Learn the right way to structure, plan and publish content focused on SEO for Google
Here at Knowledge2077, our team talks daily with entrepreneurs from the most diverse segments and with the most varied problems, experiences, successes, failures, and many incredible stories of improvement.
During consultancies, we receive some fairly common questions, which always begin with a "how". Look at the following list and try to identify if you have ever had these reflections:
How do I do to….
- Generate Leads to increase sales results?
- Qualify the Leads of my current email base?
- Improve the positioning of my website in Google?
- Structure a relationship rule via email and/or automation that generates important metrics to optimize my results?
- Create campaigns via Google Ads, Facebook Ads, or LinkedIn
- Ads focused on results that generate metrics related to sales and conversions, to measure ROI more efficiently?
- Build a content plan optimized for Google and take my posts to the first organic results?
- Optimize the SEO on page and off the page of my website/blog/e-commerce completely and improve my results on the internet?
- Completely structure the Digital Marketing of my company ( SEO, website development, paid ads, content, Inbound Marketing, emails, automation, social networks, etc.)?
- Create a new website/blog/e-commerce totally focused on results and high performance, where you can measure the results closely?
Making an analysis of all these issues, we identify that, in general, all these entrepreneurs want to improve the results of Digital Marketing actions, be it via Email Marketing, Website, Content Marketing, social networks, or paid ads.
When you think about how to generate results on the internet, have you ever wondered: how to make your website appear among the first results on Google? Probably yes, right? Then this article is for you.
Haven't you thought of that? So this really is a must-read!
Why? Well, Google has a global market share of over 80% and, if you want to increase the volume of visits, interest, and results for your website and/or business, paying attention to all the search giant's positioning factors is a vital necessity. Several factors make a website bring real results.
The focus of this guide is to show, clearly and directly, the ideal structure of a well-planned post to generate organic results on Google. The idea is to minimize penalties and increase interest and conversions.
To help you in this process, download the post structure template for SEO. This will allow you to facilitate the entire content construction process and improve your organic reach on Google.
The importance of being well positioned in organic search
All search engines have what we call organic results (free) and also paid results (via monetized ads).
Google is currently the largest search engine in the world, with more than 80% of the global market share. The other search engines, such as Bing and Yahoo!, lag well behind. Therefore, we will focus on the giant.
1. Concept of organic search
Organic search refers to all results that appear naturally (not paid) on search engine results pages (also called search engine results pages or SERPs).
These results appear according to the keyword searched by the user in the search engine and the results are listed sequentially, based on the ranking of each website for the searched keyword.
But, calm down; It is not so simple.
2. Google Algorithm
The ranking of the results that appear in Google is based on more than 200 variables, which positively or negatively qualify the positioning of each website.
These positioning factors include, for example, the keyword searched by the user, the quality, relevance, and authority of the domain, the number of links that point to the website, the structure of the page, and the quality of the code, among many others...
These variables that define the positioning of the results are monitored by Google's ninja algorithm, which evolves daily and, with each passing day, becomes more intelligent. It has a great objective as its axis: relevance.
Have you ever asked yourself "how do I get my website to be among the first results of Google"?
This is the famous question whose answer is worth (at least) 100 million dollars.
According to a study done by MOZ, the first result receives almost 35% of the clicks, while the second one receives 15%, and so on. With each position that your website loses about the first results and the first page, the click-versus-impressions (CTR) metrics get worse.
In other words, your website and your content must be positioned among the first results of Google!
Another relevant point raised by MOZ points out that the companies that are among the first results are seen by users as leaders in their segments, and that brings very positive results for them in all aspects.
Google's algorithm is extremely complex and does not reveal all the parameters necessary to position a website among the first results.
If someone offers you the way to reach the first results of Google like a magic pass, be wary. You are probably being cheated.
On the other hand, fortunately, several proven SEO best practices help improve the positioning of websites. On-page and off-page SEO techniques are essential for your website or content to be well-seen by Google and achieve higher positions.
