{"id":2329,"date":"2015-08-13T09:23:35","date_gmt":"2015-08-13T03:53:35","guid":{"rendered":"http:\/\/rankwatch.com\/blog\/?p=2329"},"modified":"2023-05-12T10:42:24","modified_gmt":"2023-05-12T05:12:24","slug":"crafting-content-that-readers-and-google-will-love","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/","title":{"rendered":"Crafting Content that Readers (and Google) Will Love"},"content":{"rendered":"

In recent years changes to search engine algorithms have changed the content that we access online. Where once it was common to see short blog posts which offered little in the way of value to the reader, now we see sites offering actionable and truly useful posts. This has come about thanks to Panda and Penguin, which worked to penalize sites that offered \u2018thin\u2019 content. The idea of this was to force spamming tactics \u2013 spun articles, keyword stuffing, etc. \u2013 out of search results.<\/p>\n

Add to this that Google recently banned guest posting for SEO (another hugely misused tactic for gaining backlinks) and we now have a much more useful web for everyone.<\/p>\n

\"Eye<\/a>Image: Neilsen Norman Group<\/a>
\nStudies show that readers follow an F-shaped pattern when reading online<\/p>\n

We read differently online. Eye-tracking studies show that online readers tend to read in an F-shaped pattern and that they tend to skim. This means that it\u2019s necessary to craft content in order to ensure that online readers will read as much as possible of your posts. But you also want to make sure that your content is discoverable by the search engines.<\/p>\n

Keyword stuffing<\/a>, as mentioned, is not recommended. While earlier it was necessary to consider the density of the keywords in a \u00a0piece of writing, now the density should be the last thing on your mind. Keywords remain important, but you should consider using a primary and secondary keyword sparingly throughout the text. Instead, think about related, long-tail phrases that will add context to the post for the search engines.<\/p>\n

Spelling and Grammar<\/h3>\n

You don\u2019t have to be the next Bronte to write decent content. It\u2019s desirable though that you should be able to construct a sentence and it should contain faultless spelling and grammar. If these are not your strong points, then do consider using software to help you.
\n<\/a>
\nSuch as:<\/p>\n

\u2022\u00a0\u00a0 \u00a0Grammarly<\/a>
\n\u2022\u00a0\u00a0 \u00a0Ginger Grammar Checker<\/a><\/p>\n

Google\u2019s algorithms check for good spelling and grammar and so the site that doesn\u2019t pay attention to detail is the one that will find itself disappearing further down the search ranking results.<\/p>\n

Readability<\/h3>\n

\"Blog\"<\/a><\/p>\n

Since online readers like to skim text, you can use readability scoring to ensure that it\u2019s scannable. As a general rule of thumb, remember that if you use words or construct sentences in such a way that it makes the reader stop to make sense of it, then you\u2019ve effectively lost them.<\/p>\n

Readability scoring<\/a> allows you to more effectively write for your target audience. In the past when I\u2019ve suggested this I have been criticized for contributing to \u2018dumbing down\u2019 the written material found online. But readers have different abilities and different audiences have varying skills and understand various languages.<\/p>\n

For example, a blog that you write for a site aimed at teenagers is going to be written very differently than if your audience consists of lawyers. As a writer, and especially as a business looking to build relationships through blogging, you\u2019re writing for the audience, not yourself.<\/p>\n

This means that you must use language that your audience understands and connects with. Some writers love to wax lyrical, using long and convoluted jargon that is off-putting to the reader. This is fine if you\u2019re hobby-blogging, but if you want to ensure that your blog is truly useful to your readers then understand who they are and what they want.<\/p>\n

Formatting<\/h3>\n

The format in which you present blogs is also important. There\u2019s nothing worse than landing on a site and be presented with a large, unbroken block of text. This is enough to have most online readers leave the site and look for easier reads. Blogs should contain short sentences and paragraphs.<\/p>\n

They should also:
\n\u2022\u00a0\u00a0 \u00a0Include clear white space between paragraphs
\n\u2022\u00a0\u00a0 \u00a0Use subheaders
\n\u2022\u00a0\u00a0 \u00a0Use images and where appropriate, videos
\n\u2022\u00a0\u00a0 \u00a0Have paragraphs that are no longer than 8 lines deep
\n\u2022\u00a0\u00a0 \u00a0Use bullet points to further break up the text<\/p>\n

For the search engines, you should include your keywords in the title, first paragraph and one subheader. You should then also use your secondary keyword and contextual phrases throughout the piece naturally. Don\u2019t try to force keywords in where they don\u2019t belong \u2013 above all it should be easy and natural to read.<\/p>\n

