5 Ways to Improve Your Blog Posts for Search in 2020
Google never fails to keep us on our toes. Just when we think we’ve perfected our content creation strategies, an algorithm update happens and everything is upended. Luckily, Google is pretty clear about what they want from content and these general guidelines stay the same regardless of algorithm changes. Here are five strategies to improve blog posts for search in 2020 — and beyond.
1. Write for Humans
Repeat after me: Google is not your audience. Many of us who work in SEO fall into the habit of writing for Google and not for people. If you construct your blog posts based on a checklist of what you think Google wants to see, it leaves them subject to all those algorithm changes we so dread.
Write for your reader. (And yes, you should have readers.) What do readers want? First, they want topics they’re interested in — this happens to work out well for SEO because people search Google for these same topics. They also want expertise about these topics. Maybe the business you’re creating content for doesn’t have time to write their own blog posts, but they should at least be reviewed for accuracy and noted as such in the post; this alone will set your content apart from the rest.
Finally, people want engaging writing. If you or a member of your team can’t write your blog content due to time constraints/resources, don’t outsource your blog writing to the lowest bidder. We all know these types of posts when we see them — 1000 words that say nothing at all and add nothing to the conversation. When someone lands upon a post like that and quickly leaves, your bounce rate goes up.
Don’t think Google doesn’t notice when you’re not meeting users’ needs.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.