Creating SEO content is often linked with keyword-stuffed articles that lack quality and voice. However, as Google emphasizes optimizing for humans over algorithms, such content is becoming less visible in search results.
High-quality content now sets the standard. During SMX Create, Alli Berry, SEO Director at The Motley Fool, outlined principles and tactics for crafting content that ranks well, drives traffic, and genuinely speaks to searchers.
Structure for Scanability
Comprehensive content can fail if not presented in a digestible format, especially on mobile devices. It’s crucial to organize your content so users can easily find the information they seek.
Berry mentions, "Whenever I’m training new writers, the first thing I explain is the inverted pyramid of journalism. Nobody does this better than journalists… Their formula for writing content aligns with what search engines look for."
The inverted pyramid prioritizes the most relevant, impactful information at the beginning, making it easy for users to find answers quickly.
Content should be structured with bullet points and headers to break up text walls. Engaging visuals can also improve scanability by providing additional context or visualizing data.
Understand E-A-T
Expertise, authoritativeness, and trustworthiness (E-A-T) have become crucial in content creation and have always been significant for audiences.
"E-A-T is super important to incorporate into your content because, from the user perspective, showing off your expertise and authoritativeness is hugely important," Berry said. Trust signals are also critical for both users and search engines.
Berry recommends demonstrating E-A-T through:
- Expertise:
- Having credibility in your space
- Using experts in your content
- Authoritativeness:
- Showcasing expertise, awards, and external recognition
- Author bio pages
- Comprehensive "about" pages
- Trust:
- External reviews
- High-quality external links
- Credible sources
- Securing your site
- Error-free content
Google holds Your Money or Your Life (YMYL) content to higher E-A-T standards, as incorrect information can harm users. Berry advises updating your content regularly to ensure it reflects the latest developments.
Answer Audience Questions
To increase search visibility and facilitate conversions, answer the questions your audience is asking. Keyword tools can help identify these questions and their associated opportunities.
For example, Berry uses Answer the Public along with keyword tools to identify content and keyword ideas and search volume. Social media, forums, and direct customer interactions can also provide content ideas.
Create Linkable Content
Certain types of content perform better for link building. Berry points out that linkable content must have a unique angle.
Conducting primary or secondary research can make your content more compelling and digestible, appealing to journalists and your audience. For example, Spotify uses its own data in its annual Spotify Wrapped digest.
Berry also highlights the importance of data visualizations and infographics in making complicated information easier to understand. When using visuals, it’s crucial to include descriptive alt text and captions for accessibility.
Content featuring controversial opinions or "hot takes" can generate links by providing unique perspectives. "Ego-bait lists" that compile expert opinions or highlight experts can amplify your content.
Conclusion
Utilize formats you can execute well and that give you a competitive edge. Follow the inverted pyramid to answer your audience’s questions effectively, making the content easy to access, understand, and scan.
Watch the full SMX Next presentation for further insights (free registration required).
