How to Beat Stronger Websites for a Competitive Keyword

Tl;DR, it’s 99% how you write your content. But writing content for SEO is nothing like it used to be.

The things that once mattered are no longer important in the world of SEO.

Content length … irrelevant.

Keyword usage … doesn’t matter (and might hurt you).

Linking to product pages … spammy (and might hurt you).

If you can tell a piece of content was written for SEO, it’s going to fail (if it hasn’t already).

OK then, how do you write content for SEO?

1. Choose a keyword

Our client was targeting a super competitive keyword WAY out of their league.

As a matter of fact, every website ranking on Page 1 was significantly stronger than them.

2. Understand the intent, and kill it

The goal behind content is to leave a visitor zero reason to go back to search results to find more answers.

How do you do that?

By evaluating every title tag, meta description, written content and media types on Page 1 of SERPs, you can understand:

  • Which title tags people are likely to click on.
  • The intent of their search (informational, commercial, navigational).
  • The types of media they are looking for (graphics, video, downloadables).
  • The subtopics that need to be covered.

3. Write more in-depth content than your competitors

What’s the best way to prevent a searcher from going back to search results?

Deliver more thorough content. Period.

Using artificial intelligence content technologies, we can determine which content topics need to be covered in order to create better content than your competitors.

So what happened with our example client?

We went from position 13 to position 1 for “IT consultancy services” in under 4 months.

This is just business-as-usual at Brafton.

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