Like anything creatively brought into existence, your blog posts need to be optimized for increased engagement and ranking success. Optimization occurs on and off page using various techniques. Some of the key content optimization tips included in this overview include:
- SEO
- Keywords
- Metadata
- Content structure
- Rich media
While these may seem like alot to handle, they are vital for continued blog post content that engages with the audience. In addition, these methods are essential for speaking to both the content users and search engine algorithms.
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Keyword Research
A keyword is a word or phrase that a Google search engine user might enter into their search box. Users may be shown your post if it includes these keywords. Therefore, with each post, you should identify a focus keyword to be used in the title, meta description, the first paragraph of text, and URL permalink. The challenge is to develop the right keywords and phrases to beat out your competition and remain on topic.
Long-Tail Keywords
Keyword research tools like Jaaxy, UberSuggest, and SemRush can help with identification data, among others. You’ll want to choose keywords with an extensive search volume but a low competition level for your blog post. Unlike one or two words, long-tail keywords consist of a longer phrase. While search volume will be lower for a particular long-phrase, they also have lower competition. Long-tail terms are excellent for new blogs without authority.
Low Hanging Fruit
It is generally good to target low competition and high search volume keywords on your blog. Still, you can also try to target common search volume phrases. In most cases, when conducting research, you might naturally be drawn to the largest volume keywords. However, it is still possible to include words that have a low search volume for your post that are still relevant. Low-hanging words build a repository of robust phrases across your posts like long-tails.
Alphabet Soup (LSI)
Choosing topics, keywords, and titles for posts can be a tedious and challenging process that can seem pointless. However, the alphabet soup technique is a great way to utilize Google’s autocomplete feature when you are stuck for a keyphrase. Alphabet soup words are related phrases called latent semantic indexing (LSI). These are keywords related to your focus keyword you can naturally include in your post to boost SEO without keyword stuffing.
Metadata and Alt Text
You need to speak to the search engine algorithm when you create web content. Search algorithms, known as crawlers, don’t read your posts. Instead, they rely on metadata to procure results for users. Metadata consists of the post title, headings, the description, and the permalink URL. In addition, keywords and alt text are also considered metadata. Alt-text is descriptive text added to non-text content such as images. Hence, readers of alternative devices know what something is.
Post Title
Your post title is the primary method of keyword data sourcing a crawler uses. As well as being a descriptive piece of information for readers, search engine algorithms use a post title to determine whether your content is relevant to a search. Therefore, your title should always include your focus keyphrase. It should also not exceed the maximum length for readability, and try not to use too many stop words. You should appeal to the reader with a catchy title as well.
Meta Description
If you have ever used a search engine, you have seen a meta description. The text snippet that appears under titles in SERPs is determined by the meta description of your post. Your post meta descriptions should be as brief as possible but contain adequate information. For SEO purposes, they should also include your focus keyphrase. Depending on content type, meta descriptions can consist of additional data, called rich snippets, such as stars for a review.
Permalink URL
URL stands for uniform resource locator and is the alphanumeric address of your blog post. This is a written representation of the IP address for the site where the post file is stored. Because it cannot be changed once created, it is also called a “permalink.” Titles are typically more descriptive, but permalinks are not. An appropriate URL should contain the focus keyword and be short, easy to read, and relevant. In addition, hyphens are used to space words, and stop words should be avoided.
Long-form Content
Composing blog content isn’t as simple as writing anything you want. Every post you create should be relevant to the niche of the site on which it is to be posted. In addition, your web content should be clear and concise without losing focus. Like a good book, your aim is to keep a reader engaged. However, you have the added job of providing relevant information between 750 and 2,500 words. Don’t pad or fluff posts with unnecessary content to keep a word count.
Content Relevancy
User engagement and client satisfaction depend on the relevance of web content. For example, people who browse a dance blog aren’t interested in reading about electric vehicles. The usage of EVs on the website is entirely irrelevant in this case. A high bounce rate will result from irrelevant information, reducing the chances of converting leads into sales and affecting the website and posts’ overall SEO score. Therefore, post content should always stay on topic with the site.
Text Structure
When writing longer pieces of text for a blog, it is helpful to observe some standards. Readers don’t like to read long blocks. Extensive paragraphs can strain the eyes, feel tedious and detract from engagement. Therefore, you should keep paragraphs short to between three and six sentences in length. Additionally, bullet lists, headings, and subheadings should always be used where appropriate. These help the user find information but also help web crawlers determine content.
Link Juice
An example of off-page SEO is building links and backlinks. You can get backlinks from other websites relevant to your business and external to your own site. Backlinks can have a significant impact on ranking and SEO. Likewise, linking to internal posts also helps crawlers follow relevant anchors to convey what your content is about. While link building is helpful, you should only relate to relevant sources when necessary.
Rich Media
Engaging readers requires more than just great text in a blog post today. Therefore, you must add interesting structural elements to your long text, such as images, videos, and embeds. Media can keep a reader interested and offer additional engagement to longer pieces of text. Visual representations of data, for example, help a reader understand the information in your text. Infographics are a prime example. Media should be placed in relevant positions.
Image Optimization
Images are vital for some content. For example, it is challenging for a reader to understand where to place a jumper pin when assembling the front panel of a new PC. However, you can show exactly what you mean to say with one image. While images are helpful, they require optimization before uploading. Compress your images to less than 30Kb. Otherwise, your SEO and SiteSpeed score will be negatively impacted by long-loading pictures.
Video Inclusion
Videos are great for explaining a situation, showing news, or plain fun. Fortunately, they are easily placed into a post as well. You can upload videos similar to images. However, most editors like WordPress support video link embedding. Embedding will set the location code of a video, such as YouTube, into your post without it being physically inserted. Therefore, loading times won’t be affected, and the video is displayed along with controls as if it were.
Sharing Content
Of course, there’s no point in creating all your awesome content for no one to see. However, it is helpful for your reputation and blog SEO score if you share your content where possible. Post links to your content in your social media profile, but try not to crosslink. Also, if you have a YouTube channel, insert links to your blog. Users are likely to visit if they love your video content. Keep doing what you’d best, and traffic will follow. In the words of a ghostly Babe Ruth, build it, and they will come.
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