Used well, blogs help your SEO by showing Google that you are maintaining your site (recency factor), that you are re-enforcing your site content with additional information (authority factor), and that you are adding value to your readers (expertise factor).

WordPress is one of the most widely used website platforms across the world, and it’s blog posting comes with a simple to use plug-in AIOSEO – All in One Search Engine Optimisation.

Are you using WordPress blogs effectively for your site?

The basics of blogging

Rule number 1 for any content marketing is to write about something your audience cares about. If what you write doesn’t shine a light on a subject that is relevant to your website proposition, in a way that is meaningful and engaging to your readers, you are wasting your time.

Set your intention. It’s easy to write whatever comes into your head! What keywords are you targeting? What are your calls to action?

Create an impact. People scan read website content before deciding to read it – short paragraphs, clear headings, impactful pictures and bullet points all work hard.

Refer back to your website content and other blogs using links to the relevant pages – this demonstrates to Google that you are re-enforcing your existing content. Where you are incorporating comments on content from another website, consider including a backlink to that site so that your reader can find out more.

How to use AIOSEO for blogs

Step 1 : Write your blog

Plan your blog, and write intentionally, with your target reader and calls to action in mind.

Add links where appropriate.

Divide up your blog into sections by using “Headings” – Google only reads one Heading 1 on a page, so make this the most important … which could be your introduction, a detailed list, or your summary. You can have as many H2s etc as you like – just keep an eye on the font sizes associated with each heading type for reader “scanability”.

Step 2 : Insert your images into your blog

To add images to your blog, click on “Add Media”, where you’ll be given the option to upload new images or to use ones you have already uploaded.

Google can’t read images (yet), so to make your images available for a Google search result, (and for Sight Readers for the visually impaired), add Alt Text and a Description when viewing an image in the Media Library. You can also add a caption here if that’s appropriate.

Step 3 : Check and adjust your blog metadata

Scroll down past your post and the Author, and you’ll get to a section called AIOSEO settings. Here you will see :

• Snippet Preview

Shows you how your blog will appear in Google when it is shown in response to a successful search

• URL

Appears above the blue text, and is the blog page address on your website. Should you want to adjust the page address (say, if you have updated the page title), click on Permalink / Edit at the top of the page.

• Post Title

Is the blue text in the Snippet. The default entry is the title of the post and the name of your website. If  you want to amend it, you can delete the defaults and write in your own (shorter / more targeted) title.

• Meta Description

Is the black text below the title in blue – the intention is to capture attention and then to prompt readers to click through to the blog.

The default entry is the first paragraph of your blog, so is frequently far too long. Just delete  the “Post Excerpt” block, and either add an alternative block, or write in your own words – don’t forget to include your target keyword!

Take note of the recommended characters for each section – these are based on the number of characters that Google displays in a search result.

Step 4 : Check your use of Keywords

Enter your target keyword on the Focus Keyphrase box – AIOSEO will give you a score for that phrase, and a tick list of where you may be able to optimise the Keyphrase.

You may not always want to take the suggested action – however, it’s always worth re-reading so that you are making an active decision to accept or reject the recommendation.

Step 5 : Blog Page Analysis

The next section in AIOSEO gives you some analysis of your content, with recommendations as to where you can improve :

As with the keyphrase section, you should check your blog based on the prompt – review the recommendations from the perspective of your own readers and decide whether to adjust.

Step 6 : Review your AIOSEO Score

For SEO optimisation, you want to aim for a “green” score.

You will find your score fluctuates blog by blog, based on both the AIOSEO settings, and how closely what you are writing about adds depth and colour to your existing website content.

So, don’t stress about an occasional “amber” when you are writing about something relevant to your readers, which is maybe left or right of your core subject matter – these pieces often add a bit of brand personality which is highly engaging for readers, even if they don’t pack a punch for your SEO. Remember rule 1 – write something that your users care about.

Summary

Love or hate writing them, blogging is a powerful Content Marketing tactic, that has the added benefit of supporting your SEO activities. AIOSEO is a great tool for checking your homework, so that you get the blog results you set out to achieve.

If you are a hater, why not contact us for a chat about our support for blogging.