A to Z about SEO Writing

This case study provides a step-by-step process for approaching content. It illustrates the effectiveness of combining an LSI strategy with SEO writing and link building. Finally, it documents the entire process behind getting a webpage ranked highly by Google.

1) Choose a Topic 

For the purpose of this case study, I created an article about things that get better over time such as wine, cheese and vinegar.

2) Perform Fundamental Keyword Research

Doing keyword research on this topic helps identify how people search for this information in Google. It’s important to understand what phrases are commonly used that relate to my article topic. Using Google Adwords, I identified four phrases with adequate monthly search volume.

Adwords Keyword Research
As you can see, things that get better with age is searched 390 times a month. Optimizing content around phrases that have a high monthly search volume is ultimately the first step to increasing organic traffic from search engines.seo content writing

3) Do LSI Keyword Research

Researching additional words that Google semantically relates to your keyword phrase is an extremely important element to assist with high rankings. Identifying the synonymous and related variations of your target keyword phrase is a key element to success.

Synonymous LSI Keywords:

In search results, Google bolds the keywords that you are searching for. Look for words in bold that are not a part of your search query. These words have a strong semantic relationship in the eyes of Google. I call this sLSI (synonymous Latent Semantic Indexing). I was able to identify that Google correlates a strong semantic relationship between the words Objects with Things, and Better with Improve.

sLSI Example

Related LSI Keywords:

Also gather related LSI terms from Google’s related search suggestions at the bottom of the search results page. From doing this, I discovered the semantic relevance between the terms Time and Age, and to include the related elements of Wine and Cheese in my article.

rLSI Example
All of these terms have an established semantic relationship in Google’s index. Having this knowledge when writing content provides an advantage with Google’s algorithm. From doing this research, I was sure to include these additional words in my content:

Target Keyword Phrase: things that get better over time – 390 search volume

Synonymous and Related Latent Semantic Indexing Keywords:

LSI KRS

You can lean more about this process in my article on LSI Keyword Research.

4) Create the Content

Two important elements to focus on are keyword density and keyword placement. I placed my target keyword phrase in an H1 tag and in my meta title and meta description. Semantic variations were also placed in H2s and scattered throughout the page.

Below is a visual representation of the article’s keyword density, along with how the keywords were placed throughout the webpage.

5) Implemented Semantic Markup

I then implemented additional markup to help Google parse the article’s content, and provide additional data on what the article is about. You can learn more about how to implement these elements in the articles Semantic Markup and Google Authorship.

  • Schema.org Vocabulary – Article
    • Title
    • Image
    • Author
    • Date Published
    • Article Body
  • OpenGraph Protocol – Article
    • Title
    • Description
    • Type
    • Image
    • URL
  • Twitter Card
    • Summary Card
    • Creator
    • Site
  • Google Authorship

6) Build Backlinks

Now that the content was created and posted, it was time to start building relevance to it in Google’s eyes. This is done through link building. The method of link building used for this study was blogger outreach. This is among the highest quality link building tactics you can use. Blogger outreach is done by establishing connections with other websites and asking them to link to your content from relevant content on their site.

Based on the Penguin-friendly link building module described in the Linking Elements section, I built links to my article using LSI variations of our keyword term.

Link Building Anchor Text Variations:

  • things that get better with age
  • things that get better with time
  • objects that improve with age

lsi links

To build these links, I wrote three articles and emailed them to blogs asking if they would publish them on their site. I made sure they were high quality sites with a relevant niche. Typically, when you provide the high quality content yourself, it is not difficult to find sites to publish them and link back to you.

CASE STUDY RESULTS

To measure success, I tracked the following two keyword phrases:

  • Head Term: things that get better with age [390 vol]
  • Sub Term: things that get better with time [70 vol]

The interactive chart below displays the keyword progress with link building data. Once link building efforts started, it only took the article two weeks to rank on Page One in Google. When you observe the data below, you will notice a direct correlation between link building and ranking improvements.

The good SEO writing can effortlessly rank high when LSI tactics are used in the keyword research and link building strategy.

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