The process of writing like an expert is a matter of research. First, you must identify the niche vocabulary within a given topic. Next, you must determine what all of those words mean and how they relate to one another. Then, you must craft content that will speak naturally to the topics encompassed by that niche vocabulary, keeping in mind the needs of your audience.
If you are already well-versed in a subject, writing authoritatively about it should be pretty simple. You would just sit down with a topic and explain it naturally, using the vocabulary necessary to discuss it. For example, if you were going to talk about health insurance, you would probably explain the difference between an HMO and PPO; you might talk about deductibles, out-of-pocket costs, coinsurance and copays. All of these are related keywords that arise naturally in a discussion of health insurance, and you would use them in your explanation of a topic.
However, imagine that you didn’t know anything about health insurance. However, you need to produce a high-quality website about healthcare coverage. To do this, you must research the topic. This is where the keyword tools from the last section come into play.
First, find a few sites written by obvious authorities on the topic. For health insurance, this might include a major health insurer’s website or a government health department site. Next, run an SEOquake on the site to identify the related keywords used in the site. Make a note of common words and phrases that are repeated throughout.
Now review this list of words and phrases and make sure that you know what all of them mean in context. If you’re unsure, look it up. You need to use these words correctly in order to convey useful information to your readers, and using keyword terms inappropriately will result in poor search engine performance.
Once you have a general idea of what the keywords mean, you should also have a pretty firm understanding of the basic concepts behind the topic you’re writing. At this point, if someone were to ask you to explain this topic to them, you could do a reasonable job at relaying accurate information.
Put this knowledge to work by identifying what people are actually searching for. Using your list of keywords, start dropping a few important ones into the AdWords keyword planner as described earlier. This will bring up a list of actual searches that people are doing.
A search on health insurance, for example, will turn up a number of searches such as “buy health insurance,” “health insurance plans” and “cheap health insurance.” Based on that, you can reasonably assume that most of the people searching about health insurance are looking to buy an affordable plan. Your goal, then, is to create a webpage that will provide relevant information about that topic: Talk about what affects health insurance costs; explain the difference between different types of plans; give tips for trimming insurance costs.
When you’ve finished your page, you can run it back through AdWords or SEOquake to make sure you’re including the correct vocabulary. You’ll also want to review it for writing quality, paying attention to style, grammar and the quality of information. Before publishing a page to your site, ask yourself whether you could see it at home in a glossy magazine or large newspaper. If not, your quality is not high enough to beat Google’s ranking system.