How to Write Search Friendly Blog Posts

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Today’s Volusion blog post discusses search engine friendly blog posts. Blogs are a great way to generate content and increase your search standing. Keep reading to learn how to best incorporate keywords seamlessly into your online store’s blog.

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In my other post about web copy, I went over a fairly simple, yet highly effective way of including keywords, counting them (to ensure internal keyword rank) and implementing them with an eye and ear towards “long tail”.

It’s important to point out that while “long tail” is a good part of SEO, for a business based on conversions, it’s not the most important since those results often bring a lower-converting crowd (if you sell seat covers and get someone to your store based on a search for ice-cream, it’s unlikely that they’re going to convert).

Moving on, today we’re going to build on these techniques and apply them to blogging. So, how do you keyword optimize a blog post?

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Step one is to write out the blog post paying no mind whatsoever to keywords. For instance:

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How widgets can save you money.

Almost since man and woman first stepped out of the primordial ooze, they have asked themselves the same question. “Unga unga hoocha hoocha munga?” Translation: How can I save money using widgets? Okay, I admit that’s a little farfetched, even for me. Still, the question often does come up, how can widgets help to save me money? The answer of course is entirely dependent on how you plan on using them.

For car use, no matter what you drive, the widget can be helpful in reducing drag, which in turn improves your mileage. Not to mention how it lowers electricity use which makes the alternator run less which puts less stress on the engine which also uses less gas.

In the home, a widget can help to block out the sun in the summer and keep the wind out in winter. Our attic widgets can also save you money by identifying areas where you’re losing money through bad insulation.

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That’s enough to get us started I think.

Now the key to the blog post about these mythical items is to identify the products discussed, place them into categories and then do a keyword combine list. In the example above, the blog post discussed four different types of widget so our list would probably look something like this:

Widget car-electric
Automotive

Car
Truck
Fuel Efficiency
Conservation
Cost Savings
Green
Alternator
Electricity use
Save on energy
Widget car-drag
Automotive

Car
Truck
Fuel Efficiency
Conservation
Cost Savings
Resistance
Front clip
Air Dam
Widget home-window
Insulation

Efficiency
Cost Savings
Energy Loss
Residential
Thermal Shading
Solar Shading
Winter
Summer
Widget home-attic
Insulation

Efficiency
Cost Savings
Energy Loss
Residential
Monitoring
Easy to Install

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These are not optimized keywords and meant only for illustration purposes, so try and take them with a grain of salt.

In looking at these four items, we immediately spot something of importance. We are able to group these widgets into two main categories. “Automotive” and “Home” Something else should have popped out at you (because they’re highlighted). The items in these two groups share some keywords.

It needs to be said at this juncture that linking to a product where the item’s keywords don’t match the keywords in the article text is not just a silly thing to do, but it can actually hurt your SEO efforts. This, in turn, will cause your blog post to get buried in search results and really ruin your day!

I could go more in depth about this, but suffice it to say, Google compares the copy on the referring page with the keywords of the referred-to page and gives weight based on their correlation (or lack thereof).

Working with a long keyword list while writing our blog can also be counter-productive, so let’s do a bit of consolidation shall we?

Widget car
Automotive

Car
Truck
Fuel Efficiency
Conservation
Cost Savings
Widget home-window
Insulation

Efficiency
Energy Loss
Residential
Cost Savings

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Right off the bat we see that “Cost Savings” is a keyword that has a 4-way share. More interesting than “Cost Savings”, we see that every time we use the phrase “Fuel Efficiency” the keyword “Efficiency will gain a bonus (making fuel efficiency also a 4-way share).

That makes “Cost Savings” and “Fuel Efficiency” the MVK’s (Most Valuable Keywords) in this blog post. Second most important are the words in blue.

But what about the individual words? Aren’t those also important?

First, keywords are never unimportant, so use them whenever possible. The fact that there are a finite number of keywords you can stuff into a piece of copy, and if you over-stuff, you could end up taking an SEO “hit” means that these become nice-to-haves if you can work them in using “absolutely natural speech” instead of just “natural speech.”

So with this information in hand, let’s go back to the blog post we wrote and start plugging in keywords:

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How widgets can save you money.

Almost since man and woman first stepped out of the primordial ooze, they have asked themselves the same question. “Unga unga hoocha hoocha munga?” Translation: How can I increase my cost savings using widgets? Okay, I admit that’s a little farfetched, even for me. Still, the question often does come up, “how can widgets help to save me money and be more green?” The answer of course is to use a few conservation tricks and turn your losses into cost savings!

For automotive use, whether you drive a car or a truck, the fuel efficiency widget can be helpful in preventing energy loss. It does this by reducing wind resistance and increasing energy conservation, this equates directly to cost savings! As an added bonus, this increase in automotive fuel efficiency is further helped by reducing your electricity use. This causes the alternator (which generates electricity) to run less, which keeps resistance off the engine which further increases fuel efficiency.

For home use, a residential widget can help prevent energy loss by blocking out the sun in the summer (AKA: thermal shading) and keep the wind out in winter which improves the efficiency of your home’s insulation. The cost savings are realized here, in much the same way that the reduction in running the alternator increases fuel efficiency in your car or truck. In this case, the alternator is like your heat or AC. The less you have to run it, the higher your cost savings! To further improve your cost savings, an “easy to install” attic widget can help in identifying areas in your attic that need improvements by monitoring your insulation and identifying the areas that are experiencing higher-than-normal levels of energy loss. Once you know where you’re losing money, you can take the necessary steps to improve the situation.

Since widgets were invented, at every stage of their evolution, a new residential or automotive use has been found. Whether you are using it to improve your insulation, increase fuel efficiency, bolster energy conservation, go green or prevent energy loss, there’s no denying the cost savings one of these easy to install and convenient devices can offer!

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Widget car
Automotive – 3

Car – 2
Truck – 2
Fuel Efficiency – 5
Conservation – 3
Cost Savings – 7
Widget home-window
Insulation – 3

Efficiency – 6
Energy Loss – 4
Residential – 2
Cost Savings – 7

Not only were we able to retain the original thoughts of our rough draft, we can see that we were able to work in the most important keywords in descending order.

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Additionally, we were naturally able to work in a few keywords unique to each individual product as outlined below:

Monitoring – 1
Easy to Install – 2
Thermal Shading – 1
Winter – 1
Summer – 1
Resistance – 1
Electricity use – 1
Alternator – 3
Green – 2
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In conclusion (if anyone is still reading), this method of writing a blog post is, in my opinion, the best way to:

  • Write out your witty thoughts
  • Efficiently include keywords that give all products discussed in your blog post an equal SEO boost
  • Prevent your post from sounding “stuffed” and unnatural.
  • Naturally include some of the “item specific” keywords that add a little extra SEO zing to your SEM efforts.

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Questions? Thoughts? Anyone have another method they’d care to share? Want to tell me that I’m full of it?

Hit Reply and leave me a note!

-Ryan Connelly, Community Evangelist

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About 

Matt Winn is Volusion’s Senior Brand Manager, where he helps oversee the organization’s branding and communications efforts. Matt has created hundreds of articles, videos and seminars on all things ecommerce, ranging from online marketing to web design and customer experience. Beyond being a certified nerd, Matt is an avid college football fan, enthusiastic home cook and a self-admitted reality TV junkie.

2 Responses to “How to Write Search Friendly Blog Posts”

  1. Neo

    A very detailed explanation.

    Thanks
    TC

    Reply

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