WordPress is the world’s most popular content management system by a huge margin. It’s used by an estimated 43.2 percent of all websites – that’s hundreds of millions of sites. WordPress is fast, stable and easy to use. It’s also appropriate for just about all types of websites, from personal blogs to major e-commerce operations.
While WordPress is a good choice for almost any type of project, there is one thing that all WordPress sites – and all websites, in fact – have in common: They all need text. Text is the main way in which information is distributed online, and it’s also the primary way in which people find content. Google has become infinitely more advanced over the years, but it still won’t find your website if it has no text.
All of the text content that exists on the web has two goals: to rank as well as possible on Google and to satisfy the people who read it. In this article, we’ll explain how to do both.
This is your step-by-step guide to writing better content for any type of website.
Identify the Content’s Topic or Main Idea
When you set out to write a new article for your WordPress site, it’s a bad idea to simply write off the top of your head. Your goal is to receive traffic from Google when people search for information that relates to your article. For that to happen, you need to base the article around at least one keyword phrase – referred to as just “keyword” for the remainder of this article – that people might search for online. Since that keyword expresses the article’s main idea, you should put it in the article’s title.
When you select target keywords for your articles, you may find it helpful to use a research tool that shows you how many people search for those keywords each month. Keyword research isn’t strictly necessary. It can be helpful, though, because ranking well on Google is your goal – and focused content always has the best chance to do that.
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Identify the Intent of the Content’s Target Keyword
Once you’ve settled on a main idea for your article, your next goal is to identify the most likely reason why people would search for that keyword. This is the keyword’s intent. If someone searches for that keyword, what type of content do they want to find? Are they looking for product content like this page, or are they looking for informational content? At what stage in the customer journey would someone search for that keyword? It’s important to understand a keyword’s intent as thoroughly as possible before you begin writing about it because your goal is to provide the type of content that the reader wants.
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Write Content That Discusses the Topic Completely
Once you’ve identified a main idea for your article and determined the user intent behind the target keyword, it’s time to start writing the content. You may find it helpful to begin with an outline or list of ideas to help ensure that you won’t forget anything useful while writing the content. An outline is also useful for organizing your thoughts in a logical way.
When writing any article, your goal is always to cover the topic as completely as possible. The length of the content isn’t important as long as you’ve done that. Some topics naturally demand longer article lengths, while others can be shorter.
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Make the Content as Readable as Possible
When you write articles for your WordPress website, it’s important to remember that the presentation of the content is at least as important as the content itself.
- Make sure that the spelling and grammar are perfect.
- Use images frequently to maintain interest and illustrate important points.
- Use subheadings to organize your thoughts.
- Use bullet points to make the content easy to scan.
- Consider adding a table of contents if the article is very long.
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Compare Your Content to Sites Already Ranking for Your Target Keyword
At some point during your writing process – and before you publish the finished article – you should search Google for the article’s target keyword to get an idea of what already ranks well for that topic. How does your article compare to the ones that currently appear on Google’s first page? Can you honestly say that your article is more useful than what your competitors have published? Are there any additional pieces of information or alternative points of view that you could incorporate into your article to make it even more useful?
Make the Content Work for You
When you publish content on your WordPress website, your goal in most cases is to encourage the reader to perform a certain action. The target action should be something that logically relates to the content of the article.
If the article is a product review, for instance, it’s logical to conclude that someone searching for that content is probably looking for a product to buy. In this case, the content should encourage the reader to click a link that goes to a product page.
On the other hand, suppose that the article contains a list of tips and tricks for having a better experience with a product. In this case, the reader already owns the product and probably isn’t looking for something to buy right now. It might make more sense to encourage readers to join your website’s mailing list, which would give you a chance to market to them later.
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Can You Use AI in Your Writing Process?
Some people have called generative AI the most important new technology to emerge in decades. Whether that’s actually true remains to be seen. AI could also turn out to be an enormous speculative bubble. In the meantime, though, there’s no harm in using AI as a tool in your writing process. You need to know, though, what AI is and isn’t good at.
One of the most important things to understand about large language models is that they aren’t experts on any subject. All AI can do is essentially repeat the information that it absorbed from its training data – so if you want AI to write your article for you, you’re going to be disappointed because the content will be generic and won’t say anything of substance.
Truly successful content can only come from your own mind. However, AI can be a great proofreading tool. You can also feed your completed article to a large language model and ask if there are any important points or details that you missed.
AI can be a great sidekick for your writing process, but it can’t do the work for you because human creativity is still the thing that makes the difference between ordinary and great content.
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