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Sep 24

The Anatomy of a Search Engine-Friendly Blog Post


In: Strategy Insights

by Union

Most businesses understand why blogging is good for their Google rankings, however, they don't necessarily understand how to create posts that help increase their search engine profile.

The details of good SEO change regularly, of course, and could fill out dozens and dozens of articles like this one. But, there are ten things you should look for (or tailor your content to) if you want to create search-friendly posts. Here is a quick look at each of them:

  1. Regular new material. Google loves fresh content, and so do readers. Continually adding to your blog is a great way to attract attention from both.

  2. Sizzling headlines. Naturally, the title of your blog post should contain important keywords and phrases, but it also needs to appeal to searchers in a way that makes them feel like they have to click on the post to read more.

  3. The right kind of keyword usage. You'll want to have a few search terms sprinkled throughout your blog post, but be careful not to overdo it – that turns off readers, and could be a red flag for search engine spiders.

  4. The right post length. Of course, the right length for a blog post depends a lot on the topic you choose and the amount of detail you're going to go into. As a rule of thumb, though, aim for about a page, since that's long enough to hold attention, but not so long as to seem overwhelming.

  5. Keyword-rich subheadings. If you do have a lengthy post, be sure to break up the text with subheadings. That lets you insert more keywords in important places, and encourages more long-tail search traffic.

  6. Non-text content. Text is great for search-ability, but images, videos, and even external links can all add a bit more flavor to your posts, and also give them more credibility.

  7. Commonsense internal links. Make sure to tie your posts to other content on your blog and site that involves the same topics. Or, invite readers to click through to an offer or landing page.

  8. Social links. You can use blog posts to help build a stronger social profile. Plus, by adding easy "share" options, you encourage readers to pass on your content, helping you to find new readers and generate inbound links in the process.

  9. Content previews. Although a lot of marketers skip over the "preview" box, some search engines use the content in page previews in search results, so write something compelling.

  10. Tags and meta data. After years of abuse, Google and the other engines have been de-emphasizing the importance of the keywords and tags you add to your post, but they still do have some SEO value, so choose them carefully.

It's worth noting that, as important as blogs are to your search engine optimization campaigns, SEO shouldn't be the only thing you think about when you put together a blog post. The better your content is to actual readers, the more attention it's going to draw from potential customers – which should be the point of any search engine optimization campaign, anyway.


UNION is a full-service digital agency. We create experiences that help brands thrive. We believe to be relevant in today’s marketplace, brands must lead with a digital-first philosophy. We craft engaging digital experiences and integrated campaigns that are built on strategy and driven by data. At the heart of what we do is help brands create meaningful and enduring relationships with highly connected consumers.

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