We all know by now that creating well-crafted, informative content is one of the best ways you can keep Google happy.
However, far too many people get caught in the trap of becoming a content farm, churning out blogs like there’s no tomorrow, all for the sake of having some content on their website.
Creating strong, SEO-friendly content is like ageing fine wine—it takes time. That’s why speed-publishing pages isn’t always the best move, especially if those pages lack any substance.
Building search engine authority is a must, and the way to do this is by producing keyword optimised, helpful, (and finally) actually interesting content that highlights your knowledge in this sector.
So how can you get there?
Well, we’re not gonna give up all our secrets, that would be far too generous.
(Spoiler alert: ChatGPT is definitely not the answer either)
But what we will share with you are some of the key characteristics of SEO content…
Make it Evergreen
You may think that all content on the internet is lasting and relevant. But you’d be wrong.
There’s a whole ocean of content out there that is, for lack of a better term, utter rubbish. (Candour is one of our agency values, so unfortunately it had to be said).
In fact, many people think they can get away with writing a couple of blogs, uploading them periodically, and then throwing down their pen never to pick it up again – well, until they notice their traffic suffering.
The best kind of content is evergreen, as it remains relevant to search engine users over a long period of time, and draws traffic continually.
Defining factors of evergreen content are:
- Timeless Value: Providing information that remains relevant and useful long after its publication date.
- Educational: Teaches something valuable or solves common problems.
- Broad Appeal: Addresses topics with a wide interest.
- High Quality: Well-researched, well-written, and authoritative.
Evergreen content is also versatile in nature, taking many forms such as how-to guides, white papers, and of course, blog posts.
Quick note: There is a differentiation between “blog” sections and “news” sections on websites. News-based content will almost always be specific to a particular time, and while still possibly informative and good information, it’s not going to have that same impact on your organic traffic as something that can stand the test of time.
Long-Form > Short Form
There are some things that are great short. Frodo Baggins, summer nights, and TikTok videos to name a few. But when it comes to content, you’re gonna want to put some meat on the bones.
While short-form content has its place, and easily captures the attention of its intended audience, you also have to ask yourself whether it’s capturing the attention of Google.
Think about it. If you went to a TED Talk and saw two speakers, one with a presentation that was 10 minutes, and the other that was speaking for an hour, who would you think was more of an authority on their chosen subject?
Long-form content equals expertise, and that’s what Google wants, as it’s more likely to answer the questions that your audience has.
Not only will Google then consider you an authority, but other websites will too, and if you’re lucky, you may end up with some backlinks which can also do wonders for your organic traffic.
You’re probably now wondering, “what is the best length then?”
Aim for 1,000 words minimum. While there’s no written rules that say this, the unwritten rules say that the longer the content, the more insights you can put in, and the more insights you have mean more organic traffic. Pretty simple right?
The long and short of it is (see what I did there) strive for quality over quantity. Always.
Cut the Crap and Get to the Point
Remember when you had to write essays at school and to try and hit the word count you’d just write stuff for the sake of it? Adding in fluff and filler words just so you could get it over and done with?
Or when you find a recipe online and the author spends three-quarters of the page talking about their life story, ailments, and partner. Ugh. Boring!
Your teacher didn’t like it, and neither does Google.
When it comes to SEO, half of the battle is becoming visible to your target audience, so you don’t want to lose them when you’ve worked so hard to get them there, and fluffy, pointless content is frustrating for users. After all, if users just end up leaving your site, they’ll never convert, which is the opposite of what you want.
Focus on having enough information to talk about in the first place, and you won’t have to worry about hitting any targets.
In It For The Long Haul
SEO is a slow burn. There’s no point in rushing it as it simply won’t work. If there’s anything you take your time with, it should be creating content.
Take a leaf out of the tortoise’s book. Slow and steady wins the race.
A well-researched (and executed) SEO content strategy is a must, and is something that when done correctly, will pay dividends in future. The accumulation of high quality content regularly over time means that Google is far more likely to pay your website some attention.
Final Thoughts
In the realm of SEO content creation, quantity doesn’t always equate to quality, in fact, it very rarely does.
Posting frequently only pays off when each piece is thoughtfully crafted, genuinely helpful, and sufficiently detailed to thoroughly explore its topic.
Prioritising high-quality, evergreen content is crucial for SEO success—commit to regularly publishing relevant, well-constructed articles, and you’ll be on the right track.
Still struggling to get started? We’ve got just the trick… After all, it’s no good just talking the talk, so let’s walk the walk. Take a look at our SEO content writing Newcastle services, and if it tickles your fancy, get in contact, we’d love to have a chat.
