SEO for Content Creators
A Guide to Optimising Your Content for Search Engines
Creating high-quality content is essential, but if your target audience can’t find it, your efforts might be in vain. That’s where Search Engine Optimisation (SEO) comes into play. Through optimising your blog posts and web content, you can ensure that search engines like Google, Bing or Duck Duck Go can easily discover and rank your work. In this guide, we’ll explore some of the actionable strategies we can all can use to improve SEO and gain more visibility online.
1. Keyword Research: How to Find the Right Search Terms
At the heart of any successful SEO strategy is keyword research. Keywords are the search terms your audience uses to find content like yours, making it crucial to identify the ones that will drive traffic to your site.
Use SEO Tools: Start with tools like Google Keyword Planner or Ubersuggest, which allow you to see keyword search volumes and competition. Focus on long-tail keywords.These are the longer, more specific search phrases that are less competitive but highly targeted.
Competitor Research: Tools like Ahrefs or Moz let you check which keywords your competitors are ranking for. Use this to spot gaps or opportunities for your own content to jump ahead of your rivals.
Example: If you’re a travel blogger, targeting broad keywords like “best travel destinations” might be too competitive. Instead, focus on more specific phrases such as “eco-friendly travel destinations 2024” or “best family travel destinations in Europe.” These long-tail keywords will bring in more relevant traffic.
2. Optimise Your Meta Title and Description for Clicks
Once you've selected the right keywords, make sure they appear in your meta title and meta description. These elements show up in search results and are the first things potential readers will see.
Meta Title: Keep your title under 60 characters and place your primary keyword near the beginning. Make it clear, concise, and inviting.
Meta Description: This is your elevator pitch in 150-160 characters. Include your primary keyword and a strong call to action.
Example: If you're writing a post about digital marketing strategies for small businesses, your meta title might be “Top Digital Marketing Strategies for Small Businesses in 2024”. The meta description could read: “Discover actionable digital marketing strategies to grow your small business. Boost your online presence and increase leads with these expert tips.”
3. Content Structure: Make It Easy for Readers (and Google) to Follow
Your content needs to be easy to navigate for both your readers and search engines. Having a clear, logical structure enhances readability and SEO.
Headers (H1, H2, H3): Use headers to organise your content into sections. The H1 should include your primary keyword, while H2s and H3s should break up the content into digestible chunks.
Short Paragraphs: Keep paragraphs short (3-4 sentences) for better readability. Use bullet points or numbered lists when appropriate to further break up the text.
Example: Take inspiration from Backlinko by Brian Dean, who frequently uses concise headings and bullet points to create highly readable content that performs well in search rankings.
4. Internal and External Linking: Connect Your Content for SEO
Both internal and external links are critical for building authority in the eyes of search engines. They show users and search engines that there is more to you than just the page that they’re reading.
Internal Links: These are links to other pages on your website. If possible make sure to include no more than 2-3 internal links per blog post to relevant content that will keep users engaged. Like this one to our full library of SEO related articles.
External Links: Linking to trusted, high-authority websites can boost the credibility of your post. However, make sure you only link to reputable sources that are relevant to your content.
Example: If you’re writing about SEO tips, you could link internally to a previous post on keyword research while externally linking to trusted sources like Moz for more in-depth explanations on SEO best practices.
5. Image Optimisation: Don’t Forget About Your Visuals
Images are more than just decoration, they can also improve your SEO if optimised properly. An image can help reinforce the content on your page while also supporting keywords with Alt Text.
Alt Text: Add descriptive alt text to your images, including relevant keywords. This helps search engines understand the content of your images and boosts accessibility.
File Size: Compress large image files using tools like TinyPNG to ensure fast load times, which is essential for both user experience and SEO.
Example: If you’re writing a blog about photography, make sure your images are properly titled (e.g., “landscape-photography-tips.jpg”) and use alt text like “best tips for landscape photography.” This helps both search engines and visually impaired users.
6. Prioritise Mobile-Friendly Content
With the majority of web traffic now coming from mobile devices, ensuring your site is mobile-friendly is crucial… we can’t stress this enough!!
Responsive Design: Ensure your site automatically adjusts to fit any screen size. Google’s mobile-first indexing means they primarily look at your mobile site when deciding how to rank your content.
Readability: Use large fonts, clear headings, and easy-to-tap buttons to improve the mobile user experience.
Example: Take a look at mobile experience. Their simple design, clear fonts, and optimised images make it a joy to read on both desktop and mobile, helping them retain users.
7. Keep Your Content Fresh and Updated
Search engines love fresh content. Make sure to update your blog posts regularly with the latest information and trends in your niche. This not only helps with rankings but also provides ongoing value to your readers.
Example: Take a look at NerdWallet, a personal finance website. They consistently update older articles, such as those on credit card reviews and financial advice, to include the most recent data and trends. This approach not only boosts their search engine rankings but also keeps their audience informed with the latest information.
SEO Doesn’t Have to Be Complicated
At the end of the day, optimising your content for SEO is all about making it as valuable and accessible as possible—for both your readers and search engines. By incorporating these techniques into your content creation process, you’ll not only see better rankings but also more engaged readers.
Need help optimising your content? Reach out to us at letstalk@usual.ie for expert advice and support. We’re here to make sure your content reaches its full potential!
