How to write content that ranks
It’s time to turn your attention away from backlinks to get rankings. Backlinks are a high-investment strategy with dwindling payoff — Google is growing smarter at detecting unnatural backlinks and discounting them.
This isn’t necessarily bad news for you. Now is the perfect time to take advantage of low-effort, high yield options. They’re more fun than backlinking anyways!
Proof — my top rankings
As an example — I was able to grow my this blog with zero backlink effort (aside from some links from my Medium articles). I also have next to no domain authority.
Here are some of my page 1 rankings:
Take a look at how I’m doing it and see if you can apply any of my methods.
7 ranking guidelines for small websites and blogs
The key to getting your web pages to rank is to focus all of your efforts towards providing value. Following these guidelines will ensure you are writing content that people want to read (and that Google wants to serve).
1. Incorporate basic keyword optimization.
Of course, you will need to include the onsite SEO basics: a keyword optimized URL, including keywords throughout your headings and copy, and keyword-optimized meta tags.
2. Offer a truly unique perspective.
Writers tend to read other blogs to research their own, which creates a sea of copycat content across the internet. Shallow content is frustrating for readers, and Google knows this.
You can do better. Instead, see what’s already ranking and try to provide a unique spin. Is anyone else offering a free download? Can you argue a different point? Can you tap into company experts for unique insights?
Find ways to go the extra mile with your content.
3. Cut out any fluff.
Search engines recognize (and reward) content that is packed with useful tips and unique ideas.
Get straight to the point in your introduction and quickly provide a thesis. Then, make sure the rest of your blog is a series of points to support your thesis.
Make sure you don’t repeat yourself, use confusing metaphors, or over-explain. Let graphics and examples illustrate your points to reduce confusion.
4. Write at least 1000 words.
When marketers say “write as much as what is needed to answer the question” — how do you know if you’ve answered the question? It’s not reliable advice.
Personally, I’ve never gotten a blog to rank that is less than 800 words. To play it safe, writing content that is 1000+ words is a good rule of thumb to ensure you’re writing enough.
The key here: you are not writing enough words to hit a word count. You are providing enough quality points to hit your word count.
5. Write extremely well-organized content.
Well-organized content is easy for people and search engines to scan. Plus, it proves you know what you’re talking about.
While anyone can provide a 1000 rambling words around a topic, only an expert can break up a complex concept into digestible points.
To organize your content, incorporate quality headings that:
Clarify points and make your thesis easier to understand.
Anchor people in the article so they know where they are.
Help people skim headings to find exactly the part they want to read.
Include keywords (a ranking factor).
6. Submit new content to Search Console.
You can wait months for Google to find your blog post or new page. Or, you can submit it the moment you publish. If your content is “rankable,” submitting to Search Console will drastically speed up the process.
7. Continue optimizing content as it starts to rank.
Make it a habit: when a web page climbs to page 2–4 of Google, go back and add more content. After all, it’s been a while since you wrote the initial version. You can always find some more quality things to say now that you’ve had some space.
I’ve gotten most of my content to rank page 1 by adding a new section or two when I see a page is getting traction.
How to measure rankings and progress
Now that you’ve incorporated my guidelines for content quality, it’s time to see how it performs.
You don’t need paid tools to measure your keyword rankings. I simply use Google Search Console for information. Here are some reports that help me:
1. Ranking keywords
2. Ranking pages
3. Click into a page to see its ranking keywords
Now that you have rankings, how do you drive revenue?
That’s a great question, but it’s not my specialty. Conversion Rate Optimization (CRO) involves designing and structuring your website for conversions. This could include building simple page layouts, increasing calls to action, and gating content to gather lead information.
What you can do with content strategy and SEO: try targeting lower-funnel keywords that people will search when they’re ready to buy. This will weed out less qualified traffic and increase likelihood of conversions.
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