Content Creation for SEO

Effective Content Creation for SEO

High quality content creation is the primary SEO strategy. It involves cleanly structuring the components of a topic using a few methods we’ll discuss. The most important are called semantic branching and on-site or internal linking between subtopics. You’ve caught a glimpse of these two SEO strategies by viewing content on high ranking domains including Wikipedia. As you click links within their body text, you move into sub folders of a topic visible in the web address or URL. Take the branching hierarchy seen in the URL, mydomain.com/animals/mammals/horses/. These pages are logically organized in such a way that they could branch out like tree limbs, given the chance. E.g. under animals we could have “reptiles” and to the left, “Insects” next to “fungi,” and it turns out that such a branched hierarchy below a keyword, improves its domain’s visibility in organic results for the search term, “animals.” In fact this branching out into detail from the bottom lends a form of organic authority to mydomain.com on the general topic of animals. The details here matter; to the left side of this address are parent pages like the one named “animals” and because animals is followed by a slash, it must be inside a folder that’s also named “animals.” We know that the “animals” page must be inside of an “animals” folder because this address gets a slash / after its name to show it contains at least a “child” page, called “mammals.” We can see that the same is also true for mammals, because it contains “horses,” meaning there is a folder called “mammals” which is a child of the “animals” folder while being the parent of the “horses” page. The horses page could simply be a page here, it doesn’t need to be within its own “horses” folder because nothing comes to the right of it. In the URL, mydomain.com/animals/mammals/horses/ we’ll describe the horses page as “parented” to the mammals folder/page which is parented to the animals folder/page. This is nicely organized in a very physical way that Google rewards you for. This example would rank well for the keyword, “animals” in organic search because it goes into literal detail about what that topic contains. It applies to the site you’re on. Content developers for this site want it to rank high in organic search for “Web Design” so look at what we do to get this effect. We’ve used deliberate semantic branching under the folder with the same title as the keyword we’re targeting. A folder called “Web design” at 860.media/web-design, contains most of the content on this site. It in fact branches out into about 20-30 subtopics, check the menu, and you will see. The actual site in this case is structured just as it appears in the menu. Even if the topics under the Web Design folder aren’t normally considered its subtopics, they’re close enough. Look at the scope of children that a folder at 860.media/web-design has. Right now, you’re in a child page of SEO, which is just a child page of web-design. You are here: HTTP://860.media/web-design/seo/content-creation/ as though content creation were a subtopic contained within web design. To increase the effect after all of the required content is created, we’ll start linking subtopics to one another using internal hyperlinks placed in sections of body text that are highly relevant to the internal links’ target pages. Let’s start doing that in the next section.

Organize content with semantic branching to make it useful to users… When Google sees that humans are engaged with it, your domain’s organic search ranking improves.Jonathan Brand

Let’s also cover SEO strategies for outbound links, meaning links that lead away from your domain to other websites. Try to Keep these away from your home page and landing pages which are any pages users normally arrive on. These pages are easy to spot in Google Analytics. Also, it’s best practice to test all outbound links on your site since you don’t control their destination at all. Outbound links are checked as part of a routine schedule in order to maintain site health. If they don’t resolve, your rank drops in search. Here’s the second point about these links: Make sure that for users of your site to find one, they have to click 2-3 times after arriving at your homepage or on a landing page. Why should a smart SEO make users dig this way? These links are exits from your domain, endings to the sessions being clocked by users on your domain. Find them too fast, and your average visit duration for each session will drop. That’s bad. And while burying outbound links is less important for organic search ranking as your backlink strategy, keeping them several clicks away from your points of entry will keep your average visit duration up, sending a signal to Google that humans are more engaged with your content. This improves or maintains its organic search ranking.

The fact that Google is always watching your site’s metrics is telling and it does this as a reality check in real-time to see if it’s scoring for your domain should be adjusted based on the way humans are reacting to your content. This is more telling than a rank score based on your content alone, and so the scoring of your static content is refined and adjustments are made based on user behavior. This happens constantly. Google isn’t only using an algorithm to predict which sites are relevant for your organic searches, it’s also watching live as users consume digital content at those sites. And the majority of sites run Google Analytics platform or UA which allows Google to see where your mouse is positioned, the text you highlight/copy, your screen scrolling, etc. One way it uses this information is to display relevant text snippets in search results. How? The areas of text that users tend to scroll the mouse over or highlight, are pulled and displayed because those must be the interesting parts. And they are. Google is pretty clever.

Semantic Branching

How could you use semantic branching to increase a site’s visibility in organic web searches for the key term, web design?

semantic tree icon

The Web Design Tree

  • 1. Tree Building Strategy

    You are looking for the terms most often found in combination with the term, web design. Terms such as web development, CSS and content creation arise. These will become nodes. They will be used as points where your page branches out into a sub topic contained in a parent folder about web design. The CSS, development and content creation pages will be a “child” of the web design, turning that page into a folder.

  • 2. Semantic Nodes

    Semantic node is just a name for any page on a site which branches into a subtopic broad enough to require its own child page. For example our animals page above was a broad topic, a subtopic of which was mammals, a type of animal. This makes the animal page a semantic node. It is less important that you come to call parent pages by that name than it is to realize what a parent page does and what it contains. 

