content writing for seo how to create content that with timestamps YoutubeScribe.com

[0:00] Content is just information.
[0:01] And whatever you want to write about,
chances are, you're not the first.
[0:05] Demand for content is surging.
[0:07] And with information accessible literally
at the tip of our fingers, there's an excess
[0:12] supply, making it more challenging to get
noticed and produce profitable results.
[0:17] So in order to do that, you need a system
that will lead to predictable results so that
[0:22] your content can stand out from the rest.
[0:25] So if you're a blogger, freelance writer, or do
any type of content writing, keep watching
[0:30] because I'm going to walk you through a step-
by-step framework to engage your audience,
[0:34] satisfy search engines, and as a result, drive
consistent traffic and hopefully revenue.
[0:40] Stay tuned.
[0:41] [music]
[0:46] Alright, so first, let's set the record straight.
[0:48] Whether you're writing for your own site or
for a client, you should have two objectives
[0:52] for your content.
[0:53] #1. The content should drive traffic to the site.
[0:56] And #2. The content should engage those people
so that they'll turn into customers or be pushed
[1:02] further down the sales funnel.
[1:04] So with those objectives in mind, let's go
through a simple 4-step process to achieve
[1:09] both of these goals.
[1:11] The first step is to write about topics
people are actually searching for.
[1:15] Most people like to write about topics
that excite them.
[1:18] And while that's all well and good, these
posts often have a short shelf life.
[1:22] For example, a few months ago we
published an article on how to start
[1:26] a link building campaign fast.
[1:28] We talk about systematizing, automating, scaling
and all sorts of exciting things… at least for us.
[1:35] And immediately after publishing, we
promoted the post to our social media
[1:39] followers, email list, and spent a few hundred
dollars on ads to amplify the content.
[1:45] As a result, we had a huge spike in traffic with
thousands of visits over the first few days.
[1:51] But soon after, the traffic faded fast.
[1:54] And today, it gets next to no traffic
compared to our other posts.
[1:59] And while this post wasn't created with search
traffic in mind, we knew that it would create
[2:03] a textbook "spike of hope" and "flatline of nope."
[2:07] And that's what happens when you create
content that no one's searching for.
[2:11] Now, when you create content around topics
that people are searching for, then you get
[2:15] the opposite effect: free, passive, and consistent
traffic that usually grows over time.
[2:22] To find topics worth creating content on,
you'll need a keyword research tool to
[2:26] a) identify search demand, and b) understand
traffic potential of the topic, which is the total
[2:32] amount of monthly search traffic you could
get if you were to rank high for that query.
[2:37] So let's say we have a site on DIY
home improvement tutorials.
[2:41] To find keywords to target, I'll go to Ahrefs'
Keywords Explorer and search for some keywords
[2:46] broadly related to the topic, like "home
improvement," "kitchen," and "living room."
[2:51] Next, I'll go to the Questions report.
[2:53] And as you can see, there's quite a bit of
search demand around these topics as
[2:57] you can see from their search volumes.
[2:59] And this topic on "how to paint kitchen
cabinets" seems like a promising topic
[3:03] for our DIY home improvement site.
[3:06] Now, to find the traffic potential of the topic, hit
the SERP button and look at the Traffic column.
[3:11] As you can see, the top-ranking page
gets over 37,000 monthly visits from
[3:16] Google every single month.
[3:18] So this topic checks both boxes.
[3:21] Now, it's important to note that I've skipped
a few steps here in the topic selection process,
[3:26] the main one being assessing ranking difficulty.
[3:28] But this tutorial is on content writing, so
instead of expanding, I'll add some links
[3:33] to our keyword research tutorials
in the description.
[3:36] Alright, so at this point, we have a topic to
tackle, but just because you have a topic,
[3:41] it doesn't mean you should write
whatever you want.
[3:43] Remember, our goal is to rank at the top of
Google so that you can get consistent traffic.
[3:49] And this leads us nicely into the second step,
which is to assess the "type" of content Google
[3:54] wants you to create.
[3:56] Google's job is to deliver the most
relevant results for any given query.
[4:01] And they do a pretty good job at this.
[4:03] So naturally, if you want to rank for your
target topic, then you need to know the type
[4:08] of content Google will rank for that query.
[4:11] This is called search intent, which tells us
about what searchers are looking for when
[4:15] they key in a query.
