Blog Post Checklist | Optimizing On-Page SEO
Blogging is a great way to boost your website’s ranking in Google search. Whenever you change or add something to your website, that’s an opportunity for Google to notice you’re making updates. If you’re blogging on a regular basis, you’re saying to Google, “Hey, look over here! I’m doing stuff! It’s new, and it’s creating value for my visitor. Show me to other people!” Google will crawl your website when you post a new blog and it will help the world find you more easily.
FREE BLOG POST CHECKLIST DOWNLOAD
Bottom line, Google wants to show high quality content in its search results. Writing a really valuable blog post is your priority. Pack your posts will great advice, tips, and quality writing. SEO is your second priority. Quality always comes before SEO. Sure, you could write a garbage blog post and optimize the hell out of it to get it to rank, but Google will eventually catch on and push it down in the search results. Google wants its customers to keep coming back, to keep using Google search, so it’s going to do its darndest to serve up the best quality results for its users.
I’m going to share guidance and tips on how to write your blogs to get them noticed by search engines. This is called on-page SEO (Search Engine Optimization), which involves optimizing individual web pages to improve their visibility and ranking in search engine results pages (SERPs). I will explain how to optimize various elements on a webpage to make it more search engine-friendly and user-friendly. On-page SEO focuses on making your web content and HTML source code as relevant and accessible as possible to search engines like Google, Bing, and Yahoo.
If you subscribe to my newsletter, you’ll get a printable blog post checklist to help you remember what to do when writing your blog posts. Just subscribe and you’ll instantly get an email from me with a link to download!
Your Target Keywords: Find Them!
What is a keyword? It’s a word or phrase that people are searching for on the internet. It can be one word long, or many words long. They are all considered a “keyword”, even those most of them are actually multiple words long. I know, it sounds weird, but that’s how it is.
First, you need to decide what you want to write about. Or if you already have an article written, that’s OK too! Now you need to figure out what are the optimal keywords to use in this blog post that will help it get noticed by Google. To do this, you need to use a keyword research tool.
I’m using Semrush for this month because I have SEO research to do for a few clients and it’s a tool I’ve used a lot in the past. Even though it’s pricey ($179 a month) it’s worth it to me for my current purposes, and I’ll cancel it before it renews at the end of the month. There are plenty of SEO research tools out there that are lower cost and many provide a free 7-day trial. One of these is Ubersuggest — this is a free or lower cost option that is easy to use.
You will need to play around with your keyword research tool of choice to figure out the best way for you to use it. I would rely heavily on YouTube for tutorial videos. Your goal is to find a primary keyword to use in your title and a few times in your post, plus then a short list of secondary keywords that you can place throughout your blog.
But only use each keyword once or twice! Overstuffing keywords is a bad practice and will make Google think you are trying to cheat the system. This will backfire. Google knows all the tricks, people! Don’t do it. Google will actually push your site down in the rankings if you break these rules. Err on the side of caution.
When doing keyword research, input a short keyword. For example, I entered “SEO” as my keyword. Then I adjusted the settings on the search results to show me keywords with a volume of 500-50,000. Volume means the average number of monthly searches for a given keyword over a 12-month period. The higher the volume, the more often people are searching for that keyword.
You also need to look at the KD score, which stands for Keyword Difficulty. KD means how easy it will be to rank in search results for this keyword. The perfect combination is a keyword with a high volume score and a low KD score. That means a lot of people are searching with this keyword, but there’s not much content online about this topic. That’s some delicious low-hanging fruit, ripe for the picking! But, you should only use those juicy, ripe keywords if they actually relate to your blog’s content.
Keyword research results on Semrush
Take a look at this screen grab from Semrush. I searched for “SEO” and then I set a range for volume (between 500-10,000) and KD score (0-49). I then sorted the columns by KD score. You can see that “SEO for family law” has a pretty good volume of 1,600 and a low KD score of 13. But this blog post has nothing to do with family law. Or any of these other keywords in the image. So I’m not going to use them. My goal is to find keywords that are easy to rank for that have decent volume and that actually relate to my content.
Now check out the results in the image above. “SEO copywriting services” is in the list. While this post isn’t about my SEO copywriting services, that is a service that I offer. It’s got a nice volume of 1,300 and a low KD score of 21. This is telling me that I should write a blog about that topic, or at least use that keyword within a post about my content writing services for SEO.
