Pay Attention to Search Engine Optimization (SEO)
We want your hard work to be seen!
SEO (search engine optimisation) is the tactics Web Masters use in order to get web pages ranking in those prized top spots on the search engine results pages. The higher we rank for your blog, the more likely it will be to get clicked on and read for relevant search terms. It also increases your content “shelf-life” onsearch engines.
Below are a few tips for how content writers can produce blogs which are both compelling for readers and also please the Google bots (and Bing, Yahoo, etc…). In most cases, the EHL Insights will provide you with a focus keyword for your blog, in which case you can skip straight to the second point.
Once you have your blog topic, think about all of the closely-related terms people interested in your blog might be searching for in order to find it: their ‘search intent’. These can often be questions and ‘long-tail’ keywords.
Note: Long-tail keywords are often less competitive but have a smaller search volume, whereas more generic terms i.e ‘hotel management’ might be directly related to your blog but be highly competitive, so it’s important to strike a balance between search volume and competition.
Use an SEO tool to help, such as: https://www.seoreviewtools.com/content-analysis/
- Include these Keywords in your blog
Insert the keywords you want to target in Headings and body copy, these should fit naturally as they are closely linked to your chosen topic. Try to insert the most relevant keywords higher up on the page and at the start of your headings to show the hierarchy of your content.
Whilst it’s great to mention your focus keyword and variations such as plurals, synonyms and abbreviations throughout your blog, only do so where it feels natural. Keep your writing focused on its core topic and avoid mentioning keywords for the sake of it - Google penalises over-use of keywords.
- Be inspired by the current top ranking articles
There’s no harm in checking out the competition. Do a Google search for those terms and see what is currently ranking highly, i.e. what works in terms of format, titles, etc.
- Use subheading and sub-subheadings
Creating distinct sections in your blog through headings not only helps the reader to scan through the article more efficiently, it also helps rank higher for SEO by signalling to Google what content is going to be covered. Include keywords in subheadings and sub-subheadings.
- Cite credible sources with external hyperlinks
Use credible sources when quoting facts and figures, using others’ research or ideas, make note of them at the bottom of your article and link throughout if necessary.
Credible sources can be found anywhere but here are a few examples: https://www.forbes.com/business
- Include Internal hyperlinks
Including EHL Insights’ internal links will also help with the SEO of your blog post. If you have written anything similar for EHL Insights or have seen other blogs on a similar topic that will help back up a particular point you are making or go into more detail on one specific point, then hyperlink it within your copy.