Content Marketing is one of the most popular forms of marketing for 2017. It takes an approach that focuses on creating and distributing valuable and relevant content to one’s desired target audience. Content produced for marketing purposes is aimed to inform, attract and engage, while also promoting the brand itself. The intention of content marketing is to drive profitable customer actions. Blog posts are ideal for this as you can create unique, informative content to be delivered via the blog.
Alongside social media, email marketing and video creation, one of the most successful types of content marketing is blogging. Many businesses and brands are opting into having a built-in blog on their website. But how do you optimize your blog content for SEO?
Blog posts; if written correctly, can improve your search engine ranking. You will start to rank for selected phrases or keywords used in the post. When you optimize your website and your blog posts, you increase the visibility of your website. Thus, making it more visible to people searching the internet for keywords associated with your brand or business.
Here’s how to optimize your blog posts for SEO.
Research a specific list of keywords you want to rank for in the post you are writing. Focus on one or two keywords per blog post to ensure the content is relevant. Avoid incorporating as many keywords as possible as this can actually hurt your SEO. This is due to search engines reading your content and thinking it is “keywords stuffed” or spam. Stuffing a post with keywords can also affect reader experience if the post does not read naturally.
When you have selected your chosen keywords, there are some specific places in which to use them. The four essential places you should incorporate keywords are: title, headers, body, URL and meta description.
The title of your post will determine its relevancy for search engine ranking so definitely include a keyword here! If you have a long title for your post, ensure the keyword is in the first few words of the title. It needs to be within the first 65 characters or Google will cut it off on SERPS. For example, a title such as “Optimise blog posts: We teach you how” would be better than “Learn how to optimise your blog posts in this guide”. This is because the long tail keyword “optimise blog posts” appears sooner in the title.
Throughout your post, use your chosen keyword within the body and the headers. Writing copy that includes your keywords, but reads naturally is vital to a good reader experience so think ahead about how you’re planning on using the keywords in your post before beginning to write. Your primary focus should be to create content that is interesting and helps your reader by answering a question as opposed to purely trying to write an article that ranks highly on Google.
In order to write posts that are effectively optimised for SEO, we use a plugin called Yoast. This plugin analyses the content you have written and gives you tips on how to improve. For example, it tells you if your sentences are too long, your Flesch score is low, or if your keyword is not visible within the first paragraph of your copy. For those starting out in SEO and needing a helping hand on where to improve, Yoast is an excellent help.
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