Whether you are writing content for your company website or the next company blog post, the goal is to create great content that offers value to the reader, while positively reflecting your brand. But at the same time, you want your content piece to be search engine optimized. Let’s face it; great content is not useful if nobody can find it.
The goal to write a great blog post that is SEO-optimized while attracting an audience can seem contradictory. But if you have great writing skills, it is easy to create content that can accomplish both objectives.
Generally speaking, writing valuable content is one of the best ways to optimize it for SEO and there are no tricks that can compete with the raw power of high-quality content. That being said, even the best content can use a few structural tweaks and tricks to make it even more SEO-friendly.
If you want to be optimized for SEO and easily discoverable/sharable, here are some universal guidelines that you should stick to when creating your next piece of textual content (supposing you already did your keyword research).
Headline and Subheadings
First things first – your headline is the first thing anyone sees and reads. If your content is valuable, but your headline is mediocre, your click-through-rate will be low. Before writing your blog post body, write your headline. It should be clear and concise, conveying a specific message or idea that attracts people’s attention and prompts them to click and read further. A good practice is including your main keyword in the headline. Adding numbers is also an effective way to make the headline more enticing and clickable.
Subheadings are an important part of you blog post’s body because they make the text scannable. Most people read the headline and subheads first, then decide whether to read the whole text or only the parts that matter to them the most. Also, subheads are another way to strategically use your keywords and increase keywords saturation.
When you prepare the blog post for publishing, make sure to add suitable HTML tags (H1, H2, H3…) to your heading and subheads in order to optimize the post for search bots too.
If you created your headline, and are ready to move to writing the body, start by writing a short outline of the text. Think about the purpose, target audience, and the main action you want the reader to take at the end of the text. When writing the outline, you can write the subheadings first. That will give you an overview of what you need to write in each section.
Once you start the actual writing, pay attention to the quality, originality and the structure of the text. Always write unique content. Plagiarism can only hurt your ranking with Google, and the trust and authority you built among your audience. Use storytelling principles to improve the content quality and try to connect with readers on an emotional level. Use short sentences and short paragraphs, no more than 100 words, to improve the readability and the blog post structure. Smaller chunks of text are easier to read. When you want to specify or highlight and list certain points, use bullets or numbering to emphasize their importance and separate them from the general text. That will also help readers scan the text easier.
Be careful with the keywords used throughout the body. Use the main keywords and synonyms in moderation. And try to use signal words like “first of all’, “second” and “finally”. And conjunctions “surely”, “consequently”, “for this reason”, because they will improve the structure of your text, and the reader will get clear signals about what follows.
Blog Post Length and Keyword Density
The minimum length of your blog posts should be 300 words. Even though Google likes long articles, and sometimes ranks them better, readers often are scared away by posts that are over 1000 words long. The ideal article length is somewhere between 600 and 800 words, depending on the topic, the target readers, and the goal of the blog post. For example, in-depth guides may require 3000 words or more.
As a general rule of thumb: the ideal keyword density is about 1-2% of your text. So, in a 600-word post, you should mention your keyword 6 to 12 times. Do not stuff your blog post with keywords because instead of making your content more SEO-friendly, it will only hurt your ranking.
Links to Previous Content
Page links are the main building blocks of your webpage. Your link structure is important to Google. Links tell Google if your content is valuable to people, and you are connected and sociable. Adding links to high-quality, reputable websites also improves the validity of your website, and your ranking. And using credible sources in the body of your text is also a good way to create trust with your readers.
If you have other posts closely related to your current one, link back to them. It will make the post stronger because it will show more authority on the subject. But whether you link to internal or external pages, use appropriate anchor text which flows naturally with the rest of the content.
Another important part of on-page SEO optimization is writing your meta description. Use the meta descriptions to guide the search engine, and help it understand what your content is about. It is the HTML attribute that provides search engines with a concise explanation of your page’s content. The meta description should be enclosed in the <head> section on your webpage.
But meta descriptions help searchers understand what your content is about too. The text in a meta description is what Google uses as a snippet when your web page shows in the SERP. And that copy, along with your headline, will determine whether the searcher will click on your page or not. So use those 150 – 160 characters wisely, and make sure to incorporate your main keyword as well.
Optimize the Images
Visuals make textual content more interesting and shareable. People are more likely to share the content if there’s a fun or unusual image included. And if it a sales-related text, people will be more likely to buy if they can see the product featured in attractive and relevant photo. But images are important and should be optimized for search bots too. So make sure you enter text in the title and alt tag fields, and preferably use your keyword too.
Optimize the photo dimensions and size. It’s a good practice to match the image dimensions (width) with that of your web page template and use browser resizing capabilities to make the images responsive by setting a fixed width and auto-height. Try to use smaller files because large files load slowly and that can hurt SEO. Make the images slow, but don’t compromise their quality and visibility.
There are no special tricks on how to write great content. Nor are there tricks on how to rank high in Google if your content is average. Remember to always write for people, and don’t underestimate the importance of SEO-optimization. High-quality, original content is what matters the most, but it takes a little extra effort to additionally optimize it for SEO and rank highly for SERPs, clicks, reads, likes and social shares.
It may be difficult at first, but it’s very much possible to achieve both goals. Then again, if you believe that it’s a job best handled by the pros, you are welcome to drop us a line or give us a call, and we’ll make sure your brand’s name and story take off.