It has been suggested that you do more SEO blog writing. Unless you have this expertise internally, you’ll want to commission a copywriter, but how do you know their content will perform?
What is SEO blog writing and why does it matter?
How to rank articles or blogs is something On Point Content is often asked. Although there is much more to it than copy alone, the ‘contents’ of your content are a good place to start. It’s one thing to be able to write an engaging blog. But how do you satisfy the needs of a search engine without compromising human readability?
Performance content, or blogging for SEO success, requires the traditional copywriter to write with SEO in mind. When writing for web, I remember one thing; make sure every sentence is relevant to your customer’s answers. After all, most searches are seeking responses to specific queries.
Use a range of on-page SEO tactics
Using a variety of on-page SEO tactics will increase the likelihood of your content being ranked higher in search engines. I do only say likely here because it will also be dependent on your wider SEO strategy.
Gone are the days of simply dropping in a keyword or two. You’ll want to think carefully about relevancy and intent. These two aspects are vitally important to search engines. After all, the likes of Google want to guide their customers to the content that most closely matches their search criteria. And us humans are less patient than ever. We expect to find exactly what we are looking for, and quick.
Keywords in SEO blog writing
Intent is now an important facet when it comes to keywords. Just like people, search engines do not favour content that feels forced. Overpopulating a blog with keywords will harm your SEO. In fact, for the SEO consultants I work with, it’s a real bugbear. An SEO copywriter will know how to naturally introduce your keywords into a blog, along with any related synonyms without the reader noticing it.
Long-tail keywords work particularly well if your blog is focused on solving a problem. These are often question based. Website browsers searching these keywords are more likely to click on your post or read your entire article since you’ll be answering their search query.
Quick tip. Most often I am provided with keywords, but sometimes I am asked to introduce related synonyms to those keywords. There are online tools you can use to help identify these. But one I particularly like is LSIgraph.
Positioning of keywords
Essentially, there are four main places your SEO copywriter should be placing your keywords. Treat it as an SEO blog checklist.
The title tag, or headline, of your blog should feature your keyword. After all, it’s the first thing a search engine or reader will see to determine its relevancy. Personally, I am not a fan of long headlines, but your copywriter should position your keyword towards beginning and certainly within the first 60 characters.
Headers and body
Headers and main body. Your keywords should be present, but only in a natural way. Before starting to write, your copywriter should have an idea where they want those words to appear. I tend to section the content I write. Within my initial plan, I identify a natural place for each keyword to appear. If I am working with long-tail question-based keywords, I make sure each sentence is helpful in answering the search query and I will include sub-headings that hint at the content within each section.
Meta description. If I have been provided with the keywords and synonyms for inclusion within a blog or web page, I will usually write a meta description for that page or post. Why? Because it saves the client time and since I am the editor, it makes sense. When I write meta descriptions I always think about the intent as well making sure I include the keywords. Essentially, the meta description exists to give search engines and readers an overview of what your blog or page is about. It cannot be a simple descriptor either. It’s got to be engaging and satisfy the intent of the search.
A search engine will look at the URL for your post or page to decide what your on-page content is about. That’s why it is important to include your keyword within your URL when SEO blog writing. If you look at the URL for this post, it has ‘SEO blog writing’ within the URL.
More to SEO
There is much more to SEO and on-page content than this. I’ll keep sentence structure, the importance of transitional words and reading-ease for another time! But this blog is a good starting point. I don’t profess to be an SEO expert. I can’t be. My niche is copywriting, PR and content marketing. But I am very fortunate to know some incredible local SEO consultants. When we work together in supporting clients, the uplift in engagement is exciting.
If you are looking for a copywriter who understands the importance of SEO and on-page optimisation, please get in contact.