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6 Keys To Effective Content That Ranks High On SERPs Right Now

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Search Engine Journal
Search Engine Journal

You've heard the saying, "content is king." And it's true - good content is still key to a successful website. But what makes good content? How do you create content that ranks on Google and drives business results? Watch this next webinar to learn how. Creating blog posts that rank well on the SERPs is easier than you might think with a simple framework. Come learn the six keys to crafting compelling blog posts your audience will crave. Here's what you'll learn: - How to craft content that creates massive value for both readers and businesses. - The exact characteristics of high-performing blog posts. - Tips that make blog posts rank high. Kyle Byers, Director of Organic Search at Semrush, teaches how to write and distribute content that boosts traffic and conversions. Small and medium businesses, startups, and marketers sometimes struggle with creating blog posts that attract relevant organic search traffic. In this webinar, you'll discover how to approach your blog posts, so they're practical and help your business rank well in the SERPs.

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6 Keys To Effective Content That Ranks High On SERPs Right Now
Hi, I’m Kyle :) Kyle Byers Director of Organic Search, Semrush @KyleByers @Kyle_Byers
6 Keys To Effective Content That ranks high in the SERPs
Should you write content for bots or for humans?
Top-ranking content ranks for many more keywords and can bring in 30x+ the traffic. Higher Google rankings = MUCH more traffic #1 ranking gets 10x+ the traffic of position #10, for a single keyword.
Quality > quantity
Key #1: Search Intent
8 Addressing search intent is the single most important thing you should focus on with your content.
9 Search intent in a nutshell: Give people what they’re looking for. ● But the details are more important: ○ What format? (Listicle? How-to guide? Review video?) ○ What to include? (Headings) ○ How in-depth? ○ Introductory or advanced? ● SERP analysis: ○ Top-ranking pages ○ Featured Snippet? ○ People Also Ask questions + other SERP features ● 4 major types of search intent
10 Search intent example: “cost of solar” Primary: ● How much do solar panels cost? Secondary: ● Should I buy solar panels? ● Are there any reasons not to buy solar panels? ● Are they a good investment? ● Will they save me money? ● How many will I need, and what kind? ● What tax benefits will I get? ● Where can I buy them? ● Should I take out a loan or pay cash? ● How do they get installed? ● How do they work?
Key #2: Speed to Value
Speed to value Get to the point. - Backlinko article: 59 words of introduction ✅ - Semrush article: 408 words of introduction ❌
Investopedia’s speed to value
Key #3: Scannable
Poll: Do you know what these images are?
Answer: Nielsen Norman Group’s “F-Shaped” Eye-Tracking Study
Readers scan content in an F shape ● Eyes start at the upper left of the page and move to the right. Then they jump down a bit and do it once more. ● Finally, as they scroll down, they look at only the left side of the content. Until they see key phrases or terms that are relevant to them.
Writing for F-shaped scanning Use "information-carrying words" at the beginning of paragraphs. In an article about the best tablets: “We think the best Android tablet is…" ❌ "Best Android tablet:" ✅ Other cheat codes: ○ Subheadings ○ Bullet points and short paragraphs ○ Within longer paragraphs, put key phrases in bold
Key #4: Comprehensive
Comprehensive content Don’t make readers go back to Google. ● For how-to content, make it actionable. (Not just “do this” but “do this, here’s how.”) ● Link to further reading/resources. ● If written for a beginner audience, define (or avoid) jargon. ● Job-to-be-done: what is the reader trying to accomplish? Really help them accomplish it.
Comprehensive content Use Semrush’s SEO Writing Assistant to compare your content to top-ranked competitors.
Key #5: Up to Date
Poll: How often do you update your content? a) Regularly, at least once per year b) Not regularly, but sometimes c) Never or almost never
Up to Date Refresh your content on a regular basis. Google: site:[yourdomain.com] intitle:[prev. year]
Up to Date Refresh your content on a regular basis. Use Content Audit to scan your site for old posts that may need to be updated.
Up to Date Refresh your content on a regular basis. ● Use Content Audit to scan your site for old posts that may need to be updated. ● Each year, Google “site:[your domain] intitle:[previous year]”
Monitor with Semrush Position Tracking
Key #6: Makes Your Audience Talk
Make your audience want to talk about your content Especially important when you’re competing against sites with higher Authority Scores. Aim for: ● Social shares (of which 80%+ are dark social) ● Email ● Backlinks!
Use Semrush Backlink Analytics to spy on competitors’ top pages by links, then create newer versions. Make your audience want to talk about your content
Make your audience want to talk about your content ● Look at what content and topics your target audience is already talking about (industry forums, Reddit, Twitter, etc.) ● How can you introduce a new angle? ● Prove or disprove a popular point, or provide evidence for business decisions ● Play to what journalists are covering—use your content to attach your brand to current trends and stories
Poll: Should you write for bots or for humans?
Poll: Should you write for bots or for humans? Both. (But humans first.)
“Helpful Content” Update
35 Google’s latest update: Helpful Content Rollout started August 25, may take up to 2 weeks (finishing tomorrow).
“This update introduces a new site-wide signal that we consider among many other signals for ranking web pages. Our systems automatically identify content that seems to have little value, low-added value or is otherwise not particularly helpful to those doing searches. …removing unhelpful content could help the rankings of your other content.” 36 Google’s latest update: Helpful Content
“Original, helpful content written by people, for people.” ● “Does your content clearly demonstrate first-hand expertise and a depth of knowledge?” ● “After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?” ● “Will someone reading your content leave feeling like they've had a satisfying experience?” 37 Google’s latest update: Helpful Content
Thank you! Kyle Byers Director of Organic Search Semrush @KyleByers @Kyle_Byers
6 Keys To Effective Content That Ranks High On SERPs Right Now

