Optimization is for machines and blogging is for people, but a website has to satisfy both people and search engines. So what is the solution ?
Start by obeying the content cardinal: never write content just for SEO. Instead, your goal should be to create content that helps site visitors.
The trick here is that useful content is actually good for SEO! Useful and targeted content encourages visitors to stay on your site longer. Plus, high-quality content is easier to find and index for search engines.
Follow these five fundamentals and you will optimize for SEO and humans.
Write about topics that interest your audience
Start the process of optimizing your blog by identifying the right topics for content creation.
What topics are important to your audience? What questions do people tend to ask and what words do they use to describe their legal problem? Scour your emails for inspiration and verbiage.
Create compelling and descriptive article titles
After writing a great article, you still need one last thing: a compelling headline.
A good headline doesn’t have to be clever or fancy, but an article isn’t really dressed to go out in public without a headline as the final accessory.
Use stats sparingly and avoid clickbaiting waves. be like description as possible without looking robotic. Tell the reader what to expect. The best strategy is to title the article with the actual question or key phrase your article answers.
A headline like “89% of older Americans don’t have this important document on file” isn’t accurate or friendly to your users. Instead, try “What is the purpose of a medical directive and how do I create one?”
Descriptive titles instill confidence in readers that their question will be answered, and they also help search engines understand the purpose of the content.
In addition, article titles appear in the SERP. Therefore, good headlines can really help with click-through rates– especially if the title answers the exact question asked by a researcher.
Offer relevant content where appropriate
A smart way to get visitors to stay on your site longer and engage more with your content is to provide relevant content.
Have you noticed how helpfully Amazon suggests products to shoppers? At the bottom of each listing there are several additional links to related products. This personalization strategy translates to a ton of extra sales, not to mention the extra data Amazon receives from tracking the links you click.
To understand thematic internal links in each post to encourage people to click through and explore content related to a single topic. So, add a live section under each article titled “We thought you might enjoy these articles as well” with active links. To have the latter, tagging is required, allowing your web developer to create a dynamic section that pulls in the most recent relevant articles based on selected tags or categories.
Focus on providing complete information
Full blog posts are one of the absolute best strategies for appealing to both readers and search engine.
What is a full blog post?
- Long form
- Extremely detailed
- Related external and internal links
Strive to be a one-stop-shop for your visitors’ legal inquiries. The key to this strategy is rigor. Try to answer every question and include all relevant links. Gather all the information you have on a subject in one place, without overlooking anything. In addition to providing value to site visitors, these full pages are also more likely to link to other websites, which helps with your backlink strategy.
Prioritize user experience
Finally, we know that Google favors websites that provide a better user experience, and users obviously prefer good websites too. So what are the three main elements of a good user experience? You should prioritize fast loading times, mobile responsivenessand accessibility.
To be fully accessible, your blog must facilitate a good online experience for people using assistive technologies. If your posts contain videos, be sure to include captions or make a transcript available. If your blog contains photos, make sure each photo includes an accurate description of the photo (not a padded keyword tag).
Accessibility Overlay Tools are not a good solution.
Review and next steps
Blog posts should be written for humans and optimized for algorithms. The key to optimizing articles for search engines is creating valuable content.
Valuable content should include these five elements:
- Relevant topic and popular keywords
- Compelling and descriptive title
- Suggest related content to increase value and keep visitors on site longer
- Complete and in-depth information
- Good user experience (loading time, mobile responsiveness, accessibility)
Quality content and SEO can be a challenge, but it doesn’t have to be a mystery.