How to write an SEO-friendly blog (that people actually want to read)

If you’re reading this, you already know two things: you need a blog for your marketing strategy, and they can be really hard (and time-consuming) to write.

Successful SEO blogging is about more than just filling up your word count and throwing some keywords in—it’s a golden opportunity for you to connect with your people, build your brand, and show people that you really know your stuff.

So many companies just write a blog to tick a box. But if it isn’t done properly, this is a huge drain on resources with no plan, no return, and really no point.

But no time to get into all that now—you’ve got a blog to write! So here are my top tips.

 1. Find your blog’s target audience

If you want to create content that your people want to read, you need to know your people. Like really know them. Your business likely has more than one target audience, so do your due diligence, map them out, and get to know them all well. Who they are, what they want, and what problem you can solve for them. (I’ve even named mine!) Let me know if you need help with this; these sessions are so much fun.

2. Choose a blog topic that interests your audience (and make it worth their time!)

The whole “if you build it, they will come” philosophy unfortunately does not apply in blogs. When you are planning your content (which, ahem, you should be doing), check through each and every proposed blog title and ask someone in your target market if they would read it. Then ask if they would google for it. They say no? Out it goes.

Remember successful blogs aren’t about you or your business; they are resources for your audience and opportunities for them to hear from the expert (that’s you). And don’t be afraid to give things away—everyone loves a freebie, and free advice definitely counts.  

3. Write a killer title for your SEO blog

Take your time coming up with your title. See if you can make it sound like a search query someone would actually use. Then type it into Google and see what else comes up; try other similar options until you find the best one.

Sidenote: this never comes at the expense of actual good writing that sounds like you. No one will click on a title that sounds like a robot has written it, even if it’s ranking page one. Promise. And with more than half (50.33%) of searches on Google now ending without a click on a result, it just isn’t worth it. (Source: Hubspot.)

That brings me to my next tip.

4. Please, for the love of cheese, NO SEO keyword-stuffing

Keywords are the search terms used in your online content to tell Google what you do and try to get the search engine to return your website higher in its search results. It can be tempting to try to shove every keyword imaginable into your blog title and headers. Stop. Don’t. Not only is Google smarter than this; your people are too. It’s just a terrible look across the board really. Fit keywords in where they fit naturally. Best if you can get them into headers. If you can’t find a way to fit a few in, let it go.  

5. Organise your blog headers and structure in a way that makes sense

Headers are your friend and a great opportunity to target search intent and use some of your keywords in a subtle way. Google loves them when they’re done well. Plus, they make your blog so much easier and quicker to write and easier for your time-poor reader to skim. Lists (like 5 tips) are great for keeping organised and quick too (case in point, I’ve done this blog in 45 minutes so far!). 

My go-to structure is title/ intro/ header/ text/ header/ text... conclusion/ call to action (CTA).  Which brings me to my bonus tip.

Never end your SEO blog without a call to action

Ideally there should be multiple. They can be links throughout your blog (but please open in new window so you don’t lose people), sidebars, or buttons, but never ever end without a great one at the bottom of the page.

Your reader has just read your whole blog (thanks, by the way); don’t leave them hanging now. You can suggest another blog of yours to read next, invite them to book a discovery call, point them to your new product range, anything at all. Just make it relevant to your blog and you’re golden!

Here’s mine:

Tried all the tips, but that writers block is still hanging around?

Let’s book a content planning session, clear your head, and get you on your way to greatness.