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6 Keys To Effective Content That Ranks High On SERPs Right Now

  • 2. Hi, I’m Kyle :) Kyle Byers Director of Organic Search, Semrush @KyleByers @Kyle_Byers
  • 3. 6 Keys To Effective Content That ranks high in the SERPs
  • 4. Should you write content for bots or for humans?
  • 5. Top-ranking content ranks for many more keywords and can bring in 30x+ the traffic. Higher Google rankings = MUCH more traffic #1 ranking gets 10x+ the traffic of position #10, for a single keyword.
  • 8. 8 Addressing search intent is the single most important thing you should focus on with your content.
  • 9. 9 Search intent in a nutshell: Give people what they’re looking for. ● But the details are more important: ○ What format? (Listicle? How-to guide? Review video?) ○ What to include? (Headings) ○ How in-depth? ○ Introductory or advanced? ● SERP analysis: ○ Top-ranking pages ○ Featured Snippet? ○ People Also Ask questions + other SERP features ● 4 major types of search intent
  • 10. 10 Search intent example: “cost of solar” Primary: ● How much do solar panels cost? Secondary: ● Should I buy solar panels? ● Are there any reasons not to buy solar panels? ● Are they a good investment? ● Will they save me money? ● How many will I need, and what kind? ● What tax benefits will I get? ● Where can I buy them? ● Should I take out a loan or pay cash? ● How do they get installed? ● How do they work?
  • 12. Speed to value Get to the point. - Backlinko article: 59 words of introduction ✅ - Semrush article: 408 words of introduction ❌
  • 15. Poll: Do you know what these images are?
  • 16. Answer: Nielsen Norman Group’s “F-Shaped” Eye-Tracking Study
  • 17. Readers scan content in an F shape ● Eyes start at the upper left of the page and move to the right. Then they jump down a bit and do it once more. ● Finally, as they scroll down, they look at only the left side of the content. Until they see key phrases or terms that are relevant to them.
  • 18. Writing for F-shaped scanning Use "information-carrying words" at the beginning of paragraphs. In an article about the best tablets: “We think the best Android tablet is…" ❌ "Best Android tablet:" ✅ Other cheat codes: ○ Subheadings ○ Bullet points and short paragraphs ○ Within longer paragraphs, put key phrases in bold
  • 20. Comprehensive content Don’t make readers go back to Google. ● For how-to content, make it actionable. (Not just “do this” but “do this, here’s how.”) ● Link to further reading/resources. ● If written for a beginner audience, define (or avoid) jargon. ● Job-to-be-done: what is the reader trying to accomplish? Really help them accomplish it.
  • 21. Comprehensive content Use Semrush’s SEO Writing Assistant to compare your content to top-ranked competitors.
  • 23. Poll: How often do you update your content? a) Regularly, at least once per year b) Not regularly, but sometimes c) Never or almost never
  • 24. Up to Date Refresh your content on a regular basis. Google: site:[yourdomain.com] intitle:[prev. year]
  • 25. Up to Date Refresh your content on a regular basis. Use Content Audit to scan your site for old posts that may need to be updated.
  • 26. Up to Date Refresh your content on a regular basis. ● Use Content Audit to scan your site for old posts that may need to be updated. ● Each year, Google “site:[your domain] intitle:[previous year]”
  • 27. Monitor with Semrush Position Tracking
  • 29. Make your audience want to talk about your content Especially important when you’re competing against sites with higher Authority Scores. Aim for: ● Social shares (of which 80%+ are dark social) ● Email ● Backlinks!
  • 30. Use Semrush Backlink Analytics to spy on competitors’ top pages by links, then create newer versions. Make your audience want to talk about your content
  • 31. Make your audience want to talk about your content ● Look at what content and topics your target audience is already talking about (industry forums, Reddit, Twitter, etc.) ● How can you introduce a new angle? ● Prove or disprove a popular point, or provide evidence for business decisions ● Play to what journalists are covering—use your content to attach your brand to current trends and stories
  • 32. Poll: Should you write for bots or for humans?
  • 33. Poll: Should you write for bots or for humans? Both. (But humans first.)
  • 35. 35 Google’s latest update: Helpful Content Rollout started August 25, may take up to 2 weeks (finishing tomorrow).
  • 36. “This update introduces a new site-wide signal that we consider among many other signals for ranking web pages. Our systems automatically identify content that seems to have little value, low-added value or is otherwise not particularly helpful to those doing searches. …removing unhelpful content could help the rankings of your other content.” 36 Google’s latest update: Helpful Content
  • 37. “Original, helpful content written by people, for people.” ● “Does your content clearly demonstrate first-hand expertise and a depth of knowledge?” ● “After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?” ● “Will someone reading your content leave feeling like they've had a satisfying experience?” 37 Google’s latest update: Helpful Content
  • 38. Thank you! Kyle Byers Director of Organic Search Semrush @KyleByers @Kyle_Byers