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Content Marketing: How to Properly Optimize Your Blog Content

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Content Marketing | One Search Pro Digital Marketing

Imagine you have a favourite bakery tucked away in your neighbourhood, famous for its scrumptious chocolate cake.

Yet, unless people know it’s there, they’ll walk by without a glance.

That’s exactly what happens when your blog isn’t optimised for search engines—potential readers miss out on your delicious content.

Search engine optimisation (SEO) for your blog is about making sure your writing gets found by readers who are hungry for what you’re serving up.

It’s like planting a signpost that guides them through the bustling streets of the internet straight to your door.

When your blog is optimised for content marketing, you boost the chances of your content appearing when someone types a related query into a search engine.

The question is—how are you going to traverse the subjective world of content optimisation?

Here are some key takeaways from this article:

  • Tailor your content to different search intents to align with what your audience is searching for.
  • Properly use a mix of short-tail and long-tail keywords, balance their usage to avoid spamming, and consider metrics like search volume, traffic potential, parent topic, and keyword difficulty.
  • Use internal links to guide readers through your content and external links to reputable sources, ensuring both are placed naturally and strategically.
  • Include relevant images in your content, compress them to ensure quick loading, and always add descriptive alt text to enhance SEO and accessibility.
  • Write descriptive, concise alt text that accurately conveys the image’s content, relates to the surrounding text, and avoids keyword stuffing.

Understanding Your Audience

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Understanding what your audience is searching for and why they are searching for it can help craft your keyword and content ideas. Image source: Similarweb

When you’re knee-deep in the world of search engine optimisation for your blog, knowing who’s on the other end of the screen is crucial. Think of it like meeting someone for the first time—you want to make a good impression right?

Well, that’s your audience. They have arrived on your blog seeking answers, and it’s your job to know what those questions are.

Your goal is to know them like the back of your hand. What’s their age group? Their interests? The more you know, the better you can cater to them.

Understanding searcher’s intent is key here. It’s about aligning your content with the reasons people are searching in the first place.

Now, search intent typically falls into a few buckets: informational, navigational, commercial, and transactional.

  • Informational intent is when someone is hunting for, you guessed it, information. They want to learn something, like “how to tie a tie.”
  • Navigational intent involves a user looking for a specific website or page. Think “Facebook login.”
  • Commercial intent is a mix of general info-seeking and a sprinkle of buyer’s intent. Users might compare products or look for reviews.
  • Transactional intent is when the wallet’s out, and they’re ready to buy or sign up for a service.

So you see, tailoring your SEO strategy to the different flavors of search intents is like choosing the right lure for fishing.

You’re more likely to catch what you’re aiming for.

Keep your content attuned to your audience’s needs, and watch as your blog climbs the search engine rankings.

Keyword Research and Insertion

Keywords are like signal flares that help search engines find your blog posts. When you use the right ones, they tell search engines what your content is about, making it easier for people to find your blog when they’re looking for topics you write about.

Read Also: People Also Search For

There are 2 kinds of keywords to consider:

  • Short-tail keywords: These are broad, one-word terms that are highly competitive.
  • Long-tail keywords: More specific phrases with typically three or more words, which tend to attract a targeted audience and are less competitive.

To start, think about the main idea of your post—this is often a good short-tail keyword.

Then, describe that idea as if you were explaining it to a friend, and those natural phrases can work as your long-tail keywords.

Keep in mind that balance is key; too many keywords and search engines might think you’re spamming, but too few and your blog might get lost in the sea of internet content.

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By typing your target keyword on Ahrefs’ Keyword Explorer tab, you can see the Matching Terms alongside all the relevant metrics for them.

When your goal is to draw a crowd to your blog through search engines, thinking about search volume is like having a map during a treasure hunt. It’s the number of times people search for a particular keyword.

If you pick a keyword with a high search volume, you’re vying for a spot in a bustling market.

Now, don’t get spooked if some of those numbers are through the roof. High volume might mean more competition, but it can also show that a topic really resonates with your audience.

Moving on, peek at the traffic potential. It’s like guessing how many chairs you’ll fill at your concert.

This isn’t just any chair-fill guess, though—it’s based on real data.

Traffic potential estimates how much visitor traffic you might get if you rank well for that keyword.

The parent topic is another huge metric. Imagine a big tree with lots of little branches; your keyword is one of the smaller branches, and the parent topic is the big limb it’s attached to.

By figuring out the parent topic, you can see the broader subject area your keyword fits into, and this can lead to more content ideas.

Lastly, there’s the tough one: keyword difficulty. It gauges how hard it will be to rank for a keyword.

That said, do not be too discouraged when you see a keyword you want to rank for with a KD.

The difficulty rating here is just a rough estimation based on the number of referring domains to the top-ranking pages for that specific keyword.

Measuring these metrics won’t just give you numbers; they’ll give you a snapshot of the landscape you’re about to step into.

Keep them in mind, and you’ll be better equipped to select keywords that not only attract but also connect with your target audience.

Internal and External Linking

Think of your blog as a bustling city.

Internal linking is like designing roadways within your city that help people get from one place to another efficiently—links from one page of your blog to another page on the same blog keep readers engaged and help search engines understand your site structure.

Also, don’t go overboard with your links.

Too many and it feels like you’re leading your reader on a wild goose chase; too few and they might hit a dead end on your site.