Length<\/h3>\n

\"SERPIQ\"<\/a><\/p>\n

How long should a blog post be?<\/p>\n

That\u2019s an ongoing question that many people seem to struggle with. I don\u2019t write posts of less than 800-1000 words unless specifically requested for a few reasons:<\/p>\n

1.\u00a0\u00a0 \u00a0Research shows that longer posts perform better<\/a> in the SERPs
\n2.\u00a0\u00a0 \u00a0Short posts rarely offer value to the reader<\/p>\n

Before Google banned guest posting for SEO<\/a> we saw a lot of fluff pieces created for no other reason than to gain a backlink.<\/p>\n

These tended to have the same characteristics:<\/p>\n

1.\u00a0\u00a0 \u00a0The content had very little research and depth to it
\n2.\u00a0\u00a0 \u00a0The content was 500 words or less
\n3.\u00a0\u00a0 \u00a0Links with unnatural anchor text were commonly littered throughout the text<\/p>\n

So write as much as you feel you need to in order to get across the information that your readers will find useful. Try to keep it actionable and unless you\u2019re already known as something of an expert in your industry (or your blog is well-established), avoid opinion pieces.<\/p>\n

Remember, you\u2019re writing for the reader, and a rant covering your personal opinion isn\u2019t useful to them. However, they can prompt discussion, so even if you have a new blog, consider when and how an opinion piece could be used for this purpose and work it into your ongoing strategy.<\/p>\n

Referencing<\/h3>\n

Readers don\u2019t necessarily trust that your post contains information that is true. With this in mind, provide links that support your writing to trusted sites such as academic sites and studies that contain facts and figures. This will give your posts more weight, Google will love you for it as it proves that you\u2019re pointing to further information and getting involved in a conversation.<\/p>\n

A healthy link profile for any site contains a mix of outbound, internal and incoming, dofollow and nofollow links. For backlinks, some of these will have a nofollow placed on them, which also makes up part of a good link profile. Creating excellent content will attract backlinks, as will guest posting on other sites. Nofollow links don\u2019t have any \u2018link juice\u2019 but they do drive traffic and boost your business\u2019s online visibility, so don\u2019t be afraid of them.<\/p>\n

Headlines<\/h3>\n

I\u2019m coming to this last as often it\u2019s better to go back and work on your title (and your introduction) after you\u2019ve finished writing the bulk of the post. Headlines are your chance to grab reader attention<\/a>, so you should try to work on ensuring that they\u2019re clickable. Avoid cute and clever titles as these can work against you and work on titles that speak to the reader about a problem.<\/p>\n

\"Headlines\"<\/a>Image Source: Moz<\/a><\/p>\n

As you can see, the types of headlines that readers like are dominated by those with numbers in them.<\/p>\n

E.g.
\n\u201c5 Ways to Boost Traffic\u201d
\n\u201c10 Tips for Improving SEO\u201d<\/p>\n

\u2018How to\u2019 posts are also popular, as are those that directly address the reader. With this in mind, use this research to help you to come up with titles that readers will want to click on and read. List posts (such as number posts) are easy to read and people love them \u2013 think Buzzfeed – there\u2019s a reason it\u2019s so popular \u2013 as they immediately understand that the information is potentially useful to them.<\/p>\n

Consider Your Reader Above All Else.<\/h3>\n

If you write great content, that readers love and share, then you will have a better chance of achieving good rankings and attracting backlinks. You should aim to post as often as possible \u2013 at least twice a week \u2013 for best results and ensure that you share your posts across social media and encourage engagement.<\/p>\n

Do write for your audience and not the search engines. Do carry out keyword research and use these in your posts. And make sure that your spelling, grammar and information are flawless.<\/p>\n

This will ensure that your site gets found and that once there, readers will return to read your content further.<\/p>\n

If you can\u2019t write, invest in a blogger or agency that can produce great content for you and who understands your industry.<\/p>\n

If you can write, then do allow your own voice to shine through and inject a little personality. Readers want to think that they\u2019re connecting with a person, rather than a faceless organization, so do include a bio briefly stating who you are, what you like and where you work.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

