People may say, “I’m a content creator”. But what exactly does that mean? There are a few different types of SEO content that we write. Each of these has a specific purpose for both SEO and the readers.
1) Informational Posts (“Info” Post)
These are your common ‘general blogs’. They offer valuable information to the reader and are quite simple in layout. The main purpose of an info post is to offer information without asking for anything (direct) in return.
These posts can, however, help to drive readers to other pages on the website. They’re also great for organic link building, if you have good information, other sites are more likely to link to you.
Info posts are usually made up of:
- Facts e.g. The difference between vegetarianism and veganism
- Guides e.g. What to pack for a Caribbean cruise
- How-tos e.g. How to optimise your website for SEO
- Question-based posts e.g. What is the political climate in Brazil?
An example of an info post:
2) List Posts
List posts are quite self-explanatory – they’re lists. These often include affiliate links, but are always written to give the reader a list of options to choose from and a description to help them make their choice.
When writing these for SEO, it’s important to make sure that the headings are well-structured – this helps in gaining the featured snippet in the SERPs. Numbers are also effective, as is structured data (bullet lists, etc.).
List posts usually include:
- Things to do e.g. What to do in Buenos Aires in 24 hours
- Places to Stay e.g. Best places to stay in Cape Town
- Best X e.g. 10 Best breakfast restaurants in Milan
An example of a list post:
3) Itineraries & Travel Guides
Itineraries and travel guides are extremely in-depth and require precise research. They are normally written by more experienced writers. When you’re helping the reader plan their travels to a destination they may never have visited before, your suggestions need to be logical and valuable.
The suggestions included in an itinerary need to be practical (regarding time, space, and location) as well as accurate. This requires a lot of research and a close relationship with Google Maps.
Important guidelines to remember:
- Research PROPERLY – make sure that you’re looking for the right details
- Make sure the information you’re giving is up-to-date and accurate
- Check multiple sources to be sure
- Link to sources where possible (as long as they are not competition)
An example of an itinerary:
An example of a travel guide:
4) Linkbuilding Posts aka Guest Posts
Guest posts are often written to be published on a 3rd party site, in order to link to one of our sites (or one of our clients). The most important detail of these posts is that the link is correct, as well as the anchor text.
The posts can be any type (info, list, etc.) and are often researched to fit the host site, while ensuring that it is not duplicate content for the host.
An example of a guest post (note the link in the copy under the second H2):
This post is published on an outside blog and includes a contextual link to our website https://comparenreview.co.za/
5) Affiliate Posts aka Transactional Posts
Affiliate marketing can generate quite a bit of money through sales when done correctly. These posts use a mix of keywords and good writing to successfully lead readers to affiliate partner sites (and make a purchase).
Affiliate posts are written using partner sites, which provide affiliate links or partner IDs/tags. So you’ll have a unique link to a web page that gets added into the content.
Affiliates posts include:
- Activity posts e.g. 10 Best snorkelling tours in Jamaica
- Product reviews e.g. 10 Best travel backpacks for digital nomads
- Accommodation reviews e.g. A review of the Hilton Hotel in Las Vegas
Example of an affiliate post:
6) Review Posts
Review posts are very much like affiliate posts, and will often include an affiliate link – but they focus more on helping the reader discover the good, bad, and ugly about a place/product/service (as opposed to prioritising a sale).
These can include one item reviewed (i.e review of a coffee machine or a hotel) or it can include a comparison (i.e. airlines or dog food).
Example of a review post:
7) Web Page Content
Writing blogs that go on websites can be pretty straightforward and simple to understand. But when we start writing for other website pages, you have to understand the website that you’re writing for, and know your audience. Here are some of the types of web page content you can expect to find:
Main pages on websites will vary in length and needs. You’ll have your home page, as well as other necessary pages such as an about page and a contact page. Everything else will be determined by the website and what it needs to include. E.g. a shop page for an online store, or a menu page for a cafe.
One thing that can really harm a website’s authority with search engines is thin content. For this reason, we’ll often add ±500 words to category pages. This content will include keywords where possible, and have images and links as well. E.g. a destination page on a travel blog.
These would only be written for an eCommerce store. SEO-optimised product descriptions use keywords to perfectly describe the products. It’s also important to have all the necessary fields filled out when writing for products.
These include, but are not limited to:
- Short Description
Over To You
It’s important to note that sometimes content will overlap in the types. For instance, you may have a list post that is also an affiliate post. Or an info post that is also a guest post.
Becoming more familiar with the types of content and how they are written will help when deciphering what type of content you are writing, and what it should include. But we’ll get to that….
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