{"id":155956,"date":"2023-03-28T00:09:33","date_gmt":"2023-03-28T05:09:33","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=155956"},"modified":"2024-05-03T10:27:55","modified_gmt":"2024-05-03T15:27:55","slug":"website-content","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/website-content\/","title":{"rendered":"How to Write Website Content That Ranks (And People Want to&nbsp;Read)"},"content":{"rendered":"\n<div class=\"intro-txt\">If you want traffic coming to your website, you need website content\u2014but not just any content.<\/div>\n\n\n\n<p>Specifically, you need website content that:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ranks on Google<\/strong> \u2013 You need a way for people to discover your content. Google\u2019s your best bet: <a href=\"https:\/\/ahrefs.com\/blog\/seo-statistics\/\">53.3% of all website traffic<\/a> comes from organic search.&nbsp;<\/li>\n\n\n\n<li><strong>Engages your audience<\/strong> \u2013 Your target reader should consume your content and be compelled to take the next step, whether it\u2019s subscribing to your email list or buying your product.<\/li>\n<\/ul>\n\n\n\n<p>In this post, you\u2019ll learn how to create content that achieves both&nbsp;goals.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Do keyword research\" data-section=\"do-keyword-research\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Do keyword research<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>You can\u2019t get search traffic if no one\u2019s searching for your keywords on Google. That\u2019s why the first step is to figure out what your target audience is searching for.&nbsp;<\/p>\n\n\n\n<p>This process is known as keyword research.&nbsp;<\/p>\n\n\n\n<p>To get started, make yourself a cup of joe, sit down, and ask yourself: \u201cWhat would my target audience type in Google if they were looking for my website?\u201d<\/p>\n\n\n\n<p>For example, if your website sells coffee equipment, then someone may be searching for websites similar to yours using these keywords:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Coffee<\/li>\n\n\n\n<li>Espresso<\/li>\n\n\n\n<li>Cappuccino<\/li>\n\n\n\n<li>Coffee beans<\/li>\n\n\n\n<li>French press<\/li>\n<\/ul>\n\n\n\n<p>We\u2019ll then take these keywords and use them as <a href=\"https:\/\/ahrefs.com\/blog\/seed-keywords\/\">seeds<\/a> in a keyword research tool like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>. So here\u2019s what we\u2019ll&nbsp;do:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter the keywords you\u2019ve come up with (in this example, we\u2019ll use the five coffee keywords)<\/li>\n\n\n\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1204\" height=\"1050\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-16.png\" alt=\"Matching terms report, via Ahrefs' Keywords Explorer\" class=\"wp-image-155978\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-16.png 1204w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-16-487x425.png 487w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-16-768x670.png 768w\" sizes=\"auto, (max-width: 1204px) 100vw, 1204px\"><\/figure>\n\n\n\n<p>Here, you see more than 4 million potential keywords you can target. However, not only is that too many, but most of them are also too competitive. After all, Google search doesn\u2019t exist in a vacuum\u2014if there are many websites vying for pole position, it becomes harder to&nbsp;rank.&nbsp;<\/p>\n\n\n\n<p>So we want to narrow down the results. We\u2019ll do this using two filters:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Keyword Difficulty (KD)<\/strong> \u2013 How hard it is to rank for a particular keyword. We\u2019ll set it to something low and manageable, around 20.<\/li>\n\n\n\n<li><strong>Traffic Potential<\/strong> \u2013 The potential amount of search traffic your page can get if it ranks #1. We\u2019ll set it to&nbsp;500.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1566\" height=\"1104\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-13.png\" alt=\"KD and TP filtered in the Matching terms report, via Ahrefs' Keywords Explorer\" class=\"wp-image-155979\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-13.png 1566w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-13-603x425.png 603w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-13-768x541.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image9-13-1536x1083.png 1536w\" sizes=\"auto, (max-width: 1566px) 100vw, 1566px\"><\/figure>\n\n\n\n<p>It\u2019s much more manageable now. Go through the list and pick out the keywords you think are relevant to your&nbsp;site.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Create the content\" data-section=\"create-the-content\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Create the content<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>With a list of keywords to target, it\u2019s time to create content.<\/p>\n\n\n\n<p>Here\u2019s how:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Choose your content format<\/h3>\n\n\n\n<p>Your content can be a listicle, a how-to guide, an opinion piece, or&nbsp;more.