How to Write SEO Content That Ranks in 2022!

Wondering how to write SEO content that ranks #1 on Google in 2022?

Perfect because that’s exactly what I’m going to show you.

In fact:

I’ve used this exact process you’re about to learn to rank on the 1st page of Google for super competitive e-commerce keywords like “testosterone booster” “bcaa” “best pre-workout” “fat burner” and “best fat burner”.

Here’s the cool part:

I’m going to walk you through the process of how I would create a keyword-targeted page for the keyword “gomad diet”.

Transcript:

0:00
– In this video, I’m going to show you
0:01
my exact step-by-step process
0:03
for creating keyword targeted pages
0:05
that consistently rank on the first page of Google.
0:08
In fact, I’ve used this exact process you’re about
0:11
to learn to rank on the first page
0:12
of Google for super competitive e-commerce keywords,
0:15
like testosterone booster,
0:18
BCAA, best pre-workout,
0:20
fat burner, and even best fat burner.
0:23
I’m Nathan Gotch, the founder of Gotch SEO
0:25
which is where marketers come to learn
0:27
how to get more free traffic from search engines.
0:30
And today, I’m going to show
0:31
you my step-by-step SEO content creation process
0:34
that will give you the ability
0:36
to predictably produce first page rankings
0:39
and drive loads of free organic
0:41
search traffic to your website.
0:43
And make sure you watch this entire training video
0:46
because I’m going to share
0:47
my complete SEO content creation procedure
0:50
that I only share with my team
0:52
and members of Gotch SEO Academy.
0:54
Keep watching.
0:56
(upbeat music)
1:05
So like I did in video one in this training series,
1:07
I’m going to walk you through the process
1:08
of how I would create a keyword targeted page.
1:11
So for this demonstration,
1:12
I’m going to select GOMAD diet as my target keyword phrase.
1:16
So the first step of this process
1:18
is to establish your search intents strategy.
1:21
Simply ask yourself a series of questions.
1:24
What is this person looking
1:25
for when they search this keyword phrase?
1:28
What problem are they trying to solve,
1:30
and what solution do they want?
1:33
These questions will help you to step into the shoes
1:35
of searcher, but I also want to help you avoid guessing,
1:38
so here are the primary categories of searcher intent.
1:42
The first type of searcher intent are
1:44
going to be informational queries.
1:46
And informational search queries are usually
1:48
at the top of the funnel,
1:50
so some examples include what is SEO
1:52
or how to build back links?
1:55
Searchers at this stage
1:56
of the funnel are probably not ready to buy,
1:58
so that’s why you need to create educational based content
2:01
that satisfies this type of intent.
2:04
The second type of intent are for comparison queries.
2:07
Searchers at this stage are deeper into the funnel
2:10
and they’re trying to figure out what
2:11
solution they want to choose.
2:13
An example would be Nike shoes versus Adidas shoes.
2:17
The third type of intent is transactional,
2:20
which means that the searcher is at the bottom of the funnel
2:22
and they are ready to buy.
2:24
An example of a transactional search query
2:26
is buy Nike baseball cleats.
2:28
The fourth type of intent is navigational,
2:30
which means the searcher already knows the brand,
2:33
or is a customer of the brand.
2:34
For example, when someone searches Gotch SEO,
2:37
they already know my brand and are navigating to it.
2:40
Pretty much every keyword phrase will fall under one
2:43
or two of these categories.
2:45
So after you’ve thought about that,
2:46
all you need to do is analyze the ranking results
2:48
for your target keyword,
2:49
so if the majority of the results are blog posts,
2:52
you know you need to create a blog post.
2:54
If the majority of the results are product pages,
2:57
then you know it would be wise to
2:58
try to rank a product page.
3:00
So now let me show you this in practice.
3:02
Okay, so now what I’m gonna do is I’m gonna show you
3:04
how to satisfy search intent
3:05
for this specific keyword phrase which is GOMAD diet.
3:08
So what you want to do is just scan through the results
3:11
and look for some common themes that we’re seeing here,
3:13
so in this case, what you’re gonna notice right away
3:15
is that the first three results are articles,
3:19
so that’s a good sign and now as we scroll through here,
3:21
looks like the fourth result is an article
3:24
and then another article,
3:25
and then we have a forum thread
3:27
and then we have another article.
