As a content marketer you may have found yourself spending hours writing one blog post for your website, and come to the conclusion that nobody will read it.
SEO (Search Engine Optimisation) now plays a large factor in what we see when we use a search engine and it can get complicated.
However, there are things you can do when creating your blog posts which can boost SEO. But let’s not forget about our readers, if they don’t enjoy reading your post, then they wont share it, they wont remember it and they certainly wont finish it.
Your web developer may have created your site for you, but you are the one writing the content. If you are using a CMS like WordPress, then you have the ability for a lot of customisation.
The following are things that you can do to boost the SEO of your blog post:
The first thing you should do before you start writing is chose a keyword for your blog post. If your post is about content marketing, then this will be your keyword. If it’s about an upcoming event, then use the event’s name as your keyword.
A post or page on your website should have at least 300 words, with 1-2% of your text being your chosen keyword. Use this as a basis and you should never under, or over-optimise your post.
Breaking up content is imperative to a healthy looking blog post in SEO. Google will scan through your post for key pieces of data to determine the worth of your post.
Headings (H1, H2, H3 – which can be found when editing your post) are used by Google to quickly determine the main topics listed in your post.
This step is a little harder. Once your post is published, a great way to give it a boost is to have another site link to your post.
Google bases your site’s worth on the worth of the sites linking to you. So if you have a link coming in from a site, which is ranked high on Google, then it will give you a boost too.
N.B: Never buy links and be careful which directories you submit your site to. You could end up hurting your ranking rather than helping it.
SEO is important but you should never forget about your reader. In many ways their enjoyment of your post is just as important as SEO.
When writing a blog post you have to take into consideration different reading styles:
These various readers require different elements in the page to appeal to them. Thankfully, you can cover all of these in every one of your posts.
The skim readers will likely search for headings, lists, quotes and images. They will take in that information rather than reading paragraphs of text.
The conclusion finders will look for your summary right at the end and take all the information they need from there.
The dedicated reader will likely read the entire post.
Outbound links may seem like a bad idea because they’re taking people away from your post. However, if you make sure these open in a new tab, then your reader will stay on the page.
These links can be to other relevant pages within your site. Or they can be links out to other websites, which back up your point. Either way, it gives your post more credibility.
Breaking up content is good for both SEO and readers, as is links, images and easy to read text. The key is in the planning, make sure you pick your keyword first and write around it, but don’t forget about your reader, after all they are the ones that decide whether to pass your article on or not.