&nbsp;<\/p>\n\n\n\n<p>Which one should you choose?<\/p>\n\n\n\n<p>The most straightforward way is to look at what\u2019s ranking in Google for your chosen topic. For example, if we look at the search engine results page (SERPs) for \u201chow to save money,\u201d we can see that\u2014despite the two words \u201chow to\u201d\u2014people are <em>actually <\/em>looking for a <strong>list of&nbsp;tips.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1328\" height=\"964\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-16.png\" alt=\"SERP overview for &quot;how to save money,&quot; via Ahrefs' Keywords Explorer\" class=\"wp-image-155980\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-16.png 1328w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-16-585x425.png 585w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image6-16-768x557.png 768w\" sizes=\"auto, (max-width: 1328px) 100vw, 1328px\"><\/figure>\n\n\n\n<p>So if you\u2019re tackling this topic, your content format will likely be a listicle. This helps you compete with the existing results on the&nbsp;SERPs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Choose your&nbsp;angle<\/h3>\n\n\n\n<p>You\u2019ll want to make your content specific so your audience can clearly identify its value. This is conveyed via your content\u2019s angle.&nbsp;<\/p>\n\n\n\n<p>For example, a blog post teaching how to cook fried rice <em>fast <\/em>has a clearer proposition than simply how to cook fried&nbsp;rice.&nbsp;<\/p>\n\n\n\n<p>There\u2019s no \u201cbest\u201d or \u201ccorrect\u201d angle to select, so choose one that\u2019s novel and interesting to your readers. Here are some questions that could spark&nbsp;ideas:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Do you have personal experience or expertise?<\/strong> If you have a unique fried rice recipe, share&nbsp;it.<\/li>\n\n\n\n<li><strong>Can you interview experts?<\/strong> For example, you can interview the chef making the fried rice that\u2019s rated 4.5* on Google.<\/li>\n\n\n\n<li><strong>Can you crowdsource ideas? <\/strong>For example, you can poll people part of r\/chinesecooking on their best fried rice recipes.<\/li>\n\n\n\n<li><strong>Can you back your content with data or science?<\/strong> For example, you can explain how to make egg fried rice using molecular gastronomy (and explain the science behind it).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Figure out important subtopics to&nbsp;cover<\/h3>\n\n\n\n<p>You don\u2019t want to miss out on subtopics in your post\u2014especially if it\u2019s something searchers expect to&nbsp;see.&nbsp;<\/p>\n\n\n\n<p>We can figure out what these subtopics are by looking at the common keyword rankings among the top-ranking pages:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Enter your keyword (e.g., \u201cinbound marketing\u201d) into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Scroll down to the <strong>SERP overview<\/strong><\/li>\n\n\n\n<li>Select three to five top-ranking articles (make sure they\u2019re similar)<\/li>\n\n\n\n<li>Click <strong>Open in<\/strong> and choose <strong>Content gap<\/strong><\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1328\" height=\"984\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image3-12.png\" alt=\"Using the feature &quot;Open in Content Gap&quot; to see common keyword rankings, via Ahrefs' Keywords Explorer\" class=\"wp-image-155982\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image3-12.png 1328w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image3-12-574x425.png 574w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image3-12-768x569.png 768w\" sizes=\"auto, (max-width: 1328px) 100vw, 1328px\"><\/figure>\n\n\n\n<p>Here, we\u2019ll want to make sure to see only the most relevant subtopics. We\u2019ll do this by selecting the <strong>Intersection<\/strong> dropdown and choosing the highest two targets (in this example, 4 and&nbsp;5).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1096\" height=\"1260\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image10-10.png\" alt=\"Common keyword rankings, via Ahrefs' Content Gap report\" class=\"wp-image-155984\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image10-10.png 1096w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image10-10-370x425.png 370w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image10-10-768x883.png 768w\" sizes=\"auto, (max-width: 1096px) 100vw, 1096px\"><\/figure>\n\n\n\n<p>From here, we can see that searchers also want to&nbsp;know:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The definition of inbound marketing.<\/li>\n\n\n\n<li>Examples of inbound marketing.<\/li>\n\n\n\n<li>Inbound marketing strategies.<\/li>\n<\/ul>\n\n\n\n<p>If we\u2019re covering the same topic (\u201cinbound marketing\u201d) from a similar angle (\u201cbeginner\u2019s guide\u201d), then these subtopics would make good subheadings.&nbsp;<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/blog-post-outline\/\">How to Write a Blog Post Outline (7 Simple Steps)<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-outline\/\">Content Outlines: How to Write Better Content Faster<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Design your content to be readable<\/h3>\n\n\n\n<p>Nothing is worse than having to read a chunk of text. You\u2019ll want to make your content comfortable to read and easy on the&nbsp;eyes.