“How do you write an SEO-friendly blog post that readers enjoy?”

Just a few days ago, a potential client asked me that very question.  They were curious to know how SEO combines with readability, “because people actually want to read what they search for, don’t they?”

(Well, you’d hope so).

As a writer of seven years’ standing, I did have a few – hopefully useful – things to say about SEO-writing for humans. But let’s get some important little somethings out of the way first, shall we?

First: SEO isn’t just about writing.

I don’t claim to know how all the back-end bits work, but you do need to make sure your website is properly optimised for SEO.  I’m lucky enough to work with a fantastic web design and management team who take care of that for me.

Second: I grit my mental teeth whenever SEO is mentioned. 

I’m a writer who developed her craft with a pen, some paper, the library… and an electric typewriter I got for Christmas when I was 12 (to this day, the most ‘grown-up’ present I’ve ever received).

When the internet happened, I used it to write while no-one was reading.  For me, and for the many other writers I met online, good writing is fuelled by compulsion and expression.  Not long-tail keywords and click-through stats.

But times have changed, and I’ve learned something important.

You CAN write blog posts that readers and search-engines love.

My best advice?  Start without your SEO-goggles on.  Simply write for your Imagined Reader (a term Stephen King uses to define the “audience” he writes for: just one person whose opinion he cares about).

Write in a way that tells them everything they need to know, and that feels natural to you.  You can go back and add some SEO-trickery – if it’s needed – when you’re finished.

Ready?

SEO Trick One: Start with the title

Take this one, for example.  It’s written as a question: one people might type into Google (other search-engines are available) to find the answer.

You can do the same with your blog post title, as long as the piece answers the question it asks.  If it doesn’t, you can kiss goodbye to any readers who happen to click on it.

You don’t have to frame your blog post title as a question.  Just make sure it’s clear and informative.  Make it snappy, too: use around 50-60 characters to make sure your title doesn’t get cut off in Google’s mobile-search display.

SEO Trick Two: Define some ‘essential’ keywords

Keyword-research is easier than the slick SEO-gurus make it seem.  It’s mostly based on common sense and a little bit of Googling.

Simply make a list of a few words you think people would use to find whatever’s in your blog post.  Then, type some of them into Google and watch for what else comes up in the ‘drop-down’ list of possible results.

SEO-friendly: me, doing my “essential keyword research”.

The key is to focus on just one or two essential, relevant keywords, then weave them into your piece at points where it feels natural.  Don’t force it: readers can spot a shoehorned-in keyword from 50 paces.

SEO Trick Three: Use subheadings

Readers are more likely to forgive you for keyword-heavy subheadings.  For example, you’ll see that each subheading I’ve used here starts with “SEO”, which is an essential keyword I chose for this piece.

Subheadings also break up your blog post into bite-sized chunks, so your readers won’t be faced with an intimidating mass of text – an off-putting experience even if the writing is fantastic.

SEO Trick Four: Describe images using your chosen keywords

Inserting well-chosen images into your blog post will further help break up the text for readers.  If you add captions and alt text using your keywords, you’ll help readers who can’t see the image know what it is and why it’s there… simultaneously (and sneakily) boosting your SEO ranking.

SEO Trick Five: Post regularly

If you update your blog regularly, your SEO ranking will start to take care of itself.

How?  Regular activity means your website will be earmarked as ‘safe’ by search-engines (i.e. the information provided on it is current).  You’ll also keep feeding your site with fresh new words to find.

As part of my conversation with that potential client, I was able to say that I update my own blog every week.  I was also able to say that by doing this, my website ranks on Page One for the keywords my searchers use.

“Oh yes,” the potential client said.  “That’s how I found you in the first place!”

(Enough said).

Can I help you write SEO-friendly blog posts that readers will enjoy?  Let me know.