SEOs are always giving advice: write great content, promote, and get better links! But how do you do that? Being better is so ambiguous and broad; how could you ever achieve a goal like that?

Here are a few steps on how to write content that will rise to the top in Google Search Engine Result Pages (SERPs):

Pretend you are in school

Google has scanned and digitized almost every book ever written, scraped every website imaginable, and has computers the size of football fields collecting and analyzing data; in comparison, it's a lot like a teacher grading and marking your essays in Public School; teachers knew more then you realized. They had read absorbently more books than you, years of teaching experience, and was a mature adult.

So change your perspective and start analyzing your articles as if you are a teacher (Google) with a class of papers to grade (SERPs). How does your content stack up to the competition?

Write for your grade-level

If you have a medical blog, don't hire interns to write your content. It's not difficult to analyze articles' reading-level and difficulty with Microsoft Word or Google Docs. So don't think you are pulling a fast one on Google by buying a bunch of outsourced re-written content.

A workaround to this is by hiring a medical professional to edit your content. Too expensive? You can have your clients dictate content, having writers transcribe, and edit.

Medical copy should be a score of 40 and lower.

Flesch-Kincaid Reading Ease

Score School level Notes
100.00–90.00 5th grade Very easy to read. Easily understood by an average 11-year-old student.
90.0–80.0 6th grade Easy to read. Conversational English for consumers.
80.0–70.0 7th grade Fairly easy to read.
70.0–60.0 8th & 9th grade Plain English. Easily understood by 13- to 15-year-old students.
60.0–50.0 10th to 12th grade Fairly difficult to read.
50.0–30.0 College Difficult to read.
30.0–10.0 College graduate Very difficult to read. Best understood by university graduates.
10.0–0.0 Professional Extremely difficult to read. Best understood by university graduates.

Teachers can tell who wrote it.

If a teacher can tell you didn't write your essay, so can Google (and users). Creating fake Medical authors isn't going to improve your E-A-T and launch you first in the SERPs.

Don't plagiarize; write something better.

It's no secret that SEOs analyze the top results and write content based on the top performers. If you do this, write something better. Google can canonicalize similar articles from various websites, finding the most suitable content, pushing the best one to the top.

What are the requirements?

When work was assigned, the teacher provided a clear outline of what needed to be done. Since you are no longer in school, you need to come up with these requirements.

Two-thousand words and high-volume low-difficulty keywords are great, but it's only half of the picture.

Questions to ask yourself:

  • Why are you writing this article?
  • Would you pay to have it promoted?
  • How is this going to benefit you?
  • How is this article going to help the user?
  • What questions are we answering?
  • How long does this article need to be thorough?
  • How is this article better (if the SERPs are full of similar pages)?

If you aim small, you'll miss small. Aim big; you'll miss big. Be clear and concise with your goals, and you will be successful.

Cheaters

There are many examples of people breaking and bending these rules and getting ahead in the SERPs. Just like in High School, some kids cheated and got away with it; sometimes, it caught up with them. Either way, the majority of kids followed the rules and got ahead in life. You just need to figure out which advice you'd like to follow.

Promotion

Unlike school, no one is being paid to read your work. Promote your content as much as possible, get feedback, listen to what users are saying, be agile. The better positive interactions you can have, the better off you are.

I hope these tips helps you get ahead of the competition.