Every business wants more traffic to their website. The more traffic you get to your website, the more opportunities you have to get leads into your pipeline. There are lots of tips and tricks you can follow to help google rank your website better, but at the end of the day, the key to getting more traffic to your company’s website is coming up with a content strategy that regularly puts new, informative content on your site that your ideal customers will find pertinent, valuable and educational.
The more content you have on your site, the more pages Google will index, the higher your domain authority will be and the more searches you will turn up in when people are searching for businesses that do what you do.
The trick to this is to have a process when you plan out your content. You can’t just post any old content simply for the sake of posting more content. If you do this, you risk attracting “any traffic” to your website. Let’s be very clear about something. You don’t want “any traffic”. You want the “right traffic”. In this case, “right” refers to traffic that is comprised of people that are your ideal potential customers.
To ensure that you are always attracting this ideal traffic, today we’ve put together a useful guide you can follow to ensure that every one of your blog posts is done with purpose and your ideal customers in mind.
How To Write A Fully Optimized Blog Post
Optimize Your Title
In many ways, your blog’s title is the most important thing. There is a ton of information on the internet. When someone does a search, if the title isn’t compelling enough, they are going to scroll right by it. What is it that your ideal customers would be typing into a web browser to come across your product or service? You want to think of variations of what they might type and then come up with a title that not only addresses these types of questions but is also so compelling that it’s going to make them feel like they have to click on it to learn more when the search results pop up.
The title needs to engage the reader’s emotions. When you tie into something that not only is a common question they would have but also elicits an emotional response, that is a great title.
Do Your Keyword Research
Once you’ve done your brainstorming on your title, it’s time to do your keyword research. Keyword research is important because it will help you create a title that will help your blog post perform well on search engine results pages. The more optimized your title, the more easily people will find your article in search engine results pages.
We recommend using tools like SEMrush or Google’s Keyword Planner to determine exactly which terms people are searching for. Look for keywords that are popular, but not super popular. If you can work a search term naturally into your blog’s title, it will be much more likely the blog post will rank higher.
Once you’ve pinpointed the keyword you want to target, rework your title.
Create A Blog Post Meta Description
A meta description technically is an HTML attribute that explains a summary of the content on a given web page. More importantly, though, it’s also the excerpt that displays below the search engine result when your blog post pops up on a web search.
A combination of the headline, URL, and meta description work together to convince searchers to click on the link to read your entire blog post, so you’ll want to put thought into what to write for this piece of your blog post, too.
Use A Featured Image In Your Blog Post
A featured image usually is the image at the top of your blog post, and also the small thumbnail image that is on the blog roll (the index page of your blog). Again, operating on the idea that you want to intrigue the reader, you want your image to be interesting, to draw them in and compel them to read more.
The image should, of course, reflect what the article is about. Like the title, you also don’t want a boring, obvious image. You want something that draws emotion from the reader.
Remember Your H2 And H3 Tags
Like your meta description, sub-headers are an on-page SEO element that helps your blog post rank on search engines like Google. Sub-headers help the search spiders break up your blog post into sections to determine what the article covers.
Visually for your reader, sub-headers are also important, as it helps them understand all the parts of the story you want to tell.
When you create your sub-headers, you want to be sure to highlight them and select the text type of H2 or smaller (e.g. H3, H4, H5, etc.). This is what tells search engines that your sub-headers are actually sub-headers.
Pro-Tip: Remember your keyword research. Whenever possible, try to work keywords you want to rank for in your sub-headers.
Always Add Graphics/Video
Articles that include images and especially videos are actually prioritized by google to show up higher in the search results than those that don’t. It’s also beneficial to break up an article with a graphic or video in order to hold the reader’s attention longer.
For instance, in this article, we included an illustration of what a meta description looks like inside a search engine results page.
The change in format from written word to graphical element switches things enough to keep your reader focused.
Remember The Call to Action
Now that your blog post is almost fully optimized, let’s finish strong. The next step you want to focus on is to guide a potential lead into your funnel and down through the buyer process so they become a customer. When a lead reads an article on your blog that is just the first step in a journey. There is always the next step.
This is where you want to put your call to action. A call to action at the end of a blog article is meant to offer related content that dives deeper into the subject matter. The item of value associated with your call to action could be an ebook, a video, a consultation or even a downloadable PDF. Whatever it is, make sure that you collect the person’s name and email address in order for them to receive it.
The idea here is to make it clear that while they may have learned a lot from your article, there is more to learn. A strong call to action at the end of your article will make it compelling enough to make them want to learn more, click on your CTA and request the extra item of value.
Are You Ready To Produce Content?
So there you have it. Follow these steps and when you are done you will have a fully optimized blog post. Now it’s time to go through and optimize your past posts and start planning for the future. Remember, at the end of the day, you are never creating content for the sake of creating it. You are creating content to attract the ideal potential clients that will do business with your brand for many years to come.