This is where most people decide on keyword research, but in reality, we want to figure out what people are searching for exactly first!, more importantly, the INTENT!
Think about it, when you're on Google, what are you doing most of the time? You're either looking for something to buy or you're asking questions (or maybe some x rated stuff, I don't know your niche :P)
For this post, we will be using the watch niche as an example.
You can break keyword types down into these sections
Buyer Intent Keywords
An example of a buyer intent keyword is something like:
"best watches for wedding"
"Rolex vs Seiko watch"
"casual watch brands"
This kind of keyword shows buyer intent. They are looking for something to buy, their wallet is ready to either possibly buy the product you suggest or at least opt in to an email list somewhere. These are generally review, top 10, round-up style posts.
Here are some question-style keywords.
"How can I maintain my watch"
"the easiest way to adjust watch strap"
"how to replace watch battery"
These are quick simple questions, information posts. while these are great for getting traffic, you REALLY need to be an expert or heavily research your topic. These are the most time-consuming to produce.
These are a mesh between questions and buyer intent keywords
"what is the best watch to give as a gift"
"where can I buy a new watch"
"how to choose my new watch"
These are good topics to write about as you can warm up a cold buyer. Generally, after they have read some of your articles, they will trust you and be more inclined to click your recommendation.
Of course, there are others, but these keyword types are the MAJORITY of searches that will bring traffic to your website.
They are generally going to be a sub-keyword for our article main article. Unless you're experienced, it's rare you will figure out your MAIN keyword off the bat. You will be able to figure this out once you write more and more blog posts over time.
So what can we do? Well, just look at this a little more, and think about it, this is "watch maintenance" correct? Let's check that keyword instead
As we can see there are 110 searches per month for this term. Don't get too caught up in this number as it is NOT correct. Generally, a lower search volume means it's easier to rank for, not all the time, but generally, this is the low-hanging fruit.
With this keyword, we can also include "how can I maintain my watch" into our article and it will make sense. We could write about different types of watch maintenance, types, where to get it done.
Everything would fit nicely into this!
DO NOT go after a term such as "watch", this is way too broad. Even though the search volume will be insane, unless you know what you are doing, have a wild budget, you will NOT rank for it!
There will be times you have chosen something and you can't come up with the main keyword, this is where you can go to google and take a look at what others have written about.
This is a good way to validate your main keyword idea.
What Content To Put Into Your Blog Post And SUB KEYWORDS
Now we have our MAIN KEYWORD, it's time to look for some sections we can fill out our blog post with.
This is where you need to start to think about the structure of your blog post too.
You want to break your post up into easy-to-digest sections.
What do I mean by this? You need to use headings. Having a big wall of content will do more harm than good.
For now, just save these as a separate line in a google doc so you can refer back to them later. I will provide you with my template on the correct SEO structure to use later on in this post.
Anyway, we need to find the content first. There are 2 main ways I like to find content. The first way is PAA, the second is LSI Keywords.
Trust me, its easier than it sounds
You know when you do a Google search and you see at the bottom of the page this
LSI stands for Latent semantic indexing. Do you need to know this? No
All you need to know is if you write about these, Google will add relevance to your topic.
I can see 3 keywords there we can use as SUB KEYWORDS
"automatic watch maintenance"
"quartz watch maintenance"
"watch maintenance kit" - This is a hybrid keyword we spoke about before!
If you don't know these are the 2 main types of watches. So would we need to cater to each one in our watch maintenance article? Or course we would! Add them to the list.
The next way we will find keywords is by using something called PAA (People Also Ask)
Most search results have them now. They look like this in Google
If you click one then more questions will show up. From here we can pick any of these to add to our article. You can also use a tool such as SERPbar to pull them all for you for easy export. It looks like this.
Take note of the ones relevant to your topic, as we will use these later on!
Time To Check The Competition
QUICK, load up Ahrefs, SEM Rush, and every other SEO tool and check out the DR, DA, TF <insert other meaningless metrics here> on the competition!
Forget that. If you're wanting to build a strong brand, forget what metrics a website has. It honestly means nothing when you're starting. EVERY website will have better metrics than yours.
You need to fill your website with some quality content first before you focus your effort elsewhere.
Blogging is not a get-rich-quick scheme. So write about what your website needs, for YOUR audience.