This guide is focused on showing how to structure your content according to the most recent rules of the Google algorithm and, in this way, speed up the positioning process towards the first results.
Do you want your business to generate more Leads, be a reference and increase profit?
content planning
Before defining the content to be developed, we need to plan for whom it will be directed and what objectives and metrics we want to achieve, in addition to raising what the competition is doing better or worse about the proposed topic.
Along with these questions, we need to understand how the techniques for on-page SEO work, which are, precisely, the activities and how the process of optimizing content with priority in organic positioning for Google works.
1. Lifting people
The definition of the people, in the correct way, fully helps in directing the content to be produced and even points out which are the best channels for promotion.
Lifting people is vital to your success. After all, your content will be read by people who are looking for something relevant to a question, the solution to a problem, or help to make a purchase decision.
We are not going to delve into the meaning and importance of people in this post. However, this is a very important stage and, in case you need to learn how the process works, I recommend this free person and Purchase Process kit, with materials that will help you engage with your audience efficiently and generate more leads. of business.
2. Benchmarking
The meaning of Benchmarking is nothing more than the act of studying companies in the same sector as yours, thoroughly investigating the best practices that are being carried out and that can be adapted for your company.
In the case of content, you can investigate which companies or blogs that are a reference in the matter, listing which actions, themes, and formats obtained the best performance and interest.
keyword survey
To attract organic visits it is vital to choose the keywords by hand. You must understand that it is useless to produce excellent content if nobody searches for the subject on Google and other search engines.
It is necessary to be attentive to which keywords you are focusing your content on to position yourself in Google.
3. LSI Keywords
LSI is the acronym for Latent Semantic Indexing, or latent semantic indexing, in Spanish.
In other words, the LSI keywords were created so that the search engine robot (also known as a crawler, spider, or search engine, which performs the function of reaching websites, reading the information, scanning everything, and storing the data found on the server) track not only the keyword that the user searched for but also the synonyms and co-related phrases that are being searched for. In this way, the search becomes much more intuitive and relevant.
For example: if you search for “television”, the LSI keywords displayed would be something like “television prices”, or “UHF antenna for television”, among other co-related topics that users are searching for.
Your content should also pay attention to the LSI Keywords and it is recommended that you use them throughout your post.
Tip: On Google, when you do a search, scroll to the bottom of the search results list and you'll notice several LSI keyword suggestions appear in bold, underlined.
You can also do some tests using these results to gather insights for your post.
4. Content formats
Content can have different formats. The definition of the personas and a good benchmarking will certainly help to decide which is the best for each material.
The important thing is to diversify the formats. This will help you scale production, publish more posts, and rank for more keywords.
Content structure and on-page SEO
The content structure that you will see below was organized following various good SEO and Inbound Marketing practices and is based on various studies published by big names in the market, such as Backlinko, MOZ, Neil Patel, Wil Reynolds, and Yoast SEO, among others.
Of course, in addition to all the authorities on the subject, this structure is based on experiments done in the DR that were successful in SEO.
The idea is that you read all the items in sequence, understand the importance of each one, create a copy of the template that we mentioned at the beginning and use it for your content, articles, and posts.
If you follow these steps, you will certainly increase the organic results of the content of your blog or website, in the medium and long term.
Let's go step by step now!
1. URL of the page
One of the main items that the Google robot analyzes is the address of the page or, as the case may be, the address of your post.
You must use the focus keyword in the postal address, such as www.tublog.com/my-keyword — and not www.tublog.com/?p=123.
Keep URLs short and, in case of spaces, use “-” instead of “_”.
2. Title tag y meta description
The title tag, as it is technically called in SEO, is one of the main points of attention that you must take into account before creating content focused on organic results and one of the first parameters analyzed by search engines.