<\/p>\n\n\n\n<p>You can do this using the <strong>ASMR formula<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Annotations<\/strong> \u2013 Add elements like sidenotes, blockquotes, and call-out boxes to break up the monotony of the&nbsp;post.<\/li>\n\n\n\n<li><strong>Short sentences and paragraphs <\/strong>\u2013 Break long sentences with lots of transitional words like \u201cand,\u201d \u201cbecause,\u201d and \u201cthat\u201d into shorter ones.<\/li>\n\n\n\n<li><strong>Multimedia <\/strong>\u2013 Including videos, images, and GIFs helps illustrate your points without extra&nbsp;words.<\/li>\n\n\n\n<li><strong>Read your copy out loud <\/strong>\u2013 This pinpoints areas where the content doesn\u2019t flow smoothly.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Write like how you&nbsp;talk<\/h3>\n\n\n\n<p>You don\u2019t have to puke out a word salad to impress your readers. The best online writing is friendly and casual. Treat it as if you\u2019re talking to a friend.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re afraid your writing is too business-like, paste your draft into <a href=\"https:\/\/hemingwayapp.com\/\">Hemingway<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1542\" height=\"1232\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image1-12.png\" alt=\"Hemingway app\" class=\"wp-image-155986\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image1-12.png 1542w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image1-12-532x425.png 532w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image1-12-768x614.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image1-12-1536x1227.png 1536w\" sizes=\"auto, (max-width: 1542px) 100vw, 1542px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Reel your readers in with an eye-catching headline<\/h3>\n\n\n\n<p>The famed adman <a href=\"https:\/\/en.wikipedia.org\/wiki\/David_Ogilvy_(businessman)\">David Ogilvy<\/a> once&nbsp;said:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>On the average, five times as many people read the headline as read the body&nbsp;copy.<\/p>\n<\/blockquote>\n\n\n\n<p>People are busy. You need to catch their attention with the headline. So no matter how hard you work on your content, if your headline doesn\u2019t hook them, they won\u2019t read&nbsp;it.&nbsp;<\/p>\n\n\n\n<p>The best way to come up with a good headline is volume. In other words, brainstorm as many possible headlines for your article as possible. Viral site Upworthy <a href=\"https:\/\/www.quora.com\/What-tools-does-Upworthy-employ-to-test-its-headlines\">used to create 25 headlines<\/a> for each of its articles, and bestselling author James Clear brainstormed 400 before coming up with \u201c<a href=\"https:\/\/jamesclear.com\/atomic-habits\">Atomic Habits<\/a>\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Many. I brainstormed over 400 possible titles.<\/p>\u2014 James Clear (@JamesClear) <a href=\"https:\/\/twitter.com\/JamesClear\/status\/1249759292149940230?ref_src=twsrc%5Etfw\">April 13,&nbsp;2020<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Fortunately for you, there\u2019s a faster way to reach this volume today. You can use ChatGPT:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1358\" height=\"792\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image2-16.png\" alt=\"Click-worthy headlines generated by ChatGPT\" class=\"wp-image-155987\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image2-16.png 1358w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image2-16-680x397.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image2-16-768x448.png 768w\" sizes=\"auto, (max-width: 1358px) 100vw, 1358px\"><\/figure>\n\n\n\n<p>Don\u2019t use what\u2019s generated <strong>verbatim,<\/strong> but use it to spark inspiration and help you create the perfect headline.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-a-headline\/\">How to Write an Irresistible Headline in 3 Easy&nbsp;Steps<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/blog-title-formulas\/\">7 Blog Title Formulas That Get Clicks (With Examples)<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Add your on-page SEO<\/h3>\n\n\n\n<p>On-page SEO focuses on helping Google and searchers understand and digest your content.<\/p>\n\n\n\n<p>Follow these best practices:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use the keyword in the <a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">title<\/a> (if possible)<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/meta-description\/\">Write a compelling meta description<\/a> that sells your article on the&nbsp;SERPs<\/li>\n\n\n\n<li>Add concise and accurate <a href=\"https:\/\/ahrefs.com\/blog\/alt-text\/\">alt text<\/a> to your images<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/on-page-seo\/\">On-Page SEO: The Beginner\u2019s Guide<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Get a peer to review your work\" data-section=\"get-a-peer-to-review-you-work\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Get a peer to review your&nbsp;work<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Our content is well known in the SEO industry, and we\u2019re often complimented for our content quality:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/twitter.com\/MicroSaasGuy\/status\/1633812454231736321\n<\/div><\/figure>\n\n\n\n<p>Our secret sauce? Peer review.