As you write blog posts it will be tempting to fall into one or more traps that stem from writing copy in an attempt to impress search engines. However it is always, always best to focus crafting your content around making sure you’re satisfying your readers’ queries. Ultimately, they are the ones who will be consuming your content.
The people coming to your website in search of your expertise are the ones who you should be trying to please. In this blog post I’ll go over some copywriting pitfalls you’ll want to avoid when writing blog posts.
Avoid keyword stuffing
Keyword stuffing is when you create content for the sole purpose of using as many keywords as possible on one page. Search engines can tell when this is happening, and it will hurt your rankings.
If the text is wordy or repetitive then the user will consider it spammy and opt to leave the site.
The Yoast SEO plugin is an indispensable tool in your blog’s SEO arsenal that will tell you if you’re using a particular keyword too much, or not enough. Follow its suggestions to help improve the quality of your content.
Avoid keyword cannibalization
Keyword cannibalization happens when a website’s structure relies on a single keyword or phrase on multiple parts of the website.
Search engines crawl websites to look for the most relevant content for a keyword. If your site has several pages built around the same keyword, search engines will not know which page is the most relevant for the user’s query.
When this happens it will either choose one page over another (potentially the wrong page), or not choose any page and drop your rankings altogether. Make sure each page covers a single keyword or topic.
Avoid thin content
Search engines consider pages with very little text, or no text at all, as thin content. You want to make sure that the pages on your site are full of content that is actually useful, valuable and relevant.
These pages should have information the end user will want to take with them. Be mindful of keyword stuffing or creating several duplicate pages.
Search engines like Google have gotten much smarter and value quality and satisfying the search intent above all.
General rule of thumb is if you have a piece of content with fewer than 200 words you should look into how you can improve it by doing some more keyword research.
Avoid duplicate content
Search engines will notice if you use the same content throughout your site, which will hurt your rankings.
Duplicate content not only applies to the text on the page, but also things like meta tags and descriptions.
Again you’ll want to make sure each page is dedicated to a single topic or keyword. Using large chunks of the same text throughout your website will hurt your rankings.
Your blog posts should ultimately be well-written, well-researched, and focus on satisfying the search query and intent of the user. Search engines like Google have learned a lot about what people want out of the content they’re searching for when they type in a query in the search box. Spammy, keyword-stuffed blog posts, or blog posts with barely any text on the page will lead to a poor user experience, which will hurt your rankings.
By following the best practices for on-page SEO and avoiding the pitfalls outlined here you’ll be well on your way with improving your rankings and increasing traffic to your blog.