This tag will appear in the browser tab when your page is opened and should have the focus keyword contained in the post, as well as a good context. Pay attention to the character limit, which is about 65, and if possible, use the word at the beginning of the title.
A good title is vital for your page to be well-seen by search engines. And, beyond that, it needs to be attractive, since the CTR (impressions vs. clicks) is also a positioning factor.
The title tag is set via the HTML <title>YOUR TEXT</title> tag.
On the other hand, the HTML meta tag <meta name=” description”> is the description of your content and it has a lot of importance and specific details.
Google does not monitor keywords in the meta description and this tag is not an organic positioning factor. However, it directly influences the CTR (impressions vs. clicks) which, as we already mentioned, is a positioning factor.
For this reason, many SEO and Marketing companies and professionals do not give it the attention it should have.
Consider that when someone performs a search on Google, they type in one or more keywords that generate multiple results.
But positioning is not the only goal that content should seek. It is necessary to think about relevance and a good volume of CTR.
The post cited above will also help you better understand how to structure the meta description correctly.
3. Titles
Always use the HTML <h1> tag for your title. This tag should be used to organize the post and, ideally, it be used for your main title.
This post by Neil Patel on how to create the perfect H1 Tag for SEO can help you understand more.
Define your focus keyword using one or more SEO tools and use them in your title. One of the first items verified by the Google search robot is precisely the keyword in the title.
This content produced by Yoast SEO teaches more about how to choose the perfect keyword for your post.
Search for the keyword focus in Google and check what the suggested LSIs are. If you think they make sense, use them in your headline, since LSIs show what users are searching for about the main terminal.
Seek to make clear the problem, pain, challenge, or solution that your post will solve, and do not forget that the title must engage the person for whom the content is being made. Avoid creating very long titles that exceed 65 characters, since they will be cut off in the results.
4. Subtitles
The <h2> tag must be used in all the subtitles of your content and can be repeated as many times as you deem necessary.
The same keyword used in the title can be used mainly in the first subheading (the subheading that will be below the main title).
Create context around the term, and analyze the problem/pain/solution that will be addressed, so that the user better understands what the content is about and decides if it is really relevant to him.
It is interesting to use the LSI Keywords in as many subtitles as possible.
However, you don't need to be contingent on it. If it does not give to use or does not make sense in a certain subtitle, do not use it.
As we already said, you must demonstrate the problems, solutions, challenges, and pains that the content solves. Also, try not to create a very long text so that the subheading does not get confusing.
It is important to separate your content between various subheadings so that it becomes more scannable and easy to read.
Remember: avoid very long paragraphs and place new subheadings between large amounts of text.
And don't forget about the other title tags <h3>, <h4>, <h5>, and <h6>, too!
The tags that go from h2 to h6 are used to mark important points of content. They work as sub-items and can be used without consideration.
5. Introduction
The introduction begins with the first paragraph after the main subheading. In this part, it is also important that you try to use the focus keyword and the LSI keywords, fluently and always with context.
According to studies, the Google search algorithm also monitors the use of keywords in the first paragraph.
A good introduction is very important to position yourself and welcome the user.
It is the space you have to tell the reason why the content was written, what problems it solves and for whom it is intended (person).
6. Index
At the top of the page, preferably before the first screen scroll, create an ordered list (numeric, with bullets, arrows, etc.) using all the subheadings that break up your content (so you must break up the subheadings very well throughout the page). This way everything is more organized, improving the user experience with your page.
Add an anchor link (which is like the links to the text items in the DR email post mentioned above ) to each item in the index. This link should take the user exactly to the part of the page where the topic is.
Anchor links will further enhance the user experience. In addition, your page will be scored positively by Google, taking into account that the search engine's main concern is the relevance and user experience of the pages that make up the ranking.
7. Paragraphs
The contents written for the Internet must be well divided into small blocks of text. Try to keep each paragraph to no more than 4 lines. This division facilitates reading and increases the scannability of the text.
