Structure and Optimise Your Blog Posts for Better Visibility in Google SERPs

Structure and Optimise Your Blog Posts for Better Visibility in Google SERPs

In this article, we're going to take a look at how to structure the perfect long-form SEO blog post because Google loves in-depth, well-researched, high-quality content from websites and authors that can demonstrate their expertise, authority and trustworthiness (E-A-T) as well as a solid reputation.

While there's no one-size-fits-all content template, there are a number of things you can do to make sure your post targets the right audience, is well-organised, easy to read and most importantly achieves its goal of ranking on the first page of Google.

The Structure of a Long-Form SEO Blog Post

The first step is to decide on who your post is for (audience) and the topic of your post (headline) Once you know your audience and the topic of your post, it's time to start thinking about the outcome you want your readers to achieve. Do you want them to learn something new, be entertained or take some kind of action?

Organise Your Content

Once you know what transformation you want your reader to make, you can start thinking about the best way to organise your content. Most long-form blog posts follow a format with three main sections: introduction, body and conclusion. The introduction is where you introduce your topic and explain why it's important. The body is where you go into more detail, explaining your points using examples and stories. The conclusion is where you summarise your points and ask the reader to take some kind of action.

If you're struggling to come up with enough content for a full post, consider breaking it down into a series of shorter posts. Not only will this keep your readers engaged, but it will also help you rank higher in Google's search results.

Post Topic and Outcome

Once you have a good understanding of what you want your readers to do, it's time to start planning the structure of your post. The best way to do this is by using a simple outline. Remember to try to keep your sentences and paragraphs short and to the point. This will make your post easier to read and understand.

Post Outline

Once you have a good understanding of what you want your readers to do, it's time to start planning the structure of your post. The best way to do this is by using a simple outline. Remember to try to keep your sentences and paragraphs short and to the point. This will make your post easier to read and understand.

1. Start with a strong headline

The first thing that people will see when they land on your blog post is the headline, so it's important to make sure that it's strong and catches their attention. Your headline should be keyword-rich, but also interesting and engaging enough to make people want to read more.

2. Introduce your topic

The next step is to introduce your topic and explain why it's important. This is where you'll want to include a brief summary of your post and explain how it will help your readers.

3. Explain your points in more detail

Now it's time to start explaining your points in detail. This is where you'll want to use examples and statistics where necessary to help your readers understand your point of view.

4. Summarise your points and ask the reader to take action

The conclusion is where you summarise your points and ask the reader to take some kind of action. Do you want them to learn more about the topic? Do you want them to buy your product or service? Whatever it is, make sure to ask them to do something.

5. Include one call to action

Finally, include a strong call to action at the end of your post to encourage your readers to take action.

Blog Post Length

When it comes to blog post length for SEO purposes, long-form content is king. Google favours longer posts that are packed with valuable information, so aim to write at least 1,500 words for each post. Not only will this help you rank higher in Google's search results, but it will also keep your readers engaged.

The Inverted Pyramid

The inverted pyramid is a style of writing that starts with the most important information and works its way down to the less important. This is a great way to structure long-form blog posts because it ensures that readers will get the most important information first.

This type of organisation is also important for local businesses trying to rank on page 1 of Google. By including the most important information at the beginning of your post, you're more likely to rank higher on search engine results pages.

Use Keyword-Rich Phrases

You should use keyword-rich words and phrases to help people find your post. This way, they can learn more about what you're writing about. You can also rank higher on search engine results pages this way.

One of the best ways to make sure your long-form blog post is well-organised is to use keyword-rich phrases throughout. This will help to ensure that your post is found by readers who are looking for information on a particular topic.

Target Just One or Two Keywords For Each Page or Post

You should only target one or two keywords for each page or post so that people can find what they are looking for easily. This will also help you rank higher on search engine results pages because you will be more focused on your content and the search engines will know what to rank you for. If you use more than two keywords, you might confuse the search engines and they will be less likely to rank your post well.

Use Keywords Where They Matter Most

You should use keywords where they matter most. This means that you should include them in the title, in the introduction and in the conclusion of your post. You can also use them throughout the body of your text, but you don't need to use them everywhere. By using them where they matter most, you're more likely to achieve better results.

Include Quotes and Statistics

Including quotes and statistics is a great way to back up your points and make your post more credible. This is also a great way to show readers that you've done your research and that you know what you're talking about

It's important to choose reputable sources for your quotes and statistics, so make sure to do your research before including them in your post.

Use Bullet Points

Bullet points are a great way to break up your content and make it easier to read. They also help to emphasise important points. This is a great way to ensure that your readers will get the most important information from your post.

Relevance and Google E-A-T

Relevance 

Search engines use a variety of methods to determine the relevance of a given piece of content to a user's search query. These methods may include but are not limited to, the intent of the user, the business priorities or topic of the site, the textual relevance of the content, accuracy of spelling, geolocation of the user, or proximity of keywords in the content.

Google E-A-T

E-A-T is a relatively new quality rating concept that comes from Google’s Search Quality Rater guidelines that were created in August 2018. E-A-T stands for “Expertise, Authoritativeness, and Trustworthiness”. It is only one of many factors that Google uses to evaluate the overall quality of a web page.

Expertise

For a website, this is about how the content and the entire site are evaluated by both the rater and other external sources.

This is about how many citations an author has, the types of websites they're listed on, and how well-written their material is.

Google also advises that high-quality material must be factually correct and should be backed by expert consensus where such consensus exists.”.

Authoritativeness

For a website, this is about how the content and the entire site are evaluated by both the rater and other external sources.

This is about how many citations an author has, the types of websites they're listed on, and how well-written their material is.

Google also advises that high-quality material must be factually correct and should be backed by expert consensus where such consensus exists.”.

Trustworthiness

For a website, it's important to have validation information, such as an About Us page and if it’s a transactional site, links to customer service information. Another example might be that transactional pages need to be secure and over https;

For an author - Trust is measured by what citations they have. Do they appear on other high ranking websites with high levels of E-A-T? How well written is their content?

Use relevant images, infographics and videos for added value and SEO benefit

Adding images, infographics and videos is a great way to add value to your post and help with your SEO. Images, in particular, are a great way to break up your text and make your post more visually appealing.

Including relevant keywords in your image file names and alt text can also help with your SEO.

Conclusion

This blog post provides a guide to creating high-quality content for your website. It covers topics such as how to organise your content, how to create a post outline, how to write a strong headline, and how to use keywords effectively. It also provides guidance on creating valuable content that is relevant, authoritative, trustworthy and that demonstrates your expertise on the topic.