To succeed in the evolving search landscape, blog content must be optimized for both traditional search engines and new AI-powered search, requiring a strategic approach to structure, depth, readability, linking, and keyword placement.
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Okay, I've got some good news and some
bad news. The bad news is most blog
posts out there are completely
unprepared for this new wave of AI
powered search. And if your content
isn't optimized for both Google and AI
search, it's going to get left behind.
But the good news is you can optimize
your post so that Google and AI will
show you some search love. And that's
what we're going to go over in this
video. So, I'm going to walk you through
a checklist that will help you rank high
in both, giving you the edge you need to
stay visible. I have got five tips for
you on how to structure your content,
how to use the right language, how to
build authority, and at the end, I'm
going to share a foolproof keyword
placement checklist that you're going to
want to screenshot. Hey, I'm Robin, your
B2B marketing bestie. I have over 15
years experience writing and optimizing
blog posts for my clients that have
gotten top rankings in search engines.
And I've also scored multiple mentions
in the new AI searches for my clients.
So, let's get into the checklist. So,
before we start, I do want to mention
that you're going to want to have your
target keyword already identified for
this blog post before you start
optimizing. So, if you haven't done that
and you haven't done your keyword
research, I'll link a video below that
shows you how to do that. You can hit
pause, go watch that video and come back
or hey, you can watch this now too and
watch the other one later. Doesn't
matter to me. So the number five tip
that I have is to structure your content
before you even start writing. Search
engines, both Google and AI are obsessed
with well ststructured content. And what
I mean by that is you want to provide
good organization to your content. So
you don't just want to start writing
willy-nilly and just go wherever the
stream of consciousness takes you. I
know some of my writers out there are
like, "Let it flow. I just let my
fingers go." But you don't really want
to do that if you're trying to get
ranked in search engines or in the AI
overviews or in AI engines. So instead,
you really want to outline before you
start writing. So just write down an
outline of what you want to cover in
this post. So you write your headline,
even a placeholder headline, and then
write how you're going to structure the
post out. So you're going to write an
intro, maybe maybe you're going to cover
the history of your topic. Maybe you're
going to cover the benefits of whatever
you're talking about. Maybe you want to
talk about how it's applied. It just
depends on your post. But you want to
make sure that it follows a logical
sequence and provide subheadings for
each section. Subheadings are your
friend. These sections help to break up
content. They make it scannable and it
helps the engines and people really
understand what this post is all about
and what each section is about. And a
tip here is to make sure that you're
using your H2 and H3 tags. This is going
to be found in your content management
software when you're uploading your
post. Instead of just bolding the text,
you want to use those H2 and H3 tags.
The search engines understand what these
tags mean. They know that it's a subhead
and it gives it a little more context
and gives it more of a hierarchy. If the
text is just bolded, it's not going to
give it a hierarchy in the search
engine's eyes. Also, use bullet points
and numbered lists. These are great
because they're very digestible both to
readers and search engines and it helps
the engines pull some of this
information out to use as featured
snippets in the overviews or in the
search results. And a hot tip here is to
analyze what's currently ranking at the
top of those search engines and get an
idea and an understanding of the content
length, the structure and the search
intent and so you understand what Google
is really looking for and you can match
yours accordingly. Okay. So then the
number four tip that I have is depth of
content. If you want to rank in the
search engines or the AI engines, you're
going to want your content to be
comprehensive, authoritative, and
insightful. And so here are some tips on
how to do that. So your goal is to cover
the topic better than anybody else so
that you get pushed up higher in those
rankings. So you want to dive into
subtopics, provide some real world
examples if you have them, maybe case
studies, and some relevant data and
statistics. And another great tip here
is to use visuals. So things like
images, diagrams, infographics, videos
even. And here's a little tip. The AI
engines actually can understand the
images. This is something that Google
and other search engines, the
traditional search engines cannot do.
They weren't able to really look at an
image and and read it and understand
what that image was about, but AI can.
So you do want to include visuals. And
this also helps your readers to
understand the topic even further. And
next you want to demonstrate EAT or eat
which is expertise, experience,
authoritiveness and trust. So a good
idea might be to provide a bio at the
end of your blog post to show your
expertise and your experience in the
topic. And then you want to site
credible sources and statistics. And
this helps to build up your authority
with both the search engines and your
audience. And then another tip here, and
this may not apply to every single blog
post, but if you can add some FAQ at the
bottom, and this also actually applies
to other pages as well, like your
products and services pages, it's great
to include these FAQ because the AI and
traditional search engines love them
because it gives very clear questions
and answers. It's very direct and the
answers are usually pretty concise, and
it's easy for them to pull out that
content and maybe even use it as a
featured snippet. All right. So, the
next one we're going to talk about is
readability. Readability refers to how
easy it is to read your post. So, are
you using lots of jargon and complex
language or are you making it really
simple and straightforward and
conversational? Both traditional search
engines and AI search engines really
like natural language. They have
something called NLP, which is natural
language processing. And this is what
they thrive on. So, if you ever notice,
they try to produce language that sounds
pretty human. And so, it just makes
sense that they're going to want to
source from content that sounds pretty
human, too. So, you want to use plain
simple language. Think about how your
target audience would naturally talk and
talk to them that way. And a trick is to
use the Hemingway app. And this is an
app that lets you paste in your content
and it will analyze it and tell you how
complex it is. We're shooting for about
an eighth grade reading level or so. and
it will tell you what level it's at and
it'll point out which sentences are a
little bit problematic or maybe overly
complex or hard to understand and then
you can revise accordingly. Also, you
want to keep your paragraphs and
sentences fairly short. So, paragraphs
should be maybe two to three sentences
long and then sentences you don't want
them to go on and on. So, a good idea is
to read your draft out loud and if it
doesn't sound like something that you
would naturally say in a conversation,
go back and revise. By the way, if you
are finding these tips helpful, please
take a moment to subscribe to my
channel. This really does help me
continue to create free B2B marketing
content that will help you get more
leads and help you get more business.
