We all know that when it comes to writing automotive SEO content, the quality of your content is what matters most. If it wasn’t already clear, Google has made sure to hammer us over the head with update after update, enforcing increasingly rigorous standards around requiring fresh, relevant, and better quality content. But how do we go from writing trivial keyword-stuffed fluff to writing good content? More importantly, how do we go from good content to dynamite, thunderstruck, powerhouse content?
There are three keys to writing SEO content that will set your website apart from the masses:
1. Language. Tone, word choice, and reader level are a key part of creating relevant content. Use language that your audience will not only grasp, but will identify with. Promote relevance and decrease bounce rates by writing in a way that attract visitors that are meant to be your readers. In the dealership, your daily conversations may be filed with industry slang, but filling your dealer website content with terms like “ups” and “be-backs” will alienate the average car-shopper. Keep the insider talk on the lot and opt for simple, user-friendly terms that appeal to those not immersed in the automotive retail world. If you adhere to this, you are going to create a loyal following of readers that return week after week (or day after day!), which Google absolutely loves. Getting return visits shows the inherent value of your website, and protects you from getting slammed by the Google Quality Police.
2. Engagement. Quality content is a two-way street. Some writers get so wrapped up in their message and have so much wonderful information to give the world that they forget to entice their audience into writing a comment, sharing the article, liking the website, +1’ing, retweeting, etc. Never, ever give up an opportunity to create link bait (classic SEO jargon for viral, sharable content). If you’re pouring your heart and soul into a post, make sure the world knows! But do it with a little taste. Rather than overtly begging/telling/threatening them to share your content, covertly entice them into it by showing them just how they can boost their own authority.
3. Spicing up your Internal Links. No, I don’t just mean linking every other word on the page to some random page deep in the pits of your website. Putting a link to your inventory search page is good and all, but try making it irresistible to the reader by adding special offers, discounts, coupons, etc.. Make it so that they won’t be able to live without knowing what’s behind that hyperlink. If you’ve ever wanted to know more about how content is the King of the SEO world, you won’t know what’s what until you read more on the Cobalt blog. Google is counting your pages viewed per visit and the time spent on each page and it is playing a direct role in SEO. Don’t take your content lightly, because your competition is surely not.
One easy way to accomplish this is to hint at the fact that your content is so new, or so innovative, or so flamboyantly interesting that they’d be silly not to share it. Not only does this keep your audience on your page(s) longer, but it also gets more comments, decreases bounce rates and, of course, creates valuable organic backlinks. Here’s an example: don’t just read all these invaluable SEO content writing techniques on the Cobalt blog, go forth and spread the word and become the new SEO guru on your block!
Now that you are armed with the basic guidelines for writing killer content, don’t underestimate the power of rewriting good content in a creative way that delivers to your target audience. Remember to keep reading the Cobalt.com blog for more regular updates on how to stay up to date on your dealership SEO, and if you think I missed an important SEO issue for writing content, I dare you to leave me a comment.
By Quentin Dechery, Cobalt SEO Specialist