Search engine optimisation has moved far beyond keyword density. Search engines now penalise keyword stuffing, and they can recognise content quality. The rules have changed. Here are the guidelines to keep in mind when writing SEO friendly content for today’s search engines.

1. SOCIAL
MEDIA
A GUIDE BY CLICK
INTELLIGENCE
GUIDELINES TO KEEP IN
MIND WHEN WRITING SEO
FRIENDLY CONTENT

2. Select the Right
Search Terms
You should look for long tail search terms
that aren’t highly competitive like “auto
insurance in Omaha” or “Calgary pest
control”. You aren’t going to rank well
against high authority domains for terms
like “insurance” or “pest control”, but you
have a chance of dominating more
specific key terms. Check out the search
terms bringing traffic to your rivals for an
idea of what could work for you.

3. Match the
Intended
Query
Google is using artificial intelligence to determine user
intent, and your content has to match that intent to rank
well. Your content will rank better for search queries if
you spell out the entire question that the person is likely
asking, which is why frequently asked questions sections
are making a comeback on many websites and even
product pages on Amazon. Don’t repeat the question
with different wording, though, or it could be penalised
as poor quality.

4. Content Quality
Search engines now grade the quality of
your content. They penalise sites with
poor spelling and grammar, and keyword
stuffing will go against you because the
text looks unnatural to the search engine.
Poorly translated content and machine
spun content are penalised as well.
Quality content is measured in several
ways, only one of which is equivalent to a
spelling and grammar check. Another
metric search engines use is how long
someone stays on the webpage. If they
open the page and quickly leave it, your
SEO is irrelevant because negative
signals by users will be used against you.

5. Keep the Content
in Context
SEO has traditionally relied on keyword
density to determine the focus of your
content. The artificial intelligence behind
the search engine now tries to determine
its context. When someone has an article
on routers, secondary terms in the text are
analysed to determine if the article is
technical or wood-working related. In an
article on arrays, the search engine uses
latent semantic indexing or the density of
related words in the text to determine the
context, whether it is a math lesson or
article on antenna arrays.

6. Summary
Keyword density is still relevant to SEO, but
your keywords should not be used excessively
and secondary terms that indicate the context
of the content are essential. Write content
that answers questions the user is seeking to
have answered, and create additional pieces
of content instead of trying to be an all in one
resource. You must create quality content
that isn’t penalised by search engines and
isn’t dominated by higher authority sites to
rank well.

7. Thank you!
For more information visit
www.clickintelligence.co.uk
or ring 01242 807842