Creating content for SEO purposes is often associated with keyword-stuffed articles that lack quality and voice. But, as Google continues to push search marketers towards optimizing for humans instead of algorithms, that kind of content is rapidly losing visibility in the search results.
High-quality content, that’s designed to address the user’s needs as efficiently and effectively as possible, is now the standard. At SMX Create, Alli Berry, SEO director at The Motley Fool, provided an overview of the principles and tactics she uses to create content that not only ranks well and drives traffic, but also speaks to searchers.
Structure for scanability
Even the most comprehensive content will fail audiences if it’s not presented in a digestible format. And, the narrow aspect ratio of mobile devices adds another factor to consider as it influences how much content a user can view at one time. This is why it is so important to organize your content so that users can find the exact information they’re looking for.
“Whenever I’m training new writers, the first thing I explain is the inverted pyramid of journalism,” Berry said, adding, “Nobody does this better than journalists . . . Their formula for writing content is really aligned with what search engines are looking for.”
The inverted pyramid is a way to organize content by leading with the most relevant, impactful information — in other words, the information the user is presumably seeking — at the very beginning.
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