No matter what kind of website you’ve got, blogging for SEO is still one of the most effective ways to get your website more search authority and closer to the top of Google and other search engines.
That’s because blogging gives you two pillars that search engines need to figure out where to put you in searches:
- It increases the quantity of SEO content on your website
- It can increase the quality of content on your website (as long as you focus on quality content)
Blogging for SEO has fallen down the pecking order for a lot of companies who have bought into the idea that video is the next thing to focus on.
And video can be useful.
But blogs are still one of the most effective means of increasing long term organic traffic to your website.
Here’s two big reasons why you should still create written content to improve your SEO performance:
- 60% of marketers say inbound marketing like SEO and content is their biggest source for leads, according to HubSpot
- High quality content is one of the top two factors used by Google to determine where you’ll rank in search – the other is number of high quality links.
So if that’s not reason enough to write a blog for SEO, we don’t know what is.
How to optimise a blog post for SEO
So, now you know why blogging is still important for SEO, let’s go over how you can set your writing up to be better for search.
Do your keyword research
All your SEO work will come down to your keywords.
These are the words people use in search when looking for answers or information.
If you target the wrong keywords in your SEO blogs, then your audience will have less chance of finding them – and won’t find them organically.
Think about keyword search intent
Search intent is understanding what your audience expects to find as a result of a certain search.
We’ve got this blog which goes into more detail about search intent.
Understanding it can help you figure out what angle to take with your blogs.
Use Google to help find keyphrase searches
If you type your primary keyword into Google search, and then scroll down to the bottom of the page, you’ll notice a section that says “search related to (your topic)”.
This can be a good way of getting additional relevant keywords as it’s a list compiled of other search phrases people have made around the same topic.
Use your keywords throughout your blog
Once you know which keywords you’re using for a particular blog, there are certain places on through the blog you should place them:
- The headline
- The subheading
- Topic sub-headings throughout the copy
- Within the copy
- As alt text on images
- In the meta description
- In the URL slug
Every SEO blog you write for your website should form part of a bigger content strategy.
You might have heard of key clustering (if not, here’s one of our blogs on the topic).
Keyword clustering (or Pillar Page/ Topic clustering) is the process of creating single, long form pages on a topic, and linking it internally to other blogs going into more detail about specific parts of that topic.
It sounds more complicated than it is.
But those internal links which connect your content are what you should be trying to create.
Remember, your blogs shouldn’t be individual cul-de-sacs that people get to the end of and then have nowhere else to.
By adding internal links between your content you can make it easier for users to get around your website and find more useful information.
It also makes it easier for search engine crawlers to find and index all your pages.
Just be strategic with your internal links, and only include links to other relevant pages or bits of content.
SEO blog writing structure
Now you have your keywords and phrases.
How do you structure an SEO blog so that it does what you need it to.
Every blog follows the same basic SEO structure.
- H1 – this is the main heading (It should include your main keyword)
- H2 – the sub-heading (This should also include your main keyword, or a variation of it)
- Main body text (The bulk of your blog. You should include keywords and variations throughout the copy, but don’t stuff your keywords into the writing. Write like you would if you were speaking to someone and include keywords only when it sounds natural to do so)
- H3/H4 – these are additional headings that sit throughout the article You should include section headings to help break up the copy, and include more variations of your keyword)
- Images – Include relevant images and add alt text to each image (alt text should help describe the image and include a keyword where possible)
- FAQ – consider adding a Frequently Asked Questions section at the bottom of some posts or pages to answer general questions and objections about a topic
- Call to Action – Every single blog you write should have a CTA to a piece of content, a subscription button or a download button for a piece of high value content
Need SEO blog writing services?
So we know that writing blogs for search engine optimisation is a great, effective way of getting your website further up those search engine rankings.
But writing blogs consistently (and consistency is the key) is hard work.
Especially if you haven’t got the resources in house.
Remember, it’s not just a case of putting pen to paper, or fingers to keyboard and bashing out some random articles.
You need the time to research what your audience is talking about, what information they need, what keywords they’re using, which keywords you should choose to go after, come up with a strategy for creating blogs around those keywords.
It’s a lot.
By the way, that’s consistent content that has helped double our organic search traffic in the last five months from roughly 500 a month to over 1,000 (and that’s just from organic search).
So, if you want us to do for your business what we’ve done for ourselves, plus a load of other clients who came to us for help with their SEO blog writing, get in touch.