How to curate more searchworthy content
Posted by: Steve Doyle - 03.04.23
In the vast ecosystem we know as the internet, it’s all too easy for your content to quietly slip into the undergrowth and immediately disappear. But fear not, with these three steps, you can create content that’s not just searchworthy but clickworthy and shareworthy too.
Step 1: Create a Catchy Title
A bit like speed dating, you only have a couple of seconds to make a good first impression. Your title is the first thing users will see when they search for content.
Think of it as the hook that catches their attention and keeps them engaged. Use descriptive language and power words that evoke emotion and curiosity.
For example, instead of a generic title like “Tips for Better Time Management,” try something like “Master Your Day: The Ultimate Guide to Time Management.” This title creates a sense of urgency and promises to deliver valuable information to the reader.
Step 2: Think Quality not Quantity
In this age of social media, it’s easy to fall into the trap of content for the sake of content. But the truth is, quality trumps quantity every time.
Focus on creating content that’s informative, engaging, and shareable and make sure it has a relentless focus on delivering on the promise made in the title. Good content also provides value to your audience, whether through education or entertainment. Finally research the problems and pain points you know your audience has, and create content around them.
Use storytelling techniques. A good place to start is a lively introduction that brings those problems or pain points to life in vivid language, that demonstrates empathy. Then offer solutions in the form of handy tips, signposting to other services or content, fresh insights or a combination of all three.
Step 3: Optimise for Search Engines
Creating great content is one thing. But will your audience find it? SEO tools are a great help but simply sticking to the basics goes a long way.
Start by doing keyword research to identify the words and phrases your audience is searching for. Use those keywords strategically throughout your content, including in your title, headings, and body copy.
Obviously, be careful not to overdo it. Keyword stuffing can hurt your search rankings, so use keywords sparingly and naturally.
Another way to optimise content is to make it easily readable. Use short, punchy sentences and break it up with headings, subheadings, and bullet points. Search engines love this because it helps them understand the structure of your content.
Creating good content is somewhere between an art and a science. By following these three steps, you can ensure your content is the kind of thing a naturalist would travel thousands of miles and endure all manner of hardships to capture in their net.