<\/p>\n\n\n\n<p>Each writer on our team is paired with another to review each other\u2019s work. We point out inaccuracies, logical loopholes, structural issues, spelling errors, and grammatical mistakes. We help each other improve phrasing, suggest examples, or give more&nbsp;ideas.<\/p>\n\n\n\n<p>This is so important to us that we even dedicate a section in the author\u2019s box to contributors:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1360\" height=\"698\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image5-13.jpg\" alt=\"Highlighting the contributor for an Ahrefs blog post\" class=\"wp-image-155988\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image5-13.jpg 1360w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image5-13-680x349.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image5-13-768x394.jpg 768w\" sizes=\"auto, (max-width: 1360px) 100vw, 1360px\"><\/figure>\n\n\n\n<p>A writer can\u2019t write alone\u2014they\u2019re too close to their own work. They need a third party with a fresh set of eyes to go through and provide feedback. That\u2019s why authors hire editors\u2014they\u2019re there to sharpen the prose and tighten the&nbsp;copy.<\/p>\n\n\n\n<p>If you have an editor to show your draft to, great. If not, you can always get the help of a friend, family member, or colleague.&nbsp;<\/p>\n\n\n\n<p>Even if they don\u2019t finish reading, it\u2019s still helpful because it tells you where they stopped reading. That\u2019s most likely the part where they lost interest, so you know where you need to improve.&nbsp;<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Publish and monitor your performance\" data-section=\"publish-and-monitor-your-performance\">\n\n\n\n<h2 class=\"wp-block-heading\">4. Publish and monitor your performance<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Before you publish, run your draft through a tool like <a href=\"https:\/\/www.grammarly.com\/\">Grammarly<\/a> to fix up any final grammatical, spelling, or phrasing errors.<\/p>\n\n\n\n<p>Once that\u2019s all done, hit \u2018\u201cpublish.\u201d<\/p>\n\n\n\n<p>Then, head over to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a> and set up a project for your website.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1626\" height=\"1012\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-15.png\" alt=\"Creating a project in Ahrefs' Rank Tracker\" class=\"wp-image-155989\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-15.png 1626w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-15-680x423.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-15-768x478.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image7-15-1536x956.png 1536w\" sizes=\"auto, (max-width: 1626px) 100vw, 1626px\"><\/figure>\n\n\n\n<p>Follow through the steps. And then in step #4, add the keyword(s) you\u2019re targeting:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1590\" height=\"952\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-12.png\" alt=\"Adding keywords to track in Ahrefs' Rank Tracker\" class=\"wp-image-155990\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-12.png 1590w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-12-680x407.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-12-768x460.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image4-12-1536x920.png 1536w\" sizes=\"auto, (max-width: 1590px) 100vw, 1590px\"><\/figure>\n\n\n\n<p>The tool will track your website\u2019s ranking positions for the keywords you\u2019ve added.&nbsp;<\/p>\n\n\n\n<p>SEO is a continual process, and a tool like <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a> will enable you to keep track of your underperforming content so you can improve it over&nbsp;time.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"\/blog\/republishing-content\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/content-refresh\/\">Content Refreshing: A Step-by-Step Strategy (Based on Updating 50+&nbsp;Posts)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/republishing-content\/\">Republishing Content: How to Update Old Blog Posts for SEO<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Do I have to write all the content myself?\" data-section=\"write-content-myself\">\n\n\n\n<h2 class=\"wp-block-heading\">By the way, do I have to write all the content myself?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>No. You can outsource.<\/p>\n\n\n\n<p>To help you decide if you should create content yourself, here are a few points to consider:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Do you like writing?<\/strong> If you feel like vomiting every time you sit down to write a post, you should consider outsourcing.