Blogs are a powerful tool for boosting your online visibility, building trust, and attracting new customers.
New to writing blogs for business - you might want to check out this blog that tells you all about how blogs work to grow your business.
By writing blog posts optimised for search engines (that’s SEO—Search Engine Optimisation) as well as humans, you’re making it easier for potential customers to find you on Google.
SEO helps your website show up in search results when people look for topics related to your business, driving more traffic and ultimately helping your business grow.
Want a more in-depth look at what SEO is (and why it’s important)? Read my quick guide to SEO blog. Or download my free “The Truth About SEO guide for small business owners".
Things have changed a lot over the years in what makes a “good” SEO blog - so here’s an update on what matters in 2024.
Start with keywords that count
Keywords (actually, they’re usually phrases rather than single words) are the backbone of SEO—they’re what people type or speak into Google when they’re searching.
To find the right keywords for your blog:
Use keyword tools: Here are some free tools I use to find keywords with good search volume and manageable competition.
Focus on long-tail keywords: Phrases like “best fitness tips for busy mums” are specific, less competitive, and often attract more qualified leads.
Pro Tip: Use a mix of primary keywords (main topic) and keywords that are related to the topic of your primary keywords to give search engines a clear idea of your content.
Place your keywords strategically
Where you place keywords matters. Here’s where they make the most impact:
Title (H1): Include your main keyword in the title so readers and search engines know what the page is about.
First paragraph: Try to use your main keyword naturally within the first 100-150 words.
Subheadings (H2, H3): Adding keywords to some (not all) subheadings improves readability and helps search engines understand the structure.
Content body: Sprinkle keywords naturally throughout. No need to overdo it—Google’s algorithms are smart enough to pick up on relevance.
Meta description: Include the main keyword in your meta description to boost click-through rates.
Image alt text and file names: Use relevant keywords to describe images. It helps with ranking in image searches and improves accessibility. Not heard about “Alt Text”? - I explain all in this blog on what Alt text is.
Keep keyword density in check
Old SEO practices recommended a specific keyword density, but Google now prioritises quality and context over rigid percentages.
Aim for natural language, including your primary keyword a few times in a 1,000-word post, and use synonyms and variations.
This keeps content natural, while still signalling relevance.
Write headlines that get clicked
A compelling headline pulls readers in and signals search engines.
Including your main keyword is key, but also try adding numbers, power words, or a promise of value.
For example, instead of “Benefits of yoga,” try “7 Amazing benefits of yoga for beginners (backed by science!).”
A catchy headline boosts click-through rates, which can improve your search rankings. But make sure it’s not cheesy and does reflect what’s in the blog - if you promise 7 amazing science-backed benefits of yoga for beginners - deliver!
Here’s a link to my blog about tips for writing blog titles that will give your some more ideas.
Write for people first, search engines second
SEO is important, but remember, your readers come first.
Avoid keyword stuffing, which disrupts readability.
Instead:
Use keywords naturally: Integrate keywords without forcing them.
Offer real value: Content that genuinely helps readers usually ranks higher. Answer common questions, share tips, and add unique insights.
Pro Tip: Engaging content keeps readers on your page longer—a positive signal for SEO.
Make your blog easy to read
Most readers skim blog posts, so format your content to make it accessible.
Use headings and subheadings: These help with flow and make it easy for readers to find what they’re looking for.
Keep paragraphs short: Aim for a maximum of 2-3 sentences per paragraph to avoid walls of text.
Bold important words or phrases: (but not too many) - This is good for readability and highlighting important words to the search bots.
Add lists: Bullet points or numbered lists break down information quickly.
NEVER, ever, ever, EVER: format your blog (or any website page for that matter) as centralised text - use left-aligned text to make it easier to read and less tiring on the eyes.
This structure not only helps readers but also helps search engines understand your content’s layout.
Add visuals for better engagement
Images and videos aren’t just for looks—they’re great for SEO, too. Google loves multimedia, and visuals can improve engagement and dwell time.
Use relevant images: Stock photos are fine, but custom images or infographics add unique value.
Optimise image size: Compress images to avoid slowing down your page load speed—another key SEO factor.
Building E-E-A-T for better SEO
When it comes to SEO, Google prioritises pages that demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness—or E-E-A-T.
