Good quality blog content is the backbone of your online business. We all should have probably learned this lesson by now; especially after either getting slapped or watching our friends get slapped by the search God, Google.
Not just for Google, but the only way to please people and search engines is to have good quality blog content. It is the only way to tie both the ends. Not keyword stuffing, not copy pasting posts from popular blogs and not building thousands of links to your 300 word rehashed (or spun) content None of these will either please the search engines or people.
Well, I hope you get the idea of “why” good quality content matters a lot these days. Now let’s get to the “how” part, which is indeed the actionable part and also needed the most. Let’s dive straight in.
Decide the “point”
Every blog post or any form of content you create should have a “point” or a “message” in it. If not, why publish it? Make sure you start with the message when you conceive an idea for a blog post.
The moment you conceive the idea for a blog post, you should be clear (to yourself) about the end point or the message of that idea. Ask yourself this question: “What is the ultimate thing I want to tell people via this blog post?”
If you can answer that question, you can start writing the post; else you need to wait until you find a proper hook or a point for that post. All search engines (yes, not just Google, but all search engines) want to offer a great user experience to their users; after all it is their business. If your content helps the search engines deliver that, you’ll be golden from them.
And think about people. If they click through your blog post from a search result and leave with a great message you’ll be golden to them as well. Simple, right? It’s not rocket science.
Perform keyword research
I know what you’re thinking. You think that I’m going to tell you a shortcut or a black hat secret to find money making keywords and stuff them into your content so that you can enjoy traffic and money.
Not even close. With all the nasty smell of spam around the internet, “keyword research” is a word that has translated into “spam” for most people. But it isn’t. Keyword research is a very important part of creating awesome content to please BOTH people and search engines.
Why? Because keyword research will help you find out the following:
(i) What keyword phrases are mostly searched by people – if you look into the global or local monthly search volumes, you can find what people are hungrily looking for. What is the use of finding those keywords? Those keywords are the “language” people use to find what they want. Those are the search terms they put into the search boxes if they are desperately looking for an answer.
(ii) What keyword phrases are hot – again, the global or local search volume will tell you which keywords are most sought after or most popular. This way you will not only be able to address people’s problems but also make it nice for the search engines by writing on popular topics.
(iii) What keyword phrases are profitable – okay this is not directly related to the purpose of our post, but still profitable keywords could mean (i) and, you know, some more…. money ;)
Write the post with clarity
This is where most bloggers fall short of. Even when you pick up the very best topic to write on, if you cannot keep your visitors on your page for long this will send a bad signal to the search engines. Do you know about (or remember) the metric called “bounce rate”? It actually measures how many people jump off your site without staying for more page views (in percentage). If your post misses the point or is totally off the the track, then your readers will surely jump off as soon as possible.
Don’t beat around the bush thinking that you need 700 or 1000 words for a successful blog post. It’s not about the words. It’s about the point or the message you’re delivering. Nobody is conducting a contest here. So don’t compete with your competitors in words. Let your posts clearly get the message out in as many words it needs. Do not either restrict yourself in words or beat around the bush.
And, more importantly, don’t be boring! And, don’t be annoying either.
Remember, the more interesting and search engine friendly you are, the easier it will be for you to:
(i) be visible in search results, and
(ii) keep your visitors longer in your site.
And, (ii) is not only to please people but it is also a good metric in the eyes of the search engines.