3:29
So in this case, it would make a lot
3:31
of sense to create an in-depth article about
3:35
this particular topic, because Google is showing us how
3:38
they are satisfying intent
3:40
for this particular keyword phrase,
3:41
so that’s really all that you need to know for going through
3:44
and trying to figure out how you’re actually gonna satisfy
3:46
the intent, and if you see a lot of articles,
3:48
then you know that you need to write an article.
3:50
If you see a lot of product pages,
3:52
you know you need to write a product page.
3:54
If you see a lot of homepages,
3:55
then you know that maybe you should
3:57
try to rank your homepage,
3:58
so you get the point, but the key here
4:00
is to focus on the actual intent around this keyword,
4:03
so in this case, GOMAD diet
4:05
is an informational keyword phrase,
4:07
so you’re gonna see a lot of articles
4:10
which are gonna be primarily crafted to educate
4:13
and give information to this person who’s looking
4:15
to learn more about GOMAD diet.
4:18
The main takeaway is that you need
4:19
to avoid following the blanket advice
4:21
that you should just write 2000 word articles.
4:23
What matters is satisfying search intent.
4:26
Sure, more content is usually a good idea,
4:29
but that doesn’t mean it needs
4:30
to come in the form of a blog post.
4:32
Now, the next part of this process
4:34
is to develop your content strategy,
4:36
and the truth is, developing an intelligent strategy
4:38
is the most important part of this process,
4:41
and my formula for beating the competitors is simple.
4:43
Create a page that is substantially different,
4:46
and 10 x better than what’s currently ranking.
4:49
And the different part is
4:50
the most critical part of the strategy.
4:53
That’s why I’m going to show you several ways
4:54
to differentiate your content from your competitors.
4:57
However, before we get into that,
4:58
you must see what you are facing,
5:00
and you must analyze your competitors
5:02
to see what their strengths and weaknesses are,
5:05
and I recommend you do this before
5:06
you even think about creating your content,
5:08
because this is gonna make the whole process a lot easier.
5:10
You’ll want to analyze a few key elements.
5:12
Number one, media.
5:14
Are your competitors using images,
5:16
videos, or audio, and if not,
5:18
these are all strategic advantages for you.
5:20
Do what they aren’t doing.
5:22
Articles are easy to create,
5:24
but creating other forms of media is more challenging
5:26
and the more challenging something is,
5:29
the less likely people are willing to do it.
5:31
Number two, word count.
5:32
Remember that satisfying search intent
5:34
is the most important action to take.
5:36
However, in most cases,
5:38
a high word count is a good idea.
5:40
Get an average word count
5:41
for your top five competitors and then double it.
5:44
That should be your target word count.
5:45
For example, if the average competitor
5:48
has 1500 words on its page,
5:50
you should aim to create a 3000 word content asset.
5:54
Number three, readability.
5:55
Can you make your content easier to read and digest?
5:58
This is achieved with headings,
6:00
short paragraphs, efficient writing,
6:02
and most importantly, multimedia.
6:04
The truth is, Internet users
6:05
are repulsed by big blocks of text.
6:08
And another readability point you wanna analyze
6:10
is the simplicity of the content.
6:12
Is the content written for the average person,
6:14
or is it written like a dissertation?
6:16
Simple and easy to read
6:17
content performs better on all fronts.
6:20
Now, since the bulk of your audience
6:21
is average in any given industry,
6:24
you need to write to them,
6:25
not to the experts in your industry.
6:27
The only exception is if your target market
6:29
are the experts within a given field.
6:31
Number four, design and UX.
6:35
Some websites focus on monetization instead of UX,
6:38
and this is your advantage.
6:40
Websites that perform well in organic search
6:42
are usually user and content centric.
6:45
You have to remember that searchers are coming
6:46
to your website because they’re looking
6:48
for a solution to a problem.
6:50
It’s your responsibility to help them,
6:53
not distract them from what their objective is.
6:55
And you’ll get the opportunity
6:56
to sell them something if
6:58
you give them the value they’ve requested.