[4:17] The easiest way to do this is to just search
for the query you want to rank for and look
[4:21] at the top-ranking results.
[4:23] And the three things you're looking for are:
[4:25] Сontent type, which can be blog posts, product
pages, category pages, or landing pages.
[4:31] Content format, which can be how-to guides,
step-by-step tutorials, list posts, opinion
[4:38] editorials, reviews, or comparisons.
[4:41] And the last one is content angle, which is
basically the unique selling point of the top-
[4:45] ranking pages.
[4:47] So looking at the top 10 results for our query
"how to paint kitchen cabinets," you'll see that
[4:52] all of the pages are blog posts, so that would
be the content type you should use too.
[4:57] As for format, the top two ranking pages are
"how-tos," which will be step-by-step tutorials.
[5:03] And for content angle, there isn't really
a definitive one.
[5:07] From my experience, matching content type and
format are critical to rank at the top of Google,
[5:12] but angle usually isn't as important unless there's
a clear theme among the top-ranking pages.
[5:18] Alright, the next step is to create
a data-driven outline.
[5:21] Content is like a puzzle.
[5:23] There are a lot of different pieces and it's tough
to assemble without some kind of framework.
[5:28] Outlines are like the edge pieces of the puzzle.
[5:30] They help to form the base and all you
need to do is fill in the missing pieces.
[5:35] They also help make sure you're including
all critical points worth communicating
[5:39] on the topic.
[5:40] And from an SEO perspective, it can help
you satisfy the algorithm and the audience.
[5:46] The way Google determines a page's placement
in the search results is algorithmic.
[5:50] Meaning, you can't pay to rank at the top
of Google and your friend that works there
[5:54] can't move your site to the top.
[5:56] Their technology is able to understand
words and the context they're in.
[6:00] And the more context you give to search engines,
the better your chances of ranking high.
[6:05] The easiest way to find critical talking points
is to look at some of the top-ranking pages
[6:10] and see if there are similar subtopics.
[6:13] For our topic on how to paint kitchen cabinets,
the top 2 pages both talk about choosing
[6:18] the right paint, preparation, priming the
cabinets, painting the cabinets, and so on.
[6:25] So add these commonalities to your
outline as subheadings.
[6:28] Another thing you can do is use Ahrefs' Content
Gap tool to find common keyword rankings
[6:33] between the top-ranking pages.
[6:36] This can help you find more subtopics as well
as jargon that might be relevant in adding
[6:40] context to your post.
[6:42] Just enter the top 2 or 3 relevant ranking results
in the top section and then run the search.
[6:49] As you can see, people are looking for the
best paint for cabinets, they want to know
[6:53] how to refinish them, some are specifically
looking for white cabinets, and so on.
[6:58] Don't worry about stuffing these keywords
in your post, but if you see something that
[7:02] could act as a subheading, it might be
worth adding to your outline.
[7:06] Just focus on writing something that's
succinct and actionable.
[7:09] This will humanize the post and help you to
focus on what matters most: helping readers.
[7:15] Alright, the next step is to create
a click-worthy headline.
[7:19] A headline is important because it's
what stands between you and a visitor.
[7:23] Its main job is to convince people to
actually click on your result.
[7:27] Then it's your content's job to
keep them reading.
[7:30] Now, if you struggle with writing good headlines,
here are a few simple formulas you can use.
[7:35] Take a screenshot before I start filling
in the blanks for our home decor site.
[7:39] "How to Professionally Paint Kitchen
Cabinets in Under an Hour"
[7:42] "7 Proven Ways to Decorate Your
Home on a Tiny Budget"
[7:46] "10 Simple Ways to Renovate your
Home on a Shoestring Budget"
[7:50] "10 Reasons You're Unhappy with
Your Home Decor"
[7:53] Now, it's important to note that while clickbait
headlines might produce more clicks, keep in
[7:57] mind that if your content can't deliver on
the headline's promise, then it'll do more
[8:02] harm than good.
[8:03] Alright, the next step is to write a killer
intro using the AIDA formula.
[8:08] The introduction is arguably the most
important part of your content.
[8:12] Its job is to hook your reader, tell them
they're in the right place, and convince
[8:16] them to keep reading.
[8:18] Fortunately, there's a tried and tested formula
you can use called AIDA, which stands for
[8:23] attention, interest, desire, and action.
