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    Why Writing SEO-Friendly, Engaging Blog Posts Matter for Google Search

    Thinking about starting a blog, or looking to improve one? Jump into our article to get the lowdown on key blogging elements.

    Published on November 29, 2023

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    By Megan Smith
    Content Marketing Specialist

    Published on November 29, 2023
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    Sure, being all about multimedia content and video marketing are great ways to attract and keep your audience coming back for more, but don’t discredit blogging. 77% of online users read blogs, and it’s estimated that over 600 million blogs exist. Blogs are a great way to stay up to date on industry trends, learn new things, and connect with a community of like-minded people.

    Studies have shown that in the world of Google Search, these pieces of writing make up 23% of the top 5 results, excluding home pages, so there is value in incorporating them as part of your content marketing strategy.

    Do you believe your blogging is 100% perfect?

    We are here to test that theory, and if you do not have a blog, then here is why you should stick around and keep reading.

    Position Matters for Google Visibility

    The top spots on Google Search are prime real estate. CTRs (Click-through rates) indicate that a high number of organic clicks, between 69% and 74%, go to these positions. What is important is that content creators and businesses need to focus on prioritising the types of content that Google rewards with more visibility.

    Data collected by BrightEdge (content performance marketing platform) assessed the top 10 positions, excluding home pages on Google Search. Of the 23,785 pages analysed, 3,254 were blogs. The blog posts were not only visible but also held the top spots.

    The numbers prove that the relevance and impact of content in the highly competitive world of search engine results matter in attracting the attention of online users and driving organic traffic.

    While the studies uphold that businesses have a rock-solid content strategy, blogging alone won’t get you a ticket to the top. When you factor in quality, then you are in the game. Blogs must be helpful and relevant and provide essential information for a searcher. Well-thought-out content with a deep understanding of your target audience is the key to success.

    What About AI?

    With generative AI in the mix, businesses must prioritise their audience’s preferences and needs. But how? How do you stay ahead of the constant changes to the digital landscape. Industry leaders like Jim Yu, founder and chairman of BrightEdge, mention that there needs to be an equal fusion of human expertise and AI through your content strategy and planning process. While AI can provide the foundation to inform and assist, human creativity and expertise paired with brand trust are invaluable, which AI cannot duplicate.

    Secrets of Blog Engagement

    In a world where video content usually is front and centre, blogs remain relevant and popular. A survey by HubSpot conveyed that 54% of people still read blog posts at least once a week. There is still appeal regarding written content and maintaining a diverse content strategy that appeals to various consumer preferences.

    Regardless of all the changes to the digital world, there are still multiple myths surrounding what makes for a compelling Google search-baiting piece of content.

    When it comes to your blog, are you asking yourself the following questions?

    1. Is your content optimised?
    2. Is your blog mobile and desktop-friendly?
    3. Is user intent and the right keyword selection being used?
    4. How fast does your blog load?
    5. Does your blog have any backlinks?
    6. Do you know how much time people are spending on your blog?

    Let’s provide some credible answers for you…

    Optimising Content

    Think “optimisation” before you start any planning or writing.

    Use your focus keyword in your title and metadata. Your title tag is one of the most important factors that search engines consider when ranking your content. Your metadata, which includes your description tag, also plays a role in SEO.

    Select secondary keywords in H2s and incorporate them naturally throughout the text. Secondary keywords are related to your focus keyword, but they are not as important. Using them throughout your content will help make it more relevant to your target audience.

    Create titles with a clear message that drives people to click and keep reading. Your title should be attention-grabbing and informative. It should also be clear what your content is about.

    Add visuals that enhance the written content and optimise those images with the right keywords in the alt texts. Images can break up your text and make it more visually appealing. They can also help to improve your SEO.

    Put some thought and research into your CTAs (calls to action). Your CTAs should be clear and compelling. They should also be easy to find and click.

    Over two-thirds of bloggers prioritise updating existing content. If you have old content that is losing relevance, you can edit it in keeping with on-page SEO best practices and see powerful results with a lighter lift.

    • Refresh your content with new information and keywords.
    • Add new images and videos.
    • Update your CTAs.
    • Promote your updated content on social media and other channels.

    Mobile and Desktop Friendly

    More than 60% of searches are done via mobile. So, your blog should be mobile-friendly. Both desktop and mobile versions must provide the user with a memorable experience, and not at the expense of the other.

    Keyword Research

    A significant 71% of bloggers acknowledge SEO as their primary driver of website traffic. A keyword strategy is only effective if you note and use the keywords your audience is using.

    Ask yourself the following…

    What are their underlying reasons for seeking out information? What questions do they hope to have answered? Understanding their motivations will guide your content creation.

    What type of content does your blog primarily provide? Does it inform, educate, guide, or persuade? Knowing your blog’s intent will ensure your content aligns with the expectations of your target audience.

    Utilise keyword research tools (Mangools, Semrush, Ahrefs) to identify keywords that drive significant traffic to similar blogs or websites in your niche. These keywords represent areas of high interest within your audience and can serve as valuable content inspiration.

    Loading Times

    A short attention span – almost every user has it, and if your site takes time loading, your user may search for what they are after somewhere else, with over 50% of consumers abandoning content due to viewing issues. Delete anything that may interfere with loading speeds, including plugins or irrelevant code. Your video and images should be optimised to not hamper your efforts. Google is fully aware if your pages are slow, so timing is critical when climbing the SERP ladder.

    Backlinking

    Therefore, Google is for the user and wants to honour them every step of their search journey. Backlinking is another way to be considered by Google when delivering results, regardless of whether you hold relative authority on the topic being discussed in your blog. To rank, you need quality sites to vouch for you.

    Time Spend

    While a 300-word blog makes for a quick read, how much value can you squeeze into those words while blogs with more words boost the value of your content? Here’s a tip: Create small bits of content and interlink them, meaning users can flick between posts depending on what they are looking for. A recent study found that 75% of the public prefers reading articles under 1,000 words, with engagement dropping even further if the reading time is more than 7 minutes.

    Content Marketing is the Key to Success in 2023 and Beyond

    In a world where content is king, attracting and engaging audiences in 2023 and beyond requires a bag of tools to maximise the impact of your blog posts. With 71% of marketers reporting that content marketing has become more important to their companies in the last year, it’s clear that businesses are increasingly relying on this powerful strategy to achieve their goals.

    Embark on a journey of digital success with Found. Contact us today to schedule your free consultation and discover how our expert team can help you achieve your business goals.

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    Megan Smith

    Content Marketing Specialist
    Megan is a seasoned digital marketer at Found, specialising in creating compelling content strategies that boost brand visibility and business growth.
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      Get Your Business Found

      Ready to go where your customers are?

      75% of people never scroll past Google's first page. If you're ready to get found where they're looking, get in touch and find out how we can grow your business and drive more traffic, leads, & sales with search marketing.

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