One Way to Tackle Content for Search Engine Optimization 

Have you done copious amounts of research yet still find creating content a struggle? Does it feel like writer’s block (or podcaster’s block, poster’s block, etc.) takes over when you sit down to create? If so, you aren’t alone. It happens to business owners/creators in all industries. But, you can’t let it stop you. As a content creator who works professionally in search engine optimization in Los Angeles, I can’t afford it. So, below are some steps I take to keep it from happening. 

These may not work for you. But, even if they don’t, I bet that you may find something in them that does. Perhaps they “knock something loose” for you, showing you something equivalent you can use to create the content you want on the schedule you need. 

Start With the Subheadings 

When I’m writing content, I always start with the subheading. Why? For many reasons. Namely, they’re the “key points” I want to hit. They’re the first thing someone is going to notice. When I write a blog/service page/FAQ answer/anything, someone should be able to have a clear idea of what I’m saying simply by reading the headings. 

When I write that “someone is going to notice,” I mean “users,” yes, but I also mean “Google” and other search engines. If you know anything about SEO, you know that subheadings are crucial. Web Crawlers look for those to see if the content appropriately fits the keywords. Proper subheadings are a big part of that. 

Moreover, subheadings give structure to my thoughts. When I do my pre-writing process, the most important key points become the subheadings. They’re the “signposts,” in a way: guiding my content to where I want it to go. Without the subheading, even the best-written content will meander and feel directionless. 

Once I have the subheadings, that’s often the hardest part. 

Value = Clarification 

Yet… even with the above having been said, getting the subheadings is just part of things. Then, I have to fill in the information between the subheadings. What to put in there? Clarification. Explain why the subheadings matter. And, in doing so, provide value. 

For example, one of our many clients here at Website Depot is a very experienced and successful accident attorney in Long Beach. When I create content for him, the subheading may be something like: “What to Know About the Insurance Companies.” Or even something like: “The Facts About What to Do If You’re in an Accident.” 

Then, the paragraph(s) below the subheading are about clarifying and explaining. There, I write about what that is, what it means, and why it matters. This, in the paragraphs below the subheadings, I fit Google’s standard for “EAT.” 

As you may know, “EAT” means “Expertise,” “Authority,” and “Trustworthiness.” Subheadings themselves aren’t enough to hit that. Even the best subheading can’t prove how someone is an expert, how they’re an authority in their field, or why you (the user) should trust them. That’s what the body of the paragraphs are for. 

Here, I provide the value, what the person reading/consuming the content gets out of it. Hopefully, I write in an entertaining and engaging way. But, I always make sure to state facts that someone consuming the content either may not know or needs to know. 

Think of it like making an argument. The subheading is the statement. The paragraphs below it back that up. 

I use this same structure when I’m writing the script for a video for our company, or structuring a podcast, and so forth. You can use this for more than just writing content. (Although, it is great for creating content.) 

Ask a Question in the Open That’s Answered Throughout 

Long ago, I created content for a client that went to any number of seminars to learn how to create content. His theory was that every blog/service page should start with a question. Specifically, they should start with up to three rhetorical questions. The idea is that, by the time someone has read to the third question, they’re on board for the rest of the content. 

That’s a bit too strict for me. Indeed, I often use that format. But, I don’t do so exclusively. Instead, what I do is make sure that the first paragraph, whether explicitly or not, asks a question that the rest of the content then goes about answering. 

So, let’s look at the thing you’re reading right now. The title is about “tackling content for SEO.” Then, as I create the rest of this, I make sure that I’m doing exactly that. Each section and each sentence, answers the question of: “How do you tackle content for SEO?” It contributes to that answer. 

If there’s something that doesn’t seem like it does answer that question or help in any way, it gets cut. This may sound basic, but, this can be a lifesaver when you’re creating longer content. After all, many service pages go into the thousands upon thousands of words. They can be several pages long. Yes, you want to have a lot of words, but, if you just have a bunch of words to have a bunch of words, Google will know (as will your users). 

Thus, when in doubt, return to the first paragraph and to your title. Make sure that what you’re doing fits this. And if it doesn’t, then cut something. Or, alternatively, as sometimes happens, maybe change the first paragraph/title/question. Perhaps you discovered something along the way. Never let your process hold you back. Adapt your work as necessary. 

What Do You Want Them to Do? 

That’s the question you ask to find the call to action. Many content creators, rightly, get very “in their head” about the call to action. It’s important. It’s “the big landing.” Without the right call to action, it can feel like your efforts are wasted.

(Of course, that’s not true. If you were able to provide value, to fit the standards of “EAT,” then your content will have served one of its primary purposes.) 

When it comes to the call to action, just write out what you want the person to do next. You want them to buy, to reach out, to give you their email, something – tell them what you want them to do. It really is that simple. 

Help With Search Engine Optimization in Los Angeles and More 

That’s my process. As you may have noticed, it’s adaptable and flexible. I can tailor it to suit various needs, whether it’s for lawyers, rehab centers, or any other clients, including those seeking search engine optimization in Los Angeles. Naturally, I’m just one member of our team here at Website Depot.

We have web designers, developers, SEO experts, social media pros, paid ads gurus, and many others – all of which can make your business that much better. To see how we can help and know more about our digital marketing packages, schedule a free consultation through our site or by giving us a call.