Content is undoubtedly king, it provides the opportunity for more touch points than any static website can offer. With respect to successful SEO It is essential when blogging to fit in with the criteria a search engine will use to place any content in its rankings. Obviously the higher up the list you appear the more likely a prospect is likely to click a link. It is not a given, especially if a prospect is seeking to locate a piece of information. In this instance it will scan the information below the primary link.
It’s a fine balance between what actionable results you are trying to achieve from any piece of content. e.g. awareness, client prospecting, information gathering, positioning, sales conversion… and how likely a prospect is going to use the keywords that will lead it to your content. Coupled with how compelling the content can be, whilst fitting in with the search engine ranking strategy and making sure whatever the actionable results strategy is, you’ve communicated a value proposition. The value proposition is going to be different depending on your audience. So it’s important to decide at the outset who the target is for the actionable objective.
Some SEO tips
As a rule of thumb, when blogging there should be an external link and a local site link. All images should have an alt text attribute, if a keyword can be used here all the better. Content should be between min 300 – 700 words. The title should be around 55 characters and contain a keyword (That’s the link in blue when you search Google) The meta description (the bit below the link in blue) must contain the keyword(s) and is about 300 characters and keyword across the whole piece 3 times. The meta description, can be drawn from the first paragraph of the content but can be tailored by tools such as Yoast. Google like a subheading which must be H2 which should contain the keyword. It’s better if a keyword can be used infrequently across all posts. I think compelling content follows the S.T.A.R. principle. Situation, Task, Action, Result. This is not a search engine prerequisite it’s a writing practice I have found to work. Google also like video so lot’s of those is a good thing. https://copywritten.co.uk/a-writers-guide-to-seo/