Optimizing blog posts for high performance
By Collin Land, SEO Manager at TEGNA Marketing
When creating a blog post, it is crucial that it is optimized and structured in a way that can lead to increased visibility. Below are six different optimization elements that when implemented correctly, can lead to overall better visibility.
- High Volume Keyword Density
- Title Tags
- Meta Descriptions
- Blog Title
- Headers (i.e. H1, H2, H3) & Lists
- Images (Alt Tags)
Where and how to place high-volume keywords
Keywords are important in a sense that when creating a piece of content you want to include specific terms that have high search volume accredited to them. The tough or intimidating part about keywords is where and how to place them naturally, yet effectively. Keywords can be placed within:
- Title tags and meta descriptions
- The title of the blog post
- The body of the content
- Headers and subheaders within the body of the content
- Image alt tags
How to implement keywords
Keywords should be implemented naturally and only when the content creator sees fit. A lot of times keywords are misunderstood from a standpoint that content needs to have a certain amount for it to be “fully” optimized. This isn’t true. Content writers should also try not to fit in keywords while writing their content, yet take more of a ‘find and replace’ approach so it doesn’t hinder the natural flow of how the blog reads.
Once completed or at a stopping point, review the written material and look for words that users would potentially enter into Google search to find your blog. These terms are the ones to ‘find and replace.’ Last, use a tool such as Google’s Keyword Planner to create a keyword list to find possible variations for the chosen terms, but with higher search volume if applicable.
This is the exact approach TEGNA’s Brand Building specialists take when strategizing content for client campaigns. By doing so, specialists are able to take a popular, trending and/or chosen topic that pertains to the clients vertical, and within the content, answer the questions searchers are asking most often. Optimizing the six elements mentioned above with this mindset allows for optimal visibility within the search landscape.
Below you will see three different variations for a possible title:
- Optimizing Blog Posts for Google Search
- Optimizing Blog Posts for Online Visibility
- Optimizing Blog Posts for Search Engines
Each one of these titles works just fine if we are looking at how it reads. Also, notice the above terms are all semantics of one another so essentially each title is saying the same thing. Which one should be used?
After doing basic keyword research, it’s evident that Google Search would be the best choice as far as visibility is concerned. The other two terms could be worked into the other five categories.
With that being said, “Optimizing blog posts for Google Search” uses the term with the highest search volume. The other two terms also have high search volume and could be used within the meta description or title tag if we were to post this entry as a blog. By utilizing this strategy, we have covered three different user search possibilities within one piece of content.
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