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What Do Bloggers Need To Know About SEO?


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Search engine optimization is more important than ever for bloggers and content marketers. However, the world of SEO can often seem clouded in complexity. This is especially true for writers who don’t consider themselves technically savvy. Fortunately, with a little bit of knowledge and consistent application of best practices, any blogger can maximize their presence in organic search results. This talk will show bloggers exactly what they need to know about SEO to improve search engine rankings and increase traffic.

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What Do Bloggers Need To Know About SEO?

  1. 1. What Do Bloggers Need To Know About SEO?
  2. 2. Ben Sailer Blog Manager, CoSchedule @Ben_CoSchedule
  3. 3. What We’ll Cover Why SEO Is Important 7 SEO Considerations To Remember 3 Content Optimization Tips To Follow #MNBlogCon
  4. 4. Why Do I Need To Know SEO? • Simply “creating great content” isn’t always enough. • That’s because search engines need your help to understand what your content is about. • Leaving your SEO performance is chance means leaving traffic and money on the table. #MNBlogCon
  5. 5. What’s Unique About SEO When It Comes To Blogs? • WordPress is easy to optimize for SEO. However, it doesn’t “do SEO” straight out of the box. • Blogs have certain technical concerns that impact SEO too. • Success requires consistent implementation of the right tactics and best practices.
  6. 6. Let’s Get Started
  7. 7. Titles + Descriptions
  8. 8. Make The Most Of Your Title Tags And Meta Descriptions • Use all the space you have to tell search engines and readers what your posts are about. • Title Tags:
 Approx. 70 Characters • Meta Descriptions:
 Approx. 150 Characters
  9. 9. Headlines And Title Tags • Headlines and title tags should be consistent. • However, they can be adjusted to suit what’s best for each. #MNBlogCon
  10. 10. Example: Keeping The Headline + Title Tag The Same Headline Title Tag
  11. 11. Example: Same Headline + Adjusting Title Tag For SEO Headline Title Tag
  12. 12. Conversational Permalinks
  13. 13. Why Do My URL’s Matter? Search engines use keywords in URLs to understand what posts are about. It’s better to use clean, conversational URLs, like this: Blogs often default to “ugly” URLs that look like this: #MNBlogCon
  14. 14. Tags + Categories
  15. 15. When To Use Categories • Categories are intended to be broad topic groupings. • Tags are used in reference to specific details about posts. • Use Categories for top-level navigation.
  16. 16. Be Careful Applying Tags And Categories • Tags and categories create archive pages. • This creates multiple pages with the same content repeated. • Duplicate content confuses search engines and lowers rankings. #MNBlogCon
  17. 17. Prevent Duplicate Content • Use the Yoast SEO plugin to no-index tag archive pages. • Avoid multiple categories or tags that sound too similar to one another. • Place blog posts in just one category.
  18. 18. Keywords
  19. 19. How To Target Search Intent • Look beyond keyword search volumes. • Understand exactly what people are looking for when searching for a keyword. • Then, write posts aligned with what the searcher is trying to find. #MNBlogCon
  20. 20. How To Determine Search Intent • Do a Google search. • Scan the top ten results. • What commonalities do you find? #MNBlogCon
  21. 21. Image SEO
  22. 22. Image SEO 101 • Upload images at the exact size you want them to appear. • Include keywords in file names, separated with - . 
 Example: an-awesome- keyword.jpg • Use descriptive alt-tags. #MNBlogCon
  23. 23. Page Load Speed
  24. 24. How Can I Speed Up My Blog? • Delete plugins you aren’t using. • Use small image files. • Use reliable hosting. • Install a caching plugin. #MNBlogCon
  25. 25. Test page speed with Google’s PageSpeed Insights tool.
  26. 26. Backlink Outreach
  27. 27. Why Do Links Matter? • Backlinks from other blogs and sites show search engines your blog is trusted and deserves to rank.
  28. 28. Okay, but how do I get links? Create Great Content 
 Tell People About It #MNBlogCon
  29. 29. Okay, but for real, how? • Start an email newsletter. • Share your posts on social media. • Reach out to people who may be interested in linking back to you. #MNBlogCon
  30. 30. Content Creation Optimization
  31. 31. The Skyscraper Technique
  32. 32. How To Apply The Skyscraper Technique • Review the top ten ranking posts for a given keyword. • Make note of how you can create something better. • Then, go do it.
  33. 33. Keep Your Content Fresh
  34. 34. Keep Your Blog Updated (And Up-To-Date) 1. Post new content on a regular basis. 2. Update old content with new information.
  35. 35. Use An Editorial Calendar
  36. 36. Editorial Calendars Improves organization Keeps you on track Makes consistent publishing easier to achieve
  37. 37. Thanks for listening. Ben Sailer, CoSchedule