When talking about productivity, some people prefer quantity over quality; while others may say the other way around: quality over quantity.

But, if we have to reflect how the different search engines operate (specifically Google), we can affirm that cyberspace reserves a privileged spot for the genuine pieces of quality.

Indeed, the excellence and usefulness levels of the content have become one of the main factors utilized for websites’ hierarchization; in other words, which ones will appear on the index or at the tenth page of the diverse SERPs (Search Engine Results Page).

Just take a look at the article “Steps to a Google-friendly site” published by Google and see how they prioritize the quality posts and sites.

SEO vs. PPC

Still, many CEO’s instinctively assume the PPC (Pay per Clicks) techniques, such as Google Adwords, are the only necessary plans to achieve the online relevance.

But the PPC tools are not sufficient to build a solid a ranking and specialization in the business area, characterized by a globalized and competitive incipient 21st century.

They enable you to display ads in the sponsored results section of each search engine’s results page. Then, you pay a fee — based on how competitive your chosen keyword is — whenever a viewer clicks through from your ad to your website.

– (“SEO vs. PPC: Knowing Which Is Right for Your Website” by Entrepreneur Magazine).

By way of contrast, the PPC ‘pay per use’ plans must be incorporated to SEO organic tools in order to cherish all the Internet’s advantages that the ‘inbound marketing’ offers, a less intrusive way to attract the users. Real-time dialogue with the internal and external audiences, the appeal of potential business connections and the enrichment of the loyal relation with the consumers, are some of the decisive gains.

These economically affordable ‘on-site’ improvements include the development of a friendly and well-designed land page, nourished by astonishing visuals that complement the educational and regularly refreshed content. Also, the application of attracting and powerful headlines, the creation of a clear URL and HTML with justifiable keywords. And other web traffic ‘off-site’ practices like backlinks (how many times your pages is linked to other sites).

Before to start this guide, try to visualize your blog or website as your personal and professional typewriter: each words counts, you must be accurate and careful and that means that you have to face the document with a solid idea that can privilege not only your corporate communication but also act as valuable content for your community.

The commandments

Among the “1,790,185 Blog posts written today”, registered by internetlivestats.com, there are hundreds that can truly gleam in the shadows because they surely understand the importance of a well-developed and oriented content, the point of the spear of any digital strategy: for massive market or only for a niche; developed by pros or rookies.

1) Handwrite your articles

This is more like a personal habit tip for cleaning your texts.

I’ve been writing my resumes since high school until the present day and I can insist that I can store more info than when I type it down in the Word document. So try it; when you have free time, start to write the future insights that you would like to develop.

The Information and Communication Technologies (ICT) have improved and revolutionized each sector of human life, that is something undeniable. However, for the writers, is essential to establish an individual relation with its art because this may leave to a vast moment of inspiration, and a more effective and careful grammatical error correction as “you’re more exposed to critical thinking when you write by hand than when you type”, according to the National Pen official blog.

2) Be direct

The transition words enable you to connect ideas, as a grandma knit her grandson’s sweater.

A specific and clear grammatical construction with smooth transitions will raise the users’ readability, as it will be more attractive and the persuasive message, more effective. Many websites have infinite lists that you can consult freely and improve your grammatical constructions.

This also involves restricting your sentences to 20-25 words and your paragraphs to 5 lines.

As for the content distribution, one of the systems that the journalist use is the ‘5 WH’: Why? When? What? Where? Who?

By responding these questions at the initial paragraph (as the inverted pyramid proclaims), or all over the body, you are providing the elemental data about any topic. Think about your writing a journalism article. Be precise and think about the things that your audiences are willing to now.

Additionally, the passive voice, for some specialists, can impede the comprehension of the piece. So try to apply the active voice: Subject +verb Complement. For example, “the CEO created a new digital communication department”, instead of “a new digital communication department was created by the CEO”.

Using the passive voice is generally a bad idea. After writing your text, scan it for passive voice constructions. Always ask yourself: is a better, active alternative available? If there is, use it. If not, use the passive voice

– (‘It’s better love than be loved: why you should actively avoid the passive voice’, by Yoast.com).

3) Subtitles and bullet points

You can keyboard ‘Internet live stats’ on Google and you can observe the overwhelming estimates of the Internet’s daily activity.

