What is SEO blog post writing and why does it matter?
SEO is a fancy term for the words people use when they search for something on the internet.
It’s what you type into Google when you want to find out when Taylor Swift’s next album is coming out.
Or you want to buy mom jeans.
Or you’re trying to figure out how to make the best chocolate cake for your honey’s birthday.
Blog Posts are Content. Which is the stuff that comes up in your search.
Usually content is written. But it can also be pictures, Youtube videos, and sometimes even podcasts.
In other words, blog posts are a type of informational content on the internet.
In the past, comments from readers were also a large of blog posts. Today, however, some websites allow comments and others don’t.
For instance, this is a blog post you’re reading right now. Because I don’t allow comments, I call this an “article,” instead of a “post.” The writing is the same.
(And I don’t allow comments because I’m not a blogger. I’m a writer. I ghost-write blog posts, or articles, or web pages for others.)
SEO-blog post writing is the key to getting found
People are bombarded with information. Watch the short video below.
It demonstrates what happens when we’re overwhelmed with things to keep track of.
So… were you able to count how many times the ball was passed and see the gorilla? Probably not.
This experiment was done to demonstrate “sustained attentional blindness.”
Our eyes are very complicated. We only have a small area of high-resolution vision. Most of what we see is peripheral vision.
In the video, the ball was never obscured by the gorilla or any of the players. Which means if you were focusing on the ball, you would miss the gorilla.
Focusing on the ball was a narrowly defined task. Your brain had to eliminate other things so it could concentrate.
As humans, we have to do this with more than just watching a video. We’re inundated with information. And there are only so many things a person can focus on in a day.
This is why you won’t be found in the search engines if you don’t include search terms in your writing.
And yet if people find you, and your web pages are boring, they’ll go somewhere else.
SEO and blog post writing go together like peanut butter and chocolate
Mixing SEO principles with blog post writing is like putting peanut butter and chocolate together. You have two great things that go great together! (And you’ve got to love that ’70’s hair!)
Using SEO means your audience can find you. Writing an engaging blog post is being interesting and useful. Two great things that go great together!
Isn’t everything written for SEO?
You might think everyone uses SEO to be found. But that’s not true.
I have training as a copywriter. I often use curiosity in headlines. If you’re curious about something, you click on it to satisfy your snooping mind.
Think about the clickbait headlines at the bottom of journal/newspaper pages, such as:
Clickbait headlines are great for clicks. (Hence the name.) But often they don’t work well for search.
The headlines I usually write are things such as Why a fresh set of eyes creates a better case study.
It’s an interesting headline. It’s designed to make you curious. But it’s not something people search for. This means it will probably never be read!
A better headline for SEO purposes is Hire a freelance writer for better case studies.
Same article, different headline. One that’s more likely to come up in the search engines.
SEO blog post writing is an art within a science.
SEO blog post writing is an art because you want your content to be interesting to people.
SEO blog post writing is a science because you’ve got to be found by searchers. Which means you research terms people are searching for.
SEO blog post writing tips – Being found is more than just writing for SEO.
The content on your page is only one factor of SEO. There are over 200 things Google uses to rank your content.
Google’s algorithms are written with searcher intent at the top of their minds. In other words, they want to give the searcher results that are relevant to what they’re looking for.
Although the actual algorithm is a fairly closely-guarded secret, there are some factors that are consistent. These include:
This means you’re not trying to scam or hurt others. Instead, your content is well-researched and on topic for searcher intent.
A good example is medical advice. Some anonymous blogger’s advice will not be taken as seriously as case studies using clinical trials.
Authority also includes how long your website has been around, how many other “authority” sites link to it, if your articles are shared on social media, etc.
There is a lot of content “out there.” Well-written content is original, deep, and easy to read.
Original is having a unique voice, using humor, or writing from an unusual viewpoint.
Deep content covers a subject in detail. It makes reading interesting and informative.
And being easy-to-read just means using a large font, breaking up long lines of text, and having subheads.
How to write SEO blog posts in 2020 means matching Searcher Intent
Keeping searcher intent in mind when creating content is simply matching your blog posts to what people are searching for.
An example is when someone searches for “chocolate chip cookies.” (Which are my favorite!) People are searching for recipes, not on why chocolate chip cookies are bad for them.
If someone wants to buy chocolate chip cookies, they will put “buy” or “for sale” with the term “chocolate chip cookies,” Trust me on this – from one chocolate lover to another.
SEO blog post writing template
What you write about is unique to your business. But there’s a simple formula to follow to help you succeed.
I call this the R.O. of C.O.R. formula which stands for Research, Plan, Create, Optimize, and Review.
Research: Searching out keywords and user intent.
Plan: Devising your blog post format and goals. Thinking about what will resonate with your audience best – words, video, graphics, etc. Also considering who to reach out to to promote your content.
Create: Producing the post. Includes keywords, subheads, and visuals such as graphics.
Optimize: Build links. Post on social media. Send out in email. This is your “campaign” to have your post read, which helps with SEO rank. This also includes replying to comments if they’re enabled on your website.
Review. Asking questions about meeting your goals and how you can improve. Questions such as: Did your outreach program go well? Are people staying on the page? Is the search rank for the post improving? (In other words did your post start on page 12 of the search results and now you’re on page 3?)
Using this formula, it’s easy to get blog post created that Google likes and people love.
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