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How to Receive Search Engine Optimized Orders

It’s not a secret: Good content is what makes a website worth reading and thus successful. So the main goal of every author should be to write engaging content that’s useful to the reader. However, deciding the specifications for the content is the client's responsibility, and often it can be difficult to convey to an author exactly what you want. It’s not only a matter of choosing the right topic; you must also address your target group appropriately. In addition, the search engine's demands must still be met. Although Google is getting better at identifying content and its quality, even the best content can still have a lower ranking if it’s not optimized.

It’s not a secret: Good content is what makes a website worth reading and thus successful. So the main goal of every author should be to write engaging content that’s useful to the reader. However, deciding the specifications for the content is the client's responsibility, and often it can be difficult to convey to an author exactly what you want. It’s not only a matter of choosing the right topic; you must also address your target group appropriately. In addition, the search engine's demands must still be met. Although Google is getting better at identifying content and its quality, even the best content can still have a lower ranking if it’s not optimized.

To make content more visible to search engines, follow these three steps:

1. Be aware of what you want.

To make solid instructions, clients must be aware of what they really want. You could just ask the author to produce SEO content on flower vases, for example, but the lack of any additional information increases the likelihood that you won’t be pleased with the final result. To give your author some helpful hints, ask yourself these questions:

  • Who is your content aimed at?

Your target audience is key. Specify exactly who the content is for because the tone, title and language style should always match the intended readers.

  • What is the purpose of your content?

Think about what you’re trying to achieve. Should the content offer advice, be an instruction manual or promote your business? 

  • What core ideas should be included in your content?

In addition to clarifying the broad topic of the article, also consider which points you want the author to describe or discuss. You can then get content that covers your topic from multiple angles, which will help to impress both your readers and the search engines.

  • How should the content be structured?

Outlining an effective structure will not only positively influence the reader but also the search engines. A clearly structured article with subheadings, lists and images is much easier to read.

2. Select the right keywords.

Once you have answered the core questions about the content, the actual SEO preparation begins. Figure out which keywords match your topic and include them in the instructions.

  • Keyword Analysis

Use both your wits and a few helpful tools for effective keyword analysis. Programs such as the Google AdWords keyword planner, the Search Console or the Keyword Tool will help you determine the traffic and click-through rates of individual keywords. Similarly, websites can help with selecting appropriate synonyms – an important element for your site's search engine optimization. How to use these various tools is covered in our article on successful keyword research.

  • Keyword Density

The website ranking in Google's search results will depend on various factors that affect how much the content surrounding the keywords truly describes the website topic. So include other terms related to the topic as well as synonyms. Where a term is placed within the content also plays a role in SEO ranking.

3. Create the right briefing.

Have you defined what you want and selected matching keywords? Then create the order specifications. Too long, too short, too vague – there are many opinions about what good and bad instructions look like. Although there are different views, some very clear trends exist. The following feedback was given from a survey of Textbroker authors:

"Whether it's SEO content or regular content without explicit keywords, for me, it always boils down to what the client's intentions are."

"For SEO content, naturally the most important component in the instructions is the list of required keywords. Allowing inflections is also helpful."

"I prefer shorter, precise instructions."

Target audience: Make it clear who your author should address.

Word count: The actual length of content is always dependent on its intended use.

Purpose: Explain the intended outcome of the content, whether it should sell, inform or entertain.

Tone: The tone of the piece will have a major impact on whether or not it accomplishes its purpose. Should it be written objectively, use campaigning language or simply be entertaining? Also clarify whether the style should be formal or informal and if the reader should be addressed directly.

Content: Either specify the exact content you want, leave it to the author or find a balance between the two. 

Structure: Explain how the content should be formatted. How many paragraphs should it consist of? How many subheadings should be used? Should lists be included? Would you like a conclusion paragraph?

Keywords: Supply your author with keywords accompanied by synonyms and topic-related concepts. And indicate where the author should place the keywords. Approximately how many should be used in the title, the subheadings, in the introduction and in the conclusion?

Make sure you spell the keyword exactly as it should appear in your order. The author can only use the exact spelling provided to submit the order. Additionally, think about any stop words (such as “and”) and inflections (such as car/cars) you want to allow in order to make it easier for your author to subtly incorporate the keyword phrase.

Textbroker offers various templates to assist clients when creating order instructions. If you use a template, be sure to delete all the points you do not need to use.

Proper search engine optimization is still important, even though the individual factors controlling SEO outcomes have continued to evolve. Providing your author with clear instructions will help you get the content and ranking you desire.

 


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