Did you know: Search engines like Google LOVE valuable content and reward you for it? Search is not all about keywords anymore; it’s about creatively combining keywords, context, and topic. The more you do this, the more Google will love you and show you through increased rankings and impressions.
So, how do you create search engine optimized content without alienating users entering your site?
One key way to increase your search engine rankings is to have a plethora of indexed pages pertaining to your products or services. Having one page for a service (where that’s the only time it’s mentioned) is never enough when it comes to SEO.
An expert at Hubspot said it perfectly, “Every time you write a blog post, it’s one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website in organic search.”
The trick to this, though, is ensuring you don’t create duplicate content in the process. So, you have to get creative. Blogs give you the opportunity to cover all things pertaining to your products and services (experts advise: Don’t cover anything NOT pertaining to your products and services). You can answer frequently asked questions, cover related topics or elaborate on products and services in ways you just can’t on a basic web page. The opportunities abound.
You may ask: How do I write blog content that appeals to users but also appeals to search engines?
Now, don’t get me wrong, this is not a piece of cake. It’s tricky to master Google’s algorithms, BUT it can be done. The Keyword is a great resource to get a glimpse into Google’s world, so I suggest bookmarking it and checking in often.
There are many different ways to optimize blog content, but we’ll give you a few specifics to get you started.
After you’ve landed on a topic you want to cover in a blog, you need to decide on a long-tail keyword to go with it. Now, the worst thing you could do is to stuff as many keywords into a blog as you could. That doesn’t make Google like you. You have to be strategic about it and incorporate your keywords in a way that doesn’t feel unnatural or forced.
A big benefit to using long-tail keywords over a bunch of small keywords is that you often draw more qualified visitors to your site. You don’t want everyone and their Mom coming to your website; you want the RIGHT visitors- people who will convert.
Here’s where you want to include these keywords:
1) Page titles (headlines)
2) Headers and body
3) URL: Hubspot has a great resource for URL structure to get you started.
Google specifically suggests using these guidelines for optimizing images:
1) Stick to Google-supported image formats: This includes BMP, GIF, JPEG, PNG, WebP, and SVG. For blogs, specifically, we recommend JPEG.
2) Make the filenames of your images descriptive words related to the image: Don’t use the typical "IMG12345.jpg." Use something like organizing-office-space.jpg. If an image (at some point) doesn’t work for a user, they then have some context as to what the image is. Google likes to use image filenames as snippets in search results if it can’t find text relating to the image.
3) Update image alt text: Search engines can’t see images, so you have to help them out. The key to optimizing image alt text is to describe it in a way that a human would read and understand it. This is, again, not a place to keyword stuff.
Link building is important when you are trying to validate yourself to search engines. The key to doing it successfully, though, is to link to content that supports the content you have written in a blog post.
So, if you’re a pet boarding facility and you’ve written a blog post on “Why you should board your pet while on vacation,” you would link to the services page specific to pet boarding and then to any articles that are also along those lines (IF they have good authority).
Never use links from Joe Shmo on Blogger or anything along those lines. Always use authoritative sites.
The biggest thing to remember in all of this: Give it time. Like all things SEO-related, you have to play a bit of a waiting game. Some of our best blog posts still produce quality traffic every month (we’re talking hundreds of views per month years after these posts were written), but it took time before they gained traction in search engines.
Don’t give up if you don't see immediate results. Post frequently and consistently optimize, and you’ll reap the benefits long-term.