Put the USER first.
Anyway, what we DO need to do is get an idea of what Google is looking for on the first page. Let's call them features.
Here are some features that I look for when checking out the competition
Article Word Count (Length)
This is pretty critical these days. If your competition has an in-depth article, then yours also needs to be as in-depth.
But here's the thing
How can you check the word count of everyone's article?
I actually use this handy tool called Surfer SEO. It allows you to quickly check the length for every article for your MAIN KEYWORD (plus a TON more, ill explain as we go along). Check this out
As we can see, it looks as though the average article length for "watch maintenance" is around 2000 words.
What does this mean for us? Well, it means that you are going to want to write an article longer, and more in-depth than those already ranking. If I was actually going to write an article for this, I would start my article at around 3500 - 4000 words.
Another thing you need to note is what kind of features does your competition use. Are they using videos, images, tables in their post? Are they using accordions? Is it mostly user-generated content?
You need to see what Google wants and then show it that your website has those features too.
Look at what everyone else is doing and think to yourself "how can I do this better?"
That's all I really do when it comes to checking the competition. Don't overthink it!
Writing And Structuring Your Post
Now it's time to get into the meat and bones of a post.
By now you should have a firm grasp on what you need to write about, how much you need to write, and the quality of who you need to beat.
So we need to begin writing your post. Here is step by step how to layout a post.
Every post starts with a great title. This is honestly, an art in its own right. But here are some things you want to try and include in your blog title.
Just before we start, your MAIN KEYWORD MUST be in the title of your blog post! Also, this must be a H1 (Heading 1). Most themes on WordPress do this by default, if you're not using WordPress or a theme with a H1, then change platforms.
There is something about numbers that draw people to a post.
For example, instead of writing Ten Watch Maintenance Tips, we would make it 10 Watch Maintenance Tips. This will increase your CTR (Click Through Rate) on Google and is great for showing readers what they can expect from your post.
Protip: Use ODD numbers as they convert better
Power words are what will stir up emotion in the reader. There are hundreds of different words you can use that will stir up different emotions such as
I generally like to use at least one in the title. So now our title would be 10 Effortless Watch Maintenance Tips
Add Brackets (Like This)
It's been proven that using brackets in titles will increase your CTR so it's worthwhile putting them in your blog title. Perhaps you will reveal a secret of some sort, or make it clear who your post is for.
10 Effortless Watch Maintenance Tips (Perfect For Beginners)
You don't need to spend much time on this as you can ALWAYS edit it later.
You could think you have the best blog post and title in the world, but you will need to come back once you get some traffic and modify it.
TRAFFIC AND DATA ALWAYS TELL YOU WHAT REALLY WORKS!
There are a few things you need to consider here as there are different approaches you can take.
You can be a Storyteller
You can be an authority (expert)
The type of introduction you write totally depends on your audience.
For example, with this blog post, you're reading, being an information post, I have told you EXACTLY what to expect upfront. I have positioned myself as an expert on the topic straight away.
Besides the type of blog post introduction you decide to write, you also need to think about SEO. For example. Google likes your MAIN KEYWORD in the first paragraph of a blog post. This gives Google a STRONG indication of what your article is about as google has seen that keyword in the title above the fold, and now in your first paragraph.
Post Body (Headings And Paragraphs)
This is where your main information will get started.
Remember how we got some SUB KEYWORDS earlier?
"automatic watch maintenance"
"quartz watch maintenance"
"watch maintenance kit"
This is where we can use them. When you look at most bog posts (this one included), you will see it is broken down into smaller chunks. Heading, Paragraph, Heading, Paragraph. This is how you want your blog post to be.
People aren't going to read huge walls of text.
So write your sub-keywords into your headings. Make sure every major heading on your page is an H2 (Heading 2). This shows Google everything is related to your MAIN KEYWORD we set as H1.
Under each heading, you want to have around 150 - 200 words talking about that subject.
You will also need 1 KILLER sentence that will answer the question directly too. That way, you have a higher chance of getting put into a rich snippet, PAA, etc on Google.
While the template is for a Review post, you can get an idea of how to use that same structure for other types of posts.
Images And The Secret Method
It's actually no secret. People love visuals.