And I have a question for you. So, what
is your biggest struggle when it comes
to optimizing blog posts? Drop me a
comment below because I would love to
help. All right. So, then the number two
tip I want to share is linking. And I'm
talking about internal and external
links to build your authority. So, when
I talk about internal links, what I'm
talking about is links within your blog
post that link to other pages or blogs
within your site. And this kind of helps
create a network that Google or other
search engines, AI engines, too. I'm
just going to say search engines so I
don't have to keep repeating both. But
when I say search engines, I mean both
the AI and and the traditional search
engines. So, they like to follow these
links when they're crawling these
websites. And following these links
helps them understand how content is
related to one another. And then we want
to talk about external links. And these
are links that link outside of your
website. And you want to use these at a
minimum, but they are good to include
sparingly because it helps to build
authority. Just make sure that you are
linking to really credible websites and
sources. So say if you're citing some
research or some data, put a link that
cites that source. And this builds trust
with your audience and the search
engines. And then when you're linking
your text, use descriptive anchor text.
And what that means is when you put a
link on that text, don't just say click
here. Try to include a keyword or at
least a descriptive phrase about what
that link is going to. So then when that
reader goes to that link, they're going
to content that they expect to see based
on the text that was in that link. And
the next one we're going to talk about
is keyword placement. So you want to
place your keywords strategically
throughout your post. I know a lot of
people know that keywords need to be in
a blog post, but they don't really
understand where and they just kind of
put them in randomly. But I'm going to
show you exactly where to put them. So,
you want to put your keyword in the blog
title. This is really important because
this tells search engines that there's a
very high likelihood that this post is
really going to be about this keyword
and cover it comprehensively. And the
next place you want to put it is in the
first sentence of copy. So, putting your
keyword in the first sentence also gives
these search engines a clue that there's
a high likelihood that this whole blog
is going to be about this keyword topic.
And then make sure you put it in some
subheads. And we talked about subheads
earlier in this video. So, you want to
make sure that you're including a
keyword in at least one subheading.
Then, you want to include your keyword
throughout the body copy naturally. So,
you know, there's no magic number. I
usually just say include it as many
times as you can while still sounding
natural. So, back in the olden days of
search engines, people would just put
the keyword in a whole bunch and it
didn't really matter what the context
was. The search engines would just see
this keyword repeated and it could
potentially rank that way. But now,
they've gotten much smarter and much
more sophisticated. They know when
you're keyword stuffing, and this is
actually a black hat technique that you
do not want to do. You could potentially
get banned for it. And if your blog post
truly is about this topic, you will be
able to incorporate it pretty naturally
throughout. So image alt text is the
next place you want to place your
keyword. And this is also going to be
found in your content management
software or editor. So when you place an
image in your blog post, the editor is
going to give you an option to include
this image alt text. And this is
basically just a description of what
this image is. So this is really meant
for people who are vision impaired and
using screen readers and they can't see
the image. So they rely on this alt text
to tell them what this image is about.
So you want the image to describe
accurately what the image is about. You
don't just want to stuff a keyword in
there if that image is not about that
keyword, but you can incorporate it
somehow. For example, say there's an
image of somebody working at a computer.
You don't just want to put a keyword
like HR software in there because it
doesn't make sense. But you could say
something like woman working on HR
software at a computer. So, you're
including the keyword, but you're also
accurately describing what that image is
about. And then next, we've got the meta
description. And you want to include a
keyword here, too. And the meta
description is not something that you
can actually see in a blog post. So, it
is something also that is going to be
found in your editor, your editing
software, and they will give you an
opportunity to include a meta
description. So, the meta description is
just a summary of what your blog post is
about, and it should be no more than
about 160 characters. So when you look
at the search results, you see the blog
title and that's the thing that you
click on and then underneath it there's
a little description and that is
typically the meta description and that
does not directly help your search
rankings but it can help click-through
rate and that can help your search
rankings. And I personally like to
incorporate my keywords as I write so
that I can incorporate them naturally
when I'm constructing my sentences. But
if you really can't do that or if maybe
you're trying to optimize a post that
has already been written, then you can
optimize it after the fact and you can
even use AI chat GPT for example to help
you optimize that post. So, all you're
going to do is copy and paste your blog
post into chat GPT and then tell it
optimize this blog post for the keyword
blah blah blah, whatever your keyword
is, and optimize for traditional and AI
search engines, and be sure to include
it in these places. And then give it the
list of where you want to include it,
which is the list that I just gave you,
just to make sure that it's including it
in those places. And then it will give
you a fully optimized post. just make
sure to proofread it and make sure that
they got it right. Now, a big thing that
people ask is, "How long should a blog
post be?" And this is a controversial
topic in the SEO world. Some people say,
"No, word count doesn't matter." Other
people say, "Yes, it matters. Your blog
post needs to be 1500 words or so." It's
a hot topic. So, I actually created an
entire video about it that you can click
on right here that goes over whether
content length matters, how, and why,
and if you can use it to help you get
better search rankings. So, I'll see you over
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