Boosting your blog SEO is essential to increase your online presence. Now, I am not an SEO specialist – if you want one of those, I know some far more qualified people and am more than happy to make introductions. But the following are some simple, non-techie tips and tricks I’ve picked up along the way that can help give your content a little bit of a boost online…

1. Pick your focus keyword

Think about the keywords and phrases that your audience would use to search. You can use tools like Google Keyword Planner to help, but Google’s mysterious algorithm looks for ‘intent’ – in other words, what the user is actually going to search for, and the information they expect to find – so trying to be too clever could negatively impact your SEO efforts.

Also, think about making that keyword as specific as you can to your business. Known as ‘long tail keywords’, it’s about finding 4+ words to explain what you’re offering.

For example: I could optimise my content around the keyword ‘copywriter‘. But that would yield several views/enquiries that aren’t relevant to what I do. Optimising the keyword ‘B2B copywriter for IT consultancy‘ is a lot more specific, so anyone searching for this is far more likely to convert.

2. Get the basics in place

Once you have a list of keywords, pick one and ensure it’s in the main title and subtitles, the first sentence and scattered throughout the body copy, as well as the URL and meta description. 

But think about mixing it up. Your content needs to be optimised for the search engines, but ultimately it’s going to be read by a human. Seeing your keyword stuffed into every other sentence is hardly engaging. So a bit like using a thesaurus, look for the connected ‘secondary keywords’ that you could use instead. 

A great tip I picked up, is to Google your keyword, and then check out the image results as this will suggest alternative searches that are closely related.

3. Get the good stuff in upfront

This isn’t just good advice for SEO, it’s good advice for your content generally. Working in PR, I was taught that you have to get the ‘who, what, when, where, why and how’ in upfront within the first 2-3 sentences so that if people only give you a few seconds you communicate the whole story to them.

In SEO terms, research from Nielsen Norman Group shows that people spend 80% of their time ‘above the fold’, so get to the point quickly, and then elaborate below. 

4. Link your content throughout

Your content should always end with a call-to-action, which usually involves a link that urges your reader to ‘click’.

But as you’re writing, make sure you’re linking various words or phrases to other related content on your website. I try to limit this to no more than 5 other related blogs per post. And if you’re citing research, ideally from credible sources, think about including external links too.

5. Post regularly

Research shows that B2B marketers that use blogs receive 67% more leads than those that do not, and when you hit 400 blogs in total, your traffic doubles. 

And yet my research shows that a quarter of companies haven’t updated their blog this year. Failing to blog regularly is bad for business and your SEO. One study showed that in failing to post for 8 months, overall site traffic fell by 32%.

Need some help?

I support several small businesses with their blogs to boost their online presence. It’s all about striking the balance between optimising the content for the search engines so you’re found, but writing in a way that’s engaging and relevant to the audience so they convert.

Read about how I helped Process Bliss…