Tuesday, 20 December 2016

How To Write Quality Content For The Web: Everything I've Learned (and you do not expect)

Write quality content for the web is how to produce children's toys.

Think about how to create the most entertaining subject, educational and entertainment possible. But then at the end, you realize that those who have to make the purchase are parents and understand soon that maybe you have to convince them more than children.

In the world of web marketing, it works in much the same way. Let me explain with this example and tell me if I'm wrong.

Image Source: Altus Host

Where all leave

At one point, he struck on the road to, discover the world of blogs and web marketing. I remain hopelessly impressed and decide that this is the road that will save you forever from the shackles of the ordinary madness of 9-17, Monday through Friday.

You're rushing headlong into the reading of all of the niche blog that interests you to see what others write and understand how you can write more quality content.

At this point you exclaim, complete with chest out and huge ego "These blogs are ridiculous, I can do 10, 100, 1,000 times better, writing things really useful ... other than these superficial stories from peanuts collect keywords".

This is the process we follow:

  • I'm interested in this topic
  • I write everything I know and know to be useful
  • That's cool my article!

Satisfied like a kid in a candy store, you begin to deploy the verb on your cool blog, asking how many minutes (if not seconds) will pass before we see come in droves your new followers, needless to come out free money from bank branches.

  1. It happens then a strange thing, that you had not calculated.
  2. But how? Visitors do not come?
  3. But you had not written the ultimate guide, total, last, really Eccezzziunale? 
  4. And then? What's the problem?

Conclude that must inevitably be one of the following three assumptions:

  1. Google Analytics is broken;
  2. People are stupid and do not understand;
  3. The Internet is angry with me.

Where do many

But you do not shoot down, you're smart and you begin to look for solutions ... on Google.

It so happens that you come across some sites with definitive guide (ironically) on "how to optimize content", " sexy content marketing ", "how to climb the SERP (oh my God what is it?)" And, of course, "How to Write quality content on the web ", etc ...

Discover inadvertently that SEO exists and that the articles, to have views, must pass a series of "tests" that make them please the search engines. Then, again, because you're smart, you start to write new articles on the basis of these "rules" and maybe, while you're there, as well as older systems.

Now your process of creating content is:

  • List of keywords for my niche
  • Google search keyword planner to figure out the number of monthly searches
  • Under a number of monthly searches, I do not move even
  • Research on Ubersuggest to find long tail keywords
  • Return of GKP to new analysis of the number of monthly searches
  • A tour of Google trends is all there
  • Also, let Buzzsumo
  • the positioning of my competitor analysis
  • Recommended Google searches (those that come as you type something)
  • Repeat steps 2 to 4
  • Study the keyword density ratio
  • Optimization of H1 headings, h2, h3, etc ...
  • crossover study with the quantum matrix of a various definitive plugin with green lights, yellow and blue
  • NASA makes me a whisker
  • But what I had to speak in the article?

Final result: a hyper-optimized content which seems written by Siri ... automatic, mechanical, superficial and worthless.

Oh no, but you have become like the others!
But wait, doing so collect a few visits.
There are people looking for those keywords you find in search engine results.
Heck, I did not expect this! And now, what do I do?
Which way do I go? Sacrifice spontaneity and quality in favor of visibility, or do the opposite?

But then it will be true that works well?
It is not written anywhere that the quality of the content is all about? That "content is the king"?
So why Google does not reward me? Because it forces me to write articles designed ad hoc?
It has more quality-spontaneity or quality structure of the article?
And because eventually many bloggers start spontaneously and then end up becoming cold and calculating?
You can create value with hyper-designed content for the search engines?
Returning to the initial comparison, for who you are writing really? For the reader (child) or Google (parent)?

What is the truth?

Obviously, it will be immediately objected that the truth lies somewhere in between, and that life is made up of 50 shades of gray (or color).
OK well. So what to do?

Simple, you have to find the balance.
Einstein said, "Life is like riding a bicycle. If you want to stay in balance you have to move ".
This in the web marketing world means one thing.

You must be flexible and understand that to achieve the result we must meet the needs of both.
I know, you thought I'd give you the final answer. But no.

But I am here to tell you what works for me.
Here is my personal checklist:

  • Listen to the needs of readers and then make an editorial plan. Produce content without analysis of the market and of the needs is how to cross the street blindfolded ... the risk of being hit is very high. The concept of planning is central to many areas, including the efficient money management. 
  • Create content just for Big G is counterproductive in the end you will penalize the readers, something far worse. If you plan to fill a hole with an article crafted for a keyword, the content will inevitably be affected.
  • You have to put in each of your articles. This means you have to tell who you are and "give away" every time a piece of you. People do not want a cold Wikipedia page, you want to know what you think. People want to know what your story. You can use all storytelling and copywriting techniques you want, but if you do not leave between the lines a bit 'of your personality, in the long run, your audience will notice and let you go.
  • My balance always hangs a bit 'more out of the player. Honestly speaking, often I do not care about the SEO rules. There are items where the individual keywords and then maybe I put very few times, simply because of the row speech better in some other way (if you go to read some articles you'll know).
  • The only question that matters at the end of writing an article is: I created value to the reader?
  • If I told you in step 5 I wonder, can I improve something for Google?
  • If I answered no to the point 5, I throw it all away and start over. End of the story.
  • Tools are just tools. They help you to make assessments and measurements but in the end, the decision you have to take you, not them. If you delete the human part and reasoning, eventually you will lose.

 Three bets

Now I want to make 3 bets with you.

  • I bet you expect to find in this article the 7 basic rules, the 5 key principles and the three revealed truths on how to create quality content. Here we are so focused on this mindset, that if we do not read the power-words in the title to moments not even open the contents.
  • I bet you all the articles you've read and those who do not remember checklist sounding pretty much anything. Repeat now discover-truth-absolute rule last article you read. How you say? Do not you think of anything?
  • Instead, I bet you'll remember this story, because it has a clear position, and defined the character. For I brought you a little 'smile and maybe because I have given you food for thought.

If not, it may be that we lost time in two.
... And finally let me have, in fact, a sop to Big G.

In this article, I explained my vision on how to write quality content on the web. But what is your own?

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