- There are nearly 5 billion internet users in the world.
- The number of websites in the world is close to 2 billion.
- In one day, more than 7 billion searches are done on Google.
- The number of store sites and online businesses is about 24 million sites.
- Online business sales are projected to exceed $5 trillion in 2022.
- 90% of internet users have shopped online at least once.
Keep all these statistics in mind and also pay attention to the fact that when users search for something in Google, they tend to click on the first to third links in the results. Therefore, online business owners should know that their site must be one of those 3 results to sell.
Well, the important question is, what makes a business website reach the first to third line? SEO of the site. Well, another important and relevant question arises: what is obligatory and necessary for SEO of the site and without it it is not possible to SEO the site? Creating SEO content. Without SEO content, no site will be SEO and as a result will not have sales.
How should content production be to lead to site SEO? How to consider both user needs and search engine standards? In fact, how to produce content for both Google bots and users? Next, I will tell you how to create content for the SEO of the website so that the content helps the sales of the store website.
Table of Contents
Creating content for SEO
Websites want visitors. Someone who stays on the site and makes a purchase or clicks on an advertisement. The task of digital marketing is to use all the tools of the net and virtual world and bring the visitor (user) to the site. Digital marketing has various specialized sub-branches such as social media marketing, SEO and content marketing.
In order for the site to be SEO, it must meet the standards of search engines, including Google, which is the most important and popular search engine. Google has standards for almost everything on the site; From user experience to content quality and even page layout design. If Google determines that the site has complied with the standards and its content is useful for the user and meets his needs, he will give the site a good rank in the results.
So, the first site must convince Google (search engines). To convince Google in the first place, you have to convince Google’s crawling robots. Because they are the ones who see and index the pages of the site; That is, if Google robots do not index the site, the site will not be SEO; Because Google has not seen it. For this reason, every page of the site and its content must be optimized for Google robots. Google bots understand the content of the site to some extent.
The content of the site must be written for the user. It is the content that convinces the user to continue interacting with the site and buy a product. The final sale of the site depends on the user (human), but in creating content for the site, search engine robots should not be forgotten. They are the ones who should see the content first. So, the contents of the site have a human audience and a non-human audience.
Content creation guide for human (user) and Google robots
We have answered the important question of what audience SEO and content creation experts should prepare content for: users and robots. Now another important question arises: how can a content be produced for both a human and a machine and both of them understand that content? The short and useful answer is that with balance you can produce SEO content for users and bots.
In any content that is produced, there should be both things that are important for robots and things that are important for the user and he is looking for them. In SEO content, a balance should be established between the priorities of users and robots.
In the following, I will say the points that by observing them, the content that is produced is optimized for both humans and robots, and both of them find that content attractive, useful and practical.
1. Page titles should be written for both bots and users
You have heard it a lot that the title of the page should attract the audience and an attractive and different title can attract the user’s attention and convince him to click on the link. But it is not only the user who pays attention to the site pages, the title of the page is also important and decisive for robots.
Search engine robots may still not be able to read and understand the entire content like a human, but they can definitely find out what a content is written for; That is, robots understand that the content is a product introduction or an educational article. So, as a general rule, SEO and content creation experts should leave clues for robots in the content so that they can easily understand the context of the content.
Therefore, the title should contain the main keyword of the page for the robot and be attractive for the user.
2. Users and bots don’t like wrong, too long or too little content
SEO experts disagree on how important word count is to search engines. It has been said that the more the number of words in the content, the more comprehensive the content is, and because in the eyes of Google, the content that answers the audience’s question in a comprehensive and complete way is of high quality and valuable, then that content will be ranked better. The thing is, this is not always the case.
It is important that the length of the content is appropriate to the topic it deals with. It means that you cannot write 3 thousand words in the introduction of a normal restaurant! It is not necessary. And on the contrary, if someone wants to write a comprehensive content about the SEO of a store website, 2 thousand words is not enough. Robots understand the topic and context of the content and the site, so they also understand whether the length of the content is appropriate for that topic or not. Users also understand that the author intended to exaggerate or spoke too little and did not do justice to the content.
Robots may not understand all typos, grammar or spelling mistakes, but if the number of mistakes is so high that the content does not make sense, they will not be able to find the content and index it. Of course, the user will notice all kinds of mistakes and if there are many spelling, grammar and typing mistakes, he will not understand the content and will probably leave the site and lose his trust in it.
3. The structure of the content and the choice of words must be accurate; Because it gives specific messages to users and robots
In choosing the words of a content, the human audience should be considered first, and both audiences should be considered to adjust the structure of the text. Every site and every content has its own audience (human). The words used in the text should be appropriate for the level of the reader. For example, when I write an article for a university blog site, because I know that my audience is students and professionals, I am allowed to use very specialized and high-level words. But if I am going to analyze a topic for a news site that is not aimed at academics, I should use simpler words and write the article in such a way that everyone can understand it.
Content structure is important for bots and users; Because it guides both. When the content has a list, keywords are used in the main and sub-headings, the content has an introduction and conclusion, and clear, correct and useful information and statistics are included, robots understand the context of the content better. The user also reads and understands the content easily and gets the answer to his question.
4. Users and bots love the visual appeal of content
The bots understand whether the content is supported by all possible tools (photos, videos, audio, infographics, charts, motion graphics, animations, gifs, etc.) for the user to reach what he wants or not. For example, when a user wants to know how to make a cookie, he searches it on Google. Google will definitely show him the content that, in addition to clearly and accurately writing all the raw materials, sizes and work steps, has placed a high-quality image of each step, and at the end of the content, he has also put a short video of the baking and decorating steps of the pastry.
Because that content is not only more useful and practical, but also has visual appeal for the user. For this reason, Google has recommended that all images and videos be of high quality and optimized. On the other hand, bots read content images (alt image texts) and this helps them to better understand the context and topic of the content. Of course, image alt texts aren’t just for bots. If the image is not opened for any reason, the user is also considered the addressee of those texts. Also, for blind users, screen readers read the alt text of the photo.