Users accessing your content may be using a cell phone, tablet, notebook, or computer. One more reason to leave paragraphs with few lines and well divided, improving the browsing experience and ease of consumption on all devices.
It is worth noting that it is not necessary to worsen the quality of your text, creating bizarre and unnecessary divisions.
8. Internal links
The Google search robot monitors the quantity and quality of internal links (those that lead to other links on the same website) of the pages, positively scoring domains that lead the user to content that complements the context.
During content development, map out which phrases may contain links to other pages on your website. Check that the page to which the user will be directed is relevant and complements the meaning of the phrase that was linked.
Another good practice is to always link using the context, that is, select phrases that have to do with the landing page.
Avoid internal links of the “click here to enter” type. Instead, embed the link in phrases like “dig deeper into this through our XYZ post.”
9. External links
External links are also important, even more than internal links. Google monitors the relevance, quantity, and quality of the links in the same way. Also, if the website you cited likes your content, your page may receive a link referencing your post.
When other websites create links to yours, it increases the authority of your domain and helps you rise in the Google rankings. The more links your website receives from external sites, the more authority and positions your page gains.
Google welcomes this practice of sharing links from other websites. Make this activity a habit, create quality materials and seek to receive links from external websites that have authority.
After planning and defining the content to be developed, do a search for materials from external websites that complement parts of yours. Try to put at least 1 external link in each post you make and look for websites that are really referenced on the subject.
The better and more related to your content the referenced website is, the greater the possibility of you gaining links and positioning.
10. CTAs or calls to action
A CTA, from the English Call-to-Action, is nothing more than a call to action, which seeks to encourage the reader to make a decision during the content.
Generally, the call of a CTA has an imperative verb, such as "go", "do", "query", "read" or even "I want to know more", "I want to increase my results" and the like.
That is where we enter another super important item: the copy of your CTA.
Derived from the copywriting theme, it is a technique that involves the process of writing texts and strategically guiding the reader, in a planned and structured way, to a decision-making process.
Guiding a person and influencing a decision in a text is not an easy task. In truth, it demands various understandings of the target audience and psychological fields of study, such as persuasion, mental shots, and rapport techniques.
To persuade and create a natural connection with your audience, we can use various techniques, such as arousing curiosity, a feeling of exclusivity, using emotional connections, or creating storytelling.
You need to use copywriting techniques in all the CTAs of your post and, beyond that, use the same techniques in all your content.
In addition to knowing your target audience deeply and structuring the copies very well, it is vital to know the right moment and where to position the CTAs.
In short, connect your content with another at the right time, whether for an internal or external link. Focus on the relevance that the CTA generates for the reader about the proposed topic and use that to your advantage.
11. Media Diversity
Using video materials, and mixing them with images, galleries, ordered lists, or blocks of information help a lot in positioning.
Google needs to feel that your content is really relevant and that the users who visit it stay on the page for some time.
So, the more interactive and easy to consume on all devices the material is, the better the time visitors spend on your website and, consequently, the better the experience provided to readers.
Relevance, ease of consumption, and quality are factors that make a difference, not only for your readers but also for the positioning of the content in Google search results.
12. Share content and comments
In the course of a post, social sharing plugins help a lot to encourage users to share the post with friends and contacts.
The content can go viral and reach greater proportions, both about positioning in Google and in what has to do with dissemination to your audience in an organic and accelerated way.
Use buttons, plugins, and links that lead the reader to share your content.
Just like social media plugins, adding space for comments in each post also helps positioning and virilization.
Good results!...
People also ask
Faq
- Technical SEO.
- On-page SEO (or Content SEO)
- Off-page SEO (or Links)
- Create a search engine-friendly title. Include 1-2 keywords related to your topic. ...
- Optimize your abstract. Place essential findings and keywords in the first two sentences of your abstract. ...
- Use keywords throughout your article. ...
- Be consistent. ...
- Build links.
