10 Ways to Write Content That Drives Organic Growth
Whether you run a blog for your business or as a way to earn a passive income, gaining organic traffic is probably high on your list of goals. SEO should be a part of your marketing strategy if you want to grow your business. If your content is currently doing poorly in this arena, there could be quite a few reasons why.
Luckily, there are several ways that you can start optimising your new content and improving your old content. We’ve compiled this list of ten actionable ways you can drive organic growth on your site.
And if you need professional help you can check out our list of trusted experts to help you reach your content marketing goals.
1. Optimise Keywords
If you’ve been in the game for any time at all, you already know about keywords. Keywords are the device that indicates to Google what your content is all about. Keyword research and implementing the right words, the right number times can be a hassle, to say the least.
To make the process easier, I recommend using an optimisation tool like SurferSEO to help you write and optimise your content. Understand how to follow content guidelines from a SEO marketing expert such as Jon Torres. His SurferSEO tutorial will help you create data-driven content that performs well on search engines.
This tool analyses top ranking competitor articles and provides you with a clear set of guidelines in which to write your content. That includes a recommended list of keywords with a suggested number of times you should use each word in your copy. It also recommends the length your content should be based on the average of the top performing competitors.
Now, a word to the wise-- don’t mindlessly follow these suggestions. Use them as a guideline but always put readability to the forefront.
2. Avoid Duplicate Content
Let me start by saying this-- writing content that fits neatly into a niche is incredibly important for gaining organic traffic. Now, this does not mean creating a collection of nearly identical content. Doing this can hurt your ranking and decrease your organic growth.
The Google algorithm explicitly states to avoid writing duplicate content. What does this mean exactly? According to Google’s general guidelines, duplicate content refers to:
“substantive blocks of content within or across domains that either completely matches other content or are appreciably similar”
In some cases, such store items that are linked with multiple URLs, duplicate content is unavoidable.
The good news is, you can solve this problem by telling Google which URL you want to represent a given page. Consolidated URLs are referred to as canonical URLs. Follow Google’s guidelines here if you encounter this problem.
3. Gain Topical Authority
Topical authority has been established as one of the most important factors for gaining organic traffic. If you don’t know what this term means, it simply refers to a site that has chosen a dedicated niche and created a large amount of content within that niche.
Sites with topical authority have successfully become one of the leading voices within their niche. Why is this so important? Simply put, Google wants to give people information that comes from experts.
So, if your site is about graphic design and you write an article about gardening, your chances for a decent ranking are pretty low.
Now, lucky for all of us, building topical authority is pretty simple. All you need to do is pick a niche and stick to it. That means all of your content should fit under the umbrella of one, specific category. Keep in mind, however, your content also needs to demonstrate your expertise, which brings us to content depth.
4. Content Depth
So, we just went over the importance of topical authority. One thing to keep in mind-- gaining topical authority relies heavily on the quality of your content. By that I mean, how deep does your content dive into the topic?
Content depth refers to the level of detail you include in your content. Google recognises the depth of content and rewards it with better rankings. How do you achieve content depth? Well, the number one thing to remember is the user search intent.
Ask yourself what questions your content should be answering and provide solid, data-backed answers.
5. Internal Linking
People are often scared of internal linking, but there’s absolutely nothing to fear. In fact, internal links can be one of the best ways to improve organic traffic within your site.
On a side note, this is also why it’s important to focus on topical authority. If you create a substantial amount of quality content within your niche, it’s far easier to link to related posts on your own site.
In terms of the Google algorithm, internal links are indicators of the importance of a given page. Now, this doesn’t mean you should start throwing in random internal links throughout your posts. Always prioritize relevance and only include internal links that relate to your topic.
6. Optimise the Title
When we talk about organic growth, it’s important to consider what the user sees on the search engine results page.
Let’s say you’re ranking on the first page of a Google result-- now your challenge is to get users to click on your site. In order to do that, you need a great title.
To create an optimised title, you should stick to using your keyword once. Try to make your keyword the first word in the title, but only if it sounds natural. Lastly, keep it short and avoid overly long titles.
7. Aim for Backlinks
To be perfectly honest, creating a solid backlink profile takes a lot of time and effort. Of course, writing great content will help naturally build your backlinks, but there are a few ways to jumpstart the process.
Writing guest posts is a fairly common way of building backlinks to your site. There are few benefits to this.
First, it drives traffic to your site, which is the overall goal. Second, it drives a relevant audience to your site.
If done correctly, you should be doing guest posts for other sites that are closely related to your niche. That way, when someone visits your site by clicking backlink, chances are they’ll be interested in your content.
Lastly, Google looks at backlinks as a vote, of sorts, for your site. This helps your ranking which in turn helps you gain more organic traffic.
8. Write Long-Form Content
This one is a bit of a double-sided coin. Best practices say that long-form content typically does better than short content. Long-form content is content that is on average, over 2000 words.
Long-form content usually includes more detail and depth than shorter pieces, hence the better ranking.
However, on the flip side of the coin, we have those super long articles that are essentially full of fluff. That’s what you want to avoid at all costs.
Remember, content depth and topical authority are what drive organic traffic. So, make it your goal to write long, well-informed content.
9. Keep It Relevant
Staying relevant in your niche will be key to gaining organic growth on your site. That means doing your research.
You need to know what’s going in your niche, new products on the market, trending user questions-- you get the picture. This applies to the new content you write, but also your older content. Take this article for example.
What works to drive organic traffic now, may not work a year from now. That’s why it’s important to go back and update your articles. This keeps your content fresh and more likely to continue ranking.
10. Prioritise Readability
If you’ve done everything on this list to optimise your content but your article reads like a robot wrote it, you’ve got a problem. Look, all of these tips and tricks can be implemented to great success, but it all depends on your own common sense.
For example, if your article is now 3000 words and stuffed to the brim with keywords and links, don’t expect to automatically start seeing growth to your site.
You need to take these tips and create a well-written article before anything else. At the end of the day, you want the reader to gain something from the article.
Google’s main goal is to give users solutions, in the form of written content. That means you need to create valuable, informative articles if you want your site to grow.
After reading through this article, you should be able to identify any gaps in your content strategy. You can implement these techniques into future posts and go back to optimise your existing content. Remember, above all, your content should provide genuinely useful and well-researched information. Keep these tips in mind as you move forward and you should begin seeing organic growth before long.
Next up: Content Optimisation 101: What You Need to Know
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