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How to Structure Blog Posts for Search Engines

The structure of a blog pot can be just as important as the content. In this quick presentation learn how to structure a blog post for search engines.

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How to Structure Blog Posts for Search Engines

  1. 1. SEO for Blog Posts How to structure your blog posts so they rank better.
  2. 2. Amanda Leeman, Founder, Rose Digital
  3. 3. What is SEO and why is it important? How to create a content calendar for Google’s algorithm. Basic keyword research for your content. Best practices for formatting a blog post, including URL structure, meta tags, headlines, alt tags for images, and more. What we’ll cover
  4. 4. What is SEO? SEO is focused on growing organic (non-paid) search engine results. This encompasses technical and creative elements that are designed to improve rankings and increase awareness in search engines (i.e. Google, Bing, Yahoo, etc.).
  5. 5. How do search engines determine ranking?
  6. 6. Relevance. Search engines are looking for indicators that a searcher found what they were looking for (i.e. did they stay on the page, did they read anything, did they click on any links, etc.) There are hundreds of factors that influence relevance and thus ranking.
  7. 7. Local search ranking factors (by rank). (Moz) Link Signals (Inbound anchor text, linking domain authority, linking domain quantity, etc.) 27.94% On-Page Signals (Presence of NAP, keywords in titles, domain authority, etc.) 26.03% Behavioral Signals (Click-through rate, time on page, etc.) 11.5% Google My Business (Keywords in business, description etc.) 8.85% Citations (NAP consistency, citation volume, etc.) 8.41% Personalization 7.32% Reviews (Quantity, velocity, etc.) 6.47% Social 3.47%
  8. 8. COMING SOON: Google’s Mobile Experience Update As of March 2021 all websites will be indexed mobile-first and will be ranked based on mobile engagement metrics. ● How fast does your website load on a mobile device? ● How much time is a user spending on a page? ● Are users clicking through to read more? In short: Are you creating content people want to read? And making it easy for them to read it?
  9. 9. Educational SEO Seasonal & Inspirational 3 primary content types for a blog This is content your current and potential readers need to know about you and your organization. This can include: ▪ Information about your organization and its mission ▪ Information about you and your experience ▪ News, advocacy, and political information ▪ Reviews about products, apps, and websites This is content that will help you stay relevant and top of mind throughout the year. This can include: ▪ Seasonal advice ▪ A day in the life ▪ Holidays and traditions ▪ Inspirational quotes ▪ Sweepstakes This is content your readers are searching for. This is usually targeted toward potential or new readers and keyword focused. This content can include: ▪ How to’s ▪ Tips ▪ Lists ▪ Answers to questions
  10. 10. Example content calendar Content calendar template.
  11. 11. Tips for basic keyword research 1. You can either start with a content idea and optimize with keyword research OR allow your keyword research to define your topics. 2. When conducting keyword research try to be a niche as possible. We want to create as much relevance on a topic as possible, so being niche helps us hone in. 3. Each post should have different keywords you’re targeting. We want specific posts to rank for specific keywords. Not every posts should rank for everything. 4. Consider the competition of the keyword. Are other sites with more credibility already ranking for that keyword? 5. Start with low search volume, long tail keywords, with lower competition.
  12. 12. https://therosedigital.com/2020/06/19/google-my-business-tips/ How to structure a blog post 1. Optimized headline with keywords. 2. You need an H1, which is always going to be the title of your blog. 3. Use H2s and H3s where applicable to create a hierarchy of content. These headlines help Google determine what parts of the post are most important. 4. Alt tags on all images with keywords to create relevancy. Alt tags serve two purposes: 1. They help you rank in image search and 2. They’re necessary for ADA website compliance. 5. Link to internal and external sources to show credibility. 6. Optimized url slug. Your url should be optimized to create relevancy. 7. Meta description. Your meta description is the description that shows up in search results and should include keywords as well to create relevancy. Example blog post from therosedigital.com.
  13. 13. https://therosedigital.com/2020/06/19/google-my-business-tips/ 1. Optimized headline with keywords 2. H1 3. Use H2s and H3s where applicable to create a hierarchy of content 4. Alt tags on all images with keywords 5. Link to internal and external sources 6. Optimized url slug 7. Meta description How to structure a blog post
  14. 14. SEO resources Moz - keyword research (free for 10 searches per month) SEMRush - keyword research and competitor information (will give you top 10 keywords for free) Google Search Console - track your site’s organic growth (free) Content Calendar and Blog Checklist - make a copy for yourself to use
  15. 15. Amanda Leeman, Founder, Rose Digital therosedigital.com

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The structure of a blog pot can be just as important as the content. In this quick presentation learn how to structure a blog post for search engines.

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