We live in a world where marketers are constantly hounded and badgered by business analysts and strategists to pursue search engine optimisation (SEO) and inbound marketing in order to beat the competition and come out on top. The common denominator in this (business) success equation being one and only – ‘quality content‘. As such, it is no secret that many professionals in the SEO field stress upon the importance of hiring expert writers for the task of creating and managing quality content. Indeed, even Google, the most competent and popular search engine, iterates the significance of having expert writers over and over again.
The purpose of this article is to examine and explore the significance of expert writers and why Google deems it as a necessity for online businesses and companies. But, before we jump and delve into the depth of why you need expert writers, let us take a brief look at what an expert writer really is.
Expert Writers – Who Are They
Content writers are basically professional writers who are adept and expert at producing online content that fuels engagement, interaction and ultimately manages to captivate the targeted audience. However, not everyone who can form a sentence or can write is an expert content writer.
Rather, an expert content writer is the one who specializes in providing interesting yet informational and relevant content piece for a particular site or blog. In short, they produce content for various web pages in order to bring traffic that converts.
Further, these content pieces are not limited to a particular topic or style, instead they vary with respect to the client type or business nature. As such, not anyone who is capable of writing can create or produce content on such a professional level. Only an expert writer, who is accomplished in the field, can create and deliver content on such a top-notch level. This is because, these are seasoned writers who possess certain qualities which makes them expert in the field. These qualities range from as simple as having impeccable language and editing skills, to much more complex skills like being social media and internet savvy. To get a detailed picture, read the following section.
Expert Writers – Why Do You Need Them
Since content marketing is a major part of a long term business strategy to gain online visibility, connect with audience and retain customers, it is strongly recommended that businesses hire expert content writers to ensure that their content marketing strategy is on point. In a world where search engine ranking is crucial to gain online visibility, it is important that one reads up their policies and follows all the guidelines.
Google, being one of the largest popular search engine, itself has indirectly stressed upon the importance of expert writers by mentioning the qualities that they look for in a content piece that ends up displayed on their search engine result page (SERP).
Here take a look at a few of the qualities every expert writer has which can be of great value for your business.
Boast strong skills to research the subject matter thoroughly
One of the foremost qualities expert writers have is their ability to research well. They are extremely meticulous when it comes to their research and can dig deep to find facts that are true and relevant. For this, it is necessary to have a curious and an inquisitive set of mind as it ensures that their article/content will exhibit high validity and reliability for the reader – making your content qualitative. Thus, an expert writer would be thorough and conclusive in securing information for their topic and support it with studies and statistics (when relevant).
Google itself tends to favor content that is well researched and provides value to the audience. This means that if you hire a competent content writer, your search results are likely to soar and with it, your audience database.
Have flawless language skills
Language is in fact, the determining criteria of what separates and distinguishes an expert writer from an ordinary one. When I speak of language, I am covering everything – spelling, grammar, tense and vocabulary.
If spelling mistakes and grammatical errors are common in your content piece, it is not likely to leave a very good impact on your audience (read: readers). After all, if there are mistakes in your grammar and tense use, you have no right to call yourself a writer, let alone an expert writer.
On the other hand, having a good vocabulary doesn’t mean that the writer know a lot of fancy words – rather, it means that they are able to distinguish between suitable and unsuitable words and use them effectively in their content with respect to the context.
Hiring a specialist means that their language and grammar skills are bound to be flawless which leaves little to no chance of any errors in your article. Thereby, increasing the quality of your content and ensuring that readers and potential customers enjoy reading. This also falls under Google’s recommendation that states that web content should be well-written and of high quality. Their algorithm is designed in a way that rewards high quality content by displaying it on their SERP.
Ability to adapt to different writing styles
Another common quality expert writers share is of adaptability. Whether it is news piece that requires an AP style and formal voice, ad copies that are ephemeral and require short but persuasive content, or a blog content which entails a friendly and interactive tone – an expert writer is easily able to switch between these content pieces without having an ounce of discomfort. This is because they have mastered all the writing styles and have shed any uncertainty they might have had before they became experts in the field. While it is true that each writer has an exclusive style, it does not mean that they aren’t as good with any other style.
