With hundreds of thousands of blogs on the internet, how do you make sure your posts are reaching the right audience? Uploading a blog to the internet is the easy part – anyone with access to the internet can do it. The real question is how do you make sure your blog posts appear AND appeal to your target market?
Love may be blind, but if your readers can’t see you online, you can’t reach them. Luckily, the all-powerful Google is a better matchmaker than Hitch, linking you to your readers through Search Engine Optimisation (SEO) and the magic of keywords! All you have to do is make sure you’re putting your best foot forward, by appealing to both Google and your readership simultaneously.
Below is a short guide on how you can ensure google and your readers fall in love at first search.
First things first. Headlines.
Shakespeare once said, “A rose by any other name would smell as sweet” and that may have been true in 1597 Billy, but this is 2017 and times have changed. The name of your article (headline) IS important – not only to entice your readers but also so your blog posts perform well in search engine rankings.
The headline is the first thing google will index so it’s a good place to start. Articles need to be optimised for your keywords, so that when your audience types them in to the search bar, your blog posts have a fighting chance of appearing. The headline is also the main title of your article and used to entice the reader in.
Give the people what they want!
First let’s work on making sure you appeal to your audience – the fact is, the headline is the first thing your readers see, so it should be concise but also incite curiosity – it should tell your reader what’s in the article without giving up the punchline. Leave something to the imagination, if you will.
Although it is important to offer a bit of a tease, be careful though not to go down the typical click-bait route. It seems like an easy win, but it cheapens your writing and you’re better than that!
The third thing to remember when constructing a headline to seduce your readership is to make sure your headline isn’t overly date or time-sensitive. Your readers and Google are looking for the most up-to-date relevant content, so make sure your headline doesn’t expire.
Including keywords in your headline
The Dictionary defines a keyword as a “word or concept of great significance”. In the blogosphere, and in terms of SEO, keywords are words, phrases or ideas that you want your article to show up for when searched online. These words and phrases open the door to your readers, they don’t call them keywords for nothing.
Keywords are best placed at the start (or as close to the start) of the headline as possible, since this is where your readers, and google, look first to determine the content of your article.
Your keywords being included in your headline should happen quite naturally if it is concise and explanatory, but be careful not to stuff your keywords. Google wasn’t born yesterday, it’s complex algorithms can spot a stuffed keyword a lightyear away, and it doesn’t like it! Try to include your keywords naturally (for SEO), while also adding a human element that makes the headline interesting (for your readers).
The importance of subheadings
If your headline is Beyoncé, your subheadings are the rest of destiny’s child, the headline leads the way, but a little backup never hurt either.
Following your headline, subheadings strategically placed throughout your blog post act as a further explanation of what it’s all about. Well written and placed subheadings make your writing easy to read and offer an outline of what your readers can expect from your digitalized literary masterpiece.
Subheadings are not only beneficial for your readers, they are also a perfect place to include further keywords in your writing. Like your headline, your subheadings should be succinct but still have an element of human interest. Make sure you keep the flow of your article interesting by avoiding close repetition of your original headline, and for the love of Google, do not keyword stuff.
A symbiotic relationship between your headlines, subheadings and keywords creates the perfect environment for an interesting and search engine optimised article that will keep Google and your visitors happy. And you know what they say? Happy Google, Happy life (or something like that).....