SEO is competitive: There’s no guarantee that you’ll be able to get your site on a first page of search results. But as a content creator, you can help bump up your site’s ranking just by optimizing the text and links.
Here are the basic principles of good SEO for writers and editors:
- Offer original content with genuine value and relevance to your readers.
- Strategically seed your copy with keywords that describe your content and that correspond with the phrases people are using to perform their searches.
- Embed keywords where they matter most: in the title, headings, links, metadata (part of your page’s source code), and image and video tags.
- Make every page of your site unique: In addition to original content, each page should have its own topic, title, and page-specific keywords (though you can use the highest-volume keywords throughout your site—see “Keyword Research Tools” for assistance in finding the best keywords).
- Deliver on the promise of your keywords: Don’t lure people to your site with words that don’t accurately represent your content.
- Link to other relevant sites, and encourage those sites to link to yours.
- Optimize your site for people first—through clear, concise writing—and for search engines second. Implement SEO without turning your text into nonsense.
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