• The big money terms you and all your competitors want to rank for
• The longer-tail terms that by themselves bring little traffic but are powerful at scale

Our keyword research usually recommends targeting both groups.

We create content that targets the bigger money terms and pushes your site to rank well for them. However, we also understand you need a return on your content budget ASAP, not in six months, so we also target what your site CAN rank for today.

First, consider the user.

• Who are they? Male, female, young, old?
• What is their primary motive in searching for your content? Learn this, and address it early in your content. Win their trust that you can provide what they need, and they will read on. If they read on, Google will know and reward you.
• Will they be looking for a brief overview or something super detailed?
• What tone is going to appeal to them?

Then, consider ALL users.

Google will rank your content higher if it appeals to the MOST people. So, before writing, consider your primary audience, but also ensure your content is not narrow in appeal.

• Have something for all. Have something for the skim readers and also the deep divers.
• Mix it Up. Various content presentations (images, graphs, quotes) make reading longer content easier. That said, five random pictures with poorly matched context to the content will not achieve much. Be ultra-focused with your additional content.
• Employ proven sticky copywriting concepts. For example, start with a short, readable sentence when introducing a new topic. Only expand to longer sentences to elaborate on an idea, not to introduce it, etc.
• Using big words might make you sound clever, but it’s not a clever choice. Why so? Even those with a voluminous vocabulary have to use more brain power to use it. When more brain power is needed to read, people read less. If you want people to read more of your content, keep the language simple. Everyday spoken language works best.

Want to put this to the test?
Go to google.com now and search for almost any topic.
You will find that the top-ranking sites employ these tactics.