Blog Writing for SEO

Gone are the days where you could produce content on mass, stuff it with the top performing keywords and find your page ranked #1 on Google.

Search engines are now prioritising blog content that provides genuine value for the reader. 

Google uses a criteria named E-E-A-T (expertise, experience, authority and trustworthiness) to evaluate the quality of the content shared online. This means that you need to publish content written by “experts” that gives practical and valuable advice, always keeping the consumer’s needs and interests top of mind. We have simplified this process to ensure you are sharing strong, high-performing content with your target audience as part of your SEO strategy.

In short, blogs enable you to include specific keywords and phrases in your website content that your target audience searches for. By incorporating these relevant keywords and common search terms organically within your website, you are increasing the opportunity for your website to appear higher on search engine results page (SERP) rankings - ultimately driving traffic. 

Building a strong content strategy in the long term, however, establishes your brand as a leading authority within your industry. This means that users are more likely to trust you, and will keep you top of mind as they move down the funnel.

Either way, generating blog content is a valuable part of your SEO and content marketing strategy.

You need to consider these elements when creating impactful blog posts for your website:

• Begin with keyword research: It is important to conduct comprehensive keyword research to identify the most relevant topics and search terms that your target audience is using. Consider using online tools and software such as Google Keyword Planner or SEMrush to discover keywords with a significant search volume you can build your blog post around.
• Optimise headings and subheadings: Structuring your blog posts with relevant and impactful headings (H1, H2, etc.) ultimately enhances readability for users and search engines. You can find the greatest value through incorporating your keywords within these headings and subheadings.
• Create engaging titles and meta descriptions: Your page title and meta description needs to be compelling, and concisely summarise the content of your post. This is what users scan in search engine results, therefore it is essential to make your blog article stand out from competitors. Include keywords in meta descriptions to improve click-through rates, and remember to keep your page title less than 60 characters, and meta description less than 160 characters.
• Deliver valuable content: No one wants to read fluff. Your content should answer genuine questions and provide useful advice for your reader. Consider using dot points or numbering systems to succinctly communicate your message. Provide visual instructions, or give practical examples your user can implement.  
• Optimise your blog images: Use descriptive alt tags and filenames that incorporate relevant keywords. Ensure that any images are purposefully included, sized appropriately, and definitely not pixelated - this ultimately improves the overall user experience.
• Add internal and external linking: Linking your article to other pages on your website and vise versa not only improves site navigation by encouraging readers to explore more content, it tells Google and other search engines that your information is substantiated and includes additional value. 

Similar to most online content, quality trumps quantity. 

It is pointless writing 1000 word blog articles if the content is stuffed with keywords, filled with top-level and generic information. There is much greater value in producing shorter articles of 500-700 words that focus on sharing insightful and pragmatic content with your target audience. 

Not only is this great for SEO purposes, but it also builds a more positive overall user experience with your brand. You might find that users will continue to visit your website for more information, building your authority and trustworthiness in the online space.

Author personas have become a fantastic means to show Google that your blog content is trustworthy, and highlights that it is written by genuine experts. Consider building website pages for each of your blog writers that includer their industry experience, links to their LinkedIn profile and other social platforms, as well as specific qualifications.

James Lawrence author profile.

Generating fresh and relevant blog topics can sometimes prove challenging. Use the following to generate ideas for your blog topics:

• Keyword research: Identify popular search terms related to your industry. Focus on long-tail keywords and phrases with lower competition but higher intent.
• Competitor analysis: What content pieces are your competitors publishing? Identify gaps or areas where you can provide a unique perspective or offer more comprehensive information.
• Industry observations: Observe discussions, questions, and trends within your industry to gain insights into the topics that interest your target audience.

When strategically considering how to rank nationally SEO wise, blog content is a great way to become more visible in search engines and build your brand authority within your industry.