Content creation nowadays is no longer about straight writing. It is a combination of writing for the audience and for the search engines to ensure readability but still maintain high page ranking and click-through rate. How is it done? Here are four tips to guide you.
1. Publish compelling headline and meta description.
The headline should not just summarize the entire article but also say a reason why it should matter. For instance, instead of using the headline “Four Effective Tips for Bloggers” use “Four Effective Tips to Make a Blog More Lucrative.” The bloggers will know that they are the target readers because they already have a reason to continue reading.
Many content writers take headlines for granted because the entire content is the biggest factor in indexing. Actually, readers first see the headline before the content, making them judge an unread article based on the headline alone.
Meta description has already received less attention in recent years as search engines no longer consider them for page ranking. However, as they appear alongside the headline in the search engine result page, they give readers clues about what the page is all about.
The SEO articles that websites buy from content writers normally don’t have meta descriptions. Make sure that you specifically ask for them.
2. Ensure that contents are structured for easy and engaging reading.
Readers hate long bodies of texts. They are boring, confusing, and time consuming. They can’t even be scanned easily.
More content writers nowadays use tagging headlines instead of the traditional bulleted or numbered list. Tagging headlines is a content structuring strategy where the key points in the body are enumerated as subheadings or tags for the body. It divides the important sections of the article for easy reading. Readers can even scan the body and only pick the section that interests them.
3. Try clickbait for the headlines.
Clickbait is a type of web content that takes advantage of the curiosity gap of readers. This is designed to increase click-through rate rather than provide ample information to the readers to summarize the whole content. Nevertheless, more and more websites and blogs now use clickbait as they tend to get more clicks but still provide valid information in the body. The most popular website that uses clickbait is Buzzfeed.
As an example, a more traditional movie review site may use “Five Mistakes in The Avatar that Moviegoers May Have Missed” when publishing an article about the loopholes in the storyline and special effects. However, with clickbait, content writers may use the title “You Thought That The Avatar Is a Perfect Film, But Wait Until You See This.”
In the first example, the headline is straightforward and says exactly what the article is all about. In the second example, the headline is meant to exploit the readers’ curiosity rather than give a real summary. It doesn’t really say much, but most readers will still click it.
Many marketing experts argue that clickbait is a way of sensationalizing headlines without enough substance. It leaves important details out of the picture to force readers into accessing the entire page. Nevertheless, Buzzfeed has already proven that clickbait can be used but still provide substantial articles.
Specifically instruct the content writers to use clickbait on the articles that you are going to buy.
4. Encourage discussion.
Going back to Buzzfeed, the website has already mastered the art of viral marketing that they can easily encourage their readers and viewers to respond with a parody of their own work. Their articles and videos are so polarizing that they receive both supporters and haters, which is a good thing as they become a subject of discussion online.
As much as possible, buy articles that leave readers wanting more to keep the discussion going.