Learn 10 ways to optimise your blog post like a pro writing an engaging and sharable blog post that provides content to increase your exposure online (SEO) and engages your customers.
Is blogging beneficial to SEO?
Blogging benefits SEO in a variety of ways, allowing you to increase your ranking and demonstrate you understand your customers’ needs and questions.
On-site SEO (or On-page SEO)
The process of optimising web pages for specific keywords in order to boost search visibility and traffic is known as on-page SEO (or on-site SEO). It entails matching keywords with page-specific features such as title tags, headings, content, and internal links.
In fact, everything you do to make the content of your website more relevant to your customers is on-site SEO. Relevancy is one of the most crucial aspects of on-site SEO. Understanding your audience is fundamental to creating content that will reach those leads.
The user’s intent
What is your users’ intent? What is the goal they are trying to archive? Understanding your audience will give you a clue to what your customers are looking to find when they search Google. When you know who your audience is, you’ll be able to identify their unmet needs and how your product or service may help them.
This is the reason why keyword research and keyword metrics are so important. Keyword research will assist you in identifying the search terms that your target audience uses. The use of this list of words (or phrases) will help you rank in search engine results (SERPs) because you are providing an answer to what your customers are looking for.
But then you may ask, “Is this what on-site SEO is”? Amongst other things, yes. SEO is the process of making your website search engine friendly. They (the machines) are very clever now. They will understand that you are focusing on elements that will answer to what your customers want, and they will rank you higher in their results and, therefore, drive more valuable traffic to your site.
Writing well-optimised content for your users is part of SEO strategy. The good use of keywords, the correct use of format either informational, commercial, navigational or transactional, tone of voice, well-optimised meta title and meta descriptions, a correct structure and readability, images, linking and a few other tactics will all combine to make good SEO content. Good writing demands practice and dedication to bring more value to your audience.
But the key object in SEO writing is responding to your customers’ questions and identifying their intent.
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Why On-site SEO matters so much?
I hope you can see how important the use of relevant keywords is when you write a blog post. The cornerstones, the foundations of your on-page SEO activity, are keyword research and analysis.
Let’s repeat it for emphasis: before you start writing content for your website, you need to know what terms people are searching for and what they’re expecting to find when they type those terms into a search engine.
What's the difference between on-site and off-site SEO?
On-site SEO refers to what you do to your blog posts to improve their rankings, that is: keyword optimisation, increasing the site’s loading speed and optimising page titles and headings.
Off-Site SEO refers to actions you take outside of your site that may have an impact on search engine results, such as reaching out to other websites to develop links to your site using tactics like guest blogging and blog posts. These important factors will impact how search engines index and analyse your site in a variety of ways.
In this article, we are focusing on how to optimise a blog post using on-site SEO work, and how you can incorporate easy methods into your content to increase the likelihood that search engines will find you, understand your site, and enhance your ranking.
How do you write for search engines (and make your customers happy)?
1. Search engines value some items that your readers will value as well.
They are elements that truly respond to the users’ questions and go deeper into the subject. Search engines value blog posts that provide relevant information to consumers.
2. Search engines value good grammar and spelling.
They take them into authority when analysing your blog post. Good grammar indicates a place with good quality and credibility that people can trust. It creates good customer experience as the information they offer will be trustworthy.
So, ensure your blog post:
- Explores the topic in depth.
- Is easy to read.
- Is divided into handy sections with helpful titles.
- Provides links to other useful information sources on your website to drive traffic there.
- Has good grammar and spelling.
4. Never forget to optimise your content with the use of keywords and phrases that your prospects are looking for.
There are free and paid keyword research tools online to help you find new ideas and measure them to your audience. Free tools for keyword analysis are, for instance: Google Ads Keyword Planner, Wordtracker, Keyword Surfer, Google Trends.
Keyword research will reveal what people are looking for, instead of what you believe they’re looking for. Create content and sites that are centred on the keywords you discovered during your keyword research. This, when combined with other SEO tactics, can help you rank and get visitors to find your website.
5. Make your SEO content relevant.
Search engines analyses people’s intent. As a result, you must respond precisely to the user’s question, adjust your response to the user’s questions, and assess how relevant you are to solving their problem. Demonstrate that you know the answers to their questions.
Ways to ensure your content is relevant to your user’s intent.
- Keep things clear and concise to que query.
- Avoid going off on a tangent and getting off track.
- Map out questions related to the topic and make sure your content addresses them.
- Focus on your business’s location.
- Ensure that SEO keywords are useful to your readers.
6. Your URL doesn’t have to match the blog's or the page’s site.
Shorten the URL without losing context. To avoid issues if you update the content in the future, don’t use numbers in your URL.
Search engines look for images with alt-text. The alt-text tells them what the image is about. Try to optimise your image with variations of your keyword.
Make it easy for humans and machines: provide a brief summary of your blog post’s content to your customers and search engines in the meta-description.
Meta descriptions (sometimes called meta description attribute or tag) is an HTML element that gives search engines information about the content of the page. Meta description is the blurb that appears under your website on the SERP with information about your page. It is maxed out at 155 characters long. It will be cut by Google if you write it longer. Furthermore, it’s preferable to stay inside the character limit to prevent having a section of the description cut off.
9. Insert links strategically throughout the article.
Links to information on other parts of your website will help you establish visitors’ confidence and produce more leads, which will eventually lead to conversions.
When it’s necessary to back up a claim or a statistic, include external links. External links should be used with caution. Make sure it’s a reliable source, not a competitor, and that it offers value to your customers.
10. Include CTAs in your blog post content.
- A passive CTA after the first paragraphs through hyperlinked text. It will not be overly pushy because it is passive, but the visitor will have the option to see it and take the next step even if they do not read the complete article.
- Include an image or text CTA near the most relevant place. The greatest time to support a conversion is after you have educated the visitor.
- Include an image CTA at the end of the article. As a reward for those who read the entire post (Yeah! You’ve got it!), you provide a beneficial next step. For example, the same CTA with a small gift as before (like an e-book, for instance).
You will find relevant information on CTA’s best uses in HubSpot.
And there you have it! Learn how to use these techniques to write a great blog post that efficiently optimises its content for search engines, increasing traffic to your site and making it more appealing to your readers.
Using only a few words: Search engines love high-quality writing, useful and usable information and good grammar and spelling.
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