In recent years changes to search engine algorithms have changed the content that we access online. Where once it was common to see short blog posts which offered little in the way of value to the reader, now we see sites offering actionable and truly useful posts. This has come about thanks to Panda and […]<\/p>\n","protected":false},"author":25,"featured_media":2351,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[32],"tags":[],"class_list":["post-2329","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","entry"],"acf":[],"yoast_head":"\nHow to Craft Content for Readers and Google Algorithms<\/title>\n<meta name=\"description\" content=\"Eye-tracking studies show that online readers tend to read in an F-shaped pattern and that they tend to skim. Craft content that readers and Google will love.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Craft Content for Readers and Google Algorithms\" \/>\n<meta property=\"og:description\" content=\"Eye-tracking studies show that online readers tend to read in an F-shaped pattern and that they tend to skim. Craft content that readers and Google will love.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/\" \/>\n<meta property=\"og:site_name\" content=\"RankWatch Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RankWatch\/\" \/>\n<meta property=\"article:author\" content=\"www.facebook.com\/KesButters\" \/>\n<meta property=\"article:published_time\" content=\"2015-08-13T03:53:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-12T05:12:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png\" \/>\n\t<meta property=\"og:image:width\" content=\"256\" \/>\n\t<meta property=\"og:image:height\" content=\"256\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Kerry Butters\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/kesbutters?lang=en\" \/>\n<meta name=\"twitter:site\" content=\"@rankwatch\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kerry Butters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/\"},\"author\":{\"name\":\"Kerry Butters\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#\/schema\/person\/41bf63848f795dfa2862a105a0c38c89\"},\"headline\":\"Crafting Content that Readers (and Google) Will Love\",\"datePublished\":\"2015-08-13T03:53:35+00:00\",\"dateModified\":\"2023-05-12T05:12:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/\"},\"wordCount\":1450,\"commentCount\":5,\"publisher\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png?fit=256%2C256&ssl=1\",\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/\",\"url\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/\",\"name\":\"How to Craft Content for Readers and Google Algorithms\",\"isPartOf\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png?fit=256%2C256&ssl=1\",\"datePublished\":\"2015-08-13T03:53:35+00:00\",\"dateModified\":\"2023-05-12T05:12:24+00:00\",\"description\":\"Eye-tracking studies show that online readers tend to read in an F-shaped pattern and that they tend to skim. Craft content that readers and Google will love.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#primaryimage\",\"url\":\"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png?fit=256%2C256&ssl=1\",\"contentUrl\":\"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png?fit=256%2C256&ssl=1\",\"width\":256,\"height\":256,\"caption\":\"Crafting Content\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.rankwatch.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Crafting Content that Readers (and Google) Will Love\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#website\",\"url\":\"https:\/\/www.rankwatch.com\/blog\/\",\"name\":\"RankWatch Blog\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.rankwatch.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#organization\",\"name\":\"Rankwatch\",\"url\":\"https:\/\/www.rankwatch.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2021\/07\/400x90rec.png?fit=400%2C90&ssl=1\",\"contentUrl\":\"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2021\/07\/400x90rec.png?fit=400%2C90&ssl=1\",\"width\":400,\"height\":90,\"caption\":\"Rankwatch\"},\"image\":{\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/RankWatch\/\",\"https:\/\/x.com\/rankwatch\",\"https:\/\/www.instagram.com\/rankwatch_seo\/\",\"https:\/\/in.linkedin.com\/company\/rankwatch\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#\/schema\/person\/41bf63848f795dfa2862a105a0c38c89\",\"name\":\"Kerry Butters\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.rankwatch.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/93db0a52b3a5542110c0d2cd5877271f?s=96&d=blank&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/93db0a52b3a5542110c0d2cd5877271f?s=96&d=blank&r=g\",\"caption\":\"Kerry Butters\"},\"description\":\"Kerry Butters is a technology writer, author and CEO of creative digital agency markITwrite.. She covers all things tech, from digital marketing & SEO to corporate technology. Kerry was a finalist in 2015\u2019s Shorty Award for Best Business Blogger and placed #2 in the global web vote.\",\"sameAs\":[\"www.facebook.com\/KesButters\",\"https:\/\/www.linkedin.com\/profile\/view?id=127947081\",\"https:\/\/x.com\/https:\/\/twitter.com\/kesbutters?lang=en\"],\"url\":\"https:\/\/www.rankwatch.com\/blog\/author\/kerrybutters\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Craft Content for Readers and Google Algorithms","description":"Eye-tracking studies show that online readers tend to read in an F-shaped pattern and that they tend to skim. Craft content that readers and Google will love.