These qualities help Google understand that your content is valuable, accurate, and reliable, which can improve your chances of ranking higher.
Here are some ways to build E-E-A-T in your blog posts:
Showcase your experience and expertise: Share real-world insights, personal experiences, and case studies. For example, if you’re a fitness expert, include specific tips or examples that highlight your knowledge and experience in that field.
Use author bios: Adding a brief bio of the author at the end of each blog post can help establish credibility, especially if the author has relevant qualifications or industry experience.
Cite reliable sources: Link to reputable sources or studies to back up claims. This builds authority and shows that your content is well-researched.
Keep content accurate and up-to-date: Regularly update your blog posts to ensure information is current and accurate, especially in fast-evolving fields.
By focusing on E-E-A-T, you’re not only aligning with Google’s quality standards but also building trust with your readers, which ultimately benefits your SEO and brand reputation.
Build internal and external links
Links guide readers and help search engines understand relationships between pages.
Internal links: Link to other posts or pages on your site to keep readers exploring. Place these early in your blog, as search engines pay more attention to links at the top. End your blog with a link directing people to other blogs, service or product pages or your contact page.
External links: Link to credible sources when citing statistics or studies. It builds reader trust and enhances your blog’s credibility. Here’s more information about backlinks and how to get more.
Pro Tip: Make sure external links open in a new tab so readers don’t leave your site. Internal links can open in the same tab - keeping people on your site and making it easier for them to navigate.
Optimise for mobile
More readers than ever are on mobile devices, so make sure your blog looks great on any screen.
Choose a mobile-responsive design for your website, and check how your blog looks on different devices.
When viewed on a mobile phone, one sentence paragraphs may go over several lines - so make sure your paragraphs are short, very short! Otherwise it’s really overwhelming to read and tiring on the eyes.
Boost page speed
The speed at which your page loads SEO and user experience.
We’ve all been frustrated with waiting for a blog to load … and often it makes us give up and click off to another page or (yikes!) competitor's website!
Fast-loading sites keep readers around, while slow ones drive them away.
Optimise images and code: Use compressed images and clean up any unnecessary code.
If you’re on WordPress, choose a reliable hosting provider: If your host is slowing you down, consider an upgrade. Other platforms like Squarespace, Wix and Rocketspark usually have reliable hosting integrated into their platform.
Write a compelling meta description
A meta description is a brief summary of a web page’s content that appears below the page title in search engine results. It’s typically around 150–160 characters long and should provide a quick, engaging overview of what readers can expect if they click on the link.
For SEO, a well-written meta description plays a big role in encouraging users to click on your page when it shows up in search results, which can improve your click-through rate (CTR).
Although meta descriptions don’t directly affect search rankings, a higher CTR can signal to search engines that your content is relevant and valuable, indirectly benefiting your SEO over time.
Including your primary keyword in the meta description is also helpful, as it may appear in bold in the search results, catching users' attention and reinforcing your page's relevance.
[Advanced skill alert!) Use schema markup
Schema markup helps search engines understand your content better, potentially enhancing your visibility in search results.
This is something you do after you've posted your blog and needs you to add code to the back-end of your website.
If you have any concerns about doing this yourself, go chat with your web developer.
But, if you're confident in your skills, here are tools (like Google’s Structured Data Markup Helper or Technical SEO’s schema markup generator) to add schema code without needing to be a developer to write the code.
Encourage engagement and shares
Engagement signals like comments and social shares indirectly boost SEO.
A blog isn’t a piece of content you write for just a blog. You can repurpose it for social media posts, video content, podcast content.
Get out there and share your blog - post about it, tell your email list you wrote it for them and they really need to go and read it.
Add social sharing buttons and ask readers to leave comments or questions to increase interaction.
Track your progress and adjust
SEO is a long-term game, so it’s essential to track your results.
Use tools like Google Analytics and Google Search Console to monitor keyword performance, bounce rates, and dwell time.
Refresh older content with new insights or keywords over time to keep it relevant.
So that's it for SEO blogs in 2024
With these steps, you’re well on your way to crafting SEO-friendly blogs that attract readers, drive traffic, and grow your business. Happy blogging!