If you’ve ever written a blog post before, you know how much time it can take. From topic brainstorming to researching, writing and pressing ‘publish’, it’s not a short process. Imagine putting in all that effort and getting no traffic in return? Enter… SEO content writing.
What is SEO content writing?
SEO writing is the process of writing content to rank on the first page of search engines (and when we say search engines, we mean Google!) This involves researching relevant keywords, writing high-quality content based on your users needs and wants, and optimizing your headers for easy page crawling.
A 2020 Search Engine Journal study found that the clickthrough rate for websites in position one on the search engine results page (SERP) is 25%. This number drops to 15% for websites in position two, and then down to 2.5% for websites in position 10. When you get to page two of Google, that number gets even lower.
This means that if your website is not on the first page, there’s a small chance customers will find your website organically. Fewer visits to your site mean fewer opportunities to generate leads, and ultimately, revenue.
So, with this in mind, how can you incorporate SEO into your blog writing?
Use headings to your advantage
Headers help Google’s web crawlers to understand your blog post and the sections within it. Think of the crawlers as readers who are quickly skimming through your blog. They want an overview of what your writing covers… that’s your H1. Then your H2’s, H3’s and H4’s break down the subtopics.
Take this blog for example ‘SEO content writing: How to write blog posts that rank on Google’ is the H1 heading, giving you the overview. ‘Use headings to your advantage’ is a H2 heading, a subtopic of the overall blog.
Your subheadings should reflect the content in the body and include high-intent keywords. When you use the right keywords, meaning the ones your target audience is searching for, you have a much higher chance of ranking on the SERP.
Include keywords in your meta description
Meta descriptions are one to three sentence descriptions that you’ll find underneath the title of a result on a search results page. Meta descriptions are another area Google crawls to determine search rankings, so you need to make sure yours is optimised! Make sure your target keyword appears in your meta description and you’re not massively over or under the recommended character length.
Link to high authority websites
As you build up your blog post, don’t be afraid to link externally. Linking to reputable sites not only offers your blog readers additional reading material, but it also shows search engines that you’ve done your SEO research.
Nothing strengthens a blog post like research-backed statistics from influential websites. In fact, it’s the third most important factor for successful SEO, (see what we did there?!)
Resist the urge to stuff your keywords
The overall goal is to make your page fully optimised, not overbearing. Find natural fits for your keywords, but don’t force them to the point where your content is unreadable.
User experience is a huge ranking factor when it comes to Google, so you want your users to enjoy the content they’re reading. If they click off of your website due to an unreadable blog, this will signal to Google that you’re not offering quality content.
Write for humans, not search engines
With all these SEO guidelines, it can be easy to forget that when a user searches on Google, they are looking for an answer. The best way for you to improve your chances of ranking is by writing high-quality blog posts that actually make sense, and answer the question your audience is searching for.
What does a successful blog look like? It has questions, answers, easily scannable sections, organised subheaders and visual aids.
The ultimate goal is to keep your target audience’s persona’s, motivations, challenges and interests in mind. It’s also important to choose topics that resonate with your potential customers and address their crucial pain points.
Need help with your SEO content writing?
SEO content writing can be a time-consuming task, especially when you’re a business owner with a million other things to prioritise. This is where we come in! Our team writes compelling, on-topic, SEO optimised blogs for our clients, always keeping up with the latest changes in SEO tactics.
If your business would benefit from regular blog writing, get in touch with our team by calling 01752 746890 or get in touch here.