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/","og_locale":"en_US","og_type":"article","og_title":"How to Craft Content for Readers and Google Algorithms","og_description":"Eye-tracking studies show that online readers tend to read in an F-shaped pattern and that they tend to skim. Craft content that readers and Google will love.","og_url":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/","og_site_name":"RankWatch Blog","article_publisher":"https:\/\/www.facebook.com\/RankWatch\/","article_author":"www.facebook.com\/KesButters","article_published_time":"2015-08-13T03:53:35+00:00","article_modified_time":"2023-05-12T05:12:24+00:00","og_image":[{"width":256,"height":256,"url":"https:\/\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png","type":"image\/png"}],"author":"Kerry Butters","twitter_card":"summary_large_image","twitter_creator":"@https:\/\/twitter.com\/kesbutters?lang=en","twitter_site":"@rankwatch","twitter_misc":{"Written by":"Kerry Butters","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#article","isPartOf":{"@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/"},"author":{"name":"Kerry Butters","@id":"https:\/\/www.rankwatch.com\/blog\/#\/schema\/person\/41bf63848f795dfa2862a105a0c38c89"},"headline":"Crafting Content that Readers (and Google) Will Love","datePublished":"2015-08-13T03:53:35+00:00","dateModified":"2023-05-12T05:12:24+00:00","mainEntityOfPage":{"@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/"},"wordCount":1450,"commentCount":5,"publisher":{"@id":"https:\/\/www.rankwatch.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png?fit=256%2C256&ssl=1","articleSection":["Content Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/","url":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/","name":"How to Craft Content for Readers and Google Algorithms","isPartOf":{"@id":"https:\/\/www.rankwatch.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#primaryimage"},"image":{"@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#primaryimage"},"thumbnailUrl":"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png?fit=256%2C256&ssl=1","datePublished":"2015-08-13T03:53:35+00:00","dateModified":"2023-05-12T05:12:24+00:00","description":"Eye-tracking studies show that online readers tend to read in an F-shaped pattern and that they tend to skim. Craft content that readers and Google will love.","breadcrumb":{"@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#primaryimage","url":"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png?fit=256%2C256&ssl=1","contentUrl":"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png?fit=256%2C256&ssl=1","width":256,"height":256,"caption":"Crafting Content"},{"@type":"BreadcrumbList","@id":"https:\/\/www.rankwatch.com\/blog\/crafting-content-that-readers-and-google-will-love\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.rankwatch.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Crafting Content that Readers (and Google) Will Love"}]},{"@type":"WebSite","@id":"https:\/\/www.rankwatch.com\/blog\/#website","url":"https:\/\/www.rankwatch.com\/blog\/","name":"RankWatch Blog","description":"","publisher":{"@id":"https:\/\/www.rankwatch.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.rankwatch.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.rankwatch.com\/blog\/#organization","name":"Rankwatch","url":"https:\/\/www.rankwatch.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.rankwatch.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2021\/07\/400x90rec.png?fit=400%2C90&ssl=1","contentUrl":"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2021\/07\/400x90rec.png?fit=400%2C90&ssl=1","width":400,"height":90,"caption":"Rankwatch"},"image":{"@id":"https:\/\/www.rankwatch.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/RankWatch\/","https:\/\/x.com\/rankwatch","https:\/\/www.instagram.com\/rankwatch_seo\/","https:\/\/in.linkedin.com\/company\/rankwatch"]},{"@type":"Person","@id":"https:\/\/www.rankwatch.com\/blog\/#\/schema\/person\/41bf63848f795dfa2862a105a0c38c89","name":"Kerry Butters","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.rankwatch.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/93db0a52b3a5542110c0d2cd5877271f?s=96&d=blank&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/93db0a52b3a5542110c0d2cd5877271f?s=96&d=blank&r=g","caption":"Kerry Butters"},"description":"Kerry Butters is a technology writer, author and CEO of creative digital agency markITwrite.. She covers all things tech, from digital marketing & SEO to corporate technology. Kerry was a finalist in 2015\u2019s Shorty Award for Best Business Blogger and placed #2 in the global web vote.","sameAs":["www.facebook.com\/KesButters","https:\/\/www.linkedin.com\/profile\/view?id=127947081","https:\/\/x.com\/https:\/\/twitter.com\/kesbutters?lang=en"],"url":"https:\/\/www.rankwatch.com\/blog\/author\/kerrybutters\/"}]}},"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2015\/08\/in-256.png?fit=256%2C256&ssl=1","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/posts\/2329","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/users\/25"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/comments?post=2329"}],"version-history":[{"count":14,"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/posts\/2329\/revisions"}],"predecessor-version":[{"id":17632,"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/posts\/2329\/revisions\/17632"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/media\/2351"}],"wp:attachment":[{"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/media?parent=2329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/categories?post=2329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rankwatch.com\/blog\/wp-json\/wp\/v2\/tags?post=2329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}