<\/li>\n\n\n\n<li><strong>Is content creation the most important thing you can do?<\/strong> I\u2019m a content marketer, so writing is my most important task. But if you\u2019re in another role, say an entrepreneur or a salesperson, then perhaps writing is <em>not <\/em>your \u201cone thing.\u201d It doesn\u2019t mean you shouldn\u2019t create content, but it may mean you don\u2019t do the actual writing. (Remember: Many books are written by ghostwriters.)<\/li>\n\n\n\n<li><strong>Are you overwhelmed with tasks?<\/strong> If you can never find time to create content, e.g., you\u2019re a solopreneur, then it\u2019s probably better if you outsource.<\/li>\n\n\n\n<li><strong>Are you in an industry that requires domain expertise?<\/strong> For some industries (e.g., health), expertise is vital not just for the sake of your readers but <a href=\"\/blog\/eeat-seo\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/eat-seo\/\">for ranking<\/a>. If you don\u2019t have the required expertise, you may want to consider outsourcing it to someone who does. (Although you can overcome this through interviewing experts.)<\/li>\n\n\n\n<li><strong>Do you have a budget for hiring?<\/strong> Time is money too, so it doesn\u2019t mean you should create <em>all<\/em> the content yourself just because you don\u2019t have a budget. Make sure it\u2019s the most important thing you can&nbsp;do.<\/li>\n<\/ul>\n\n\n\n<p>If you\u2019ve decided to outsource, then you can start looking for freelance writers on job boards and marketplaces. There are general ones like <a href=\"https:\/\/www.upwork.com\/\">Upwork<\/a>, and there should also be ones specific to your industry (e.g., <a href=\"https:\/\/jobs.swipefiles.com\/jobs\">Swipe Files<\/a> is a job board for marketers).<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/hiring-freelance-writers\/\">How to Hire Freelance Writers in 5 Steps (Ahrefs\u2019 Process)<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>If you follow through the steps above, you\u2019ll create content that Google loves.&nbsp;<\/p>\n\n\n\n<p>Over time, your efforts will be rewarded and you\u2019ll see organic traffic flow to your website.<\/p>\n\n\n\n<p>Any questions or comments? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Specifically, you need website content that:&nbsp; In this post, you\u2019ll learn how to create content that achieves both&nbsp;goals. You can\u2019t get search traffic if no one\u2019s searching for your keywords on Google. That\u2019s why the first step is to figure<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[339],"class_list":["post-155956","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Write Website Content That Ranks (And People Want to Read)<\/title>\n<meta name=\"description\" content=\"To get traffic for your website, you&#039;ll need content that ranks on Google and engages your audience. We&#039;ll show you how to do both.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/website-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Write Website Content That Ranks (And People Want to Read)\" \/>\n<meta property=\"og:description\" content=\"Create great content for people and search engines.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/website-content\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-28T05:09:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-03T15:27:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-16.png\" \/>\n<meta name=\"author\" content=\"Si Quan Ong\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Create great content for people and search engines.\" \/>\n<meta name=\"twitter:creator\" content=\"@siquanong\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ahrefs.com\/blog\/website-content\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/website-content\/\"},\"author\":{\"name\":\"Si Quan Ong\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7\"},\"headline\":\"How to Write Website Content That Ranks (And People Want to&nbsp;Read)\",\"datePublished\":\"2023-03-28T05:09:33+00:00\",\"dateModified\":\"2024-05-03T15:27:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/website-content\/\"},\"wordCount\":2046,\"publisher\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/website-content\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/how-to-write-website-content-that-by-si-quan-ong-general-seo-2.jpg\",\"articleSection\":[\"General SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ahrefs.com\/blog\/website-content\/\",\"url\":\"https:\/\/ahrefs.com\/blog\/website-content\/\",\"name\":\"How to Write Website Content That Ranks (And People Want to Read)\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/website-content\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/website-content\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/03\/image8-16.png\",\"datePublished\":\"2023-03-28T05:09:33+00:00\",\"dateModified\":\"2024-05-03T15:27:55+00:00\",\"description\":\"To get traffic for your website, you'll need content that ranks on Google and engages your audience. 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