Content is king in digital marketing, particularly when it comes to search engine optimization marketing. Social media marketing, email marketing, and mobile content development are all effective at engagement and awareness. When it comes to content that effects SEO marketing, firms are developing purpose driven written content in the form of a blog, article, white paper and/or website copy.

Let’s start by taking a basic look at how SEO marketing works these days. Only a few years ago the SEO value of a website was determined primarily by tags on the back end of websites. Today Google algorithms deem websites to be of high value to the reader when they contain high quantities of well written, relevant content. When this content contains keywords that synch up to the words that are being searched, Google and other search engines assign high value to the article, blog, or white paper. Content is then boosted higher in organic search results.

Since keywords are the main objective to getting your content indexed this is a good place to start when developing your SEO marketing writing strategy. There are a variety of tools available to help you develop and optimize your keyword list. Two good ones are Google Keyword Planner, and KWFinder. These tools can help you determine which keywords are being searched the most, and what keyword phrases are being used when people are searching for your products or services.

The most frequently searched keywords will naturally be the ones with the most competition. It will be difficult to break through when competing for a word with 50,000 searched per day. An alternative strategy is to use long tail keywords. These are multiple word combinations that will be searched less, thus will have less competition. For example “SEO” is an extremely competitive keyword. “SEO marketing” is significantly less competitive.

Once you have a well-planned list of keywords, and/or long tail keywords, you’ll want to think about the body of the article, blog and/or white paper. Placement of keywords plays a big role in the success of your content from an SEO marketing perspective. The headline and first paragraph are the most important positions for keyword placement. This is because Google counts these placements as the content description, and puts higher value on them. The last paragraph is also important, as this is the summary as determined by Google.

Google is not just assigning top rankings to articles and blogs that are stuffed with keywords. Their algorithms are sophisticated. Their goal with organic search results is to provide quality content to their readers. This is why some of the top ranked content these days actually provides useful information, and is well written. Google deems quality writing to be of use to the viewer, and boosts websites higher when they have it.

So how does Google evaluate quality writing? They look for well-structured sentences that include proper grammar, and spelling. They also look for concise sentences and paragraphs. Essentially they consider the same rules that are taught in journalism school when evaluating the quality of SEO optimized content. These types of articles and blogs typically show up towards the top of the organic search results.

Having an SEO marketing strategy will help you make the most of your search engine optimization budget, and the time you spend managing the process. By following these guidelines you can boost your chances of getting higher rankings.