How to Dominate Search Rankings by Writing Valuable Content

Welcome back, marketer! Ready to unlock the secrets to ranking higher on Google? Today, we’re revealing the mystery behind writing content that not only engages your audience but also pushes your website to the top on Google searches.

If you’re here by chance, welcome! But if you’re serious about mastering digital marketing and applying it to your business, don’t miss out. Join our Marketing Bootcamp mailing list here now!

Let’s get started!

What is Search Engine Optimization?

Search Engine Optimization (SEO), is the process of making your website more attractive for search engines like Google or Bing so you get more traffic to your page and connect with your desired audience. 

In simple terms, the way search engines rank websites is not done manually. They use automated bots (known as crawlers) to scan, index, and categorize web pages based on relevance and quality. 

Crawlers and other algorithms will index your website, and classify it according to: the keywords they find, the topic you belong to, if people visit you often, if your website is easy to read, and more. 

They do this because their job is to provide the best search results by correctly matching what users are looking for. 

Your goal is to make sure they see your content as valuable! Thus, when thinking about optimizing your website, it’s essential to focus on two key audiences: your visitors and search engine crawlers.

Why Content is Your Secret Weapon for Higher Rankings

Google’s bots are constantly scanning the web 24/7, looking for fresh, valuable content to show to users. 

The easiest way to get noticed by them is to write content that answers real questions and aligns with what your audience is searching for. Thus, if search engines see your content as valuable or a good answer to Frequently Asked Questions a.k.a. FAQs, it has a better chance of ranking higher. 

This is an industry standard. Think about any company, no matter what they do, if they have a good optimized website, they will likely have a blog where they tell their readers something. Even if writing articles is not their main focus, at all.

Take the example of H&M, the clothing retailer, even such a big multinational company has a blog-like section where they tell stories about their most fashionable collections. 

An example of an article from H&M’s online “Magazine”. Credit: H & M Hennes & Mauritz AB (2024). 

Adding content like this, that does not translate immediately to sales, is not by mistake. In the case of H&M, when crawlers find this article, it will then appear in fashion news searches, indicating fashion-forward users (and potential shoppers) what’s new about H&M. 

Respect the Balance: Optimize Length and Depth to Boost Your Search Rankings

Now that you know why writing content is useful you might want to start right away. But before that, here’s another key secret: balance is everything. 

When creating content, you need the perfect mix of readability and depth. Too much or too little of either, and you’ll lose your audience.

You want to write content that is easy to read so it will keep your audience engaged and on your site. The longer people stay, the better it looks to search engines. It tells them your site is interesting, making it more worthy to recommend. 

But don’t overcomplicate things. If your content is too niche, your average reader might not understand it and will immediately bounce, leaving your site and your article to be forgotten for good. 

AI Can Help, But it Can Also Kill your SEO efforts

Quality content takes time, and as a business owner, you have a lot on your plate. But before you hand over the reins of your content to AI, be careful. Google is bringing the hammer down on low-quality, AI-generated content, and plagiarism risks are higher than ever.

Because tools like ChatGPT learn from existing content, relying on AI to write everything will increase your risk of unintentional plagiarism.

AI can be a great brainstorming or editing tool, but the real magic happens when you add your unique touches. The key is not just using new technology, but using it in your favor.

To help you develop your writing skills, and decrease your dependence on AI tools, next we present to you our not-so-secret secret formula.

Our “Secret” Formula on How to Write GOOD Content

As a valued member of our Marketing Bootcamp, you’re getting insider access to strategies and tips that sets top marketers apart.

But if you take only one thing from this article, make it these three tips: 

1. Your audience is who they are, not who you wish they were. You likely already apply this to your business, understanding your customers’ needs to create successful products or services. The same rule applies to content. Instead of guessing, use website analytics and other metrics to identify your real audience and tailor your messaging accordingly.
2. Pro marketers don’t guess, they analyze. Want to know exactly what your audience is searching for? Tools like Google Trends, and Answer the Public reveal real-time data on search behavior, broken down by time and location. For example, if you run a pizza place, don’t just assume they all want Pepperoni Pizza, find out the exact keywords your people use when thinking about pizza and optimize your content accordingly.
3. Prove to everyone you are an expert. Search algorithms prioritize authoritative content, so showcase your expertise in areas your audience expects from you. If you sell personalized notebooks, don’t just list your products, educate your visitors on paper types, their best uses, and why your options stand out. The more value you provide, the more visibility you gain.

At MRKT360, we use this strategy every day when crafting content for our clients, and it’s been a game-changer in putting them on the map (quite literally). 

Some of these tips may seem like common sense, but you’d be surprised how many people overlook them.

Now it’s your turn to put it into action! Head to Google Trends and test it yourself. 

Start with a term you believe is relevant to your business. For example, we searched for “labubu” in Canada. You’ll see how its popularity changes over time, and if you scroll down, you’ll uncover related topics and queries, goldmines for content ideas.

When you have identified a term that is both popular among your target audience and related to your business, you have found what to write about. 

Then start brainstorming exactly what you want to say about that topic: searching for it online, getting inspired by what other people are saying, or asking AI to help you come up with ideas for content. 

The possibilities are endless!

Your Next Steps to Rank Higher

Feeling overwhelmed by having to write valuable content? Don’t stress, we all start somewhere! The best way to improve and rank higher on Google is to give it a shot: practice makes perfect!

Too busy running your business? No problem! MRKT360’s team of expert copywriters is here to help. With 15+ years of experience and hundreds of happy clients, we’ll take your content to the next level.

Either way, you’re now equipped with content writing knowledge to dominate search rankings.  

Until next time!