Thus, no matter the writing style, expert writers are immensely flexible and able to adapt as they possess versatility in terms of writing style, voice and form. With so much web content being published everyday, it is important that the writer is able to switch the writing style in order to gain more visibility.
Must share ideas that are original
Originality is what distinguishes an excellent content piece from an average one. This is a real challenge that a writer must overcome, as with the plethora of contents and articles out there, it wouldn’t take much for the writer to accidentally be caught into plagiarism and duplicity. After all, if your post is not original and has elements of other writers’ ideas, it is your reputation and goodwill which is at stake. However, an expert writer will never be caught in controversies of plagiarism and lack of originality. They are well read individuals, who share their own unique opinions and insights on the topic.
Google also advocates originality in content. It is no secret that it values fresh content that stands out over rewrites. Since Google is user-oriented, in the sense that it displays content that is more likely to be relevant to the searcher’s query and is void of any duplicity, it is best that you hire an expert writer to take care of it. Lastly, if you’re unsure of the originality of your content you can use tools like Copyscape (paid) or Duplichecker (free) to check for traces for plagiarism.
Have an in-depth understanding of SEO, HTML, CSS, WordPress
The basic idea of creating online content is to gain visibility and exposure over the Internet. Thus, it is entirely logical that an expert writer will have an in-depth knowledge and understanding of online intricacies like search engine optimisation, HTML, CSS and WordPress themes. Though they don’t need to be experts in the field, they do need to be aware of basic SEO techniques like keyword play in META tags, headlines, anchor texts and the overall content generally. Also, a professional writer has a better understanding on how to insert tags fabulously in their content pieces. After all, SEO is not entirely about keyword stuffing.
Even Google insists that you keep yourself in the SEO loop and update your SEO knowledge frequently as its techniques and strategies are constantly evolving. A professional writer is likely to be aware of SEO tactics in order to fully exploit it and get maximum benefits out of a simple content piece which is equipped with all the latest SEO tricks.
Offer real and significant value to audience
While it is true that quality content boasts originality and is devoid of any errors in terms of spelling, grammar and punctuation, however, it is not enough to be termed as quality content. Any piece of online content is not considered of high quality if it does not add value to the website and readers.
The content piece must be something that is found useful by your potential customers and adds perspective and value for them. Plus, it must be written keeping Google’s ranking algorithm in mind.
Google has made it clear time and time again that a content writer is expert if he/she manages to create content that is helpful and holds long-term value for the readers. Since Google algorithms are user driven in the sense that they are designed to display content that they deem is most likely to be found helpful by the user, you should hire a writer (expert!) who optimizes for the audience.
Have the right eye for proofreading and editing
Being a competent proofreader and editor is one of the most sought after qualities in a content writer. A professional writer is able to spot spelling mistakes, wrongly used grammar and incorrect tenses, as well as jumbled up sentences which make no sense at a first glance. After all, it is often in the details that the most trivial mistakes lie. If a writer is unable to polish their piece and correct the errors, it is bound to be sloppy and leave a bad impression on the readers.
Again proofreading and editing is done for the benefit of the audience so that they enjoy and have a smooth reading experience. After all, Google loves high quality content and wouldn’t want anything (yes, even trivial errors) to interfere with the user experience.
Should be able to generate high viewership and reading
The main purpose of online content is to be able to attract, captivate and retain reader’s attention with. To keep up with the fast paced digital world, people are seen to be extremely busy and are able to spare only a few minutes to indulge themselves. Hence, as an expert writer, one’s writing piece needs to be highly influential and captivating to generate high reading scores. They manage to do so by avoiding complex vocabulary and unnecessary fluffing so that their article is user-friendly, or in this case, reader-friendly.
Higher viewership score means higher ranking and vice versa. In their latest SEO guidelines, Google has explicitly mentioned that for a higher ranking on the SERP, businesses must sign up for the service of an expert professional writer.
There are various other content qualities that an expert content writer must possess like being social media savvy, being able to multitask etc., but those mentioned above take precedence over others. All
of these qualities aim to achieve the following:
-Increase online visibility and broaden the audience base
-Increase site rankings on the Google SERP
-Build authority and reliability with high quality content
The basic idea is that while every writer can write, only an expert writer can write really well. Thus, if you wish for your business to truly stand out and comply with Google’s guidelines, it is crucial that you hire an expert right away!
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