Don’t kill yourself trying to find a ton of keywords that will work for your post. It’s common to find lots of keywords that have a high volume with poor KD scores. Those are the apples that the early birds snapped up. For example, “SEO meaning”, “SEO services”, etc. in the image above. GREAT volume, but really crappy keyword difficulty. It’s OK to use these keywords in your post, but do not expect to rank for these keywords.
If you’re having trouble finding juicy keywords, try searching for variations. Medium-tail keywords and long-tail keywords are good to have in your content as well. Long-tail keywords are long and specific with relatively low search volumes (for example, “seo tips for small businesses”), but the average person searching that keyword in Google is probably close to making a purchase, which makes it worth your while to include it.
Want to get an email when a new blog is up? Subscribe for free today
Title Tag Optimization
Even before someone clicks on a link, it's the catchy title of a blog post that grabs their attention. Imagine you're on a crowded search engine results page. Your title can be the deciding factor between someone clicking on your link or just scrolling past it. So, getting your title right is very important!
A well-optimized SEO title tag needs to please both search engines and real people. It should be intriguing to read while also helping your page rank for keywords.
But there's more to it than just getting clicks. Your SEO title tag is like a sneak peek that tells readers and search engines what your page is all about. It's your way of saying, "Hey, I've got the solution you're looking for!"
On the other hand, if your title tags aren't up to par, it can really backfire. You'd miss out on the chance for search engines to understand what your page is about. And that could mean ending up with a lower ranking. So, don't underestimate the power of a good title tag!
A title tag from my website
But how do you find the title tag? If you right-click and select “inspect” on any web page, you can see its title tag, which appears in the <head> section between the <title> and </title> tags. The title tag you choose will be the one that ends up on the search engine results page.
How do you choose a good blog title? Here’s some quick tips:
Use your primary keyword, ideally near the beginning of the title
Avoid stuffing your title with secondary keywords that are similar to the primary keyword
Get creative. If search results for your primary keyword look the same, choose a catchier title to stand out from the rest
Don’t use inaccurate titles
In cases like these where the keyword you find is awkward or grammatically incorrect, always go with the most natural way to write it out; you may still end up ranking well for this keyword anyway
Use H1 heading for your headline
Did you know that headings are not there to offer you different sized fonts? Headings are really important and need to be used properly. Headings play a crucial role in shaping how both users and search engines interpret content. It is essential to prioritize high-quality headlines to enhance both SEO performance and user-friendliness.
You should only have one H1 heading on your post; that would be the post heading, or title. Use H2 headings for your section headings. Use H3 headings for subheadings.
How is the H1 heading different than the title tag? The difference is that the title tag is what search engines will display in search results, while the H1 heading is what will be shown on the blog post. Typically, they are the same words. But sometimes you’ll want to use different wording for your title tag than your H1 heading to attract more clicks. Using the H1 heading will tell search engines what your blog post is about.
SEO Appearance section in the backend of Squarespace for my website
Write a great meta description
The meta description is like your webpage’s elevator pitch—it gives folks a quick preview of what they'll find when they click. It's the description people see in search results right under the link, so making it awesome is a must for SEO. Think of it as your opportunity to win clicks!
Your website will have a section for your SEO site description, as well as SEO description for each page on your website. Make sure to fill out all of these! Every page on your site needs an SEO description that is concise, keyword-targeted, and easy to understand.
SEO meta description in page settings in the backend of Squarespace
You can see in the image above that within the page settings of my “About” page, I can customize the SEO description for this specific page. I use Squarespace for my website, but all website providers will have this option — you just may need to do some digging in the FAQ section of their website to figure out how to find it.
In addition to writing meta descriptions for each page on your website, you should be writing a meta description for every blog post on your blog. It should nicely summarize what your reader will find in your article and make sure to include your primary keyword for the article.
Ensure URL slug is SEO-friendly
Let’s talk about URLs for a second. The URL is the web address for your blog post. When you write a blog, the program that hosts your blog will automatically create a URL based on the title of the blog post. This is called the slug. For example, https://www.julienicholsmarketing.com/blog/my-story-how-julie-nichols-marketing-got-started.
