How to Create Content that Ranks in Google (SEO Content Writing)

Alright, so first, let's set the record straight. Whether you're writing for your own site or for a client, you should have two objectives for your content...

#1. The content should drive traffic to the site. And #2. The content should engage those people so that they'll turn into customers or be pushed further down the sales funnel. So with those objectives in mind, let's go through a simple 4-step process to achieve both of these goals. The first step is to write about topics people are actually searching for. Most people like to write about topics that excite them. And while that's all well and good, these posts often have a short shelf life.

Now, when you create content around topics that people are searching for, then you get the opposite effect: free, passive, and consistent traffic that usually grows over time. To find topics worth creating content on, you'll need a keyword research tool to a) identify search demand, and b) understand traffic potential of the topic, which is the total amount of monthly search traffic you could get if you were to rank high for that query. So let's say we have a site on DIY home improvement tutorials. To find keywords to target, I'll go to a Keywords Explorer (I tend to use tube buddy as thats covers majority of my content but there are others i spoke about how to use google for it in my last blog.) So search for some keywords broadly related to the topic, like "Dog Training," "Puppy," and "Dog Treats." Next, I'll go to the Questions report. This allows me to check the search demand around these topics, you can see from their search volumes. Now, to find the traffic potential of the topic, hit the SERP button and look at the Traffic column. The top-ranking page gets over usually get somewhere between or over 33,000 to 37,000 monthly visits from Google every single month. So be sure they checks both boxes.

Now, it's important to note that I've skipped a few steps here in the topic selection process, the main one being assessing ranking difficulty. But this tutorial is on content writing, so instead of expanding, I'll do another post on keyword research tutorials.

Alright, so at this point, we have a topic to tackle, but just because you have a topic, it doesn't mean you should write whatever you want. Remember, our goal is to rank at the top of Google so that you can get consistent traffic. And this leads us nicely into the second step, which is to assess the "type" of content Google wants you to create.

Google's job is to deliver the most relevant results for any given query which they do a pretty good job at this. So naturally, if you want to rank for your target topic, then you need to know the type of content Google will rank for that query. This is called search intent, which tells us about what searchers are looking for when they key in a query.

The easiest way to do this is to just search for the query you want to rank for and look at the top-ranking results. The three things you're looking for are: Сontent type, which can be blog posts, product pages, category pages, or landing pages. Content format, which can be how-to guides, step-by-step tutorials, list posts, opinion editorials, reviews, or comparisons. The last one is content angle, which is basically the unique selling point of the top- ranking pages. So looking at the top 10 results for our query "how to train a puppy," if you see that all of the pages are blog posts, that would be the content type you should use too. As for format, the top two ranking pages are "how-tos," which will be step-by-step tutorials but for content angle, there isn't really a definitive one.

From experience, matching content type and format are critical to rank at the top of Google but angle usually isn't as important unless there's a clear theme among the top-ranking pages.

So, the next step is to create a data-driven outline.Content is like a puzzle there are a lot of different pieces and it's tough to assemble without some kind of framework, think of outlines as the edge pieces of the puzzle. They help to form the base and all you need to do is fill in the missing pieces, they also help make sure you're including all critical points worth communicating on the topic. (From an SEO perspective, it can help you satisfy the algorithm and the audience.) The way Google determines a page's placement in the search results is algorithmic. Meaning, you can't pay to rank at the top of Google and your friend that works there can't move your site to the top. Their technology is able to understand words and the context they're in. And the more context you give to search engines, the better your chances of ranking high.

The easiest way to find critical talking points is to look at some of the top-ranking pages and see if there are similar subtopics.

For our topic on how to Dog Training and Treats, the top page both talk about online courses, list tips and tricks and locations of different schools that offer courses So add these commonalities to your outline as subheadings. this being said the main focus is writing something that's succinct and actionable. This will humanize the post and help you to focus on what matters most: helping readers.

Next we want to create a click-worthy headline. A headline is important because it's what stands between you and a visitor. Its main job is to convince people to actually click on your result. Then it's your content's job to keep them reading. Now, if you struggle with writing good headlines, here are a few simple formulas you can use.

"How to get your dog behaving in Under an Hour" "7 Proven Ways to Train A Puppy ASAP" "10 Simple Ways treats to use when on a budget" "10 Reasons Your Puppy isnt responding to you" Now, it's important to note that while clickbait headlines might produce more clicks, be mindful that if your content can't deliver on the headline's promise, then it'll do more harm than good.

Next is to write a killer intro using the AIDA formula. (Glen Garry Glen Ross) The introduction is arguably the most important part of your content. Its job is to hook your reader, tell them they're in the right place, and convince them to keep reading.

Fortunately, there's a tried and tested formula you can use called AIDA, which stands for attention, interest, desire, and action. As an example I shall write something short on dog training. The first line should be dedicated to grab your audience's attention. So something like… "You don't have to be a professional to have a Cruffs worthy Dog." This breaks a common belief the reader might have and thus, grabs their attention. The next part is to pique their interest. You can do this with stories, interesting facts, or anything else that might help connect with your audience in a personal way, so let's add to our intro.

"But the surprising thing is that 99% of animal owners still choose to pay, which can cost up to 20 times the price of a DIY solution." This line adds an interesting fact that also communicates that a) they'll be unique by doing it themselves, and b) they'll save money. Alright, next up is desire. This part is meant to show the reader how your content can solve their problem, one of the best ways to do that is by showing them proof.

So let's add on. "In fact, we spent just $10 on treats and we now have our dream Dog." Finally is action. This can be done in the form of a "let's get started" type of line or you can enhance the user's experience using something like a table of contents.

So if I were to add on to our intro, I might say: "Let's walk through the simple 5-step process to get your pup behaving."

Alright, let's move on to the next step, which is to make your content actionable and easy to digest. So your outline should act as a nice skeleton for your post, to add meat to those bones, you need to do two things. #1. You want to make it as helpful as possible. Meaning, if someone searches for "how to train my dog," then they should b able successfully do that with the help of your content.

This will all come down to your knowledge and expertise on the subject. And #2. You want to make it easy to digest and read, this comes down to your communication and writing skills. The best tip to make your content digestible is to keep your thoughts as succinct as possible.

If Videos are more your thing i havent got round to doing one myself but here is a video from a professional talking about the points...https://www.youtube.com/watch?v=8BdZ0dUu7VQ