Blogging is dead , it’s pointless. Some say so.
Of course, there are still those who expect to become millionaires simply by publishing articles without any particular logic, and that is why these people find themselves having to deal with their dissatisfaction .
However, a blog is still very useful for any website, business, or entrepreneur. Blog posts can provide information on a wide range of topics, giving readers a deeper understanding of a given topic .
They can teach readers new skills or abilities. For example, a blog about how to use a particular piece of software can help readers become familiar with it and use it more effectively.
Blog posts can be used to spread awareness about products or services and can therefore be useful for businesses wishing to promote their work to a wide audience.
Last but not least, blog posts are essential for a site’s SEO.
How can a blog improve a website’s ranking?
Blog posts can be extremely useful for a website’s SEO for many reasons. Regularly publishing content in your site’s “News” section can help improve its position in search results organically (i.e., at no cost ).
Search engines love fresh, relevant content, so blog posts can help keep your website updated and interesting for visitors . Yes, but consumer psychology experts say no one reads articles anymore. This is one of the most common objections from those who don’t believe blogging is useful.
It’s true that many people tend to scan the text of blog posts rather than read them carefully, but that doesn’t mean the usefulness of blogging for SEO has diminished. On the contrary, the “scannability” of text has become an important feature to consider when writing blog posts , as easily scannable text can increase the likelihood that a user will stay on your site and continue browsing.
According to a study by Nielsen and Norman Group, a web page is scanned following an “L” pattern. This means that text and images aren’t examined precisely, but rather with a rough, to-the-point approach.
SEO blog posts can be used to share information, build brand awareness, increase customer engagement, and generate leads. Well-written and informative content can boost your website’s authority and credibility in the eyes of visitors and search engines, so it’s a good idea to start developing an editorial plan now that will retain readers on your blog and increase shares, clicks, and traffic.
These elements are all crucial to improving a site’s ranking in search results. In fact, if Google notices that a site is particularly visited and appreciated by online users, then it will deem it to be of high quality and will rank it higher. However, we know that excellent writing skills alone are not enough to achieve these results .
Make blog posts SEO-friendly
You’ve created all the institutional pages on your website, explaining what you do and why users should follow you or buy your products. However, you want to cover other topics related to your industry and demonstrate your authority . A blog allows you to avoid overloading your site with pages and still create content related to it that can rank well on Google .
Search engines favor sites that produce relevant, up-to-date content, but that’s not all: blog posts need to be carefully considered to ensure they help improve a site’s ranking.
First, it’s important to understand what to write. The immediate answer is: write about your keywords .
We’ve said in previous content that one of the fundamental aspects of SEO is keyword research , which involves identifying the words and phrases that users type into search engines to find information about your site.
Keywords are important for a blog because they help your content be indexed by search engines and found by users interested in the topic. If you do thorough research beforehand, you have a better chance of getting your blog indexed .
Use a keyword research tool like Google Keyword Planner or Ubersuggest to find relevant keywords for your blog. Let’s look at an example to better understand how to do this. Imagine you’re an entrepreneur who wants to launch your skincare line online .
With Google’s Keyword Planner, you can search for keywords related to a target keyword, allowing you to “dissect” how the market behaves in relation to different market angles.
What better way to improve your website’s SEO than by starting a blog?
Your keywords could be divided as follows
- Main keywords : “skin care”, “skin care products”, “skin remedies”, “skin treatments”
- Keywords for skin type : “dry skin care”, “oily skin care”, “sensitive skin care”, “acne skin care”
- Keywords for skin problems : “wrinkles,” “dark spots,” “dull skin,” “pimples,” “irritated skin”
- Keywords for skin care products : “moisturizer,” “face cream,” “face serum,” “toner,” “face mask”
- Keywords for natural remedies : “coconut oil,” “aloe vera,” “apple cider vinegar,” “tea tree oil,” “honey”
- Seasonal keywords : “winter skincare,” “summer skincare,” “autumn skincare,” “spring skincare”
- Diet and nutrition keywords : “foods for skin”, “supplements for skin”, “vitamins for skin”, “water for skin”
From keywords to titles
I’ll reveal a trick to getting 50 blog titles in a minute, starting with the keywords you’ve identified. First, identify 10 macrotopics you want to cover : for example, dry skin, oily skin, acne, irritation, wrinkles, blemishes, facial serum, makeup remover, tanning, snail slime.
For each of these, use these five formulas: “how…?”, “myths to debunk,” “not everyone knows that…,” “personal stories,” “what it is and how it works.”
