But even the most useful content can only go so far without proper optimisation. After all, there’s no point writing up posts no one can find. So to fully optimise your content, here’s some dead simple stuff we do with each of our blogs, to help them reach their intended audience.
Proper keyword selection is something of a fine art. But a simple way to start is by putting yourself in the shoes of your target audience and considering what queries they might be entering into their search engines. The exact wording of these queries should help you settle on the keyword string you want your blog to rank for.
Now you’ve chosen a keyword string to target, work it into your blog as naturally as possible (don’t just crowbar it in at every opportunity.) In a 300-350-word blog post, two or three uses of your keyword string is a great target to aim for.
Your copy will usually be your blog’s most crucial element, but a few images to break things up and illustrate your point, will really help keep your audience engaged. It also means you can work your keywords into image alt-tags for maximum search visibility.
Dense walls of text are a massive turn-off for readers. Visitors are most likely to have found your blog because they’re looking for information, so make that information as easy to find as possible. A few subheadings, bullet points and font types will help distinguish important points within your copy.
This one’s for the WordPress users, but free plugin ‘Yoast’ is our go-to optimisation tool. Feed it your keyword string, and the tool picks out all the important tweaks and changes you still need to make. Its handy green/amber/red light system makes the essential stuff nice and obvious, and (helpfully) tells you exactly how to fix it. Necessary changes to meta-descriptions, titles, URLs, etc. all get highlighted, and once everything’s turned green, the blog’s good to go.
If you’re really serious about getting your content ranked and noticed, we’d recommend checking out the guys at Hubspot. They’ve got plenty of great, free guides to really help you master inbound and SEO.
Subscribe to the Toast Inbound blog