How to Write Engaging Blog Posts That Rank on Google
9 December 2024
We always advocate blogging as an excellent way to share your thoughts, insights, and expertise. But with millions of blog posts being published daily, it’s easy to get lost in the digital crowd.
Writing an engaging blog post is just the beginning; if you want your content to rank on Google, you’ll need to optimise it to ensure it reaches its target audience. In this post, we’ll provide some helpful tips on how to write engaging blog posts that rank on Google.
Understand User Intent and Keyword Research
Before writing a blog post, it’s essential to understand what your audience is looking for. User intent is the purpose behind a search query. For example, if someone searches for “how to write blog posts that rank on Google,” their intent is likely informational, as they want tips, strategies, or guidelines to create blog posts that perform well in search engines.
1. Types of User Intent
There are four types of user intent:
- Informational: Users seek to learn about a topic.
- Navigational: Users are looking for a specific website or page.
- Transactional: Users are ready to make a purchase.
- Commercial investigation: Users are comparing products or services.
2. Keyword Research
3. Choosing Long-Tail Keywords
Long-tail keywords are phrases that are more specific and usually have lower competition. For example, instead of targeting the keyword “blog posts,” you can aim for “blog posts that rank on Google.” These keywords are easier to rank for and attract highly targeted traffic.
Writing For Your Audience
Google’s algorithms prioritise content that best meets the needs of users. Therefore, the content of your blog post should be laser-focused on providing value to your audience.
1. Understanding Your Audience
Before drafting your post, take time to understand your audience. What are their pain points? What questions do they frequently ask? Tailor your content to meet their specific needs and offer solutions that address their challenges.
2. Providing Value
Your blog post should be more than just words on a page. It should be educational, insightful, and engaging. Provide value by offering actionable advice, using real-life examples, and linking to relevant studies or articles to support your claims. The goal is to make readers feel like your content has answered all of their questions.
3. Storytelling
Storytelling is a powerful tool for engagement. Sharing personal anecdotes, success stories, or case studies can make your content relatable and enjoyable to read. Not only does this keep readers engaged, but it also helps build trust.
Craft a Click-Worthy Headline
Your headline is the first thing readers see, and it’s a major factor in determining whether they click on your article. Crafting an irresistible headline can significantly boost your click-through rate (CTR) and increase your blog post’s visibility on Google.
1. Characteristics of a Great Headline
- Clarity: Your headline should clearly communicate the topic of your post. Avoid being vague or overly creative to the point of confusion.
- Emotion: Emotionally charged headlines tend to perform better. Use your client personas to determine your audience’s wants as well as their needs.
- Numbers: Listicles (posts with numbers in the title) tend to attract more clicks. Numbers help readers know what to expect, such as “5 Steps to Writing The Best Social Media Posts.”
2. Incorporating Keywords
Make sure to include your target keyword in the headline naturally. Google places significant weight on titles when determining relevance, so having your target keyword in your headline can improve your ranking potential.
Structuring Your Blog Post For SEO
Google values well-organised content because it’s easier for both users and search engines to navigate. Here’s how to structure your blog posts to enhance readability and SEO performance.
1. Use Headers an Subheaders
Breaking up your content with headers and subheaders (H1, H2, H3 tags) improves readability. These tags also help Google understand the hierarchy of information in your blog post. For example:
- H1: How to Write Blog Posts That Rank on Google (your main title)
- H2: Understanding User Intent and Keyword Research
- H2: Writing for Your Audience
This structure makes it easy for Google to identify key points in your post.
2. Bullet Points and Numbered Lists
Lists and bullet points enhance scannability and engagement. Most readers skim through content, and lists allow them to easily find the information they need.
3. Internal Linking
Linking to other relevant articles on your website helps Google understand your site’s structure and keeps readers on your site longer. For example, if you’ve written another post which relates to the current blog post you’re writing, link to it. This improves your website’s overall SEO health and increases the chances of ranking multiple pages on Google.
4. Short Paragraphs
Nobody likes reading long blocks of text. Keep paragraphs short, at approximately 2 to 4 sentences is ideal, and makes your content more digestible. This improves the user experience and encourages people to stay on your page longer, which can boost your SEO rankings.
Optimising for On-Page SEO
On-page SEO refers to optimising individual pages to rank higher on search engines. This includes both the content and the HTML source code of your page.
1. Meta Title and Meta Description
The meta title is the clickable title that appears in search results. The meta description is the snippet that appears beneath the title. These elements are critical for SEO and user engagement.
- Meta Title: Ensure your meta title includes your target keyword and is under 60 characters to avoid truncation.
- Meta Description: Summarise your blog post in a compelling way, keeping it under 160 characters. Include your target keyword for relevance.
2. URL Structure
Your URL should be short, descriptive, and include your main keyword where possible.