The cyberspace has converted to a massive encyclopedia for globalized and competitive content. To evade the sinking of your content strategy in the seas of data, an alternative way to raise your texts comprehensibility is to separate your ideas in diverse segments.

Among all the content there must be main ideas, so is important that you headlight them to emphasize terms and sentences you consider fundamental for the text understanding.

4) Dominating the beast

One of the things that the journalist, governments, and users of the social networks, blogs, etc. demand is a purge of the inaccurate and malicious information that pollutes the net.

If you start an online campaign, you must adhere to ethical principles and keep in mind that your online reputation can have serious consequences on your organization’s operability.

This is why is so necessary to establish ‘online policies’ that specify the guidelines for content management under the company’s name. That doesn’t mean that common sense cannot be used under some circumstances.

The main idea for these policies is to ensure a proper behavior, and guarantee that the published content is not risky for the brand’s reputation as they are consistent with the objectives of the campaign.

It should be seen as a guide and not as a black book that belongs to the prohibited section.

5) Keywords but not key stuffing

The indiscriminate use of keywords with the intention to secure the ‘exact match result’ by using basic and important terms related to a topic is not a good idea, as your site will not progress and the bots will label your site as a “key stuffing”.

Again, Google gives V.I.P pass for the educational and useful sites, not the ones that have more random keywords.

Continuing with the metaphors, your site is your Thanksgiving’s delicious turkey: you must fill it with A+ ingredients if you want to delight your guests and give them a lifetime memory.

So your blog should also have the most transcendent yet justifiable and useful keywords. Not only to attract more readers but to specify and explain the major number of the vital points about a topic.

6) HTML

Examples of Title Tags and Meta Descriptions by moz.com and searchenginewacth.com

The HyperText Markup Language is employed to synthesize your website’s information and deliver it to the different search engines. Despite the complexity and length of the HTML topic, there are some SEO upgrades you can start to implement to your page.

The ‘Meta Description Tag’ should have a distinct and precise specification and description of your services on the SERPs. Is your ‘online presentation card’ so is a practical way to can attract views (potential markets), and differentiate from the other companies.

That also signifies that you have to be realistic and do not underestimate the users, (these includes the ‘Title Tag’ construction), because they will not come back to your website if it is a cheap clickbait. Think as you were a user searching for info.

In a like manner, the ‘Meta Keyword Tag’ explains the content by a few keywords. But again, don’t think about numbers yet because if you do a genuine job, it will be recognized with too much effort.

Stay true to your roots and dig into your core values and vision to select the terms you think can describe the best your project.

7) Cleaning your Uniform Resource Locator

Commonly known as URL, its perfection can be a useful tool to improve your page’s SEO.

The domain should have a head and justifiable keyword, but without exaggerating, as it may leave to the users’ distrust: www.getfreemoney. Is a bad example because is likely to be like the other are thousands of fake pages that only try to get more traffic.

The simplicity should be applied also for the URL to improve the number of clicks that your site receives thanks to its easy readability and good positioning.

Also, specialists recommend to avoid the prepositions, strange characters, articles; also, they recommend the dash (-), over the underscore (_), or algebra symbols (+) to separate. For instance ‘www.immaginaryseo.com/creating-star-texts’

8) What about the others?

By now, you surely have an archetype topic that you would like to write following these guidelines —we hope so— but that does not mean that you will create a selfish bubble around your content.

Explore other useful and relevant content about the thoughts you are developing. A professional essay or article usually exposes the diverse perspective that different people had or has about marketing, just to mention a topic, and let to the readers the conclusions.

You may also like another CEO’s idea, a designer infographics or even another copywriter article, so give them credit.

The ideal scenario is to get referenced by other websites, preferably relevant sources, which is called backlinks, an offsite SEO optimization practice.

9) Delegate your tasks

Finally, you can educate yourself on SEO ‘on-site’ and ‘off-site’ to boost your website traffic or you can contact a special digital agency that can work as an outsourcing. If you select the second one, you just only have to specify your audiences, what are your goals for the digital content campaign and even some policies about sensitive data.

Thousands of copywriters, web designers and online specialists all around the world can help you with the optimization while you focus on your business goals or other assets of the company.

The ‘visionary companies’ (a term utilized by James Collins and Jerry Porras), are experts at holding tight to some immutable beliefs while they embrace technology and other useful enhancements that can simplify their operations.