How to optimise your blog content for keywords

Ranking on Google for keywords isn’t just about knowing what keyword you want to rank for and it magically happening.

It can be frustrating to know how you can best optimise your blog to stand the best chance of ranking and gaining organic traffic for the term you want.

In this post, I’m going to tell you how you can use your keyword research in your blog posts to give you the confidence to optimise your content.

Before we get started, make sure you know which keywords you want to optimise your post for. If you don’t yet know, check out this guide on how to do keyword research first.

Content should be rich and engaging for people (not bots)

Google loves content. When you’re writing your blog article although you’ll want to gain SEO traffic, it’s so important to keep in mind why you’re actually writing it…

For people!

Although you want Google to like your content, it’s so much more important to remember that it is just the means to an end. You want people to find it and like it. Google is just a way – one way – of making that happen.

If people don’t like your content? Then the fact is, Google won’t either. It knows when people are bouncing off your site and moving onto others and it will downgrade your rankings as a consequence.

If you can boost engagement on your site, keeping them on longer and giving a rich experience for your visitors? Google will give you a big fat hug.

I may even give you a hug too if you’re really lucky.

In that light, keywords should be more of a way of making sure that you really are connecting with your audience – that you’re using the terms that they are looking for and answering the questions that they have in an engaging way.

Basically, keyword research is a way of being more empathetic to your readers needs.

It’s worth knowing that there’s also never just one keyword you should be going after – there should be a small handful of variations that you can use to optimise one piece of content.

As a few tips:

  • As a general rule, always aim for at least 400 words on the page else it’s seen as being thin content.
  • Make sure that your keywords are not mentioned more than 15 times on the page, nor too close together… else you’ll look spammy! Adding them a handful of times is just fine.
  • Of course, the more naturally weaved into the content, the better.

Optimise the meta title with your primary, longtail keyword:

Heard of a meta title? A meta title is the text you see in the tab of a browser, or as the title in a Google listing. It isn’t the actual page title of your post, so this can often be a bit confusing.

Generally, it’s best to stick to a common theme with all of the meta titles on your site for consistency.

For example, a common way of making meta titles is:


Make sure that your meta title isn’t longer than 156 characters, or some of it could be chopped off.

Instead of manually counting this, use either Excel or Google Sheets and add use the following formula:

=len(CELL REF)

Where you change the CELL REF to the cell reference (eg B2) where you’ve put your meta title. This will then tell you how many characters long your proposed meta title is. Neat huh?

Optimise your page title for your audience:

In most cases, you’re going to want to have your primary longtail keyword as your page title, but you don’t always have to do it this way.

For example, if you wanted to pull people in with a bit of fear of missing out or another engagement strategy then you can have these as different terms. Of course, you’re also not going to want your blog name at the end of every page title (nor should you!)

Optimise your slug

Ewww, slugs! No, not those sorts – in a web sense, a slug is the end part of your web address. For example:

The slug in this is optimise-blog-content-keywords. You’ll want to add a shortened version of your keyword tail here, without using any connecting words like and, or, the, while still making it as readable as possible.

Dont’ forget to optimise your collateral to rank those too!

When you did your keyword research, you may have come across different types of rankings, such as images, videos etc showing up in the SERPs. If you want to show up in these searches, then you’ll have to make sure that the collateral you’re adding to your site is optimised in the same way.

With images, this means titles and alt tags are also optimised as they could rank on Google image search.

Now that your content is optimised for the search term you’re going after, the next thing you’ll want to do is check whether it’s working or not…