But did you know that you can edit this slug to make it more SEO-friendly? You need to do this before you post. I do not recommend changing slugs on posts and webpages that already exist. Just leave them alone (but if you absolutely must change it, make sure to create a redirect so any traffic going to the old URL will find the content they are looking for and not a 404 error page.)
One easy way to shorten your slug is to use the primary keyword you chose for your post. In the example above, you can see that it’s pretty long. I should have taken the time to optimize it. If I could go back in time, I would have changed it to something like “julie-nichols-marketing-started”.
Remove any numbers and special characters (like colons, quotes, and parentheses) from your slug. Google doesn’t like those. Also remove most of the unnecessary words, like for, and, that. Use dashes in between words because search engines read dashes as blanks.
Don’t overstuff keywords
When most people start trying to optimize their posts, their instinct is to stuff their articles with keywords. Please don’t do this. I mentioned this earlier in my post, but I want to get more into detail on why it’s a bad idea.
Keyword stuffing is like trying to fit too many puzzle pieces into one spot. It's when you stuff a bunch of keywords into your web content, but in a way that feels forced or out of place. Why do people do this? Well, some folks think it's a shortcut to boost their website's ranking on search engines. But here's the catch – it's not a great idea.
Imagine reading a paragraph where the same word keeps popping up. That's one form of keyword stuffing. Some folks even hide keywords in the background or code of their website, which is like playing hide and seek with search engines – not cool! Sometimes, people use keywords that don't even make sense in the context of their content.
But here's the deal: Keyword stuffing is a no-no in the world of digital marketing. Why? Because it can actually harm your website. Search engines frown upon these tactics, and it could lead to your site getting a lower ranking or even penalized. So, let's keep it clean and natural. Use keywords where they make sense, in a way that's helpful to your readers.
Write valuable content
This one seems obvious but it’s important for us to talk about it. The key to writing valuable blog content is getting to know your audience like a best friend. Dive deep into understanding what makes them tick. Chat with them through surveys, read their comments on your posts, or hang out in online groups where they hang out. Once you've got a clear picture of what they're all about, start crafting content that's like a friendly helping hand, addressing their questions, problems, or interests.
Valuable blog content should consist of quality, relevance, and a dash of fun. Serve up well-researched, juicy articles that are easy to digest. Keep it concise and throw in some eye-catching visuals like pictures and cool infographics. Stay up-to-date because, just like fashion trends, relevancy is everything in the digital world.
Aim for at least 1,000 words
The ideal word count for a blog post can vary depending on several factors, including your audience, niche, and content goals. In general, search engines favor posts that are longer and full of quality content. Long-form blog posts are like the secret sauce to supercharging your content and becoming a trusted expert in your field. How? By diving deep into topics, giving your readers a complete scoop, and showing off your expertise. Plus, search engines love 'em, which means better rankings and more folks discovering your awesome content.
Long-form blogs aren't just about impressing Google; they're about wowing your readers. You get to serve up a satisfying meal of information, answering all their burning questions and leaving them hungry for more. And guess what? When readers stick around longer, your website gets a high-five from Google, too.
Here’s a general guideline to consider:
Short-Form Blog Posts (Under 1,000 words): These are typically between 300 to 1,000 words. They are great for quick updates, news pieces, or addressing straightforward topics. Short-form content is concise and easy to digest, making it suitable for readers with limited time.
Medium-Length Blog Posts (1,000 to 2,500 words): These are the most common type of blog posts. They offer enough space to provide valuable information, delve into a topic, and include images or multimedia. Medium-length posts are versatile and can suit a wide range of subjects.
Long-Form Blog Posts (Over 2,500 words): Long-form content is in-depth and comprehensive, often exceeding 2,500 words. It's ideal for complex topics, guides, tutorials, and thought leadership pieces. Long-form blog posts can rank well in search engines, attract backlinks, and establish your authority in your niche.
Ultimately, the ideal word count should align with your content's purpose and your audience's preferences. You should prioritize providing value and engaging your readers over simply meeting a specific word count. Conduct audience research, monitor reader engagement, and consider the competition in your niche to determine the most suitable length for your blog posts. Remember, quality content is more important than quantity, so focus on delivering valuable insights and information.
