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How to Optimize a Blog for Search Engines


The goal of any blog post is to help solve the needs of a specific person. You need to do everything you can to optimize your blog post and satisfy as many Google requirements as possible, maximizing the availability of your content. The higher your content ranks on Google, the more you are able to help solve your target reader’s initial problem.

Google algorithms undergo thousands of changes every year to make sure that only the freshest, most relevant results appear on the first page of search results. In 2021 alone, Google introduced the following changes.

  • The Multitask Unified Model, which gives the algorithm a better understanding of search queries
  • The Link Spam Update, which identifies and nullifies link spams to improve searcher experience
  • The Page Experience Update, which includes the Core Web Vitals as search ranking signals

Despite never-ending changes to Google’s algorithms that have SEO specialists scrambling to adjust their strategies, one thing remains constant: content is ultimately what convinces people to purchase.

Here’s how you can optimize on-page blogs to increase the chances of ranking highly on search engines.

Identify Your Target Audience

The success of any digital marketing strategy — from SEO and PPC to web development and content marketing — depends on how well you understand your audience and their pain points, motivations, challenges, and interests. Capture the attention of the right people by identifying what they need, what they want, and how you can help them.

Build buyer personas that specify your target audience’s demographics, psychographics, lifestyle, and buying behaviors. These insights give you an idea of what type of content you need to write for them.

Conduct Keyword Research

After determining who your target audience is and building a buyer persona, it’s time to research your keywords so you can identify what type of content your readers are interested in. It’s easier to narrow down your keyword research when you have topics for the blogs you plan to post on your website.

Once you have a set of keywords that your readers are likely to type on search engines, make sure you insert them organically into your content and meta description. Use them sparingly. Otherwise, Google might penalize your site for keyword stuffing.

Write for People, Not Google

Although we’re talking about optimizing your blogs for search engines, it’s still important to focus on the reader experience. This includes technical aspects like readability, formatting, visual aids, and page speed. You also have to work with topics that resonate with your prospective customers.

Additionally, make sure your titles and CTAs are catchy and engaging. Use your buyer persona to gauge whether people would click on your blog or make a purchase after reading it.

Add Visuals and Alt Text

Images, videos, and other types of visual content improve the reading experience. There’s also a higher chance of your blog appearing on search engine results pages when you have original photos and videos in your posts. Your image packs and video snippets could literally make your content more visible online.

It’s also important for you to add alt text for all images and videos that you include in your blogs. This helps Google — and visually impaired individuals — understand why the visual elements are in your post.

Use Internal and External Links

Internal links are a great way to boost website traffic. By linking to your other blogs, you give readers more value. You give them a reason to stay on your site longer. The more that readers engage with your website, the more likely they will convert. Additionally, internal links that connect your pages to each other will strengthen your site architecture. It also suggests your topical authority to search algorithms.

External links are just as valuable — as long as they’re to reputable sources and not competitors. They can back up what you write and add value to your content, but be sure these external links aren’t trying to rank the same keywords that your blog is. Those are search ranking competitors.

Why You Need to Optimize Your Blogs

While blogging is mainly used for sharing ideas and showcasing your expertise to the readers, it’s also a powerful tool to help you rank higher on search engine results pages. On-page blogs that have been optimized using SEO best practices can open the doors to higher website traffic. Here’s a closer look at why you should start optimizing your blogs.

It Keeps Your On-Page Content Relevant

Evergreen content, which revolves around topics that matter and are of interest to your readers, never goes out of date. This is what you should strive for if you want to keep traffic coming.

Any content you put on your website has to be accurate and updated. It has to be relevant to the readers. Otherwise, they might start questioning your credibility and you might lose their trust.

If your on-page blogs aren’t generating the traffic you had hoped for, revisit them. Identify stale information, outdated references, and broken links. Correct them so your blogs can stay relevant.

It Attracts the Right Audience

Your topic, tone, and actual content aren’t the only factors that attract your target audience. Readers are more likely to visit your blog if you optimize these pages with SEO best practices.

This means using the right keywords and knowing how to use those keywords. You may use informational, navigational, commercial, or transactional keywords depending on page intent.

You’ll also want to monitor how the performance of each blog depending on the keywords you use. This will give you a clue on how to create more content that brings in quality leads.

It Boosts Blog Performance

You’ve revisited your blogs to get rid of outdated information and broken links, and you added some more keywords to make the content more visible to the target audience. Now what?

When you do those things to optimize your blog, you’re actually one step closer to better blog performance. By fixing broken links, you boost your authority, and by adding the right keywords, you’re sending signals to search engines that this is what your blog is about.

Keep in mind, however, that you need to track blog performance over time to see the results.

Well-optimized blogs keep your content relevant and contribute to organic website traffic. So, take on the extra effort — it isn’t much, really — and watch it help your business grow in the long run.

Understand All Aspects that Make Up Web Pages

While it’s important to publish content that readers will find interesting and useful, you also need to learn and apply technical SEO. Otherwise, your blogs might not be as visible as you’d like them to be.

Check out this blog post we wrote to learn more about the importance of sustained blogging efforts!


Joshua Schaper is a Content Specialist at RSM Marketing who focuses on blog strategy and production. He has worked at RSM since 2020 and is passionate about delivering high-quality, relevant search traffic to our clients. When he's not writing, Josh loves to play basketball, listen to hip-hop music, and play video games.

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