Google never fails to keep us on our toes. Just when we think we’ve perfected our content creation strategies, an algorithm update happens and everything is upended. Luckily, Google is pretty clear about what they want from content and these general guidelines stay the same regardless of algorithm changes. Here are five strategies to improve blog posts for search in 2020 — and beyond.
1. Write for Humans
Repeat after me: Google is not your audience. Many of us who work in SEO fall into the habit of writing for Google and not for people. If you construct your blog posts based on a checklist of what you think Google wants to see, it leaves them subject to all those algorithm changes we so dread.
Write for your reader. (And yes, you should have readers.) What do readers want? First, they want topics they’re interested in — this happens to work out well for SEO because people search Google for these same topics. They also want expertise about these topics. Maybe the business you’re creating content for doesn’t have time to write their own blog posts, but they should at least be reviewed for accuracy and noted as such in the post; this alone will set your content apart from the rest.
Finally, people want engaging writing. If you or a member of your team can’t write your blog content due to time constraints/resources, don’t outsource your blog writing to the lowest bidder. We all know these types of posts when we see them — 1000 words that say nothing at all and add nothing to the conversation. When someone lands upon a post like that and quickly leaves, your bounce rate goes up.
Don’t think Google doesn’t notice when you’re not meeting users’ needs.
2. Choose the Right Keywords — and Don’t Overdo It
This connects with the last point, as writing that attempts to stuff in as many keywords as possible isn’t engaging or easy to read. In fact, it can be quite cringe-worthy and, unfortunately, it’s often the standard when it comes to SEO writing. If you’re using WordPress, then you can use a tool like the SEO Yoast plugin to review your keyword ratios, which can help you find the right balance.
Don’t shoehorn unnatural keywords into your copy. You might be targeting “sparkly cowboy hats Nashville,” but insert an “in” in there so it sounds natural.
3. Make Content Skimmable
People don’t read the Internet the same way they read a book. Instead, they skim the content they’re reading. Google skims too, so setting up blog posts to be skimmable is a win-win proposition.
- No giant walls of text
- Small paragraphs
- Using relevant images
- Bullet points (yep, just like this)
- Using headings and subheadings logically
Let’s talk about that last point. The value of a compelling headline should be no surprise. But remember the humans we’re writing for — headlines should make sense and add order to a post, not a sense of chaos. Using an <h2> tag every few sentences makes it harder to skim, not easier. Headings should tell Google what’s most important; when you use too many, you’re telling Google everything is important.
4. Put the Topic in Context
Rather than repeating keywords, build a robust web of related keywords in your content. In your blog post about sparkly cowboy hats in Nashville, perhaps write about sparkly cowboy boots too. Maybe even bedazzled jean jackets and rhinestone cowboys!
What if Sparkly Cowboy Hats was the name of a country band, though? Well, then you’re going to build that web of keywords differently. You’ll pepper your post with words like music, country, album, gig, guitar, singer. How does Google know the difference between sparkly cowboy hats and Sparkly Cowboy Hats? It’s in the context.
To use a more serious example that I often fall back on, think about contract law. Contract law could be a class in law school. Or it could be a practice area at a law firm. “Contract law” is an important keyword, but it’s the supporting, related keywords that really tell Google what the page is about.
5. Optimize Outside of the Copy
If you’re writing copy for readers, then the page title, meta description, and alt tags are where you can go to town (within reason) and optimize for Google.
Remember, though, Google wants alt tags that are written for people with visual impairments who use screen readers. They’re not a place to shove all your keywords; instead, use a keyword in the context of a description of what the image depicts. Metadata should also reflect what your blog post is actually about rather than attempting a bait-and-switch.
I’m not going to promise that following these guidelines will leave you completely immune to every upcoming algorithm change, but these simple-to-apply strategies will improve your blog posts for search and for your audience.. If anything, 2020 has already taught us to expect the unexpected. That said, if you create solid content for real people rather than jumping on every SEO trend you see, it usually pays off in the end.
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