Creating content that cuts through the noise and ranks high is easier than you think. Here’s your must-have guide on how to write a blog post!
Published on February 26, 2024
Ever feel like “information overload” when browsing through lists and lists of websites looking for the answer to a simple question? Let’s face it: information overflows with every click of the mouse. It can seem even more daunting if you are a business trying to capture online users’ attention and encourage a loyal following.
With the right approach and strategic implementation, writing a blog that resonates with your target audience and achieves that all-important ranking factor in search engine results is not as impossible as it seems, so stick around to find out what you can do to get there and stay there.
How to Create a Blog Your Audience Craves
For the purpose of this blog, let’s pick a topic of interest; let’s say that I run a surf shop in sunny Tauranga, New Zealand, that also offers surf lessons. (You are welcome to replace this with your business or idea.)
Let’s get to it…
Step One: Search Intent
Search intent is the reason or goal behind a user’s search query. Understanding the intent is essential for helping you create content that aligns with their expectations and provides the information they are hunting for. Search engines like Google analyse user queries and intent to deliver the most relevant and valuable results.
In the image below, I’ve typed the words “surf shops in Mount Maunganui” into the search bar, and the following, as you can see, are the results delivered.
There are 4 distinct types of search intent, they are…
Informational
Users are seeking knowledge or understanding on a specific topic.
Examples: “surf report Tauranga’’ or “best surf beaches in New Zealand”
Blog topic: The Ultimate Road Trip to New Zealand’s Best Surf Beaches
Navigational
Users are looking to find a particular website or page.
Examples: “Paradise Surf Hotel,” “Soul Surfers” or “Moana Surf”
Blog topic: Activities Near Paradise Surf Hotel
Transactional
Users are ready to buy or act.
Examples: “surfboards for sale,” “secondhand surfboards for sale,” and “buy a surfboard”
Blog topics: How to Choose the Right Surfboard for Sale
Commercial
Users are researching products or services before deciding.
Examples: “surfboard,” “skimboard,” or “Mr Zogs Wax”
Blog topic: Eco-Friendly Surf Wax Options for the Conscientious Surfer
By tailoring your blog content to match user intent, you increase the likelihood of providing value to your readers and satisfying their search goals.
Still trying to figure out what to write about, use a topic research tool…
Step Two: Keywords
Keywords bridge your content and the search terms people enter into search engines. Picking the right keywords is essential to attract traffic and ensure your content appears in search results. Effective keyword research identifies keywords with high search volume and low competition.
When you start your keyword research journey, use the following as a guide…
Identify Seed Keywords
Start by brainstorming broad topics relevant to your blog’s focus. These are your seed keywords, the foundation upon which you’ll build your keyword research.
Example related to our topic (surf shop) …
- Surf shop
- Surf shop near me
- Women’s wetsuits
- O’Neill wetsuits
- Billabong backpacks
- Billabong bookbag
- Surf shop Tauranga
- Wetsuit Tauranga
- Mount surf shop Tauranga
Here, I’ve used Mangools (an SEO tool) to help establish what keywords to use. As you can see, it has delivered a range of results, all worthy of using on various pages across a surf shop website and blog.
Tip…
Include long-tail keywords, too! Long-tail keywords are detailed search phrases beyond basic terms, helping you reach customers further along the buying journey. For example, instead of targeting “surfboard,” a surf shop might use “best eco-friendly surfboard for beginners” or “where to rent surfboards near Tauranga.” These longer phrases lure qualified leads who are more likely to convert.
Tools of the Trade
Utilise keyword research tools to explore related search terms, synonyms, and long-tail keywords. These tools provide valuable insights into search volume, competition, and keyword trends.
These are some great platforms to use…
Keyword Strategy
Create a comprehensive keyword list, categorising keywords based on their search intent, relevance to your blog, and potential impact. This structured approach will guide your content creation strategy.
Here, you will see how I have categorised the keywords related to popular surf items.
How and Where to Use Keywords?
Integrate relevant keywords throughout your blog posts, including titles, meta descriptions, headings, and body content. However, avoid keyword stuffing; prioritise natural language and user engagement.
Example of Keyword Stuffing (DON’T)
Welcome to our surf shop in Mount Maunganui, which offers a range of surfboards and accessories. Our knowledgeable staff at the surf shop in Mount Maunganui are dedicated to providing the best surf shop in Mount Maunganui experience for surfers in Mount Maunganui. Pop into our surf shop in Mount Maunganui today for all your surfing needs!
Example of the Right Way to Use Keywords (DO)
If you’re an avid surfer looking for the perfect gear on New Zealand’s North Island, you’ll find the ultimate selection at the Surf Haven, the best surf shop in Mount Maunganui. Nestled right on the beachfront with epic views of the waves, this surf shop in Mount Maunganui offers a diverse range of top-quality surfboards, wetsuits, and accessories. Whether you’re a seasoned pro or a ‘grom’ eager to catch your first wave, Surf Haven is the go-to destination for all your surfing needs in the Mount.
Optimise for Local Search
If your blog has a local focus, incorporate location-based keywords to improve your visibility in local search results.
For example…
- Surfing Tauranga
- Surf New Zealand
- Surf lessons in Mount Maunganui
- Surf shop in Mount Maunganui
Monitor and Adapt
Regularly review your keyword performance and adapt your strategy accordingly—track changes in search trends, competitor activity, and user behaviour to stay ahead of the curve.
Track these changes with the following tools…
Step Three: Title Tag
Your title tag is more than just a headline – it’s an integral SERP (Search Engine Results Page) snippet! This compact group of words tells users and search engines what your page is about. The trick is to use relevant keywords, between 50 and 60 characters (not number of words) long, to attract clicks and boost SEO.