We are incredible at remembering pictures. Hear a piece of information, and three days later you'll remember 10% of it. Add a picture and you'll remember 65%. (Source)
What does this mean? It means you MUST be putting images in your blog posts if you want people to retain the information. This also works great to help people to remember your brand.
But that's not all, here is a little secret that I like to use that I hardly see ANYONE doing to maximize on-page time for my website.
In fact, I was able to DOUBLE my session time of users by using this one simple trick. And by simple, I mean DEAD simple.
That's right. Generally speaking, people will only spend a few minutes on your website, but if you can hook them in with a video then you have them for up to 10 mins!
Not only does this just retain the user, but it also sends a signal to Google that your page is better than the competitors.
This is a strategy I use when I'm fighting for the first position on a page.
Simply find a video you like on youtube (there are literally millions on every topic) and then embed it to your website. No need to worry about copyright or anything, since they gave that power away when they uploaded it public to youtube.
Better yet, if you create your own videos, you can complement your brand, you can get views, subscribers and also boost the SEO of your video by embedding it onto a relevant blog post.
Look, I know you may be surprised or in disbelief at how stupid this section sounds, but you will be surprised at how many people are busy tossing themselves off over statistics, they forget about who is actually using their website, REAL PEOPLE!
Keep people around on your site and blog posts, the longer the better!
SEO, Get More Traffic
This is something that can get really complicated and ends up being a topic in itself. But one of the most overlooked aspects of SEO is on-page.
However as this is about writing a blog post, then here is a simple checklist you can use to make sure your content is SEO optimized:
Is your main keyword in the title and meta description?
Is your main keyword in the URL?
Is your main keyword above the fold?
Is your main keyword in a subheading (H2 and H3)?
Is your main keyword in your image alt text?
Have you used your keyword at least 8 times per 1000 words?
This is just the most BASIC thing you can do to optimize your article. Again refer to this if you need more guidance. Think of it as a crash course. Don't overthink it. Your main goal right now is to get content written. Pen to paper!
Can you do even more on-page SEO?
Of course, you can! Simply check your URL through Surfer SEO. Once you put in your keyword, you will be greeted with a page that looks like this.
From there you just press "Audit"
After that, it will show a window with these details on it.
As you can see this is just an example. But you can see the different things that Surfer would like you to optimize.
I have also made a quick video for you to follow!
There is way more you can do when it comes to SEO. You can ask in the group if you need help. But this is the main thing. On-Page SEO is the most overlooked, yet the most powerful SEO you can do when writing a blog post!
How To Get Over Writers Block
One MAJOR thing that stops most people when it comes to blogging is you. Yes, you who is reading this article on how to write a blog post.
While you may know the fundamentals of what to do, you simply don't get started. This may also happen in other aspects of your business.
I have the secret to breaking the breaking this routine and I'm going to share it with you now. First I want you to look at these 2 images.
If you had to eat one, in one single bite, what do you think is going to be easier? The entire pizza or just the slice?
Of course, it's going to be the slice!
What I am talking about is breaking down your task into smaller, bite-sized pieces. When you do this it makes the entire task less daunting.
So here is my method for getting over writer's block
The night before I go to write my blog post. I'll load up a Google doc. I will map out the structure of my post. So all my heading tags (H1 title, H2, and H3), etc and simply break down what I will be writing.
If you can come up with little 100 - 200 word sections you need to write, that is going to be WAY easier than thinking of an entire 1000 - 2ooo words when you go to write the full article.
If you systemize each task you need to do and write it out, break it down, you will have more success in ANYTHING you're trying to achieve.
So, Did You Learn How To Write A Blog Post?
I really hope that you got some strong guidance here. This is literally the method that has generated me a lot of money over the years. It's just not overthinking things. You don't need to be a mathematician to do any of this. I'm literally a high school dropout who failed ENGLISH. Now, this is what I do for a living.
If you are still struggling with how to write a blog post, then just ask in the group. We are always happy to help people out. If you don't want to ask in the group, simply leave a comment below and I'll do my best to help you out.
If you think you have this down pact, then check out my other article on affiliate marketing. Combine that with writing amazing blog posts, and you will be onto something!
Michael Pedrotti has a passion for helping others in reaching their goals. Having been in the Marketing and SEO industry for 10 years, he knows a lot of different strategies and techniques that are sure to help you.