Content writing is one of the most important steps
We could have a complete SEO forum just dedicated to content writing and I could write over 100 pages on this topic. But we aren't here to go into every last detail.
The most important things you should ask yourself:
- Does my content have a purpose other than ranking and generating leads/jobs/clients?
- Did I answer the reader's questions?
- Is my content more useful than the people already ranking?
If you can't say yes to these questions then you are doing content incorrectly.
Structure, remember most people's attention span is very short, this is due to social media, TikTok, and just everything online. A video isn't fast enough paced that they had to move to short-form video.
With that said most people will skim through your post/page and read the headings, view the photos, and watch videos.
So make sure your headings are on point!
Heading 1 AKA H1
This should contain the keyword or phrase you are trying to rank for, the closer to the front the better as an example Salt Lake City Lawyer. You should only use (1) H1.
Heading 2 AKA H2
This should be a variation of your primary keyword as an example Lawyer in Salt Lake City, Utah
Some people will use several H2s for different terms they are trying to rank for this is one type of strategy.
Heading 3s AKA H3
I typically use several H3s which are from contact us, to different categories, or things I like to show up as rich snippets on Google.
Heading 4s AKA h4s
Personally, I very rarely use them but they are typically used for things that don't matter very much like contact us, or Faqs etc..
Anything beyond that is overkill and has very little to no SEO value IMO.
I like taking the top 3 pages that are ranking for my keyword and phrase and finding what they are missing, and how I can answer the question more directly and be more informational. This can also include missing photos, videos, and/or linking etc..
Some people will say AI is bad etc.. but in reality, what matters is that you have written useful or helpful content that isn't just for rankings.
I am happy to expand on this topic if you have further questions post them below.
Also, keep in mind a lot of this may need to be updated later such as some H3s will more than likely become H2s and so on. But a lot of this will depend on what's ranking if you are ranking organic & maps or just organic etc.. I recommend using something to compare your content page/post to your competitors such as Cora.