Why great storytelling will get you a high Google ranking

Published Oct. 25, 2021, 7:49 a.m. by Elisabet Berner Holborn

Great content will earn you a high Google ranking. But what is great content? And how can Google differentiate between good and bad? SEO specialist Elisabet Berner Holborn shares her tips on how you can combine SEO with storytelling to create Google gold.
1. Great content ranks higher

Solid keyword research is a good foundation when creating content that your audience is interested in. But don’t stare yourself blind at the keywords with high search volume. Often it’s the longer search terms – the “long tail keywords” – with lower volumes that have a clearer search intention.

2. One clear message is better than many

Don’t fall for the temptation to stuff as much as possible into one page. Instead, create separate pages for different search terms. A scattered text can affect your Google score. Map your URLs and selected keywords in a list. That way, you’ll keep track of which page uses what keywords.

3. Write relevant subheadings (like this one)

Search engines love elaborate content. Lighten up the page with relevant subheadings and a well-thought-out disposition. It will help the flow of the storytelling text and make for a nicer user experience. Add pictures (search optimized, of course) and video, and complete the text with a fact box or a list. Making your landing page a great reading experience pays off.

4. Captivate the reader – and increase the “dwell time”

Great content with a good disposition (see tip 3) will increase the time that the visitor spends on your site before returning to the Google search result page. It’s called “dwell time” and it has a deep impact on Google. If your visitor sticks around, Google will read that to mean the search result was relevant – boosting your ranking. If the visitor bounces, it sends the signal that your content is not relevant. So, captivate your readers from the start and keep them hooked with well-written subheadings.

All in all, the secret to a high Google ranking is great content. It’s as simple (and difficult) as that.

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