The perfect blog post is an art; the proof is in the contrary. The internet is full of (in our opinion) low-quality art that no one wants to read—not readers or search engines. Here’s how to improve every section of your blog post, and produce content that scores well with both audiences.
Your headline is an integral part of your reader’s decision to click, so don’t underestimate the importance of a strong headline. As an added bonus, a headline is also an essential part of your optimization efforts. What makes a strong headline? A headline evokes an emotional response, answers the reader’s question, or entertains the person. Use that knowledge to write a headline that accomplishes one of those purposes (or hire a content marketing firm that can).
For search engine purposes, include highly relevant keywords in your title. Basically, it’s your job to show the search engines that your content is relevant to internet searches. This advice comes with a buyer beware clause; don’t become so focused on an optimized title that your content title does not grab your reader’s attention.
“Attention grabbing” and “relevant” is the two qualities that should fit every one of the introductions of your blog posts. This is your chance to draw your readers in, and make them want to read more.
For optimization, use a similar strategy to your headline. Include relevant keywords and phrases in your introduction. Remember to be smart about your keywords, however; you don’t want to write a blog post that doesn’t make sense or deters your readers from continuing. Don’t stuff your blog post full of keywords; instead write for your readers with optimization in mind.
Blog posts are not just about text; to the contrary, blog posts with images and videos rank better in search engine listings than pages without. Select your images carefully and ALWAYS make sure you have the legal right to use the photo. The image or video selected should be relevant to the topic covered; if people are involved, a photo or video with a person (or persons) is preferred. (More tips on selecting the right image here.)
For optimization, use keywords in your alt text to describe the picture. Search engines use that text to “see” what images are in your blog post and use that information accordingly.
As you write for your readers, avoid long bodies of text that make your reader hit the ‘back’ button. Write in small, easy-to-read paragraphs. Break up your text with headlines. Back up your points with (properly-credited) statistics.
For the search engines, include relevant topics and keywords in your text. Again, don’t go overboard; your text should be search engine and reader-friendly. If you don’t know how to combine the two (or don’t have time), hire an affordable marketing firm that has experience with writing blog posts; all you have to do is give them the topics and information to create the marketing plan. Then sit back and watch the pros create those pieces of art.