Technical Content Development vs SEO
Technical writing and SEO are not mutually exclusive. You can take advantage of both of them to provide your readers with a better user experience.
Reuse in terms of SEO
The Google search engine appreciates unique information and has no interest in showing their users duplicated, low-quality content. In2011, Google introduced an algorithm of a lovable name, Panda. Its job is to encourage unique content and to find genuinely unique sources that provide value to the readers.
Does it mean that reused content — one of the greatest blessings of technical writing — is a curse in the context of SEO? Absolutely not. As long as your webpages have clear goals and aim to help users, there are no worries. However, do not reuse too big chunks of content unless it is well-justified. You do not want your own webpages to compete in search results.
Also, try not to create too long topics. From a technical writing point of view, long topics are harder to reuse in other documents. Moreover, if you decide to reuse such topics anyway, you duplicate long parts of content which can impair your SEO.
Your information architecture, topic naming convention, and map structure are directly related to the navigation on your website. Making it simpler allows a user to dive deeper in your website and engage with it better. This increases parameters like time people spend on your website, which is directly related to SEO. An algorithm called RankBrain recognizes user engagement . It aims to understand search queries better and measure user satisfaction by checking how readers interact with results.
Internal linking occurs when you link between two URLs that belong to your website. Contextual linking provides your readers with additional helpful resources. It also helps search engine robots navigate through your domain. It makes it easier to reach URLs that otherwise would be harder to access. For example when it takes a lot of steps from the homepage to reach them.
To develop internal linking you can take advantage of DITA elements. Relationsip tables or related links are good technical writing practice. It is also a very good solution for your SEO. Such links are display at the end of your articles so they do not distract your customers from reading.
Diversity of elements
Long passages of paragraphs:
make it more complicated to find the right answer quickly
are harder to comprehend and can overwhelm a reader
can make your reader feel bored
You can easily prevent that. Different DITA elements render in many ways online thanks to the CSS language. It results in diverse webpages that present content in more approachable way. This also indirectly improves your SEO by keeping users engaged.
Learn more about it by reading about important SEO factors.