How we write content that ranks high for SEO

Julian Wan
August 18, 2020
Our success formula for engaging SEO optimized content.

How we write content that ranks high for SEO

Many clients love a flashy website, beautiful presentation template, or snazzy business cards. They forget that the most important way to get noticed online is by creating content that ranks high for SEO. SEO (search engine optimization) is a challenge. Search engines like Google or Bing use complex frameworks to determine what's worthy of top placement in search.

Why SEO matters

Image a company that does "logistics and analysis". They have a beautiful website. But they don't write engaging, relevant content. This company won't appear as a search result in common searches that are relevant to logistics and analysis. By writing compelling high-ranking content, you can bring web visitors onto your page. Once there, you can tell them your brand's story or lead them to a sign up form. Eventually, you can convert them into customers. But to get these visitors, you'll need content that gets noticed by search engines, then viewed favorably by those search engine. You can find blog writers for hire to do this for you, but make sure you ask them what their strategy is. Content strategy is key to succeeding here.

How we decide what to write for SEO optimized content

At Identity Pop, we use a tool called Ahrefs to determine how to structure our content strategy. For example, if a client wants to get noticed for advancements in the field of ALS-related research, we'd use the Ahrefs 'Keyword explorer' to discover that a search for "ALS disease" is a hard keyword to rank for, with 50K searches each month. However, the Ahrefs 'keyword difficulty' score for "ALS disease" is 65. Predictably, the top content for ALS Disease is from Mayo Clinic, or various government agencies like the CDC. According to Ahrefs, a KD of 65 means:

We estimate that you’ll need backlinks from ~160 websites to rank in the top 10 for this keyword Keyword difficulty (KD) ranges from 1-100, with 100 being nearly impossible to rank for. However, other keywords are easier to rank for and still receive high volume searches.

  • Stephen Hawking Disease has 6.9K monthly searches on Google with a 28 KD.
  • Als Life Expectancy has 4.3K monthly searches on Google with an 11 KD.
  • Is ALS genetic has 3.5K monthly searches on Google with a 3 KD. Now things get a little easier, for a KD of 3, Ahrefs recommends:

We estimate that you’ll need backlinks from ~4 websites to rank in the top 10 for this keyword Ahrefs We have three unique and individual keywords we know we can rank for, and we know we can build content around. We could write an article about Stephen Hawking's battle with ALS. We can list a few facts about ALS life expectancy. Or we could write about genetic inheritance with ALS. Many companies look for blog writers for hire, and get short or dull articles. In practice, it's important to do some keyword research and content strategy to guarantee a stronger success rate.

How to start writing SEO optimized content with a content writer tool

Now we're ready to start writing. We know what will rank thanks to Ahrefs, and we need a writing tool to create quality content. That's where Ink comes in. Ink is an AI-power web content optimization platform. Essentially, you tell the software what keyword you are writing for (like, 'ALS Life Expectancy'), then start writing! As you type your content, contextual tip, suggestions, and grammatical issues are highlighted. At the end of writing, you'll receive a score that determines how likely you are to rank. Unfortunately, most blog writers for hire, even when using sophisticated tools, often misunderstand the principles behind SEO content. You need a professional content writer who knows how to "drive" these tools to success. Doing a paid test piece of content or two is your best bet for really getting a feeling on whether a writer is going to be a good fit for your company. Want to work together? Hire us.

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