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SEO Writing Advice: How to Optimise Titles and Text for Your Blog


Laptop with a blog on the screen


Writing a blog with SEO in mind makes a lot of sense. After all, blogs are a great web marketing tool. They can also help your keyword performance, since you’re sending fresh content to search engines. These search engines (particularly Google) are getting smarter about how they rank content. More emphasis is placed on user experience, while old tricks like keyword stuffing are damaging. SEO writing is increasingly a byword for good sense writing.

Writing Style
Good sense writing means being clear and concise. Your search engine ranking depends heavily on people sharing links. That means you have to focus on making readers, rather than search engines, happy. To keep people engaged, make sure your writing is easy to read and has a point. That’s why having an extra set of eyes to proofread is important. I also recommend Hemingway, a tool that scans your writing to reign in bad habits.

Creating Titles
The metatitle and the title of your post should follow the previous advice. The aim is to make them look enticing. Blog titles have to not only attract clicks, but also shares on social media. A study from digital marketing consultant Matthew Barby recommends 11-14 word main titles. They also perform better when they offer something concrete. Whenever possible, give readers something tangible, like a template or an infographic. Vague promises or drawn out titles will hurt the number of views and shares a post gets.


Vague metadata in a SERP


Make better blogs in terms of design, writing or something else? And what exactly are you offering? Tips, stats, an infographic? If your title is too vague, readers won’t know if your blog is relevant to them.

They should also avoid misleading the reader. A title that makes a big claim can draw in a lot of clicks. But readers will quickly leave your site (a.k.a. bounce) if they see the content fail to deliver on its promise. They’re unlikely to share a misleading blog, and it may dissuade them from reading your other entries.

Using Keywords
While keywords are important for SEO, don’t make the mistake of overdoing them. This makes the text much less readable. As a result, people who find your blog won’t finish it, much less share it. Not only that, search engines now actively punish websites that stuff keywords. Put one or two keywords in titles, alt text for images and, if possible, in subheadings. For the main body, only use keywords when they’re relevant.

Keyword stuffing in a SERP


When you write for keywords and not users, you’ll perform poorly with both.
The biggest thing to take away is not to rewrite a good sentence into a bad sentence with a lot of keywords. Spammy writing may have worked in the 90’s. But today, driving away readers and getting flagged by search engines go hand in hand. It’s a bad idea to sacrifice good writing for SEO. These days, they’re one and the same.

If you’re still unsure about your writing, get in contact with us. We can write your blog, or even the copy for your website. For original content, and to perfect your existing writing, we can take care of it.