7:00
Now you know what to look for
7:01
but let me show you this in practice.
7:03
Okay, so now what I’m gonna do
7:04
is I’m just gonna look through each
7:05
of these competitors for a GOMAD diet
7:07
and see if there’s anything here
7:08
that we can do better if we’re gonna create
7:10
a content asset around this particular topic.
7:13
So this is the number one ranking result,
7:16
and it’s a pretty good piece of content,
7:17
it’s pretty long, it’s very easy to read,
7:19
it has bullet points as bolded words,
7:21
it has internal links going to other pages on its site.
7:25
He actually does link out to other websites as well,
7:28
which is good for on-page optimization,
7:32
and in general, this page
7:33
I’m assuming loads pretty quickly
7:34
because it doesn’t have a ton of media on it.
7:36
So this is actually one thing
7:38
that you could definitely do better
7:39
if you’re creating an asset around this keyword
7:42
is you could first of all add more images,
7:45
second of all, you could add more video,
7:48
and number three, you could actually custom design this page
7:50
if you really wanted to get serious about it,
7:52
so those are three things you could do,
7:54
because right now, he just
7:55
has one image that’s a stock photo,
7:59
so obviously, you can create a custom image
8:01
and make this a lot more visually appealing.
8:03
What I recommend doing is just adding
8:05
that into this section here,
8:07
and you can just write,
8:08
doesn’t have custom images, video, or custom-designed pages.
8:14
That’s just the first competitor,
8:16
and then if we look at the second one,
8:17
which is actually the same person,
8:19
you’ll notice that both of these content assets
8:22
were created in 2015, so they’re definitely dated,
8:25
so you can take advantage of the that as well.
8:27
And then the third competitor here,
8:29
got all kinds of stuff going on,
8:31
so right now, this is all bad for user experience,
8:34
so obviously, you wouldn’t want to be doing this,
8:35
because I haven’t even scrolled on this website
8:39
and I’m already getting hit with a pop-up,
8:40
so it means they haven’t really optimized their user intent
8:43
for this pop-up, so this is something you would
8:45
want to avoid, and in the long run,
8:48
this is gonna hurt them
8:49
because interstitial pop-ups
8:50
are definitely something Google’s targeting.
8:53
And they have another one here for push notification,
8:55
so exit out of these, and then we’ll go ahead and just
8:57
look at this content overall,
9:00
and it’s definitely a good piece of content,
9:03
it has internal links, it has external links,
9:06
it’s well formatted, it’s easy to read,
9:09
has nice table of contents,
9:10
and then it has stock photos,
9:13
so once again, we wanna try to avoid using stock photos,
9:17
and try to use nothing but custom images if possible.
9:20
These all look like stock photos,
9:22
and once again, this looks
9:23
like a pretty good piece of content,
9:24
but definitely something that could be beat.
9:27
So the fourth competitor here,
9:28
they have a custom image which is great,
9:30
but the overall readability of this content isn’t great,
9:33
and then they have another stock photo here,
9:35
so there’s a lot that can be improved on this page as well.
9:38
So really, as we examine these competitors,
9:40
it’s pretty obvious that the way to beat these competitors
9:44
is to just create custom images,
9:46
maybe create video for this topic
9:48
and then embed it on the page,
9:51
and then also maybe even consider creating
9:53
a custom-designed page as well,
9:55
so these are things you just need to
9:57
look at when you are trying to target a keyword,
9:59
you want to see what they are not doing well,
10:01
so you can do even better than they are doing,
10:03
and of course, with this particular competitor,
10:05
we know that they are using aggressive pop-ups,
10:08
so that something that we’d want to avoid,
10:09
so that we have optimal user experience on our website.
10:13
So now you have a firm understanding of your competition,
10:15
you need to figure out how you’re
10:17
going to differentiate your content.
10:19
The good news is that it’s easy
10:20
to differentiate your content, and why is that?
10:23
It’s simple.
10:24
You experience is unique
10:25
and different from everyone else on this planet,
10:28
and no one has ever walked a day in your shoes,
10:31
so good content is the product of real-life experience.
