3 SEO writing tips to improve content

It can be a challenge to stay creative with your copy while also competing for higher search rankings, especially if you’re constantly crashing on deadline.

Here are three ideas to help take the pressure off so you can churn out more effective, SEO-friendly content without creative burnout:

1. Get help—tap your SMEs. “Unless you’re writing marketing or PR content, you probably shouldn’t author your content,” says Samantha Rideout, marketing director at Pharmaceutical Strategies Group. “Instead, work with your subject matter experts (SMEs).”

This helps you get more content out and helps boost your search rankings, according to Rideout. That’s because the top search engines usually include “authority” as a ranking factor.

Google, for example, may give preference to sites with higher levels of what’s known as E-A-T, which stands for “Expertise,” “Authoritativeness” and “Trustworthiness.”

“When dealing with SMEs at your organization, it’s tempting to turn to Professor Google as source material,” Rideout adds. “But if you can Google it, so can your audience. What are you offering that is different or special? Why is your content the thing everyone needs to read?”