HOW TO CREATE AN OPTIMIZED BLOG WITHIN A MARKETING STRATEGY?
More than 92% of the web content gets no traffic from Google. Marketing tactics like blogging will boost brand awareness and can be a platform to show your expertise in an industry. Writing contents without taking SEO into considerations could mean your business misses out on all the great SEO traffic it deserves to get.
If you want to reach the top of search engine results pages (SERPs), well-written, engaging content alone won’t help. You also need to anchor on writing SEO optimized, keyword-focused content that attracts organic website traffic.
It is the combination of good content and good SEO that will push a blog post to the first page of the SERPs. Now let's see how to ensure that your blog is SEO friendly.
USE HEADINGS TO STRUCTURE THE BLOG
Headings are important not just for readability, but for SEO as well.
Headings also help Google to understand the main topics of a long post and therefore can help in ranking.
Sub-headings can help readers to understand the structure of the blog and gives an understanding of the blog contents in a line.
Make sure to use keywords in some of the subheadings, but not in each one of them, as it can result in keyword stuffing and discomfort for the readers.
There is only one H1 tag on the page, it is usually the same as the <title> of the post, although it doesn’t have to be the same.
The title of the post has H1 tag and then the main sections are H2 and the subsections are H3.
The order of the tags should be H1, H2, H3.
FOCUS ON HIGHLY-EFFECTIVE KEYWORDS
Search Engines handle more than 30,000 search queries a second.
If you want to outrank your competitors and hit the page one of the SERPs you need to target specific keywords and phrases your potential customers are in search of.
And to be clear, a keyword will not be trending for a prolonged time. Each time a new keyword pops up you have to adapt them, to sustain your website rank.
Google Trends can help you know the trending keywords at any given time.
If you see a decline in your website ranking, know that you're probably not using the right keyword to target your potential customers.
You can follow your competitor to use their keywords to improve your business.
SEMRush lets you enter a competitor and see the keywords they are ranked for and other key metrics.
Long-tail keywords comprise more than 60% of all the search traffic. A successful long-tail keyword can increase organic traffic by 20% within three months.
The competition for short and more general keywords is often more fierce than long-tail keyword.
Long-tail keywords allow you to zero in on quality traffic and make your business directly reach your potential customers.
Remember that keywords will evolve as trends shift and terminologies change, be sure to conduct keyword research periodically to ensure you’re still focusing on the right keywords for your target audience and not missing out search engine ranking position.
AVOID KEYWORD STUFFING
Once you’ve narrowed down your target keywords, it’s time to write a blog post focusing these keywords.
Brainstorm blog topics related to your business to engage your target audience.
As you write your contents down, your keywords and topic-related information should be interspersed throughout your post. Using keywords in these below places helps the search engine to understand the website's goals much better.
- Title & Sub-Headings
- Meta Description
Manage your content to satisfy both readers and search engine.
Provide engaging contents to readers with a natural writing style that is informative without overusing keywords.
Keyword stuffing refers to the practice of loading a webpage with repetitive keywords in an attempt to manipulate the website’s ranking in SERPs.
Many content creators thought that stuffing product description with certain keywords can help websites crawl to higher rankings, this was the case when Google started its digital impression.
Many search engines found that it gave bad user experience without informative content.
Later, search engines algorithms were changed to scrutinize quality contents to showcase global audience.
Think about this now, if you are still clinging to these old fashioned strategies it is time to bury them.
Most importantly, if your keyword appears too often and forced, you can ruin a reader's experience and eventually comprise the quality of your content.
CALL-TO-ACTION HELPS TO CONVERT USERS TO LEADS
Your blog will start to attract audience if you focus on keyword-specific contents. Now you can sit back to analyse whether your readers are entering the sales funnel or not.
If your content, does a good job convincing your potential customers, chances are there your readers are into the buyer’s journey and aren’t ready to make a purchasing decision.
This is where a Call-to-action (CTA) can be a powerful influence to turn blog traffic into sales.
For those who are ready to purchase, they can click on your link.
But for those still in the decision-making phase, the right CTA can lead them to additional content that educates them into feeling confident to buy.
Be sure to use terminologies that conveys your expertise in that particular business.
You can place the CTA at the end of the blog, move around with placements to determine which positioning gets the highest attention of readers.
OPTIMIZE YOUR IMAGES AND OTHER MEDIA ELEMENTS
Images, graphs, infographics, videos, statistics, and other media elements, make a blog post more interesting to read and enhances the quality of the content.
Even though Google finds hard to study the context of an image or video, yet you can follow certain rules to make your blog images SEO optimized.
All it takes is to use meaningful file names and a user-friendly ALT TEXT. The ALT text of an image is another opportunity to use keywords in your blog post to attract search engines.
If you are publishing an image that shows the SEO trends for 2020 don’t name the image as img001.jpg but rename it to something more meaningful like seo_trends2020.jpg.
ADD LINKS WHENEVER IT MAKES SENSE
Whenever you write a new blog, try to link it with already published blog posts on your blog, by adding internal links.
Internal linking is a very effective SEO strategy to create an optimized blog
Adding links helps search engines discover new pages on your website.
It’s another way to give search engines a big hint on what a page is about, when I add a link like, SEO trends 2020, I’m telling the search engine what the linking page is about.
It’s a great way to give readers an option to click a link and read more about a topic. You can use links to reduce the bounce rate and keep users on your website for more time.
KEEP YOUR CONTENT UP-TO-DATE
Updating content is essential because you don’t want readers to find information on your website that is expired.
If you’ve written a high-quality blog post and optimized it well, chances are that your post will reach the first page of the search engines.
This makes your website and domain stronger.
That was the whole point of writing and optimizing blogs in the first place. Imagine a blog that hands out old SEO advice to its readers, your potential consumers will lose trust on your website and products.
On the other hand, If your blog provides up to date information, readers will come back to your website and this forms a path for them to enter the sales funnel.
Effective blog posts can help bypass your competitors easily.
If you rewrite a blog post to get updated, Google will notice changes in your website.
If you make sure your content is up-to-date regularly, you’re showing Google that your site is active and breathing.
Quality content is king. Good content can lead to more leads, links, visibility and less bounce rate to your website. Before starting a new blog, spend time to analyse what you want to showcase your audience. Follow the guidelines explained above to write SEO friendly blog posts and optimize your older blogs to improve your visibility.
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