HubSpot calls blogging an “invaluable SEO tactic“. It’s one of the best ways to increase traffic to your website and generate leads. So in this blog post, we’re going to look at how you can increase site traffic by optimising your blog posts…

This blog post is part of our FREE program: Online Storytelling That Generates Leads [SEO Basics] – CLICK HERE to join via our Facebook Group.

Increase site traffic by optimising your blog

Week 4 of our program is all about optimising your blog to increase traffic to your website.

This is on-page optimisation. If you would like to learn more about off-page optimisation, we’ll be sharing a resource in the Facebook Group this week that covers “white hat” (Google-approved) vs. “black hat” (dodgy and increasingly ineffective) tactics.

If you’ve missed any of the previous weeks of program blogs, you can access them below:

Week 1: Do This One Thing To Get Your Business Seen Online

Week 2: What Is SEO, Why’s It Important & How Does It Work?

Week 3: Common Reasons Your Website Isn’t Appearing In Search Results

On-page optimisation to increase site traffic

In last week’s blog post, we talked about metadata. (Do read week 3’s blog post if you haven’t already, as I’m not going to spend time re-explaining what it is this week.) Metadata is extremely important in optimising your blog posts.

To show you what metadata looks like from a website visitor’s perspective, type into Google “narrative marketing”. If you’re in Australia, you should see this:

The text in purple is an “SEO title”. We wrote this text ourselves and inserted it into the section for metadata on our homepage within our CMS (Content Management System). The couple of lines underneath our homepage URL is a “meta description” that we created and inserted in the same way.

You’ll notice that the search term “narrative marketing” appears in bold. Google’s algorithm recognised from our meta description, SEO title, URL and other elements I’ll go into later, that that’s what the content of this page was about.

This is basically how on-page optimisation works.

Optimising blog posts

Now consider this: Every blog post you publish is a page of your website. Since every page of your website has the opportunity to be “read” by Google and displayed in search results, that means every blog post is an opportunity for your website to be found by customers.

If you’re already writing a blog, hopefully you’re using it to answer common queries and solve problems for your audience. A blog is an opportunity to add value to existing customers.

Now, if you start optimising those blog posts for the sorts of search terms your target audience are using to find answers to their questions, you improve your chances of getting found by new customers. This will help you to increase site traffic.

Search terms and keywords

A search term is what your target audience is typing into Google. On-page optimisation is targeting that search term and including it in various key places within the page content and metadata. This then becomes your target or focus keyword.

If, like us, your CMS is WordPress, there’s a plugin you can use called Yoast that makes on-page optimisation easy as pie. If not, as a minimum, include your focus keyword in these five places:

  • Page URL 
    • Sometimes called a “slug”, this is the editable end part of your blog post URL.
  • Image file names and “alt descriptions” 
    • “Alt descriptions” are shown if images don’t appear – contact us if you need help locating these.
  • Blog post title or SEO title
    • Your focus keyword should appear ideally at the beginning, so search engines can recognise it quickly. If there’s no designated SEO title option in your CMS, make sure your keyword is in the page title instead.
  • Body text and headings
    • Aim for a minimum keyword density of 0.5% actually in your written blog post – but don’t litter your text with it as search engines penalise “keyword stuffing”! Obviously, if your blog post is relevant to your keyword (which it should be), it’s likely that you’ll naturally also include a sprinkling of words and terms that are similar or analogous to your keyword. This is good SEO practice, so double check to make sure they’re there.
  • Meta description
    • Try your best to write one or two lines that illustrate what the blog post’s about and make searchers want to click into it.

Hopefully, that was a jargon-free explanation of how to use on-page blog post optimisation to increase site traffic. We’ve covered getting people to your website. How you convert them is up to you! Contact us if you have any questions about this or any of the program content. We’ll do our best to help.

If you want to check how Google-friendly your website is, sign up for our Website Health Check; it’s free for a limited time!

For more business tips and marketing insights, check out our Be The Drop podcast. We release new content each week!

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