Search engines like Google use SEO (search engine optimization) to determine how highly a particular website or page will rank in the results provided in response to a given search term.
Having a basic knowledge of how this works can benefit any freelance writer, and may be a lot simpler than you might think.
Two types of SEO
There are two types of SEO in common parlance, and these include technical and content.
Technical SEO refers to building a website’s internal infrastructure, security, and speed, which will allow it to rank highly – an area often left for the “techies” in the crowd.
Content SEO refers to using well-chosen keywords and high-quality information to perform well in results. The more value content offers, the higher it will rank.
Understand the basics
While an in-depth, exhaustive knowledge of SEO techniques may not be required to craft excellent content, it’s helpful to have a basic working knowledge of their use.
Search engines, from Bing to Google and beyond, all use them, and each has its own unique algorithm for doing so. The higher a site or page ranks, the higher it will appear in the search results, which increases the chance it will be seen by a wide audience.
This can be vital when an item is written as a marketing piece.
How does it work?
Search engines use “crawlers” or “bots” to go through an image or site, looking for information and certain words so that each page can be indexed. Ensuring a site’s content is well maintained and up to date makes a big difference. Keep in mind they run automatically and are designed to look for particular characteristics.
SEO can help you stand apart
Using SEO techniques may sound complicated, but it doesn’t have to be. One way is to speak with authority and add new information to a topic where possible. This is important, as search engines prioritize fresh, up to date content.
Consider your clientele
When preparing an article or other work, consider the type of person who will be looking for the information it contains and what words they may use to search for it. This not only offers a personal touch by speaking to them, but it also often helps satisfy the requirements for a high ranking.
What is the reader looking for?
This is the difference between an informational search and a transactional search.
A transactional search means the user wants to complete a specific action, such as ordering a particular item, while an informational search, as its name suggests, is seeking specific information.
There is also a commercial search, which often includes researching and comparing products. Knowing this will determine how the content is written.
Keyword choice is crucial
Keywords are specific words or phrases search engines look for, and it makes sense to spend time considering which ones to use.
They should be relevant to the topic at hand, be terms that are often looked for, and make it possible for the item to be properly indexed. Resources such as Google Keyword Planner can be useful tools.
Backlinks can be beautiful
Including links to other, high-quality sites may increase your own site’s authority, allowing it to rise higher in search results. Make sure these are up to date and accurate, and the closer the links you share are to the original source of information, the better.
Quality matters
Browser algorithms, especially Google, value content that is high-quality and retains visitors. Ensuring it’s well researched, meets the needs of its target audience, and incorporates keywords in a way that feels natural and flows well is really important.
Headings can be helpful
Using headlines breaks a piece down into sections, making it easier and more engaging to read – especially on mobile devices.
Why all this matters
When you freelance, the more skills and experience you have, the better rate you can command for your work. A basic working knowledge of content SEO can give you the edge over others in the field, while also giving you a voice of authority that may go a long way towards helping you land clients.
If you’re looking for a way to put SEO skills to work for you, apply to join the team at Words of Worth. Follow the application link to do so today.