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SEO Content Writing Thrives on Unique Angles

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SEO content writing works best when it focuses on unique angles to common topics. Being different stands out from the crowd.

What is SEO content writing? It is simple content writing with search engine optimization in mind. But writers must balance writing for SEO with writing for the people who read the material.

Search engine optimization responds well to unique content because unique content has little to no competition. If it has no competition, it naturally jumps to the top of search results.

But anyone who wants to publish unique content for the sake of getting high ranks in search engines will find uniqueness is rare anymore. Just do a search on any common keyword phrase that comes to mind. Chances are, there are dozens, hundreds and even thousands of articles on that topic.

Now and then, someone gets lucky and finds a phrase that has little competition. But it usually has little competition because that phrase probably has few people searching on it.

The publisher can go ahead and produce an article about the topic for the sake of that small audience. Unfortunately, the response is likely so small that it doesn’t pay for the effort. It has a small return on investment of time and money.

Story Angles in Content Writing

Online publishers probably should give up trying to chase after unique topics. They certainly have to wonder if it’s worth the effort to write yet another article about a topic that has thousands of competing articles.

Instead, they can pursue a unique story angle as the starting point for their SEO content writing. Story angle is a concept in journalism that gives a unique perspective to a common topic.

For example, a large city has an annual festival that attracts more than 100,000 people in a single day. A writer could produce an article with a straight list of facts about the event including time place, vendors, entertainment, etcetera.

But that writer could take a different approach and interview a vendor who has been there for 10 years in a row. She could write another story about her 10 most interesting experiences at past festivals. The point is, treat a common topic in a different way than everyone else.

In this case, the theme or topic is common — the festival — but the perspective is different.

A unique angle leads to the potential for keywords in search engine optimization that may not exist in other articles on the same even or topic. It also makes the article stand out from other articles to search engine visitors.

Unique SEO Titles and Meta Descriptions

It certainly leads to a unique article title or headline. Imagine a search on Bing or Google and seeing nine titles that all say the same thing and one that says something different. A searcher is more likely to choose the one that is different because it is an easy choice to make. Choosing among the other nine will take time and thought.

Likewise, the unique story angle may lead to unusual, different or distinctive meta descriptions for search engine optimization.

If searchers see somewhat similar headlines, they often look at the meta descriptions to find out more about each choice. Unique angles mean unique meta descriptions. SEO content writing with unique descriptions just might appeal to the searcher enough to click on the link.

Common Content for the Sake of Brand

There is an exception to chasing unique angles in content writing for the sake of search engine optimization. It is content that benefits the website’s brand.

If someone goes to a site about Caribbean cruises, they expect to see content about every major cruise port in the region. Can anyone write unique content about the Nassau, Bahamas, cruise port? It’s highly unlikely. But the website publisher will produce it anyway for the sake of giving visitors what they expect.

In that case, the publisher will hope that unique and highly ranked content will attract a search visitor who then goes to a second page. That second page may have common content, intense competition and a low search engine rank. But it still has value anyway.

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