According to Google’s John Mueller, it is not a problem whether your content is visible on a page or not, as long as it is HTML. Google does not treat the content in HTML any different than the contextual content.
Notably, the content is regarded as the king in the world of SEO. It means that setting up the content the right way can help with improved rankings, apart from any other SEO practice.
How do you create content for SEO?
When it comes to ranking any page or website on any prominent search engine, there are certain key influencers at play. And one of these influencers is the keyword.
Prominent search engines use keywords as the primary feature when ranking any piece of content in SERPs.
So, when a piece of content is created around a specific keyword or a set of keywords, it is said to be SEO content.
Another feature of SEO content is that it is created keeping in mind the target audience. For example, people looking for SEO content will see website that has relevant phrases on the page. However, it does not matter if the content is visible on the page or not, as already mentioned.
What other factors are at play?
Google alone has over 200 signals to rank any piece of content in a search result. It means keywords aren’t the only factor that would affect the ranking.
Since the big announcement in Google’s content rater guidelines, E-A-T has become an integral part of SEO content creation.
Expertise in the content
Creating a piece of content around keywords alone could be very dangerous. Although it may get the content to rank in search results, it would serve no purpose for the users.
Believe it or not, Google’s target audience is everyone who makes a search through it or uses its products. So, if the users do not like any piece of content, Google will drag it down to the bottom.
This was one of the major announcements made by Google in July 2018. Google now measures the expertise that any piece of content has online. And expert contents get better rewards (SERP rankings).
The second major announcement, along with the expertise was fixing the authority of the content.
Now, the authority of the content stands two ways- there’s an authority of the page and the domain, and there’s an authority of the author of the content.
Google accounts for both of these authorities when rating a piece of content for its quality. An author who has better authority online would also be regarded as a trusted source of information.
It needs no mention that general users tend to follow the people they trust. It could be a blogger, or a public figure, or simply a content creator.
However, it takes a lot of time to gain the trust of the users, especially in the online environment.
Google, looks for how trustworthy a piece of content is with the help of quoted links that it receives. The more a piece of content is shared the more it receives the trustworthiness of the users online.
Creating content for SEO is not a walk in the park, however, with sheer practice and utter determination, it can be excelled.