If there is one aspect of search engine optimization (SEO) that is completely manageable and controllable by the editorial theme that is content quality. Publishing high-quality content must be consistent especially since Google strictly adheres to its quality guidelines. How to ensure writing and publishing high-quality content that is also consistent with the guidelines? This article will tell you how.
Create an editorial calendar
An editorial calendar is non-negotiable. This tool is your roadmap to publishing great contents regularly. Content calendars are not just for writers and curators, but for the entire editorial team. Cohesiveness, in terms of brand voice, style and tone, will be achieved through this important tool.
Further, the calendar will be useless if you are just going to put Day 1 – Write 1 article and 1 guest post; Day 2 – Write 1 article; Day 3 – Write 1 article; and so on. Instead, strive at making the calendar as informative and practical as possible. For each article that you are going to write, put the topic, title, inspiration link, word count, deadline, publish date and status. It makes more sense this way.
Write vivid headlines
Headlines make or break your contents. Make sure that the average reader understands the article title by using descriptive words. Write it in a blank sheet of paper. Read it aloud. How does it sound to you? If it is a little off-putting, try rewording or write a new one.
Texts and images created a particular headline lend context. In the digital world, however, reading the headlines alone can be taken out of context. The scenario can lead to damaged online reputation that you don’t want to happen. Thus, headlines must be clear enough to inform the expectations of your readers.
Not to mention, the headline typically becomes your article’s title tag. The tag is critical in search engine visibility. So, make sure that the main topic, person or event is mentioned on the title.
Structure contents for e-readers
Viewing patterns may vary, but these should not be taken for granted. E-readers are always on-the-go, so they tend to skim contents quickly for their relevance. Readers can quickly judge, say, in a matter of 2 seconds, whether the content is relevant or not.
Make sure you are writing relevant and shareable contents by mentioning the main topic in the first paragraph. Through this, the readers would know right away if the article is relevant or not.
Don’t abbreviate. Use full names particularly when it is your first time mentioning the person or brand. Aside from syntax purposes, this practice makes your contents more findable since search engines and users are looking for full names and not abbreviations.
Make the content highly scannable by introducing ‘breaks.’ Emphasize important ideas. Use subheadings. Put image captions. These breaks are opportunities for verifying relevance. E-readers are more likely to read the rest of the article with more of these opportunities.
Visuals make contents pop. Unfortunately, some publishers treat images as independent from texts. This should not be the case more so since more than 60% of e-readers are visual learners. Images must be regarded as an integral component in the content strategy.
Most importantly, ensure that the images load quickly regardless of its size. You cannot expect to retain readers with slow-loading images.
Also, ensure that the images are responsive wherein they will consistently appear in good quality regardless of the device the user is viewing it from. Compress images. The practice reduces file size minus the impact on quality.
Put ALT tags for each image. ALT tags are alternate attributes that describe a particular image. Search engines cannot crawl and index visuals, but they can index the texts describing such.
Put relevant captions, and place them somewhere near the image. Captions are not necessary if the paragraph preceding the image is related. With the help of the ALT tag, this will signal the search engines that the image is indeed relevant with the content of the page.
Use links that serve the e-readers
On-site and off-site links should be helpful to the readers. Put valuable links, so that your readers will remember your site as a site that provides more helpful information.
Put descriptive links. Avoid using the common anchor texts such as ‘Click Here’ and ‘Visit Page.’ This is how you build clusters of relevant contents.
Evidently, your content strategy will have more leverage if you will regard high-quality content as your #1 priority. Traffic and ranking will flow more naturally if you write and publish user-centric contents. Don’t forget that quality alone can attract the right readers!