In last week’s article about avoiding robotic language in content creation, I talked about the importance of writing in a way that resonates with human readers. In summary, creating engaging, impactful content that ranks takes striking a healthy balance between natural language and SEO in your strategies.
Today, let’s take a deep dive into SEO best practices. How can you align your SEO and content strategy with user intent while still maintaining that natural tone?
In this article, you’ll learn how to optimize your content without sacrificing the human element that makes your writing powerful. If you’ve ever wondered how to create content that connects with readers while still ranking well, stick around.
A Deeper Dive
While I emphasized the importance of using natural language, SEO is much more than keywords and rankings. To master search engine optimization, you need more than just a surface-level understanding of search engine algorithms.
Effective SEO requires an approach to strategy that combines technical knowledge, content quality, and a focus on the user experience. It also requires understanding more about how content works in search—a study that SEOs have worked at since Google hopped out of Susan Wojcicki’s garage in 1998.
Let’s look at what strategies and nuanced practices come out of this approach:
Understanding Search Intent: Connecting with Your Audience
One of the most critical aspects of SEO is understanding search intent—the why behind a user’s search query. It reflects what the user hopes to accomplish, whether it’s finding information, comparing products, locating a specific website, or making a purchase. When you align your content with these intents, you can create more targeted, relevant, and more effective content.
There are generally four types of search intent:
Informational: Looking for answers
The user is looking for information or answers to questions. These queries usually start with “how to,” “what is,” or “why.” A common and useful SEO strategy is to develop a list of questions in the industry and answer them. For example, I would be surprised if you come across an SEO site that doesn’t, at least in some way, answer the question: What is SEO?
Commercial: Researching products or services
The user is researching products or services before making a decision. They might compare options, read reviews, or look for recommendations. At the point of commercial investigation, you are answering a single question. How does your product/brand/service compare to your competitors? Your job is to provide a better answer than the competition.
Navigational: Searching for a specific website or page
The user wants to find a specific website or page. Navigational searches are used to quickly find and reach a specific destination. They might use this search because they can’t remember the URL, or aren’t sure if a brand has a specific products. Make sure your website is well-optimized for brand-related keywords, and that top pages are easily accessible.
Transactional: Purchasing a product or signing up for something
The user intends to make a purchase or complete a specific action, such as signing up for a newsletter or downloading a resource. Transactions are the end goal, but how do align your content here? Crafting a compelling CTAs is part of the job, but making sure your product/service pages are fully optimize is equally important.
Aligning your content with the user’s search intent increase the chances of ranking well. It also helps you engage with your audience in a very effective way. For example, a blog post targeting informational intent should focus on providing in-depth, useful information. On the other hand, a page targeting transactional intents should be optimized for conversions.
By focusing on search intent, you can bridge the gap between SEO and natural, reader-friendly content, ultimately creating a more effective and impactful content strategy.
Content Quality Over Quantity: Changes in the SEO Landscape
In the past, churning out large volumes of content was a common strategy to develop an online presence that ranked well. However, search engines have evolved and place more and more emphasis on content quality. No matter the type of content you’re developing, whether landing pages or blog posts, your content should be:
Comprehensive and focused
Covering topics in-depth to answer all possible user queries. If creating long content isn’t your idea of a good time, you can also create short, very targeted content, as I mentioned before.
For example, we might write a long article called “The Ultimate Guide to Digital Marketing Strategies,” and cover a wide range of strategies, include SEO, content creation, social media marketing, PPC, and more. “How to Optimize Your Meta Tags for Better Conversion Rates” is a short-form article, focused entirely on optimizing meta tags as a specific tactic to increase click through rates (CTR) from search.
Accurate and up-to-****
Making sure the information is up-to-**** and factually correct.
While this may seem self explanatory, I feel that it’s important to call out in the age of AI-generated content. As late as January 2024, ChatGPT still produces wrong answers at least half of the time, according to a study by Purdue University. If you’re using AI for research, follow up on your sources. Don’t just believe your AI compatriot—we haven’t reached Iron Man’s Jarvis, yet.