3. Image Optimisation
Images can improve the user experience and engagement. Optimise your images by including descriptive alt text that incorporates your target keywords. This helps Google index your images and improves your chances of ranking in image search results.
4. Keyword Placement
While it’s essential to include your target keyword in your blog post, avoid keyword stuffing (overusing keywords unnaturally). Instead, use your keyword strategically in:
- The first 100 words of your post
- Headings and subheadings
- Meta title and description
- Alt text for images
Creating High-Quality Content
No amount of SEO optimisation can make up for poor-quality content. Google prioritises content that offers a great user experience, which means your blog post needs to be well-written, informative, and engaging.
1. In-Depth and Comprehensive
Longer content tends to rank better on Google because it usually offers a more thorough explanation of the topic. Aim for a word count of between 1,500-2,500 words for complex topics like “blog posts that rank on Google.” However, avoid fluff; every sentence should add value to the reader.
2. Original Content
Google rewards original content and penalises duplicate content. Avoid copying and pasting from other sources. If you must reference another article, use your own words and give proper attribution.
Be careful when using AI generated content and always fact check!
3. Answer Common Questions
Consider using Google’s ‘People Also Ask’ section to find common questions related to your keyword. By answering these questions in your blog post, you increase your chances of appearing in Google’s featured snippets, which can drive a significant amount of traffic to your site.
Boosting Engagement with Multimedia
Incorporating multimedia like images, infographics, videos, and audio files can make your content more engaging and improve dwell time (the amount of time users spend on your page). Google sees higher engagement metrics as a sign that your content is valuable, which can help your rankings.
1. Using Visuals
Break up long blocks of text with relevant visuals that enhance the user experience.
2. Videos and Audio
Videos are especially powerful for engagement. If applicable, include a video that complements your blog post. You can also add a podcast episode if you have one that discusses the topic in depth.
Improving Loading Speed and Mobile-Friendliness
Page speed and mobile optimisation are critical factors in Google’s ranking algorithm. A slow-loading page or a site that doesn’t work well on mobile can lead to higher bounce rates, which signals to Google that users aren’t satisfied with the content. Here’s how to ensure your blog is fast and mobile-friendly.
1. Optimise for Speed
Site speed directly impacts user experience, and Google uses it as a ranking factor. To optimise your blog for faster load times:
- Compress images: Large image files can significantly slow down your page. Use tools like TinyPNG or ShortPixel to reduce image sizes without losing quality.
- Enable browser caching: Caching allows users’ browsers to store parts of your page, so it loads faster on return visits.
- Minimise JavaScript and CSS: Use tools like Google PageSpeed Insights or GTMetrix to identify bulky scripts slowing down your page. Minifying these files can improve your site’s performance.
- Use a Content Delivery Network (CDN): A CDN distributes your content across multiple servers worldwide, allowing users to access your site faster, no matter where they are located.
2. Mobile-Friendly Design
With the majority of internet users accessing content via mobile devices, a mobile-optimised blog is essential for ranking well on Google. Google uses mobile-first indexing, meaning it primarily considers the mobile version of your site when determining rankings. To ensure your blog is mobile-friendly:
- Responsive Design: Make sure your blog’s layout adjusts to fit various screen sizes. Tools like Google’s Mobile-Friendly Test can help you determine how well your site performs on mobile.
- Simplified Navigation: Mobile users prefer simple, intuitive navigation. Avoid cluttered menus or complex layouts that require too many taps to access content.
- Readable Text and Buttons: Ensure that text is large enough to read without zooming in, and that buttons are easy to tap without requiring too much precision.
- Accelerated Mobile Pages (AMP): Consider using AMP for faster loading on mobile devices. These stripped-down versions of web pages load almost instantly and can improve the user experience.
Writing Your Blog Posts
Writing engaging blog posts that rank on Google requires a blend of quality content creation and effective SEO techniques. By understanding user intent, conducting thorough keyword research, and optimising your posts for on-page SEO, you’ll improve your chances of ranking higher in search results. Focus on crafting valuable content that meets the needs of your audience while ensuring your site is fast and mobile-friendly. Consistent use of these strategies won’t just boost your blog’s visibility, but will also help drive sustained organic traffic, building your authority in your niche over time.
Remember, SEO is a long-term game. Keep refining your approach, updating old posts, and adapting to new trends to stay ahead. With patience and persistence, your blog posts can climb the ranks of Google and attract the audience they deserve.
Let’s Talk About Creating Optimised Content
Content marketing is a powerful way to build authority and gain potential clients. Our award-winning team, with over 40 years’ experience in the legal sector, knows what it takes to create content that sets your firm apart from the competition.
Whether you’re looking to boost your online presence or generate more enquiries, we’re here to help. Ready to take the next step? Get in touch today for a free consultation, and let’s make your firm the go-to legal expert in your field.
All content in this article was correct at the time of publication.
