Content Writing : The Ultimate Guide
Maybe you started researching internet marketing because your website is underperforming. Maybe you’re just hoping that if you use the proper SEO tricks you can help your business’s blog to hit it out of the ballpark once it goes live. (Spoiler alert: it’s not quite that easy.) Whatever sparked your curiosity about search engine rankings and converting visitors to customers, you’ve probably come upon the terms “SEO,” “content,” and “web marketing” a few dozen times. But what is content writing and what does it mean for your company? By the time you’re finished with this article, you’ll not only have your questions about content writing answered, you’ll at least be on your way to recognizing good content writing when you see it.
What Does Content Mean in Writing?
Content is such an important term in internet advertising that it warrants its own section. Content is information, and in search engine optimization (which we will discuss later), it’s the information you put on your webpages. Content can be in the form of photographs, videos, or written words. Of the three, written content may be the single most important to search engines like Google and Bing because the algorithms that they use match search terms to the keywords on your page. Even if the sole purpose of a webpage is to display a video or an image, the search engines will find it much easier with written descriptive information.
What is SEO Content Writing?
SEO stands for “search engine optimization,” which is a strategic process employed by writing content companies to make websites climb in the rankings. In the United States, Google is used for 63% of web searches, followed by Bing for 23% of searches. The goal of SEO is to make webpages appear in the search engine results page (SERP). Content writers try to achieve this by using techniques that have proven to be effective:
- Writing Clear, Easy-to-read Content – It’s obviously important for your message to be understandable, but having clean, readable content also means that users are more likely to remain on your page. For search engines, the longer the time users stay on your site, the lower your bounce rate will be. If your writing is confusing and disorganized, readers will bounce to another page, and that will be read as a negative by a search engine.
- Organizing the Written Content with Headers and Subheaders – Headers tell both users and search engine crawlers what the content is about and how important it is with regard to the overall text.
- Identifying and Incorporating Keywords – SEO content writers use content writing software to identify frequently used search terms that your target audience is likely to input when trying to find information about a product or service that you offer. They then use those keywords in the headers, subheaders, and text that they produce for your page.
- Linking to Authoritative Sources – When an internet user enters a search term, not only do the crawlers peruse your website, but also any website that you link to. If you’re site connects to popular sites that offer solid information, it will deem that the information on your site is well researched and credible.
- Updating and Adding to Your Information – Google and Bing can tell when the information on your site hasn’t been updated in a while. If a search engine considers your content writing to be “stale,” it will lower your ranking score.
SEO content writing isn’t a quick process. It takes time to develop, edit, and post, and even longer for it to bear fruit. That’s why so many businesses turn to content writing agencies to handle their content development.
What is Content Development in Writing?
When a web content site uses the phrase “content development,” they’re referring to producing the content for your website. This is a multi-step process that will result in highly-effective, dynamic content that will be useful to your readers. Most web content writing agencies follow the same basic process:
- Determine the target market
- Research the keywords that the target audience is most likely to enter into a search engine
- Produce a keyword-rich draft
- Edit the draft and submit it to the client for approval
- Customize the content according to the client’s wishes
- Publish the content on the client’s website.
Blog Content Writing
If you were thinking that you’d build a search-engine-optimized web page and leave it alone while your company reaped the benefits of modern technology, you were only half right. In order for your website to climb in search engine rankings, your content needs to be informative and fresh, even if the actual concepts don’t change. Maintaining a blog can help. Your blog works much in the same way as your website, and there will be a link to it from your website, but a blog gives you the freedom to write and post information without worrying about how it will affect other pages on your site.
Benefits of a Blog
- You can post short or long articles about topics related to your industry without changing existing content on your web pages.
- You can drive traffic to your site from a different source: blog readers.
- Your blog can link to relevant pages on your site.
- A blog can increase the web presence of your company.
- You can write blog content yourself or outsource it to a content writing company.
- When information becomes obsolete, you can remove it or update it without disrupting the structure of your website.
Why Outsource Your Content Writing?
You should now have a pretty decent understanding of the answer to the question “what is web content writing,” and you may be an excellent writer in the traditional sense, but there are still several reasons that you would still want to consider outsourcing your content to a writing agency:
- It’s cost-effective – Developing written content takes time, which means time away from running your business. The money you save by not outsourcing your writing may be eaten up by opportunity costs.
- Agencies use web content software – Professional web content services use sophisticated software to identify keywords and to monitor and manage the progress of your site.
- Professional Monitoring – SEO doesn’t end with the posting of a page on your website. Professional SEO writing companies can monitor and review the performance of your website, make recommendations, and adjust your site to improve rankings.
If you do decide to commission an outside company for your writing and site management, you should routinely review the reports that they provide on your business and look for signs of improvement. The bottom line is that if your site isn’t helping you to generate business, you probably need to change something that you’re doing. Consult a professional SEO content writing company to discuss ways that you can expand your business.