Direct Marketing Article
How to Write Great Content Google will Love
By Bob Bly
I've read that Google changes its search algorithm hundreds of times a year,
as incredible as that sounds.
As of late, they've made the search engine "fussier" about the content it
Specifically, Google is rejecting crappy articles stuffed with keywords and
written by content mills.
So how do you write content that both Google and your readers will value?
There are 4 levels of writing how-to material, and the key is to write at
the higher levels.
Level 1 is to merely write information or facts, not ideas or
For instance, if you are writing a report on how to build web sites, and you
begin by telling the reader there are a billion pages on the web, that's
interesting - but it's not really that helpful.
Level 2 is "what to do" writing. It tells the reader what to do, but
not how to do it.
An example is a real estate article that told landlords to evict problem
tenants, but didn't tell how to go about it.
Level 3 is where most good content writing should be - "how to"
You not only tell the reader what to do, but also how to do it.
In the real estate example, the article might tell the reader the 5 points
that must be included in an eviction letter.
Level 4 is what content writers call "done for you."
The writing not only tells the reader what and how to do something, but
actually does it for them.
Again in the real estate example, the article could include a sample
eviction letter that the reader can just copy and send to his tenant.
Readers and Google like solid level 3 writing, and if you can provide level
4 content, so much the better.
Google may also rank level 1 and level 2 articles high if they are accurate
and well written... but these are less valuable to your human readers.
Tip: when writing instructional material, ask yourself about every
paragraph, "Am I telling the reader how to do something? Or am I just
telling them what to do?" Make sure both objectives, not just the latter,
are accomplished by your copy.
About the Author:
Bob Bly is an independent copywriter and consultant with more than 25 years
of experience in business-to-business, high-tech, industrial, and direct
marketing. He has written copy for over 100 clients including Network
Solutions, ITT Fluid Technology, Medical Economics, Intuit, Business & Legal
Reports, and Brooklyn Union Gas...and has won numerous industry awards. Bob
is the author of more than 70 books including The Complete Idiot’s Guide to
Direct Marketing (Alpha Books) and The Copywriter’s Handbook (Henry Holt &