  • 3. Semantic SEO

    Branching is an offshoot of semantic SEO. Some components of semantic SEO include schema.org, the Open Graph Protocol and Google Knowledge Graph. Tamas Doszkocs, author of Weblib.com explains a semantic search as a search that produces meaningful results, even when those results contain few or none of the query terms.

  • Hello Dave Search

    For example, a Google search run for the famous line in the film, “2001 A Space Odyssey,” from HAL the ship’s computer, “Hello Dave.” The strange thing about the result of searching hello dave is that in the top ranked wikipedia page for the 2001 Space Odyssey film, we don’t really see those two keywords in the title, meta data, tagline or anywhere else. Yet the result is good.

Title/Body Agreement

Since the title over this body text contains a word similar to headline, we’re going to use agreeable words like title and tagline, css terms like h1 and h2 titles, also plural headlines will be mentioned. Notice how the strange body text here is in agreement with the title.

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Agreement between body text and title

 

Branch Off of Your Title Keywords

  • Using Synonyms

    For the Austin Daily Grind’s article titled, “Armadillo Malls K-Mart Shoppers” It is not a bad idea to include synonyms such as attacks and customers in the body text below. Suitable synonyms for “using,” include consuming and employing. This body text exaggerates use of synonyms to tile text.

  • Jedi Relationships Title

    In this title we find the word Jedi. Rather than going with synonyms let’s use the force of relationships and follow the strong bonds to Jedi like Skywalker. I’ll reference Princess Lea’s crush on Han solo in Steven Speilberg’s 1981 sci-fi film, Return of the Jedi.

  • ARA Method

    Sphere control SEO, located off of route 12 in Baton Rouge, teaches the ARA or Agreement Relevance Authority method. Agreement is vital for on page SEO, following the release of Google Panda 2.5 it is more important now than ever to leave “stop words” out of titles. According to Tiny Malone, SEO, “web trust” is created by the intersection of agreement and authority. For more see spherecontrolseo.com

  • Past Tense

    Switching title keywords to the past tense in the body text gives an organic correlation back to the title. The content still has to be readable and meaningful. These are just tips to keep in mind while creating it. Let’s finish with an on page SEO demonstration for the title of this body text. Writing organic body text that agrees and expands on title attributes could help loosen things up if they’re tensed. Ouch.

Bulkeley House Local Cue

Your position on the planet is meaningful. It determines your language, the stores within walking distance, jobs within driving distance and the laws you follow. That’s why geocoordinate cues are especially valuable in mobile and local search. On the wall at the back of the Bulkeley House Saloon on Bank Street in New London, someone wrote that your local visibility in CT search can benefit from placing local cues in your title and body text content.

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Content location cues icon

Landmarks, Locals, Addresses, History

  • Local Landmarks

    Your location has a semantic relationship with the name of local museums, private shops, parks, forests, statues, mountains and other localized landmarks will help your local search visibility.

  • History of the Land

    Since this site targets the keywords, New London web design we’ll find an excuse somewhere to mention the historic sites Fort Trumbull and Fort Grizwald in Groton Connecticut. Both were important military assets during the American Revolutionary War. Both are within five miles of New London. Notice that geo proximity is strongly correlated with semantic proximity.

  • Street Addresses

    Street addresses are a strong location cue that Google picks up on. Take Bulkeley House Saloon, located across from Hot Rod’s at 111 Bank St. Google the omnipotent has read and remembers every site with that address. If most of them also include the name Bulkeley House, you win some authority for your location as well as the name of the bar.

  • Names, Proper Nouns

    You can bet the names of famous people from your region are tied to the name of that region on the web. Actress Mary Philips was Humphrey Bogart’s travel companion and played nurse Helen Ferguson in A Farewell to Arms. Wende Wagner was born December 6, 1941. Wagner stared in Rosemary’s Baby in 1967 and in the film, The Green Hornet. Both Wagner and Philips were born in New London, Connecticut. Their descriptions help give this domain location authority.

Content Organization

Content about a topic, such as your industry, is most often organized according to a branched hierarchy of folders with logical SEO connections or hyperlinks between subtopics. The topics to the right on desktop or below on mobile, expand on the importance of site structure.

A Branched Hierarchy of Folders

  • Removing the Look

    When you take away the CSS styling the margins, pictures, graphic elements and the Google fonts, you are left with site structure SEO. By removing the look of a website from your mind you can visualize what matters most for your domain’s authority and search visibility, content organization or site structure.

  • A Branching Hierarchy

    Imagine your e commerce site sells dog toys and you’re trying to gain authority or search visibility on the keyword, “dogs,” or “dog.” Don’t let the challenge intimidate you. At dogtoys.com we’re going to have a page called dogs which is also a folder because it will contain other pages. The URL is dogtoys.com/dogs/. Now we’ll take 6 breeds of dog and make a folder and page for each inside dogs folder. One of them might read, dogtoys.com/dogs/golden-retriever/. Within each breed folder you can have a breeders, history and health pages describing the breed.

  • URL Attributes

    As of 2016, Google still places a good deal of emphasis on the name attributes of domains and pages. For example, owning dogtoys.com gives you a considerable advantage over other dog toy distributors. But if you own woof.com instead, one strategy is to have a page/folder called dog toys directly under your domain folder, e.g. woof.com/dog-toys/

  • Sitelinks & Structure

    Sitelinks are subsections of website that show up below your google search result. This i is called pagination and you only get this honor by being the undisputed authority on your keywords. Type Wikipedia to see an example.

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