[8:27] Let's write a sample intro for our article
on how to paint kitchen cabinets.
[8:32] The first line should be dedicated
to grab your audience's attention.
[8:35] So something like…
[8:36] "You don't have to be a professional
to paint beautiful kitchen cabinets."
[8:40] This breaks a common belief the reader
might have and thus, grabs their attention.
[8:45] The next part is to pique their interest.
[8:47] You can do this with stories, interesting
facts, or anything else that might help
[8:51] connect with your audience in a personal way.
[8:54] So let's add to our intro.
[8:55] "But the surprising thing is that 99% of
homeowners still choose contractors,
[9:00] which can cost up to 20 times
the price of a DIY solution."
[9:05] This line adds an interesting fact that also
communicates that a) they'll be unique by
[9:09] doing it themselves, and b) they'll
save a ton of money.
[9:13] Alright, next up is desire.
[9:15] This part is meant to show the reader how
your content can solve their problem.
[9:19] And one of the best ways to do that
is by showing them proof.
[9:23] So let's add on.
[9:24] "In fact, we spent just $100 on materials
and we now have our dream kitchen."
[9:30] Finally is action.
[9:31] This can be done in the form of a "let's get
started" type of line or you can enhance
[9:35] the user's experience using something
like a table of contents.
[9:39] So if I were to add on to our
intro, I might say:
[9:42] "Let's walk through the simple 5-step process
to get your kitchen looking like a million bucks."
[9:47] Alright, let's move on to the next step, which
is to make your content actionable and easy
[9:52] to digest.
[9:53] So your outline should act as a nice
skeleton for your post.
[9:56] And to add meat to those bones,
you need to do two things.
[9:59] #1. You want to make it as helpful as possible.
[10:03] Meaning, if someone searches for "how to
paint kitchen cabinets," then they should be
[10:07] able successfully do that with
the help of your content.
[10:10] This will all come down to your knowledge
and expertise on the subject.
[10:14] And #2. You want to make it easy
to digest and read.
[10:18] And this comes down to your
communication and writing skills.
[10:21] The best tip to make your content digestible is
to keep your thoughts as succinct as possible.
[10:27] For example, if you're writing a step on choosing
the right paint for your cabinets, you might say
[10:31] something like…
[10:32] "The color you choose is up to you.
[10:34] However, there are 5 things you need to consider
depending on the type of cabinets you have."
[10:40] Then add a list of 5 bullet points.
[10:42] Compare that to something like…
[10:44] "Color is a powerful thing.
[10:45] It can affect your emotions so choosing
the right paint is a critical step.
[10:49] According to a 2018 study, red is
a very emotionally intense color.
[10:54] Think about fire and blood. Intense…"
[10:58] This doesn't really help the user
solve their problem.
[11:01] It just sounds like you're trying to convince
them to paint their cabinets red.
[11:05] As for readability, you can do things like…
[11:07] Use headings and subheadings, avoid walls
of text by writing in short sentences and short
[11:12] paragraphs, add images if it helps clarify
or visualize a point, and use transitional
[11:18] sentences like "as you know," "however",
and "also," which can help improve flow.
[11:24] Now, after you've written your content,
I highly recommend getting someone
[11:27] to give you unfiltered feedback.
[11:30] This is something we do at Ahrefs for every
single piece of content we publish whether
[11:34] that be a blog post, landing page, or video.
[11:37] It helps us to always put our best foot forward
and deliver no-fluff content that we hope will
[11:43] help our readers and viewers.
[11:45] Now, the content aspect is a very important
part when it comes to SEO.
[11:49] Meaning, if you can't get your content right,
then you probably aren't going to rank high
[11:53] for any meaningful keywords.
[11:55] Also, there are times when you'll nail
your content, but you still can't rank.
[11:59] This often comes down to the level of
competition, which usually boils down
[12:03] to quality backlinks.
[12:05] Now, I won't go into assessing the ranking
difficulty of a topic or how to build backlinks
[12:09] to your pages because we have quite a few
tutorials that go deep into these topics.
[12:14] So I highly recommend watching those and
if you enjoyed this tutorial, then make sure
[12:17] to like, share, and subscribe for more
actionable marketing tutorials.
[12:21] And if you have any questions,
leave one in the comments below.
[12:24] I'll see you in the next tutorial.

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