Skills Semalt SEO Writers Possess That Make Them Successful
Having only great writing skills hardly does justice when creating search-optimized content. In this article, we will be showing you some SEO content writing tips that set our writers apart.
In our years of experience, we've worked with SEO professionals that cut across all stripes, from web developers to technical SEO specialists. While we met writers who had natural talents when it came to writing SEO content, others had to learn to become the best while on the job. Even as a gifted writer, you will need more to survive this traitorous industry, and this is common knowledge in the SEO industry.
There are several core SEO concept which a content writer must be familiar with if they plan on doing a great job that will rank for clients when published.
In this article, we will be discussing three critical skills we try to develop in our writers so that they can succeed in providing our clients with top-notch content.
Diverse writing skills
Yes, there are benefits of being laser-focused on a specific writing style, but we deal with a wide range of clients, so we need writers who can quickly adapt to a different audience and clients' needs. Let's say being the Jack of all writing skills is an advantage.
The first core skill a content writer needs is to be able to master several writing styles. As every new writer joins Semalt, we expect that you can work with the information provided to generate top-class content for all kinds of clients. This means we leave no room for errors. We want every one of our clients to be satisfied from the very first sentence.
Our writers can spend the morning writing for a new cream truck company, and by evening they get on content for a funeral home. They can switch from web content to blog posts, and it will all feel natural.
In each of the cases mentioned above, the content is different, but what really sets content apart is its tone. Sadly you cant determine tone from the words themselves. The tone is derived from a collection of words; a reader can say if an article is meant to be happy or sad from the sound of words as they come together.
For a funeral home article, it is straight to the point, remorseful, compassionate, and serious, while the article for an ice cream truck will be lighthearted and full of many funny and playful innuendos. As a matter of fact, the word "innuendo" will not be used in such articles.
A good SEO content writer instinctively knows what mood to go for and how to go about using that tone in a way that will be engaging to the reader.
Speaking of engagement, you might want to check out the next skill. It is absolutely crucial in understanding why our web contents are amazing.
Understanding search intent
Our writers aren't necessarily consummate gurus in SEO before producing great content. They understand that there is a method to content writing that fits in with SEO as a whole. That secrete ingredient is understanding the search intent of that target audience.
As content writers, we want more than just delivering content, we want content that is engaging to our readers, and this goes beyond typical writing skills. In order to help our clients scale, we need to deliver content that online users would want to read. Something that once they see, they wouldn't be able to take their eyes off until the very last word.
SEO professionals and other experts in the SEO industry understand the importance of user intent, and thanks to special tools like BuzzSumo and SEMrush, we can figure out what people are searching for. Luckily for our clients, we do not only know that these tools exist, but we also know how to harness the information it provides to create better content for the readers.
As content marketers, we are also experts in using the features of these tools to generate topics from the information they provide. It is our job to turn these topics into spear tip contents that will answer the users' questions.
Search intent can be divided into four primary parts, which writers must keep in mind while creating content.
- Informational user intent - is when a searcher wants to know things.
- Navigational user intent is when people want to be directed to a specific website or web page.
- Transactional user intent - is when a user searches so they can buy things.
- Commercial investigation - this happens when people research products they are interested in buying.
A writer needs to approach each search intent differently if they plan on writing content that will impress the client as well as the target audience. At the end of the day, each piece of content is still designed to lead readers further down the buyers' funnel down to the point where they actually purchase a client's product or services.
For instance, an informational content piece might be an article in form of a list of the top 5 best smartphones for 2021. In each product listed, the writer links it to the product for the client. While if we are writing for an eCommerce website, we will go for transactional content that is more open and convincing, so readers get to buy the product.
Our content writers know what type of content writing suits a certain context, and they will use different keywords that blend in naturally to ensure that your content ranks. Depending on the setup of your digital marketing agency, content writers are usually responsible for conducting keyword research, but we prefer that our SEO specialist do this job. Nevertheless, knowing how to use the correct keywords is an essential skill for our content writers.
Writing for topics over keywords
It is important that our professional SEO content writers are able to write for topics over keywords. As new writers join our teams, we make it our responsibility to show them the history of keywords in SEO. As new writers get into SEO content marketing, they need to understand how it all began.
In its early stages, people wrote for keywords because Google placed great importance on keywords in the late 1990s and early 2000s. Writers who cared only about ranking would use black hat techniques to stuff as many keywords as possible into contents even when it didn't make sense.
When Google noticed this trend, they flagged it, and now contents that go down that path are penalized since it damages users' experience. To rank content today, Google is more concerned about the topic and not the number of keywords you use.
Yes, keywords are still important, but when a writer focuses on the keywords and neglects the topic, users won't find it helpful, and Google wouldn't rank the piece so well. Today, what makes content stand out is its originality and how relevant it is to a query.
Contents that rank focuses on answering the actual search query in as many details as possible. Thanks to special tools and knowledge, we can pinpoint the location of every of our content on SERP. With the help of other tools, we can discover top-ranking contents and keywords so that we can come up with ranking content for our clients.
These tools also help us figure out why our content isn't ranking. They show us grammatical errors, as well as other factors that stop content from getting on the first page of SERP. Once we've figured out the error, it is no difficult task to correct and improve content so it can rank better in SERP.
It is wonderful that professional writers want to learn more about how to develop their content, especially when they knew nothing about SEO before now. Writing is beautiful, and our writers spend a great deal of time and effort in ensuring your content is perfect.
While we say a natural talent for writing isn't all it takes to create strong ranking content, it is important, and we wouldn't want to minimize the fact that great writing skills are essential for any SEO content writer that plans on writing successful content.
There must be a strong relationship between writing acumen and SEO knowledge in our content writers. If you're planning on becoming an SEO content writer, we hope this article has pointed you in the right direction of what you should be focusing on. And if you are a curious client that is wondering what makes us so amazing now, you know.