SEO How To Create Content that Google Wants
Before you start, let me clarify one thing: This is not one of those standard posts on creating a piece of content that Google desires.
In this post, you will find actionable ways to create high-quality content beyond the boundaries of SEO.
So, let’s start.
- Bring Your Old Blog Posts Back To Life
Right off the bat, the first thing that you need to do is repurpose your old blog posts because they still have an untapped ranking potential. You can use them to drive traffic to your domain but only if you bring them back to life in a smart way.
So, here’s how you can do it.
Open Google Analytics and follow this path: Behaviour > Content > All Pages
The ‘All Pages’ dashboard includes every URL of your domain with this data: Page Views, Unique Page Views, Avg. Time On Page, Entrances, Bounce Rate, % Exit, and Page Value.
Out of all these website metrics, make sure that you primarily monitor these: Page Views, Unique Page Views, and Bounce Rate.
Now, set the time period to 1-year and divide the metrics into three categories: Remove, Recycle, and Reuse.
Remove the pages with low page views. You have to analyze the average page views that your website receives and then define the value of low page views.
After removing such pages, check the remaining ones for relevancy. Set aside the pages that your audience might find useful at present and reuse those. In the end, recycle your old posts with updated information that people value and are able to use.
Tips for repurposing your old blog posts successfully:
- Conduct fresh research on the topic, remove outdated information, and add the latest data.
- Check every outbound link for broken or toxic links. The presence of such links can harm your SEO, so you have to find and remove them immediately.
- Conduct fresh keyword research and optimize your content accordingly.
- Create variations of your blog posts and promote them for higher reach and more awareness. You can turn your old blog posts into eBooks, infographics, videos, podcast topics, etc.
- Don’t forget to promote it. Add links to your old blogs in your guest posts and latest blogs and boost their discoverability to the search engine spiders. Also, leverage social media and email marketing for a successful blog promotion.
- Aim for Featured Snippets
Through featured snippets, Google came one step closer to making search better for its users. However, for webmasters, featured snippets are the scariest nightmare.
How? Let me tell you.
After Google’s featured snippet update, more than 49% of all Google searches resulted in zero-clicks, and due to this, website’s are losing traffic quickly. Wikipedia lost 21% of its traffic to featured snippets.
But it ranks above other search results. So, if you aim to rank for featured snippets and optimize your content accordingly, the CTR on your search result can shoot through the roof.
Tip for optimizing for featured snippets:
- Perform question-based keyword research and optimize your content with long-tail keywords.
- Provide value to the audience with your content.
- Structure your content with appropriate and descriptive titles, headings, and subheadings.
- Add images to break the monotony of textual information and keep the readers engaged.
- Identify & Optimize For User’s Search Intent
Provide the best available solution to the users to boost your traffic and conversions. It is easier said than done. To provide the best available solution, you need to understand the user’s search intent. Once you know what your user wants, creating content and marketing strategies become a cakewalk.
Tips for identifying user’s search intent:
- Use Google’s predictive search to get an idea of what people search for. For example, I entered a query ‘Featured Snippets’ and here are Google’s predictions:
- Similarly, you can analyze the ‘People also ask for’ and ‘Searches related to…’.
- Perform question-based keyword research and optimize your content with such keywords; this includes terms like who, what, when, where, why, how, etc.
- Focus On E-A-T
E-A-T stands for Expertise, Authoritativeness, and Trustworthiness.
E-A-T has become a buzzword online because Google emphasized on it in its Search Quality Rater Guidelines. E-A-T can help improve rankings, authority, trust, traffic, conversion, engagement, and almost every other metric that can grow your business.
Tips to optimize for E-A-T:
- Ensure that posts on your website are written by authors with expertise on the topic.
- Add an author bio and links to his/her social media handles.
It’s easy to create content that Google wants. You just have to keep this thing in mind: Provide value to the user and help them.
Focus on helping the users, and they will appreciate your efforts, which Google notices and ranks your higher in the SERPs.