO all the time, while in that other content I know the keyword and variations of that keyword that happen naturally within the text.
So, I’m not just going to repeat SEO, I’m going to talk about SEO, search engine optimization, Goggle optimizations, search engine optimization, when you use these variations the reading will be much easier for your user.
So, you will respond to his intention and make a text much more pleasant to read, because we have to remember that SEO, today, it is very user-focused, so the better the user’s reading, the longer it stays there, then it will like this content, and the Google, therefore, will also interpret your content as quality content.
4. Mandatory keyword within the content
When we look at some Plugins, like Yoast, tools that indicate, keywords within the content, they will usually tell you, “you have to use the keyword within your content in your title, in your meta- description, once in the first paragraph, in the last paragraph, you have to use it in your title ”.
Yoast will point out several places that you have to use and will say that you have to have a certain volume of that keyword.
Well, actually there is no such rule, this is good practice. It is good practice to have your keyword in several places in your content, but only when it happens naturally.
For example, in a content about digital marketing, or about a supplement, which is a word that will appear a lot within the content, it is very easy for us to do that, but when it is a long-tail word, or it is a keyword that is a slightly longer term, for example, “how to create a blog”, which is a post that we have here, it is very difficult for me to be using this keyword within the content.
How to create a blog: everything you’ve always looked for in one place!
[EBOOK GRATUITO]: Definitive SEO Guide from Websites Are Us
So I’m not going to force my content to have this keyword. Otherwise, my content will get much worse, it won’t have much quality, so I better use natural text that teaches how to make a blog and use the keyword only when it works.
5. Best places to use keywords
But where am I going to advise you today to always try to use your password? First, in SEO Title, which is the title that will appear on the Google results page.
In SEO Title it is essential that your keyword appears. Why? The reader will keep an eye on your content, and it’s nice that the keyword will already call attention to what the content is addressing, and if he researched the keyword it will also be highlighted within its title.
Ideally, that word should be more to the left, but this is good practice, it need not necessarily be more to the left. This is a good practice that usually tends to get more clicks.
Well, in the meta description. The meta description will be right under the SEO Title, and it is essential to use the keyword too, why? The keyword is also highlighted, as you can see in this print, the keyword is in bold, so this can get more attention from the reader and generate a click for your content. And inside the page?
In H1, which is your main title within the page, the keyword must be there too, because it is the way that Google will interpret the main topic of your content, so the keyword in H1 is pretty cool. But of course, if it gets too forced, if it is a keyword that is difficult to put in there is no need, but the ideal is that it also appears in H1 as one of the most mandatory.
Now, first paragraph, throughout the text there is nothing like that, it is only when it happens, it is only when it fits naturally.
It is also good to try to use the title. The intertitle will usually work very well, because it is a part that will call, inside you will use a long tail, so within a digital marketing text you can have there “digital marketing book”, you are using the keyword there and you’re using a long tail that can attract the reader to read that topic, so it’s important because it can draw the reader’s attention to some specific topics within your content.
And also the heading tags, which is H1, H2, they have a hierarchy, so they will show Google the main topics of your content. So if you have the keyword within those H2 as well, it might help a little. Again, a good practice, I advise you to try to use it within H2, but only when possible.
Another place that is essential for your keyword to be present is in the URL of your content. The URL is the link that you will use to share, it is the link that will appear there on Google too, it is essential that it has your keyword, both for Google and for the user who has an eye on your URL, already know exactly what your text is about.
Well, the last place I’m going to advise as the most mandatory one, is inside the alternative text for images, or alt text. Because when you play digital marketing on Google you will see that there are a handful of images that rank there. Google doesn’t read images, it will read images using alt text, so it’s important that you have the keyword there.
Of course, it’s also not always possible, because the ideal is that the alternative text is a description of the image, both for Google to interpret what is there, and for the reader, who, when seeing your broken image, will have an alternative text describing the image, then he will know what was there.
Also, for blind readers. When a visually impaired person reads a piece of content, the reader reads it to them, and when he arrives at an image he reads the alternative text.
So for the person to understand what that image is, it’s nice to have a description, but whenever possible put your password there, or put the keyword, colon, and a description of the image, can be a good tip too. So try to find a balance so that you can also use the description of the image as well as using your keyword within the alternative text.
Well, with all these details you are prepared to write content already focused on SEO, always thinking about the semantic field that you are going to approach inside, for Google to interpret everything you are talking about in your content, topics, topics covered, and of course, still using the keyword in strategic places, because it can make all the difference.
I hope you enjoyed today’s video and are prepared to optimize your writing for SEO. So, if you liked it, enjoy the video, subscribe to our channel so you don’t miss any edition of WAU Labs. I see you at the top of the SERPs.
Video transcription by Oficina Português only.