SEO Blogging 101 Series: Part One
Writing a blog post may be pretty straight-forward, but making it SEO friendly is another story entirely. If you have a great topic that you think your audience will be interested in, then itâ€™s a good idea to go ahead and write it!
However, itâ€™s also important to make sure that as many users as possible see the content you took the effort to craft. Thatâ€™s why using an SEO strategy and different content marketing tactics is so important, and why weâ€™ll be exploring the different tactics and strategies that should be applied throughout this series.
What Role Do Keywords Play?
To begin with, SEO is not just about the keyword in a topic.Â Since Google periodically makes updates to its algorithms that changes how it crawls, indexes, and determines what should appear on search engine result pages (SERPs), knowing how to make each blog post count is important. However, focusing only on a keyword or keyword count wonâ€™t get you the ROI youâ€™re looking for.
Why? Because Google – and even more importantly your audience – doesnâ€™t consider just one specific word when theyâ€™re trying to find an answer to something. SEO is an all-encompassing strategy now and takes many factors into consideration. Yes, engaging content is still a driving force and factor, but long-gone are the days of keyword stuffing to get a website to rank as the number one search result. The emphasis now is quality – not quantity.
HubSpot shares the following,
â€śIt’s not about choosing the right words anymore — it’s about providing context. Google doesn’t want to return results anymore; it wants to return answers. So, if you’re not doing a good job of answering your prospective customers’ questions, it doesn’t matter what keywords you choose — your SEO will suffer.â€ť
So what does this mean when it comes to your blog content? Keywords still matter, but they shouldnâ€™t be the focus. In Part One of our SEO Blogging 101 Series, weâ€™ll cover the role keywords play and why theyâ€™re still important to consider, but shouldnâ€™t be the sole focus behind online and digital content.
Whatâ€™s Your Topic?
Do you know what youâ€™re writing about? SEO experts have different schools of thought on how valuable a keyword is and what the optimization percentage should be – or if there should be an optimization percentage at all. There is one new update that most SEO connoisseurs agree on: content should be developed with the intent of the searcher in mind.
I recommend that writers try to optimize the content with a percentage of 1.5% for the keyword in mind, using the following formula:
The reason for this is because at the end of the day, thereâ€™s no hard and fast rule for how often a keyword should be included in content. Writing with a keyword in mind, though, helps keep the main topic and intent of the searcher as the focus.
This way the blog post will be included in search results for not just the individual keyword, but also long-tail queries such as: â€śHow can digital marketing for restaurants help me get more customers?â€ť or â€śWhat is social media marketing?â€ť
Remember to keep your writing, keyword phrases, and terminology natural as well. SEO has evolved from focusing on ranking and singular keywords to the overall intent of the searcher and user experience. So yes – write with the keyword â€śdigital marketingâ€ť or â€śseafood for saleâ€ť in mind. But also write for what your audience wants to learn and know about.Â Is your audience really looking for seafood for sale, or are they trying to find a recipe that has seafood in it?
Keywords have a role and a place, but be careful not to focus so much on one word or phrase that you completely miss the point of posting content in the first place: to engage with your audience.Â