Knowing how to optimize a blog post will gain you a better return on your content marketing efforts. Creating a post that is optimized for SEO, optimized for social media, and optimized for user experience, creates credibility for the brand. Also incorporate calls to action so that the blog post is as likely as possible to convert.
The very first step is to create a keyword plan so that your target audience can find your blog online. After creating a keyword plan, it is helpful to use an editorial calendar that keeps track of which keywords you’ve used and how you’ve optimized your title tags, URLs, and meta descriptions. The editorial calendar will also help keep you on track with blogging by providing a consistent schedule.
Blog post topics need to be 1,000 to 1,500 words long and keyword optimized, including the URL, the SEO title tag, the meta description, and keywords within the content itself, along with an SEO optimized image.
Include the keyword in each blog post’s:
- Title tag
- Meta description
- <h1> header within the post
- Throughout the content of the post (3-5 times)
- Within the first paragraph
- In the alt text of images
KEYWORD RESEARCH
Figure out your keyword, either by using one provided, or by doing research.
HEADLINE
Optimized for social media (clickbait), SEO (keywords), and writers (witty).
Useful link for generating headlines: http://www.hubspot.com/blog-topic-generator
TITLE TAG & META DESCRIPTION
Should be the same or similar to the headline: Optimized for social media (clickbait), SEO (keywords), and writers (witty). Optional: hashtags, social media handles
For subheadlines within the post, use html “H” tags and include the keyword: <h1> and <h2> and <h3>
Here is a link to a character counter website: https://charcounter.com/en/
SEO title tag: 55 – 60 characters (as of 2018)
Meta description: 160 – 320 characters (as of 2018)
Include the keyword and a call to action in the meta description, such as read more, click here, see more, etc.
Anchor text links: Ideally use keywords as anchor text to link to other posts on your site or to give a shout-out to a partner. Anchor text moves Google juice where you want it.
Use the primary keyword in each plus a call to action if possible. This is where SEO and UX come together to create an irresistibly heady cocktail of marketing goodness.
IMAGES
Optimize images with keywords in WordPress:
Put in the keywords, including the general brand keywords + the focus keyword, into the alt text field. Also fill out the description, because Google wants that for people with disabilities, plus it is a nice thing to do. It’s not easy being blind!
CONTENT
At least 800 words (ideally 1200) for Google’s SEO algorithm.
Strong opening sentence and first paragraph that uses a keyword.
Subheadlines: Body of the copy to be broken up with h-tag subheadlines (see above).
Strong conclusion. Always include a call to action at the bottom of the blog post, or even within the blog post, that links to a service/product from the client, lead capture form (like a newsletter), or social media pages.
Calls to Action
These are best used at least once within the body content because people don’t always read through no matter how awesome your post is. Can you believe it?
INCORPORATING MARKETING STRATEGIES
Outline the what you are trying to achieve with the blog post: are you promoting a product, providing education, or simply sharing an idea? Devise your strategies around this primary goal. The trick is to make it clear without coming off as “selling”. The below ideas are strategic elements to incorporate into a blog post:
- Anchor text — use it often. Click here for an example.
- Banner ads (at bottom and/or within post).
- Links to content/products/services on same website.
- Utilize keyword plan for SEO.
- Links with a CTA to social media pages.
- Hashtags
- Backlink to a strategic partner
- Testimonials
- Real life examples of your idea in action
- Lead capture
This should give you a foundation for writing a blog post that is fully optimized as a digital marketing resource.
