By applying these On-Page SEO web writing tips you will no longer make basic mistakes and you will gradually see your articles rise in the search engine results. Read well to the end because I give you a secret to beat your competition.
Stop losing leads with poorly optimized blog posts for SEO (search engines)
There’s no point in having the prettiest store on a deserted street. It’s the same thing for your website. Better a site not very pretty but whose blog articles are referenced than a magnificent site that will never be visited.
The importance of search engines in generating leads is well established.
- 70-80% of search engine users only focus on organic results. (MarTech, 2018)
- SEO is around 5.66 times more efficient than paid ads on the search network. (New media campaigns, 2018)
This is why it is important to optimize your website to have better visibility.
In this article, I’m not going to cover your blog content or your choice of keywords, but how you should prepare your site and your articles for them to be seen and read by Google.
Several factors should be taken into account when optimizing a site for search engines:
- The technical optimization of your website called technical SEO
- The optimization of your blog articles called on-page SEO
1 – Start with an SEO audit of your blog to take stock and have your first successes
It is recommended to start with an audit of the site first to have a better vision of the work that will be done subsequently on the website.
Here are 5 sites you can use for your online SEO audits :
A classic SEO audit will give you results on the health of your website, the problems encountered by search engines, and how to solve them.
You can also use a free tool offered by Google: the Google Search Console.
2 – Improve the speed of your site
The speed of your site in general and your blog posts, in particular, plays a significant role in your SEO.
The more your pages are crammed with codes and unoptimized images, the faster your page will load. Result: the user leaves without even having discovered your content. And seen from the Google window it’s a fault.
You can do a speed test on:
- Google Page Speed (Read a Complete Guide”How to improve Google Page Speed“
Then follow the recommendations.
3 – Use an SSL certificate for your blog
It has become a standard for websites. HTTPS (Hypertext Transfer Protocol Secure) is an Internet communication protocol that protects integrity as well as the confidentiality of data during the transfer of information between the Internet user’s computer and the site.
You can contact your host to provide you with an SSL certificate and install it on your hosting.
4 – Make your site to mobiles Friendly
“Since the end of 2016, Google has been experimenting with primarily using the mobile version of a site’s content for ranking in search results, analyzing structured data and generating snippets.” ( source Google )
The easiest way is to use a theme for your site that takes care of that part for you. All CMS like WordPress, Joomla, Drupal, Wix, etc. offer a catalog of free or paid themes.
5 – Make the right URL structure for your articles
Your URL structure (the address of your article or page that begins with https: //) must be simple and easy to understand for a search engine but also for your Internet users (because it appears in the results of research).
7 tips for a good URL structure:
- Do not leave space,
- use hyphens (-) instead (_),
- Eliminate the linking words of the type to and or the … and the special characters
- It must be short
- Follow the structure of your site /categories/sub-categories/…/article.html
- Include the main keyword
- Place your main keyword as high as possible (URL may be different from the title of the article, example: “6 tips to improve your SEO ranking ” can become / SEO-ranking-tips)
6 – Improve the quality of your HTML
The HTML code of your page is “stuffed” with lines that you do not see but which pollute the reading by robots.
The longer your code, the longer your text must be to keep a good text / HTML ratio. So avoid having pages filled with unnecessary codes (usually tracking codes and code provided by the different plugins of your WordPress type CMS).
A good template for SEO is therefore a simple template and free of all unnecessary code.
7 – Work on the markup of your blog posts
Search engines don’t read your site like you and me. They look for structures and clues to discover the content of your site.
To make life easier for search engines and improve the SEO of your blog posts, I advise you to use the tag as much as possible.
The two main tags available to you are:
- Title tags: H1, H2, H3, Hn
- Alt tags of images
How to use markup for your blog post?
- Use only one H1 tag for your post title and include your main keyword.
- Repeat your keyword in your H2 tags which should match your paragraph title.
- The H3 and H4 tags are not used much in SEO but will help you structure your text so that it is more pleasant to read (we do not read on the web like we read a book, we scan a page and the titles of paragraphs and under paragraphs are important)
- Place your keyword in the alt text of at least one image
8 – Use keywords wisely in your articles
Google is not a diviner. Like Petit Poucet, you have to leave little stones behind you so that the search engines know what you are talking about.
The body of the text of your page must contain your main keyword, especially in the first paragraph.
However, it must be repeated a number of times. This number depends on the size of your waist. The recommended density is between 1% and 6% but the important thing is to place your keywords in the hot zones (title and H1 tag).
Also, use synonyms and words from the same semantic field.
In summary, place your keyword in your blog post :
- In the title
- In the H1 tag
- In the first paragraph
- In at least one H2 tag
- In the body of the text by repeating it several times and using synonyms
- In the meta description tag of at least one image
If you are using WordPress, the Yoast SEO plugin will audit your article and tell you what improvements need to be made.
9 – Create clusters of blog posts
When a search engine browses your blog post, it will follow the links you put inside. It will then look for consistency between the content of your article and the content of the pages to which the links refer.
You, therefore, have no interest in sending Google to articles that deal with the same theme or a very similar theme. You even have every interest in creating 5 to 8 articles on a theme and linking them together.
These articles will gradually gain authority (in SEO with search engines). You can therefore intelligently use this authority to link each article to a “commercial” page of your website (product page or service page).
10 – Don’t forget to fill in the meta description of your article
The meta description should contain your main keyword as it will appear under your page title in search engine results. It can thus influence the click of the Internet user.
Be inventive and speak directly to your reader about their problems. Be concise but punchy.
The SEO secret that I didn’t tell you … to better rank your blog posts
What is the secret that I haven’t given you to see your articles go up in the Google rankings?
Indeed, there is a secret that even the best SEO practices cannot beat, a good practice that few SMEs implement but which can bring you qualified traffic.
This secret lies in one word: relevance.
To be relevant is to be correct in your words to meet the expectations of your prospects. It is to make you want to read.
You may have a technically optimized site if your content does not address the pain points of your prospects:
- No one will make a request to find your content
- You will not have traffic
- You will not have a prospect to convert
On the other hand, if you spend time finding the real problems of your prospects and you write quality content to help them you will see your traffic increase bit by bit and beat your competition.
Here are three things you can do to improve your content strategy:
- Define your business positioning as accurately as possible
- Find the three customer profiles likely to do research on the internet on topics that you deal with
- For each profile look for 10 pain points and write quality content to help them