Aim for that perfect middle ground to keep both readers and search engines following along smoothly.

An example of a natural insertion of an internal link that is relevant and helpful for readers to gain extra information from another page from the same website.

When you’re sprucing up your blog with SEO Backlinks think of it as a map guiding your readers to treasures hidden within your site. You want these links to feel as natural as a conversation with an old friend.

Pick spots in your content where a link flows with the text and provides value, like extra information on a topic or related content that enriches the reader’s experience.

Start by linking to your pillar content. You know, those cornerstone articles that really showcase what your blog is all about.

This will not only hook your readers with your best stuff but also help search engines understand the structure and hierarchy of your content.

Remember, quality over quantity is key. A handful of well-placed links beats a confusing mishmash any day.

For instance, if you’re talking about keyword research, link to an article you wrote on using keyword tools.

A healthy practice to adopt also is to do a regular check-up on your links. Broken links are the cobwebs of the SEO world.

They’re no fun for anyone. So, keep them tidy and functional.

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A good external link is one that doesn’t link to a competitor’s website but one that either references a source or for a more in-depth reading elsewhere.

External links in your blog posts are like secret passages to other corners of the internet. They can enrich your content, giving your readers extra resources to explore.

But placing these links is an art; put them in the right spot and they’re gold, drop them haphazardly and they may lead your readers down a rabbit hole or worse, to your competitors.

First, consider when to use an external link. If you’re citing a statistic, link to the original study or report.

Mentioning a tool or resource?

Add its home page link. Always ensure these links lead to reputable sites. That fitness blog linking to a candy store? Not the fit you’re looking for.

When crafting your content, weave these links into the text where it feels natural. Say you’re discussing website speed, and you mention a tool like “GTmetrix.”

Don’t just stuff the link at the end of the paragraph; tie it into a sentence like so: “Tools such as GTmetrix can help analyse your site’s speed.”

Here’s a double don’t: avoid linking to direct competitors and sites with low authority.

Those aren’t doing you any favours. Imagine linking to a site full of ads and no real content – it’s not a good look.

Ultimately, each external link is a nod of trust from you, pointing your readers in a direction you endorse.

So choose wisely, link smartly, and watch your blog’s value climb the ladder to top-notch resource status!

Add and Optimise Images to Your Content

When you spice up your blog with images, you’re not just painting it pretty, you’re giving your readers’ eyes a well-deserved break.

Let’s face it, no matter how fascinating your text is, a wall of text can be daunting. Images serve as visual breathers and make longer posts seem less overwhelming.

One more thing to note—image size matters.

Here’s a reality check – if your page takes too long to load because of heavy images, bye-bye readers.

Compress them without compromising quality and ensure a swift load.

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An illustration of where your alt text will appear when your image is down and out. Image source: Harvard University

Alt text, short for alternative text, is crucial when you add images to your blog. Think of it as a helpful buddy to search engines and users who can’t see the image.

This text describes the image, and it comes in handy, especially when the picture fails to load, ensuring no one misses out on the valuable content you’re providing.

Why use alt text?

Well, for starters, search engines like Google are smart, but they can’t see pictures the way we do. Alt text helps them understand what the image is about, which is great for your blog’s SEO.

Another great thing about alt texts is they are your contingencies during an occasion where your images go down.

The alt text serves as a stand-in, telling visitors what they would’ve seen. This little line of descriptive text might seem like a minor detail, but it plays a significant role in ensuring your site communicates its message, even when technology throws a curveball.

Crafting alt text is like adding captions to an Instagram photo; you want it to be descriptive yet concise.

Think of alt text as a mini-story for your image; it helps search engines and visually impaired users understand what’s in the picture.

Be Descriptive: Your alt text should convey the same message as the image. If it’s a photo of a chocolate chip cookie, a good alt text might be “freshly baked chocolate chip cookie on a cooling rack,” not just “cookie.” This level of detail helps everyone get the full picture.

Stay On Topic: Relate the alt text to the content around it. If that cookie image is in a blog post about holiday baking, you might write “holiday-themed chocolate chip cookie with red and green sprinkles.”

Avoid Keyword Stuffing: While including relevant keywords in your alt text can help with SEO, overdoing it can backfire. Let’s say your baking blog is trying to rank for “holiday baking.” Writing “holiday baking chocolate chip holiday cookie baking” is a no-go. It’s repetitive, doesn’t sound natural, and search engines might not be too happy about it.

Keep It Short: Aim for simplicity. A long-winded description can be overwhelming, not just for the reader but also for search engines. In general, keep your alt text around 125 characters.

A well-crafted alt text can contribute to the accessibility and SEO of your blog, enhancing the experience for all users and potentially improving your rankings.

Keep practising, and you’ll get the hang of writing alt texts that strike the perfect balance between informative and concise.

Wrapping Up

Alright, let’s pull everything together now. Optimising your blog for search engines is like solving a puzzle.

You’ve got a variety of pieces—keywords, meta descriptions, backlinks—each important in its own way.

By keeping these key components in mind while developing your strategy, your blog should be better positioned in search engine results.

Keep adjusting and fine-tuning; SEO isn’t set-it-and-forget-it. It’s an ongoing process and if you’re looking for help we’re here for you! Reach out to us at One Search Pro where we provide the latest SEO solutions dedicated to growing your business on Google!

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