10:35
To put that in perspective,
10:36
people are attracted to my content on gotchseo.com,
10:39
because I have real life experience in SEO
10:42
and that shows in my writing,
10:43
in my videos, and in my teaching.
10:45
Real experience is obvious and you cannot fake it.
10:48
The main takeaway in mindset you need
10:50
to have when you’re creating your content
10:52
is that number one, you’re different,
10:54
and number two, since your experience
10:56
is unique, just be yourself.
10:58
Don’t try to emulate other influencers in your industry,
11:01
you can of course learn from them,
11:02
but always be yourself because
11:04
that automatically makes your content different.
11:06
So now that my rant is complete,
11:08
here are some practical ways to make your content different.
11:11
Number one, use unique case studies with quantitative data.
11:16
Case studies and unique data are an excellent way
11:18
to deepen your content,
11:19
and there are two ways to go about doing it.
11:21
First, you can create your own case studies,
11:23
which is the best route.
11:24
Alternatively, you can reference existing case studies
11:27
or data from authoritative resources.
11:30
Each method will strengthen your content
11:32
and add another level to it.
11:34
If you wanna find niche relevant case studies,
11:36
go to Google, and enter the following search string.
11:39
Your niche plus case study.
11:41
Example would be SEO plus case study.
11:44
Now, what if there aren’t case studies in your industry?
11:47
Well, that is a golden opportunity for you to lead the way.
11:50
Case studies go hand-in-hand
11:52
with my next differentiation method,
11:54
which is to inject relevant stories.
11:57
Relevant stories make your content more relatable,
12:00
and engaging, and they are a powerful tool for teaching
12:03
and persuading as well.
12:04
I always tell the members of Gotcha SEO Academy
12:06
that they need to build a story database.
12:09
And that means sitting down
12:10
and brainstorming your experience in your industry
12:12
and if you’re living, then you have stories
12:15
and you just need to flush them out.
12:16
Now, what if you’re new to an industry
12:18
and don’t have many relevant stories to share?
12:20
No worries, because a story is a story,
12:23
and that means you can borrow stories you’ve listened
12:26
to from friends, customers, competitors, or anyone else.
12:29
Any relevant story can deepen your content
12:32
and make it more impactful.
12:34
The next method is to leverage all media types.
12:36
I truly believe that more media types you can add
12:39
to your content, the better it’ll be.
12:40
Everyone digest content differently online,
12:43
some people love articles,
12:44
while others love video and audio.
12:46
You have to cater to these preferences.
12:48
Not only that, but it makes your content deeper
12:51
and more unique, and the truth is,
12:52
most businesses won’t go through the effort
12:55
of recording videos, creating audio, et cetera.
12:57
It’s easy to sit behind a computer and write an article,
13:00
but it’s intimidating and logistically challenging
13:03
to record high quality videos and audio.
13:06
Just don’t be afraid because
13:07
you can blow past your competitors
13:09
if you leverage different media types.
13:12
It’s definitely tough initially
13:13
but it gets much easier once you’ve built the system.
13:15
And there’s one huge point that I want to emphasize here.
13:18
All of your content on your website should be 100% unique.
13:22
And that includes your images,
13:24
your videos, your charts,
13:25
et cetera, and this adds levels to your content.
13:28
It makes it substantially different from your competitors’.
13:31
Some media types to include in your content include images,
13:34
graphics, diagrams, charts,
13:37
videos, audio files, GIFs, and infographics.
13:40
So now you know what you need
13:41
to do to differentiate your content,
13:43
but how do you make it better than your competitors’?
13:46
Well, it’s actually much simpler than you probably think.
13:49
If you wanna beat your competitors,
13:51
simply do this one thing.
13:53
Add more value.
13:55
For example, if your competitors
13:57
are ranking with a 2000 word article,
13:59
then you need to five x
14:00
or 10 x their value by creating a 10,000 word
14:03
or 20,000 word resource.
14:05
If all of the ranking results are tools or software,
14:08
then you need to create a tool
14:09
or a piece of software that’s 10 x more valuable
14:12
than what’s ranking, or,
14:14
if all the ranking results are products or services pages,
14:17
then you need to create a product
14:19
or service that’s 10 x more valuable,
14:21
and I’m sure you get the point by now,
14:23
but to be better, you have to be more valuable.
