Crafting a successful blog post

We all want our websites to work hard for us but not every business has the means to employ an SEO agency. So how can you help yourself to write effective SEO web content?

First of all, consider what you want to achieve with your post. Do you want to obtain information from your readers? Do you want to raise the profile of your website in general? Is this post part of a series of interconnected posts or is it part of a sales campaign? Answering these questions will help you to write a compelling article, establish an appropriate focus keyword and it will provide you with a good starting point for creating the structure of your post.

Once you have established the purpose of your post you should always consider your audience. Answer the questions: what will be relevant and interesting for your readers? What do they want to see when they type in the focus keyword into Google and what style of writing are they most likely to respond to?

Focus Keyword

  1. Your focus keyword is central to creating effective SEO through blog posts as this is the term Google will search for.
  2. Ensure the focus keyword appears in the URL for the page
  3. Try and choose a new or variant of the focus keyword for each post.
  4. Aim for a focus keyword density (the number of times the focus keyword appears in the text) of between 1% and 2.5% per post. In practice, this means that your focus keyword should appear between three and seven times in a 300 word blog post and seven to 17 times in a 700 word post. On some software (Yoast is one example) you can now use multiple focus keywords.

Meta description

  1. Include a meta description of between 156 and 320 characters (including spaces). If a meta description isn’t included in the blog post search engines will display copy from the page instead.
  2. Include the focus keyword in the meta description.

Blog post structure

1. Ensure the blog post is at least 300 words in length but any more than 700 words and you could lose the interest of your reader. Be informative and engaging but don’t waffle.

  1. Ensure the focus keyword appears in the first paragraph of the copy.
  2. Use bullet points, headings, subheadings and numbering where appropriate to improve your readability score. However, write in paragraphs and short sentences to improve your readability score.
  3. Include interesting internal and external links where appropriate.
  4. Add in signal words and phrases such as ‘in the first instance’, ‘secondly’, ‘finally’, ‘so’, ‘ultimately’ and to conclude’ to help structure the post and make it more user-friendly for the reader and likable by the search engines.
  5. Have someone proofread your post before you set it live. Ask them to check for readability, typos, general interest, grammar, structure and flow.
  6. Add content to your website regularly. Google likes to see new content and/or changes to your website. It will see it as an active website and is, therefore, more likely to improve its position in search rankings.
  7. Call to action. What would you like your readers to do next when they have finished reading your post? Would you like them to buy something or send them to another area of your website for instance?

These are just a few tips to help you on your way to crafting effective SEO through blog posts. What are the main obstacles you encounter when trying to incorporate effective SEO into your blog posts?

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