For example, for the first keyword, dry skin , you will get five titles:
- how to treat dry skin
- Myths about dry skin to debunk
- Not everyone knows that this remedy for dry skin exists
- Here’s Giada’s story and how she fought dry skin.
- causes and remedies for dry skin.
- By applying the formulas to all the keywords, you will get 50 titles without any effort!
Make your content suitable for your audience
Your blog posts need to appeal not only to Google, but also to your readers.
Along with keyword research, you also need to find out more about your target audience .
Knowing your target audience helps you choose article topics and themes that will most interest and engage your readers. For example, if your blog is aimed at tech enthusiasts, articles about new devices or industry trends will be more appealing to them.
Not only that, it also allows you to identify a “slant” to give your blog . Two sites could cover a topic like technology, but one could be dedicated to nostalgics of old devices and the other to new discoveries, or one to the psychological effects of technology and the other to the ways it can be applied to everyday life.
The target audience also influences the writing style of the articles. For example, if the blog is aimed at a young audience, informal and fresh language may be more appropriate, while for a professional audience, a more formal tone might be more appropriate.
Tone of voice refers to the way the content of a blog or other type of written communication is expressed. It’s important because it defines the attitude, style, and personality of a brand or company and helps create a consistent and recognizable reading experience for the target audience.
In a blog, tone of voice can influence the image of the company or brand, and help build loyalty and attract new readers . For example, if the tone of voice of a fashion blog is fun, informal, and youthful, it might attract a younger audience of fashion enthusiasts, while a more serious and professional tone might appeal to a more mature and professional audience.
Your target audience influences both your choices in terms of content topics and language, but not only that. You’ll need to work hard to create articles that appeal to humans , not just to Google’s algorithm.
Creating blog posts that readers enjoy requires a fair amount of effort and attention. As mentioned, people tend to lose focus quickly and don’t always read a blog post from start to finish. That’s why you need to make sure every piece of content is engaging and distractible.
I’ll leave you with some useful advice:
- Avoid using overly technical or complex language . Write clearly and simply, using short sentences and vocabulary that everyone can understand. After all, you never know who might start your blog.
- The title of your article is the first thing the reader sees , so it should be catchy and spark interest. Try to use keywords in the title to immediately indicate what the article is about. Ask questions, use a sensational tone, but without exaggerating or misinforming, and provide a preliminary outline of what the reader will read in your article.
- Organize your content logically , using short paragraphs, subheadings, and bullet points. This way, readers can scan the text more easily and find the information they need. Use bold, italics, and underlines to make it easier to read. It’s also important to maintain the blog’s aesthetics, so choose fonts that are easy to understand and won’t make it difficult to read.
- Make each paragraph end with a sort of cliffhanger , with a doubt that the reader will only be able to read in the next paragraph.
- Images and videos can make content more interesting and engaging. Try to use them wisely, integrating them with text and choosing high-quality images.
- Try to write authentically and originally , showcasing your personality and perspective. Avoid copying content from other websites or using incorrect SEO techniques, such as excessive and repetitive keyword use.
- Don’t forget the calls to action , such as the invitation to follow the blog or share the contents on social networks
Bonus tip: make your articles shareable on social media.
I’ll conclude this article with a heartfelt piece of advice: make your content shareable on social networks. These platforms, especially Facebook, act as a sounding board for news, which is shared by many users, increasing traffic to your website.
Have you ever scrolled through your feed and come across a post with an interesting headline that made you want to open it? The headline is the first thing people see when your article is shared on social media. Make sure it’s interesting and compelling to grab your audience’s attention .
The tone should border on sensationalism, just like newspaper front pages. Only then will you have the opportunity to make your content more clickable and shareable . After all, users love to attract attention, and a post shared on their feed that garners likes is exactly what they’re looking for.
Images can grab people’s attention and make your article more interesting to read. Use high-quality images that are relevant to the topic being discussed .
Next, curate the content. Use a conversational tone to make the article more engaging and interactive. Make sure the article is mobile-friendly so it can be easily read on smartphones and tablets. Add social media sharing buttons so they can easily share it with their friends and followers.
So, is it worth blogging for SEO?
Creating a blog for SEO and generating organic traffic requires time, dedication, and a strategic approach. It’s important to conduct thorough keyword research, create quality, audience-friendly content , apply SEO best practices such as website structure and content optimization, and consistently work to improve your website’s reputation.
Check out the SEO articles I’ve covered in the past few weeks, and stay tuned for more free tips to improve your online presence.
SEO & GEO specialist.