14:25
It’s as simple as that.
14:27
Always ask yourself, what can I do to enrich the lives
14:30
of my prospects and add as much value as possible,
14:34
given my existing time and resources?
14:36
So now that you know how to make your content different
14:39
and better at a 30,000 foot level,
14:41
let me introduce you to a few tactics
14:44
for keeping your prospects obsessed
14:46
with your pages or content.
14:47
These are what I like to call engagement hacks,
14:50
and the methods I’ve shown you so far
14:51
are the high-impact actions
14:53
that will keep your prospects engaged,
14:55
but here are some additional micro tactics
14:57
you should be taking advantage of.
14:59
Number one, write to an eighth grader.
15:02
I always say that you shouldn’t create your content
15:04
for experts, and most people within a given industry
15:07
are average proficiency.
15:09
That means your content should be easy to read
15:11
and understandable for the average person.
15:14
You’re not writing a dissertation.
15:16
I highly recommend you take advantage
15:17
of the Flesch reading score metric,
15:19
so your content is easier to understand.
15:22
I personally try to write at an eighth grade level or lower.
15:25
Keep in mind that your content
15:26
isn’t about displaying your knowledge.
15:28
Design your content to help people achieve
15:30
a goal or solve a problem.
15:32
No one cares about how smart you think you are.
15:35
People are only concerned about
15:37
how you’re going to help them.
15:39
Simplify complex problems
15:40
and make your content easy to understand.
15:43
Number two, care about grammar and spelling.
15:46
Do your best to clean up your grammar
15:48
and spelling and the best way to do that
15:50
is to use Grammarly and Hemingway Writer,
15:52
because it helps a ton.
15:54
You can also hire an editor if you have the budget.
15:56
Number three, use short paragraphs.
15:58
Big blocks of text go unread on the Internet,
16:00
so your paragraph should be no more than one
16:02
to four sentences, and
16:03
if you’re having trouble writing shorter paragraphs,
16:06
then you probably need to cut the fat
16:08
from your writing or simplify it.
16:10
And the next method is to keep your content above the fold.
16:13
Keeping your content above the fold
16:15
is particularly important for organic search visitors.
16:18
That’s because they came
16:19
to your site looking for a solution to their problem,
16:22
and you should attempt to give them a solution
16:24
as soon as possible without them having to scroll.
16:27
Anything that pushes your content below the fold
16:29
is usually a distraction
16:31
and doesn’t add value to the reader.
16:33
The next method is to use headings that tell a story.
16:36
I personally learned this method from Frank Kern,
16:38
but most internet users scan content
16:41
before committing to reading it.
16:42
And that’s when headings come into play.
16:44
A reader should be able
16:45
to understand what your content
16:47
is about only by reading your headings.
16:49
Next method is to use pattern interrupts.
16:52
You have to use every tool at your disposal
16:54
to keep your reader engaged.
16:56
That includes multimedia,
16:57
bullet points, numbered lists,
17:00
influencer quotes or quotes in general,
17:02
gated content, quizzes,
17:04
polls, et cetera, are all methods you can use
17:07
to break up your content.
17:08
The next method is to eliminate distractions.
17:11
Most websites are filled with distractions that add little
17:14
or no value to the user.
17:16
Some of these distractions include your sidebar,
17:19
ads, or irrelevant pop-ups.
17:21
Respect your users’ attention
17:23
and give them what they came to see,
17:24
and avoid anything that takes away
17:26
from their problem being solved.
17:28
And you have to remember
17:29
that the experience a user
17:30
has on your website is what makes him
17:32
or her come back or not come back.
17:35
The truth is short-term conversion-focused thinking
17:38
usually leads to a poor experience.
17:40
Stay content and user centric
17:42
and your site’s experience will start to improve.
17:45
Now that you know all the strategies
17:46
and tactics you can use to create effective SEO content,
17:49
it’s time to actually create it.
17:51
I highly recommend that you build
17:52
a content production process,
17:54
even if you’re the only person creating.