Use H2 for headings and H3 for subheadings
Ever notice the H1, H2, H3, etc. choices in your blog’s editing bar? Those are called headers. Headers aren’t just to make the words different sizes to look nicer. Search engines use headers to better organize your content in their search results. It’s important to use your headers correctly or else search engines won’t understand how to showcase your content.
General rule of thumb:
Use H1 for your blog title and ONLY for your blog title. Your post should only have one H1.
Use H2 for all the main headings, just like I did in this post.
If you need subheadings to further break down topics underneath H2 headings, use the H3 heading.
Internal linking throughout your website
Let's talk about the magic ingredient your content needs to shine in the online world: links! Internal links are your website's secret navigation system. Think of them as the GPS that guides both your readers and search engines around your site. They not only connect your content but also help Google understand the layout of your website.
Now, let's talk internal linking strategy. It's like organizing a treasure hunt, where you decide which treasures (your important pages and posts) get more attention. By creating a hierarchy, you can give these gems more link value, making them shine brighter in the eyes of search engines. So, if you're looking to boost your SEO and help your audience navigate your content seamlessly, mastering the art of internal linking is your secret weapon.
Don’t use unlicensed images
It’s hard to find good images these days. OK, that’s not exactly true. It’s hard to find FREE images that will not get you sued. But it’s super important that you only use images on your website and blog that will NOT get you sued. You must use only images that you have paid to license, photos you have taken with your own camera, or photos that someone has given you license to use for free.
Stolen images are serious business. There are actually people who’s full-time job is finding images on websites that may be breaking copyright law and telling the owners of those copyrights about it so they can sue the person using those images, or at least get them to pay up or else. Yes, this has happened to a company I worked for! The images were on super old posts from before we knew better. You could be facing hundreds or thousands of dollars in back-copyright payments to rectify the situation, or even worse, thousands of dollars in lawsuits.
So just don’t do it. Don’t take photos you find on Google Image Search. Don’t take photos you find on other people’s websites and blogs. Pay for your images. Better yet, take your own photos! Then you own them for free. And for the images you license, make sure to keep a record of where you bought them. If you are accused of stealing an image you actually paid for, you will want to have proof of your purchase to shut that down before it gets to be a huge headache!
And if you already have stolen images on your website, please do yourself a favor and take them down ASAP. Literally, bookmark this post to read later and go take them down. It’s better to have no images than stolen ones.
Title your image file names for SEO
Did you know that giving your images the right file name can work wonders for your website's SEO? When search engines crawl your site, they can't "see" images like we do; they rely on text cues. That's where image titles come in. When you give your images descriptive, keyword-rich titles, you're basically providing search engines with valuable information. This helps your images show up in image search results and boosts the overall SEO of your content. So, if you want to make your website more discoverable and user-friendly, don't skip this simple but powerful step.
For example:
IMG_3859.jpg
Change it to blog-post-checklist-keyword-results.jpg
Use a dash between each word
Write alt descriptions for images
An alt description, or alternative text, is a brief text description added to an image on a website. Adding alt descriptions to your images is about making your content accessible to everyone. Some folks can't see images on the web, like those using screen readers or with slow internet connections. Alt descriptions are text-based descriptions of images, and they provide a way for screen readers to convey what's in the image to visually impaired users. So, by including alt descriptions, you're not only being inclusive but ensuring that your content can be understood and appreciated by a broader audience.
Beyond accessibility, alt descriptions also impact your website's SEO. Search engines use these descriptions to understand what's in your images and, in turn, your content. When your alt descriptions contain relevant keywords and accurately describe the image, it can improve your search engine rankings. Essentially, it helps search engines connect the dots between your visuals and your content. So, if you're aiming to enhance accessibility, enhance SEO, and reach a wider audience, adding alt descriptions to your images is a smart move.
In conclusion, optimizing your blog post content isn't just about pleasing search engines; it's about creating a more engaging and valuable experience for your readers. By implementing the tips and strategies we've discussed, you can boost your SEO, increase your reach, and keep your audience coming back for more. Remember, quality content is the heart of a successful blog, and optimization is the icing on the cake. So, go ahead, apply these techniques, and watch your blog posts shine in the digital landscape.
Want to chat about how I can help with your content marketing? Book your free discovery call now.
Don’t forget to download the Blog Post Checklist printable!
Want to get an email when a new blog is up? Subscribe for free today
