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Search engine optimisation (SEO) is crucial for driving traffic to your website through organic search. Properly optimised blog posts can help you rank higher in search engines like Google and Bing and attract more visitors. This definitive guide will teach you how to optimise your blog content for maximum SEO visibility.
Pick the Right Topics to Write About
The first step is identifying topics and keywords that have significant search volume. After all, targeting low search volume keywords will limit how much traffic your content can generate. Use keyword research tools like Google Keyword Planner, SEMrush or Ahrefs to find topics with high monthly search volumes.
Also, ensure there is opportunity to rank for those terms. Avoid ultra-competitive keywords dominated by authoritative sites. Aim for more long-tail variations with decent search volume but less competition.
Work with an agency that offers content writing services UK if you’re not sure where to begin.
Align Content with Searcher Intent
It's crucial to create content tailored to what searchers are looking for when they type in your target phrases. Examine the top-ranking results and identify:
The content format - Is it mostly blog posts, lists, guides, etc?
Content type - Are they informational articles, product pages, landing pages?
Content angle - Do they promote certain benefits or take a specific stance?
If you can determine the predominant intent behind the searches, you can optimise accordingly. For example, if the top results are mainly "how-to" style guides, yours should adopt that format too.
Cover Relevant Subtopics
Look at what subtopics are covered by current top-ranking pages for your target keywords. Find shared themes and subjects they all touch on.
These are likely important elements that searchers expect content on this topic to include. Try working these subtopics into your own piece as well. This helps search engines determine whether your post covers the topic comprehensively.
Choose the Right Keywords
You need to identify relevant keywords and phrases that your target audience is searching for online. Tools like Google Keyword Planner, SEMrush and Ahrefs can help uncover useful keyword data and search volumes.
When doing keyword research:
Identify primary keywords for each blog post, usually 1-3 terms that succinctly sum up the topic. These will form the core of your optimisation.
Find longer-tail variations and synonyms. These less competitive phrases give you more chance of ranking.
Only target keywords getting sufficient search volume. Anything with under 1,000 monthly searches may not drive enough traffic.
Avoid over-optimising! Don’t cram posts with keywords that read unnaturally. Quality content is still king.
Optimise for Featured Snippets
Featured snippets are boxes Google displays at the top of SERPs to directly answer search queries. Obtaining one can greatly boost visibility and clicks.
Examine what current featured snippets contain for your keywords. If it displays a definition, include a clear definition in your post. If Google shows a table, create a table or list format. Optimise content to provide the type of quick answer Google wants for a featured snippet.
Make Your Content Link-Worthy
The more high-quality links you can earn, the better for SEO rankings. So, create content that offers something unique and compelling that people will want to link to, such as:
Original research or surveys
Unique insights from your experiences
Fresh perspectives not seen before
Interviews with industry experts
Contrarian hot takes on popular topics
Having novel or distinctive elements will encourage others to naturally link when referencing your piece.
Write for Readability
Content that is difficult to digest will lead to bounce backs, which can negatively impact rankings. Ensure your writing is readable and scannable:
Use descriptive headers and sub-headers
Break up text with bullet points and numbered lists
Include relevant images, charts and graphics
Keep sentences and paragraphs short
Use active voice and conversational tone
These techniques will help both visitors and search engines easily consume your content.
Leverage Subject Matter Experts
Google wants to surface content created by genuine experts and authoritative voices on a topic. When possible, leverage writers with real-world expertise or have content reviewed by knowledgeable professionals.
Even if you hire freelancers, select ones with proven experience in your niche. Firsthand expertise lends credibility and trust for SEO.
Link to Internal Resources
Interlinking blog posts provides signals to Google about your site's structure and how pages relate to each other. Insert relevant links pointing visitors to related or useful content on your site.
This amplifies the value of each piece of content. It also passes authority and equity from old to new posts.
Optimise Images Properly
Images shouldn't be an afterthought, as Google also indexes and surfaces them in image search. Use descriptive filenames, alt text and compress images to optimise them. Avoid overly lengthy descriptions stuffed with keywords. Keep it natural but informative.
Craft Compelling Title Tags
A title tag tells both users and Google what a page is about. Keep yours concise but compelling:
Keep under 60 characters
Incorporate keywords naturally
Create curiosity and interest
Add power words (e.g. unbelievable, shocking, etc)
Avoid excessive clickbait
An engaging title tag drives clicks from search listings.
Set Descriptive Permalinks
A post's URL should also use keywords for optimal SEO. For instance:
example.com/definitive-guide-to-optimising-blog-posts-for-seo Rather than:
example.com/blog/post-74
A descriptive permalink helps Google understand the topic and content.
Proofread Your Content
Proofreading is a critical final step before publishing any content. It ensures your writing is free of grammatical errors, typos, formatting issues, and unclear phrases that may confuse readers.
To properly proofread, first take a break after finishing your draft so you have a fresh perspective. Then read the piece out loud and slowly, word for word, to easily catch mistakes. Circle areas that sound awkward. Check for proper spelling, punctuation, capitalisation, tense consistency, and flow.
Use spellcheckers or tools like Grammarly, but don't rely solely on them. Ask others to proofread as a second pair of eyes. Thorough proofreading polishes your work and prevents mistakes that undermine your credibility.
Optimising your blog content with these tips will help maximise visibility and engagement from organic search. Monitor which posts generate the most traffic and use those learnings to inform future content development. Consistent optimisation will build authority with both search engines and readers over time.
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