Writing for Google – five tips to boost your SEO.

Here at Summit Creative, our Digital Team understands how important it is to create content and copy for your website that Google loves! In today’s digital age, a strong online presence can make or break a business.

Appearing at the top of a Google search is where we all want to be and mastering the art of SEO (Search Engine Optimisation) is your ticket to success. In this blog, we’re sharing our top five tips for getting started with SEO and keeping your content ranking high in the search engine results pages (SERPs).

1. Know your keywords.

Keywords are the foundation of SEO, acting as the bridge between what users search for and the content you provide. Take a moment to step into your ideal customers’ shoes. What are they looking for? What language do they use? And what are they likely to type into a Google search bar?

This is often the most challenging part of SEO for business owners. A fear can creep in that by making key messages too specific they might alienate certain customer groups. But ambiguity is not your friend when it comes to SEO. Your website needs to shout from the rooftops specifically what your product or service is and who it is for.

Once you’re thinking like a customer, delve a little deeper into keyword research
to identify more relevant terms and phrases that your target audience is likely to use. Tools like Google Keyword Planner, Semrush and Google Trends can be really enlightening.

With your keywords listed, you can start to sprinkle them strategically throughout your content. The most important place to use them is in your headings, subheadings and meta descriptions. And then add them where they naturally fit within your body copy.

2. Craft compelling content.

Writing for Google isn’t just about appeasing search engine algorithms. Gone are the days of pushing out your keywords with no value added. Nowadays, writing for Google is as much about keywords as it is about creating content that resonates with your audience and adds value to their online experience.

Google’s algorithms have evolved to prioritise high-quality, informative, and
engaging content that truly meets the needs of readers. The longer people stay on your page and engage with your content, the better it is for your SEO ranking.

Focus on creating content that not only incorporates your target keywords but also provides real value to your audience. Whether you’re building landing pages, writing product descriptions or sharing blog posts, aim to answer questions, solve problems, and spark curiosity. Our top tip for visibility is to think less about your business and more about the person you want to buy from you. Make everything about your audience and you’ll be on to a winner.

3. Optimise on-page elements.

Optimising your on-page elements is key to letting Google know what your content is all about.

When we’re optimising a client’s website, we focus on five core elements.

• We start by reviewing and improving meta titles and descriptions. In these spaces, it’s as important to use phrasing that entices users to click through to your site, as it is to include your keywords.
• Once meta titles are optimised, we move on to a client’s headings and subheadings. H1, H2, and H3 tags are used to structure your content logically and make it more scannable for readers and search engines.
• The third task is optimising URLs to be descriptive and include relevant keywords. This requires care and attention to ensure no existing page links are broken. There are several SEO tools which identify all existing links to specific pages within your website. These tools are essential, firstly for understanding the implications of changing any URL slugs and, secondly, to verify links continue to function correctly after changes have been made.
• Next we optimise images with descriptive alt text. It’s important to remember that the purpose of alt text is to enhance the accessibility of your site. As your first priority, describe your images in a way that makes sense to visually impaired users, with keywords woven in as a secondary benefit.
• The fifth and final challenge is to sprinkle relevant keywords throughout body copy on all pages. Use them subtly, sparingly and strategically. When SEO is done well, keywords will enhance the reader experience, not detract.

4. Build backlinks.

Links from other websites pointing to yours are ‘backlinks’ and they are golden! When Google’s eyes see other sites linking to yours, it’s a big tick that your content is credible and worthy of being shared.

Focus on building quality backlinks from reputable websites within your industry or niche. There are SEO tools which reveal how beneficial backlinks from specific domains are likely to be.

Easy wins for backlinks are collaborations, guest blogs and authored articles on industry news sites. You could contact associations, business networks and events you’re part of and ask for a link from their website to yours. And you could use a dedicated tool to look for any websites that mention your brand without linking to your website, and contact the owners with a backlink request.

5. Stay up-to-date with SEO trends.

Algorithms and ranking factors are constantly evolving and it’s a challenge to keep up with the latest best practice. If you’re planning to look after your own SEO, it’s a good idea to follow industry blogs, join online forums and invest in continuous learning to stay ahead of the curve.

At Summit Creative, we absolutely love talking about web design.

For help, advice, or just a virtual coffee with an SEO-lover, get in touch.