Engaging and valuable
Writing in a way that captures the reader’s attention and encourages them to stay on your page longer.
Longer, well-researched articles often perform better than shorter pieces, especially when they provide value and depth that shorter content can’t match. However, don’t add fluff just to hit a word count—every word should serve a purpose. You can use shorter content for articles that are tightly focused on a single, narrow topic. “Red sidebar widgets,” for example.
The Role of User Experience (UX) in SEO
Search engines are increasingly factoring user experience (UX) into their rankings. This includes everything from how easy it is to navigate your site to how quickly your pages load. Key UX elements to focus on include:
Mobile Responsiveness
With mobile searches surpassing desktop, having a mobile-friendly website is non-negotiable. In fact, many new sites and site rebuilds are being developed with a “mobile device first” mindset, a huge step away from the practice of designing for desktop first.
Page Speed
Slow-loading pages can frustrate users, leading to higher bounce rates and lower rankings. How fast should your site be? According to Google, 3 seconds is the longest a user is willing to wait. However, they have their own half-second standard. When expectations are that high, it’s no wonder slower loading sites rank lower.
Ease of Navigation
Your site should be intuitive and user friendly, with clear menus and internal linking that guide users to the content they’re looking for.
- Practice horizontal linking by linking posts on the same level within the site hierarchy, such as between posts in the same category.
Example: If you have several blog posts about SEO, horizontal linking would involve linking between these posts to encourage users to explore related content within the same category.
- Vertical linking involved linking between the different levels of your site’s hierarchy, such as from a blog post to its parent category.
Example: A blog post about “On-Page SEO Tips” might link up to its parent category, “SEO,” which then links to the main blog page.
- Cross linking refers to linking between different categories or pages that aren’t directly related by hierarchy. In this case, the only thing that matters is how relevant the link is.
Example: A blog post about “Email Marketing Best Practices” might cross-link to a post about “SEO Strategies,” even though they belong to different categories like “Email Marketing” and “SEO.”
By optimizing these UX factors, you improve your chances of ranking higher and providing a better experience for your visitors, which can lead to increased engagement and conversions.
E-E-A-T-: Expertise, Experience, Authoritativeness, and Trustworthiness
Google’s E-E-A-T framework (Expertise, Experience, Authoritativeness, Trustworthiness) has become a cornerstone of SEO, particularly for websites in industries like health, finance, and legal. These industries all fall under the category of “Your Money or Your Life” topics, or YMYL, where accuracy, reliability, and information quality can affect people’s lives.
In these cases, Google places a higher emphasis on the E-E-A-T framework to ensure that the content provided is not only relevant but also credible and safe for users. Here’s how to boost your site’s E-E-A-T:
Showcase Expertise
Expertise is shown by the depth of knowledge you provide in your content. Make sure your content is written or reviewed by knowledgeable, qualified individuals. Use author bios to highlight their credentials, clearly stating their qualifications, years of experience, and other relevant information. Finally, regularly update your content to reflect the most resent insights, research, and best practices.
Showcase Experience
Use reviews on review, social, and business websites to highlight consumer experience with your product or service. This user-generated content provides authentic voices talking positively about your company, not just you shouting on the street corner that you’re #1. Engage with your audience and respond to these reviews, user comments, questions, and feedback. Active engagement builds trust and provides additional social proof.
Build Authoritativeness
Have you ever heard it’s the company you keep? This is often how authority is recognized, and search engines are no exception. Backlinks from authoritative websites signal to search engines that your content is trustworthy and valued. Add in citations, references, and industry reports to back up your claims and further solidify your authority.
Establish Trustworthiness
Trust starts with the basics–making sure your site is secure. Use secure, HTTPS-enabled websites, and maintain a professional, transparent approach to presenting your content and interacting with users. Provide clear, accessible contact information, and consistent brand messaging.
These factors are especially important in “Your Money or Your Life” (YMYL) topics, where Google demands higher standards for the accuracy and reliability of content.
Leveraging Structured Data and Rich Snippets
Structured data, or schema markup, is a way to help search engines understand your web page better. It can enhance your visibility on search engine results pages by enabling rich featured snippets—those extra bits of information like star ratings, product prices, or event details that appear directly on the SERP.
