SEO content is a subject packed with acronyms, confusing terms and industry jargon that you probably suspect only exists to make SEO practitioners sound more clever than they actually are.

Your suspicions are correct.

The truth is, search engine optimisation or SEO, is actually pretty simple. It’s a series of moves done again and again in order to achieve the desired result – front page rankings on Google.

If you are new to SEO content and copywriting, you may also enjoy our Complete Guide to SEO Writing, or how Blogging for SEO, a Live Example. If however you are looking for an overview, and to understand the basics before jumping in, then you’ve come to the right place.

There is a myth in the world of search engine optimisation, that Google keeps changing the way it prioritises content. The thing is, Google has always made changes and aside from a few significant adjustments (the Hummingbird update is the most famous) Google hasn’t made a significant shift in its algorithms since it invented the methodology. However it has gone to great lengths to improve the way its customers access information and has worked hard with content creators to improve searchable content on the Internet.

There are a few basic rules that most practitioners agree will help you achieve good rankings.

  1. Produce Good Content, that Includes (naturally) the Terms You Wish to Rank For.

So, if you are an accountant and wish to rank for, “accountant in San Diego,” then you would create a blog post that uses that term naturally, several times, throughout the blog. For example:

Having worked as an accountant in San Diego for 17 years, I have seen how the challenges faced by my clients have evolved.

You should also include the term and the title of the blog, as well as in the URL (www.accountant.com/accountant-in-sandiego) and the meta description which is also called the meta title, or meta tag.Because as we know, SEO people love pointlessly confusing everybody.

2. Gain Authority by Having Sites Link to Your Content

If you look at the last paragraph, you will see that I linked to a site called moz.com. for me to link to them is called either an outbound link, or a backlink. For once, 2 descriptions are necessary.

From my point of view, it’s called an outbound link, or a link to a site other than my own in a piece of content I created.

For moz.com, it’s a backlink, and it’s how Google works out whether you have good SEO content worth reading, or just a bunch of words that nobody cares about. Backlinks are crucial for gaining authority, and as a result, without them you are very unlikely to rank significantly on Google.

So how do you get them?

We use a process called outreach. For our clients, we identify blogs online that may be interested in connecting with our client’s content, and then we ask them if they would like to. We do this through communicating the value of the content (which we have usually written) and explaining how it’s complimentary to their offering. We do this on a massive scale, so machine learning and complex data management is mandatory, especially as our conversion rate is low due to the nature of the engagement.

Of course, you don’t need complex machine learning, just a social media account and the guts to connect with another human being. Jump on Twitter, Facebook or LinkedIn and identify websites that may have a use for your content. Send them a direct message or email and ask if they would like to share your blog, in exchange for a link back to your site. It’s very important that those offering backlinks are doing so with a hyperlink, or a clickable link to your website. Just typing your website without making it clickable won’t work.

3. Rinse and Repeat

Google likes to offer rankings for pages within sites that produce a lot of content. Blogging at least once a week is a minimum for anyone trying to achieve a significant SEO ranking, and our testing tells us that if you are only blogging once a week, you should make that blog long – at least 700-1000 words. Also, make sure you have a few long blogs – over or close to 2000 words. These should be optimised for your top priority keywords.

See? SEO content isn’t complicated, it’s just hard work. If you commit the few hours a week to creating content, and engaging with blogs and websites you will achieve good results. Of course, if you’d like to keep your time to yourself, and get better results then just click here for our online store.