Examples…
Focus keyword: Womens Wetsuit
Title tag: How To Pick A Womens Wetsuit | Ultimate Guide | Maven Surf NZ
Analysis: The first portion highlighted in green holds your keyword and topic (it does not have to be a direct copy of the title of your actual blog but should include the keyword and hold relevance to what is being discussed).
The second portion, highlighted in orange, has more information for the reader or can be a catchy call to action.
The third portion highlighted in red reflects the name of the business and its locality (you can play around with regional locations versus NZ and the placement in the title tag, i.e., How To Pick A Womens Wetsuit NZ | Ultimate Guide | Maven Surf).
Aesthetically, we use pipes (highlighted in blue) to separate content and make it more appealing to the eye; the same applies to capitalising each of the first letters of a word, as shown.
Let’s take a look at what that looks like online…
Step Four: Meta Description
A meta description is a short but sweet summary of 155 and 160 characters that appears underneath your title tag in search results. Include a keyword, call to action, and company name and locality that entices users to click and explore your page.
Here’s a snippet of what it looks like…
Tip…
The character limit of your title tag and meta description is for optimal display purposes. It’s recommended that these align with mobile friendliness so that it doesn’t end up being cut off.
A helpful tool to use to ensure your SERPs are all correct is the Mangools SERP simulator. Users can enter their title tag, URL, meta description, toggle between countries, and select mobile or desktop view.
Step Five: Heading Structure
View your webpage content or blog like a pyramid. Begin with a clear H1 that ideally includes your main keyword, then use descriptive H2s for main sections and H3s for subsections. Make sure your keywords occur naturally throughout the headings and content for SEO-friendliness.
Example…
Blog focus & keyword: Women’s Wetsuit/ Wetsuit
H1: The Ultimate Guide to Choosing a Women’s Wetsuit
H2: Front Zip vs. Back Zip
H2: World of Wetsuit Millimeters
H2: Flatlock vs. Stitched:
H2: Wetsuits for All Activities
H3: Wetsuit for Stand-Up Paddleboarding
H3: Best Wetsuits for Big Wave Surfing
H3: Wetsuit for Spearfishing and Freediving
H2: Final Thoughts/ Conclusion
Here are a few ways to get creative with your H1s and entice your readers…
- Digits: 10 Basic Surfing Skills Every Surfer Should Master
- Queries: Hang Ten or Time to Trade In? Signs You Need a New Surfboard
- Action verb: Discover the art of longboarding
- Personal: How Surfing Washed Away My Worries
- Contentious: Why Epoxy Surfboards Might Not Be Your Perfect Ride
- Wordplay: Sand, Sun, and Serious Swell
- Urgency: Catch the Last Wave: Must-Surf Spots Before Winter Hits!
- Benefits: Shred Like a Pro: Mastering the Waves in 15 Days
Step Six: Alt Image Tags
Alt tags describe images for screen readers and search engines. Use concise, relevant keywords reflecting the image’s content (e.g., “surfer riding wave” instead of “image001.jpg”). This helps visually impaired users understand the image and improves SEO, as it is treated like any other site content and is used as a ranking factor in Google Images.
Understanding more…
You don’t have to feel overwhelmed by manually adding alt text to all your images. Several user-friendly SEO plugins can help!
Here are a few popular options…
- Yoast SEO: Yoast reminds you to add alt text and suggests improvements.
- Rank Math: Another all-in-one SEO solution, Rank Math, provides similar alt-text guidance.
- SEOPress: This plugin automatically generates alt text from your image filenames or target keywords.
Here is an example of what the SEOPress feature looks like…
You can source some amazing images via…
Step Seven: URL Structure
Like a clear address, your URL structure guides visitors and search engines to specific content. Use descriptive keywords separated by hyphens (e.g., choosing-womens-wetsuits) for a logical, SEO-friendly, and user-friendly route to your webpage.
DON’T do this: www.surfmaven.co.nz/product?id=789&color=blue
DO this instead: www.surfmaven.co.nz/guide-to-choosing-a-womens-wetsuit
Step Eight: The Extras
Lastly, consider including these elements that ultimately work together to create an engaging blog experience for your readers, improving navigation and helping your SEO.
Internal links: Like bridges within your blog, they connect related content, keeping readers engaged and exploring deeper. Think of them as guides to other relevant posts, products, or services on your site.
External links: Direct readers to credible external sources, building trust and showing expertise.
When it comes to internal and external links in your content…
DON’T do this: Dive into wetsuit comfort and warmth. We look at different wetsuit fabrics (https://wetsuitwarehouse.com.au/pages/pages-wetsuit_materials) to help you find your perfect match for the waves!
Do this: Dive into wetsuit comfort and warmth. We look at different wetsuit fabrics (add a hyperlink to the relevant text- as highlighted in orange) to help you find your perfect match for the waves!
Call-to-Action: A call to action (CTA) is a clear and brief message that tells your readers what you want them to do next, like subscribing to your email list or checking out a product. Including a CTA in your blog posts, like Maven Surf’s “Shop our new line of eco-friendly wetsuits today!” is essential for driving engagement and converting readers into customers – don’t forget to add internal links in your CTA!
Blog outline: Streamline the blog writing process with an outline.
It should look something like this…
Building a Blog that Ranks and Resonates
Although the online space is saturated with information, creating a compelling blog that resonates with your audience and ranks well in search engines is achievable with the right strategy in place.
Drive Results with Found’s Content Strategy
Get a content strategy that genuinely connects. Contact Found today to learn how we can craft content and SEO plans that drive results!
Megan Smith
Content Marketing Specialist
Megan is a seasoned digital marketer at Found, specialising in creating compelling content strategies that boost brand visibility and business growth.