17:56
It’s so important to establish a system early on,
17:59
because you’ll be able to scale much faster when you start
18:02
to add new members to your team.
18:04
So here are the positions you need
18:05
for an effective content production team.
18:08
Number one, a project manager.
18:10
A PM overseas the project
18:11
and makes sure that everyone knows what’s going on.
18:14
Number two, a content strategist.
18:16
A CS is the mastermind behind the content strategy.
18:20
Number three is a copywriter,
18:22
and the copywriter simply writes the content.
18:24
Number four is a graphic designer.
18:26
The GD designs all the custom graphics for your content
18:29
and remember, unique is always better,
18:31
and number five is a subject matter expert.
18:34
The SME is the person that verifies
18:36
the accuracy of the information.
18:38
Now, you may occupy each
18:39
of these positions early on in your company
18:41
and that’s totally okay.
18:42
Now, here’s how content production workflow looks
18:45
with these positions in place.
18:46
Stage one, create a content brief.
18:48
The content brief is an overview
18:50
of what you’re trying to achieve with the content asset.
18:53
It’s also where you should strategize as well.
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Some key points to include in the content brief
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are your target keyword,
19:00
your target word count,
19:01
competitor weaknesses that you’ll end up capitalizing on,
19:04
differentiation techniques you’re going to be using,
19:07
data or research that you will end up using,
19:10
and a content outline or anything
19:11
that can help the copywriter do his or her job better.
19:15
Stage 2 is to send the brief to the writer.
19:17
Stage 3 is to assign graphics to the designer.
19:21
Stage 4 is to have the subject matter expert review
19:24
the content, writing and graphics.
19:26
And Stage 5 is to complete all the revisions.
19:29
Now, there might be one other stage in this process
19:31
if you’re creating custom pages for your SEO content,
19:35
which may involve having a web developer
19:37
and a web designer to create those pages,
19:40
but in most cases, for most of your content assets,
19:42
you probably won’t be doing custom designs,
19:44
but it is important to mention
19:45
that because some keywords will require
19:48
a more advanced strategy where you create a custom page.
19:51
So after you get through all of these stages,
19:53
it’s time to optimize your content.
19:55
Now, I could create an entire video
19:57
just for page-level optimization,
19:59
but here are the key points you need to understand.
20:02
Number one, it doesn’t matter how much
20:04
you optimize your page if your content is low-quality.
20:07
Focus on the content quality and then optimize it.
20:10
Now, the most important actions to optimize a page are,
20:13
number one, keyword placement.
20:16
Your keyword should be in the URL,
20:17
title, first sentence, and sprinkled
20:19
a few times throughout the content.
20:21
Number two, keyword variations.
20:24
Use Google’s suggested results
20:25
to find keyword variations
20:27
to place within your content and in headings.
20:30
Number three, page loading speed and mobile friendliness.
20:33
These are no-brainers but your page should load fast
20:36
and it should be mobile friendly.
20:38
The next method is to use external links.
20:39
Link out to trustworthy sources in your niche
20:42
or super trustworthy sources from .edu or .gov websites.
20:46
This adds a level of trust to your content.
20:49
Now, keep in mind that your content production process
20:51
will vary depending on the type of content.
20:53
For example, creating a text-based asset requires
20:57
a different process than creating a video or audio asset,
21:00
and after you’ve optimized your content,
21:02
you are ready to publish,
21:03
and so that’s it, right,
21:04
you just sit back, and watch your rankings just climb.
21:07
Well, I wish it was that simple.
21:09
Creating the asset is only the first stage.
21:11
You then need to promote your content asset.
21:14
And the good news is that I’ll be showing you
21:15
exactly how to do that in video three
21:17
in this training series.
21:19
And as I’ve mentioned before,
21:20
I have a few free downloads
21:21
for you below including
21:22
my SEO content optimization checklist,
21:25
and an example of an SEO content brief.
21:27
We’ll talk soon.

Optimized Webmedia Marketing is the best SEO Vancouver company and the best Vancouver SEO company. We offer top-notch search engine optimization (SEO) solutions to companies of all sizes. To learn how we can help optimize your website to attract more visitors, book a free consultation.