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    SEO | Digital Marketing

    Writing for SEO: How to Optimise Your Content For Search Engines

    Writing for SEO and writing to optimise your content for search engines to suit the different search engines is incredibly important.
     
    Through the advancing generation, with the introduction of ChatGPT. Search engines are also releasing their equal, such as Bing Chat (when opened in Microsoft Edge). This is where we need to be ensuring that our efforts lay.
     
    As artificial intelligence and chatbots get more advanced, they’ll continue to learn and grow. As they pull their information from expert websites and optimise their SEO content. 
     
    You’ll be the expert source when you’re at the top of the search engines and featured in the snippets. Additionally, this is when more people will visit your website for more information.
     

    How to Increase Your Chances of Ranking Higher?

    As someone who is writing for SEO, and can optimise their content for search engines, here are some tips you can take advantage of.
     
    Writing various pieces of content, with the focus of ranking higher, is important. There are 3 MAIN pieces of information you need to focus on to improve your chances:
     
    • Planning and targeting specific keywords which users are searching for
    • Understanding and matching the user’s search intent
    • Optimising on-page SEO and elements within your site and content
    Once you have this information in mind, start optimising your content across the three factors. This is when you’ll begin to see results. 
     
    When you start seeing a steady flow of organic traffic and other traffic from sources, you’ll also attract new audiences. However, one piece of information is essential; you must ensure you give your audience enough information to purchase.
     

    Tips to Optimise Your Content For Search Engines

     
    You now know what will increase your chances of ranking higher and which elements you need to improve. Including if you look out while writing and optimising your content. Now, it’s time for the actionable steps!
     
    Once you’ve followed these next steps, ensure you follow your analytics. Track the traffic of your pages across a 3-6 month period. 
     
    When writing content, follow these next actionable steps to start improving your traffic on search engines:
     

    Match Search Intent

    For website content, especially informative content, aligning with users’ search intent is crucial. It is also important to be in alignment with the match intent for keywords.
     
    We are going to start more in-depth into the search intent for the users. You need to know what the different search intents are; here are the four intents you need to know: 
     
    • Informational Intent
    • Navigational Intent
    • Transactional Intent 
    • Keyword Intent
    For the page you’re writing, when you’re planning it, you need to ensure that you’ve decided what you want the search intent to be. For example, are you planning to share information within the first stage of the funnel? Or are you targeting those people who are ready to buy and checkout? 
    Optimise for search engines
     
    To understand each stage of the search intent, here is a quick breakdown of each intent to understand how to position your content:
     

    Informational Intent

    When people are searching online, many people are searching for information. Whether it’s about the weather, information about SEO, the best place to eat or other questions. 
     
    This is generally where the first stage of the funnel sits. As you’re asking a question and have no intention to check out or make any purchases – especially online. However, depending on the query and question, this may lead to purchases offline.
     

    Navigational Intent

    This is the intent you want your website to fit, without needing to think of this intent for any additional content. This is the intent when people are directly searching for your website. The keywords will focus on reaching a specific page or website – where direct traffic arises. 
     
    When someone is trying to reach your website, you need to improve your chances of people searching with a navigational intent. You must ensure that your website can be found when searching for your company’s name.
     

    Transactional Intent

    As a business, this is the search intent you want to aim for. Whether this is your blog content or another page on your website, optimising it to be transactional is important
     
    Within the transactional intent, people search to buy things online and browse the web to find the best offers. In this intent, people are also searching to buy something in the moment.
     

    Keyword Intent

    When you’re writing content for different pages on your website, understanding what brings people to your site is important. This is where the keyword placement is important from what your audience has typed in to understand which piece of content is important to them.
     
    For instance, if they’re typing keywords such as “buy”, “product”, or “offer”, etc., these types of keywords show that the audience wants to buy something. You can also use the search console to see the keyphrases people are searching to find your pages.
     

    Ensure You Conduct Keyword Research

     
    Now that you understand the intent of the different users ensure that you implement this within your content. The next step is conducting keyword research for the copy you write.
     
    Before you start writing the content, you must understand which keywords you will include. By understanding your audience and the base keyword you want to rank for, using tools such as SEMrush, you can be suggested keywords.
     
    When choosing the keywords and to optimise your content for search engines, select those with high monthly visits and lower keyword difficulty. Also, ensure that you fit these keywords in naturally. Without needing to force them in – if you do this, there is a chance that you will be penalised by Google and other search engines.
     
    When AI and other chatbots, such as ChatGPT, start improving, they will use these particular keywords. Whilst expanding to be more and more long-tail, they will use this to understand the specific pieces of content. This is why it is more important to understand the intent and include them in your content.