To optimize your blog content, Lindsay Kolowich of Hubspot advises, focus on one or two long-tail keywords that match the intent of your ideal reader. In other words, optimization is not about incorporating as many keywords into your posts as possible (that actually hurts SEO), but about answering the intent of your visitors in a way that doesn’t feel unnatural or forced.
What are “long-tail keywords”? These longer phrases (three to four words), often question-based, focus on the specific goals of your audience. Website visitors searching long-tail terms, which are highly specific, Kolowich explains, are more likely to read the whole post and then seek more information from you.
In addition to using those keyword phrases in the content itself, there are certain other elements of a post in which you should try to include the keyword phrase or phrases you’ve chosen. :
The headline of each post will be the first stop for both the search engine and the readers. The search engine will use the keyword(s) to determine the relevancy of your content to the search; the title tells readers they’ve come to the right place for the information they need. If you have a lengthy title, put your keyword near the beginning.
On a Google page, for example, when you see an item, you’ll see the title in large blue/purple typeface (that’s the part you’d click on to be taken to the site), then under it the url address, and lastly a couple of brief lines explaining what you can expect to read in the post. It’s crucial, I explain to blog content writers, for you to use that meta description to “sell” readers on clicking there so they can read your content. Because the meta description has the power to satisfy certain readers’ intent, Kolowich emphasizes, the more engaging you can make it, the better.
Images’ alt text
Using images in your blog posts help explain your content and visually “perk it up”. But the images also offer an opportunity to incorporate those all-important keyword phrases as well. Because search engines can’t “see” images the way humans can, Kolowich stresses, they use the alt text to tell them what the image is about. It is worth the extra minute it takes, she says to change the name from “IMG23940” to “puppies-playing-in-basket”. It’s all the better, of course, if the description incorporates your keyword phrase.
Use keyword phrases multiple times in each post, first within the first 200 characters, several times throughout the post (depending on length of the post) and near the end, advises Susan Gunelius in abouttech.com.
The skill of choosing the right long-tail keywords to choose grows out of knowing your own business and knowing who your target customers are. What types of searchers is your business or your professional practice most likely to attract? How long is your blogging tail?