Every year it becomes more and more challenging to get to the top of search results. First, the competition is growing. Secondly, search engines fan the flames, periodically announcing new updates. As a result, it is almost impossible today to calculate all the ranking factors and determine the most significant ones. But we’ve coped with that to present you ten essential rules for SEO copywriting that will matter in 2023.
# 1 Only Expert, Helpful, and High-Quality Content
Content has always been essential since it forms the basis for indexing and ranking. It answers questions, solves problems, and helps with choices. Search engines are getting better at understanding and appreciating the usefulness of content literally by the minute. However, you should create content not for search engines and robots but for real people, which we'll discuss in more detail in the next paragraph.
# 2 Comply Your Content With E-A-T
Google developed a quality assessment for content. It consists of compliance with the parameters of E-A-T (expertise, authoritativeness, and trustworthiness). In addition, the site must not harm the user. To a greater extent, this rule applies to websites from the YMYL (Your Money or Your Life) since their content can affect users' well-being, finances, and health.
This list includes investment, credit, parenting, psychology, construction, repair, and medication. If there is a risk that materials from the site can make users lose their money or dissuade them from treating a disease, such sites will be checked more thoroughly by search engine assessors.
Materials on such essential topics should have proof — at least links to authoritative sources and an expert in the authors. So what should be on the site so the search engine would consider the content quality?
✔ Relevant information that doesn't contradict the facts;
✔ Unique content which is written specifically for your resource;
✔ Citations and links from authoritative sources: studies, interviews with experts, official websites, and other sites trusted in the field;
✔ The use of professional terms with explanations;
✔ Writer BIO, reflecting their expertise in a particular issue;
✔ Citation: incoming backlinks from authoritative sites;
✔ Information about the company: proof of its existence, business scope, contacts, employees, and user reviews.
# 3 Focus on the Users
The main task of a website and its content is to engage the user in interaction: reading valuable content, clicking on products, submitting requests, etc. The content and the site as a whole should be focused on the user's needs. Only in tandem will these indicators work: if the site is unfriendly, reading a great-selling article or purchasing the products may not come to pass. And Google's latest updates only reinforce the impact of user experience, which we'll discuss in more detail below.
# 4 Update Your Content Constantly
This point cannot be called new in the list of essential rules for SEO copywriting on the threshold of 2023, but it becomes more and more relevant yearly. Given the growing competition in all business topics, ensuring that the site is constantly interesting for users is crucial. Thus, it is worth hiring a qualified essay writer with SEO experience to write unique content if you want to increase your site's authority in search engines' eyes.
# 5 Consider the User's Intent
Search engines consider the content length, structure, and format that most users are comfortable with: podcasts, short videos, long-form videos, long reads, checklists, rankings, step-by-step algorithms, product cards, product categories, and other points. Keep in mind that search intents and people's behavior often change.
The reason can be a change in lifestyle, a crisis, some event in the world, the appearance of something new with the same name, or even the release of a new movie. Site owners need to check what exactly the search engine considers appropriate to be given out for the queries they want. Materials with different intents may appear in the results, so periodically check the top 3.
So how to write content that matches the user's intent?
✔ Type a keyword from the semantics into the search line. You can do it manually or parse the results from the output with the help of services or programs. Some allow you to check several keywords at once.
✔ Collect a list of links from the top.
✔ Analyze materials and sites, then collect the results in the table, where you need to specify: intent, material format, text length, Title, title H1, description, subheading structure, illustrations, and content.
✔ Output summary characteristics for your material and, if possible, improve it.
# 6 Don't Forget About Video Content
Video content has become very popular, and its influence on SEO will only increase. According to the annual Mobile Visual Networking Index study by Cisco, videos account for 79% of mobile traffic, and in 2023 that percentage will be much higher. Therefore, video content on a page positively affects indexation and ranking.
And if it's beneficial to users, it increases site conversion and behavioral indicators (time spent on the site, depth of views, etc.). So first, it is worth recording unique video reviews of goods and services. But don't forget about videos about the company, employees, and production since such content can also be interesting for the users.
# 7 Optimize your Content for AI
AI is evolving and getting better at analysis every time. Users can work with AI-powered search engine services to identify an object depicted in a picture, recognize text, translate and voice it. Through Google Lens, people can search for information about the object in the picture without knowing what keywords to query. In addition, they can also copy text from an image, make calls, send to the calendar of events, and scan barcodes.
Voice Search can pick up speech and convert it into text, accept and execute voice commands, make queries, and voice the results. But AI isn't perfect yet. It needs to help process the content on your site so that it recognizes it correctly and can suggest it to the user in a search based on pictures or voice commands.
So to optimize your content for AI?
✔ Write naturally, simplify wording;
✔ Structure your content, divide it into meaningful blocks, and put subheadings;
✔ Place high-quality large images;
✔ Choose clear pictures to illustrate: the main element should occupy most of the frame, contrast with the background, and be unambiguously interpreted. For example, if we are talking about running shoes, a more successful picture would be a picture with a giant sneaker on a blurry contrasting background rather than a full-length person running in sneakers.
# 8 Do Thorough Keyword Research
Keyword queries still play a fundamental role, even though modern SEO is a collection of complementary factors. When choosing them, think about the ultimate goal of search: how accurately they are chosen and how your content will compete with what is already displayed in search. To do this, look at the visibility of similar articles from your competitors. What phrases are those pages searching for?
These can be taken as the basis for creating SEO content. First, focus on keywords with a long tail. They may have a low volume of demand, but they still give a high probability of ranking in search engine rankings. For example, people use longer keyword phrases when they want detailed information on a specific topic. Due to the low word demand for long-tail keywords, it's easier to end up in the top search engines, which will positively impact traffic and improve behavioral factors on the page.
# 9 Study the Cluster Requests
You should thoroughly study the search engine's cluster requests for competitors and the meaning of the queries. A common mistake is insufficient clustering when the SEO specialist has decided that the article will cover two important topics simultaneously. However, it is better to separate them into separate detailed articles. In this case, he underestimates the traffic potential and doesn't fully disclose both topics because of the limited volume of the article.
# 10 Optimize Your Title Tags
Title-Description meta tags and H1 titles significantly impact your SEO goals and usability. Descriptive, clear, and memorable titles help tell users what your post is about and what they'll get when they click through to the site after reading it. Increase your chances of higher rankings by optimizing your headlines for SEO by following simple tips:
✔ Use the most appropriate, targeted keyword at the beginning of your title.
✔ The headline should be less than 60 characters. This is because Google has started generating its titles in the output. So either shorten the current Title tag and add the site title or use H1 as the headline.
✔ Describe the post's content accurately and clearly in the Description tag. It explains to the search robot what the page is and possibly increases CTR when the data in the tag appears in the snippet.
Some of the discussed trends have been around for a long time, but in 2023 they will increase their influence. Therefore, when developing a website strategy for the next year, it is necessary to consider the essential rules of SEO copywriting described above. And then, in 2023, your business will undoubtedly find its points of growth and development, be able to follow trends, and not be afraid to experiment and try new tools for its successful promotion.