Using structured data can help your content stand out and look more appealing, improving click-through rates and driving more traffic to your site. Examples of structured data include:
Product Markup
This type of markup helps showcase product details like pricing, availability and reviews directly within search results. Product markup is particularly beneficial for e-commerce websites and businesses selling products. By using product schema, users can view comprehensive product information upfront, making them more inclined to click on your link. Especially if the information matches what they’re looking for.
FAQ Markup
FAQ markup is used to offer information about questions relevant to your content or products. It displays a list of questions along with their answers directly on the SERP, delivering responses to user searches for specific keywords. Additionally, FAQ snippets occupy more space on the SERPs, which can push competitors down in rankings.
Review Markup
Using review markup lets you showcase customer ratings and reviews in search results, such, as star ratings, written feedback and other types of customer input. This structured data is important for establishing credibility and trust with products or services that heavily depend on customer reviews.
Balancing Technical SEO with Content Strategy
Technical SEO is the backbone of your website’s performance, ensuring that search engines can crawl and index your pages effectively. Without a solid technical foundation, even the most compelling content might go unnoticed by search engines, limiting your visibility and undermining your overall SEO efforts. This includes:
XML Sitemaps
A sitemap is a file that gives search engines a roadmap of your website. It lists all the important pages, making sure they can be discovered and indexed. This is especially valuable for sites with thousands of pages or complex infrastructures. XML sitemaps help you prioritize your most valuable content, like a “start here first” sign.
Robots.txt
The robots.txt file is a critical piece of site management, telling search engines when you don’t want a page crawled or indexed. Robots.txt can block sensitive information or stop duplicate content from being indexed. With proper management, this file can make sure your site’s indexed pages are relevant and high-quality.
SSL Certificates
Also mentioned above, security is important for ranking. An SSL certificate encrypts user data, enhancing your trust signals. Google recognizes SSL as a ranking factor, also, so secure sites are much more likely to rank highly in the search results.
An SSL certificate encrypts the data exchanged between your website and its visitors, ensuring that sensitive information is protected. This not only boosts your SEO performance but also enhances user trust, as visitors are more likely to engage with and convert on sites they perceive as secure and trustworthy. Beyond security, SSL is a recognized ranking factor by Google, meaning that secure sites are more likely to rank higher in search results.
However, technical SEO should work hand-in-hand with your content strategy. Even the most technically sound site won’t rank well if the content isn’t compelling or relevant to users.
Wrapping It Up: Your Balanced SEO Strategy
Search engine optimization requires more than just technical know-how or strategically placed keywords for on-page optimization. It demands a holistic approach that balances the technical aspects of SEO with impactful content that aligns with user intent and drives user engagement.
Let’s revisit what that means:
Engaging Content: Your content should be guided by the best keywords but not driven by them. Keywords are essential for helping search engines understand your content, but it’s the quality, relevance, and readability of your content that engage your audience. To connect effectively, your content must also align with user intent, addressing the specific needs and goals of your readers, whether they’re seeking information, comparing products, or ready to make a purchase.
Impactful Content: Great content goes beyond word count. It connects with readers by addressing their pain points, leveraging psychological triggers, and providing real value. Depth and relevance make it impactful, not just its length. It’s also important to avoid content that feels stiff or overly optimized for search engines. Instead, aim for a natural, conversational tone.
Ranking Content: For content to rank well, it must strike a balance between being search engine-friendly and user-centric. This means ensuring your site is technically sound, with proper SEO foundations, while also creating content that speaks directly to the needs and interests of your audience.
As you continue to refine your SEO and content strategies, remember that the ultimate goal is to create a seamless experience for both search engines and users. By prioritizing both the technical and human aspects of SEO, aligning with user intent, and maintaining a natural, engaging tone, you’ll not only improve your rankings but also build a strong, trustworthy online presence that drives long-term success.
Looking for the kind of support that makes all this information easy? Contact us today to turn nonperforming pages into digital super stars. With over 20 years in creating converting content, we have the acumen you need to grow your business.
