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IAuthor Social Media Marketing Guide

By Lizzy McNett

Writers Publishing House

How to Write an Optimized Blog?

Writing SEO-friendly blog posts for an author/business website can seem challenging. Therefore, keyword research is an essential part of increasing online engagement. However, the SEO algorithm puzzle is just one step in writing blogs.  In this case, ranking well in search results starts with properly used keywords. The next step applies to well-written blogs with quality content that engages readers. So, once accurate keyword usage is applied, your website pages can be indexed to increase online traffic.

Social media marketing is by far the most cost-effective targeting campaign available, but only when authors follow some simple guidelines.

Not all platforms fit every author/business well, which is why consumer research is so important. Once you have chosen the best platforms, the next step is optimizing your metadata and creating quality blogs to build organic followers.

Actually, learning how to use keywords in blog posts can be easier than one may think. Anyone can write great blogs that rank well on search engines – no matter how long you have been blogging. According to WordStream, “50% of search queries are 4 words or longer.”

Long-tail Keywords

As you identify keyword opportunities, make sure the words or phrases fit the blog’s content. On average, it’s best to use 3 keywords per article. Then place them naturally into the article. If you use too many keywords in one article, your post will look “spammy” to search engines and hurt ranking stats. Not to mention, your blog content will be unappealing to readers. But when strategically placing “long-tail” keywords, this can help your articles rank better and stand out for the right reasons.

                     According to Search Engine Journal, “93% of all online experiences start with a search engine.” If the articles are not properly optimized, you could miss thousands of potential visitors, or new business.

Consider that Google, the world’s biggest search engine, handles over 3.5 billion searches every day. By creating SEO-friendly blog posts, you can tap into this unlimited traffic stream and consistently drive relevant visitors to your site without spending money on advertising.

What Is SEO-Optimized Content?

Optimized content brings relevant traffic based on what someone searches for on a search engine.

Below are some fundamental qualities of optimized content: 

  • Keywords are created based on the content. Use target search words to engage search engine algorithms.
  • Solve a problem competitors cannot resolve. Write compelling content to keep readers engaged. Make sure they want to come back and read more.

Align content with the article title

For example, if your target keyword is “email marketing services,” create content that answers the audience’s most common questions on this topic. Research online, and add content that is not found on other accessible websites. Can you resolve the problem stated in the title?

                              In an article by BackLinko, “Google has evolved to analyze the content quality and uses more than 200 search ranking factors to evaluate content.  In other words, is the blog post solving the questions readers are looking to answer?

Creating Optimized Blog Posts

Step 1: Keyword Research for Blog Posts

The next phase is developing content around your chosen keywords.

Keyword research helps uncover the search words your audience uses to find answers to their questions on search engines. If the article does not contain the proper keywords, it will not drive search engine traffic.

Keyword Quality 

  • Relate to the core business or topic
  • High-volume monthly search queries
  • Competitor relevant
  • Avoid multimillion-dollar brands that are impossible to outrank
  • Resolve Problem

Choosing Keywords

  • Relate to core business
  • Sizable monthly search volume
  • Searches match business goals

Step 2: Setting Content Benchmarks

Content creation is critical to the success of your blog articles. 

                       An article in HubSpot suggests, “Internet readers have very short attention spans — around eight seconds in length — and the headline is one of the critical first elements that help readers decide if they want to click and stay on your site. In fact, 60% of readers don’t read past the headline, which presents a big opportunity.”

Below are some consistent results:

  • The ideal blog post title length is 60 characters.
  • Headlines between 8 and 12 words are shared most often on Twitter.
  • Headlines between 12 and 14 words are liked most often on Facebook.

“We also found that headlines ending with a bracketed clarification — for example, “The Definitive Guide to Business Blogging [New Data]” — performed 38% better than titles without that clarification.” HubSpot.  Analysis showed the ideal meta description length is under 155 characters.

Blog Introduction

Any introduction should be written to hook the reader, whether a book description, bio, or blog article.  It must also let readers know what to expect from the article. Nobody likes clickbait, so make sure your post discusses the headline topic.

Whether your approach is humor, interesting and surprising facts, or asking a question, find a way to make the first lines of your blog posts as attention-grabbing as possible. 

Sub-headers are another on-page SEO element that helps your blog post to rank in Google Search. Sub-headers organize and break up your blog post into different sections to signal to Google (and your reader) what the post will cover.

The subtitle should be used with H2 tags or smaller — never H1 tags, which signal a title. Use sub-headers to split up sections of your blog post — making sure to integrate the keywords you’re using this post to target.

Step 4: Creating Your First Draft

The body of the post — separated by various sub-headers, of course — is where your readers will undoubtedly derive the most value. In our analysis, the ideal blog post length is roughly 2,100 words. But that will vary depending on your topic.  A good length for better ranking posts took about seven minutes to read. However, limiting quality content on your website is not productive for SEO results.

Numbers in Articles

Any writer knows inside most books, spelling out numerals is the better option. But, in blogs, this is not the standard rule. Studies show, written as numerals (23) instead of words (twenty-three) have been shown to attract reader attention when they quickly scan what they’re reading online. Additionally, numbers represent facts — which are unimpeachable and most trusted by your readers.

Another excellent source to increase SEO would be to find statistics that provide value to the blog. Use the info as a quote and hyperlink to the source page.

Multimedia Content 

Average users have a short attention span, so breaking up the article with images, videos, or font changes keeps the content layout appear shorter. Thereby, engaging the reader to continue reviewing the content.


One important factor many blogs miss is a conclusion. Close out the content with a statement, like what to expect from your company, recap the blog, and offer some resources or guidance.


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