If you’re putting out excellent blog content that informs, entertains, and adds value but you’re simply not getting traffic, it may come back to how well optimised (or not) your content is. If it’s an area you’re struggling with, these steps will help you tackle your optimisation project.
There’s no point in investing time and resources into blog content that no one is going to see, that’s why optimisation should be considered an important step. It helps push your content up the rankings when potential readers search, improving your chances of being visible and attracting web traffic.
These five blog post optimisation steps will get you moving in the right direction.
- Conduct keyword research
Investing the time to research keywords should be considered as important as writing the blog itself. You need to understand what your potential customers are searching for to find a business and content like yours. Ideally, you want a mixture of both longtail and short tail keywords. How many keywords you use will depend on your business and the length of your blog post but the fewer you focus on, the more significant the impact you can have as you’ll be able to concentrate your efforts.
- Use your keywords throughout the post
With keywords confirmed, it’s time to craft the actual content of your blog post. Pick two or three keywords per post and use them in the title, sub-titles, and bulk of the blog several times. Remember though, that your blog post still needs to be readable and attractive to humans – Google will penalise content that is ‘keyword stuffed’ too.
- Update your tags and meta descriptions
Keywords that are used in your tags and meta descriptions give you a boost and make your content more easily discoverable. Whenever you upload a blog post, take its featured keywords and add them as tags, as well as using at least one in the meta description – the snippet that users see on a search page – and focus keyword fields.
- Build in useful links
Google and other search engines like content that’s authoritative and trustworthy. How do you show this? You build links within your blogs. So, if you reference a particular study or comment on a headline that’s making the news, embed a link that gives readers a chance to go back to the source. Also link to other good quality content within your own blog to give readers more useful information that may satisfy their search query.
- Optimise your other media too
While your written content is the centre of your blog post, other media is likely to play a role too. Whether your post features images, video, or audio clips, these should be optimised for SEO also. Like your actual blog, the chosen keywords should feature in the titles and tags of media used.