I hope this blog ranks well. I mean, there’s plenty of keywords and meta information, but you never know what search engines will decide. Yes, this blog is relevant and can be on the first page. No, there are too many cats and should be buried. But, if I follow the proper format and try not to be spammy, my blog and I should be okay.

Search rankings for content have changed drastically over the past decade. Gone are the days of stuffing one particular word into your content to trick search engines into thinking you know what you’re talking about. Now, with sophisticated algorithms (and super robots), your content will rank well if you simply speak like a human and present clear, informative information.

Include Additional Words

That said, adding additional keywords will help. I’m not saying adding an “S” at the end of a word, but including synonyms, related phrases, and topic concepts. This shows that you have a wide knowledge of what you’re writing about and provides depth for the people who are reading.

A great article from Social Media Examiner breaks out tools you can use to expand upon your base theme.

They also say, “An easy way to optimize existing content for new keywords is to add new sections (with subheadings) targeting those new words. This helps content get more comprehensive over time, which naturally results in more social media shares and backlinks.”

Who You Know

Everyone likes important people and brands, and so do search engines. A recent change in Google’s ranking algorithm is identifying entities. “Entities are related notable people, places, organizations, brands, etc., which associate in some way with your keyword.”

This doesn’t mean dropping Beyoncé’s name to help rank higher. It does help to add case studies from brands that have had similar problems or to include an example of a celebrity if it helps advance your case and inform your reader.

Be Niche

There’s information about everything on the Internet. If I jump on Google right now, there are 7,570,000 articles about Squirtle. With that type of volume, it’s hard to stand above the rest. This is where being niche will come in handy.

Knowing your audience, pick topics that are relevant to them – don’t be vague. Answer a common question your customers have, do a write-up of your next product update, or recount new industry news with your own spin. According the Social Media Examiner, “it’s important to make question research part of your keyword research each time you’re writing a blog post.”

By being specific, you are able to dig into what is important to your audience. You might not have as high of reach, but the reach you do receive will be relevant.

What’s Next?

The next time you’re writing a blog, have these principles in mind. If anything, they will allow you to connect with your audience.

Also, hopefully you found this blog while searching. That would make me fill good.