1. Keywords
The first thing to do for effective writing in terms of positioning is to find the keyword on which to position the article. The keyword is the keyword that is used by users to search for what they need. You need to identify, using the right tools, the keyword that best suits the article you want to write and that has the most search traffic. There are two categories:
- Short-tail keywords
- Long-tail keywords
Short-tail keywords are short keywords, containing between one and three words. Being so short, they are generic. This means that they attract more traffic but have greater competition, because they are more used.
Long-tail keywords contain more than three words, which makes them more specific. They bring less traffic, but allow for less competition. This way, it is easier for the article to appear higher in search results.
2. Titles and subtitles
The chosen keyword must appear in the title. It is even better if it is placed at the beginning, but it is not a necessary condition. You can also write titles that do not contain the keyword, but you will naturally be disadvantaged. The title, in any case, can also be written once you have finished writing the article.
The blog article must be divided into paragraphs, which usually must not exceed three hundred words, preceded by subtitles. These must recall the content of the article, i.e. at least two of these must contain the keyword. It is good that there is a title, only two subtitles and several sub-subtitles, but without exceeding.
3. Content
As regards the actual text, there are various indications. The length must be at least three hundred words. Shorter texts may seem easier to read, but search engines do not consider them long enough to actually contain the answer to the needs of the user who carried out the search.
Search engines favor hypertexts, i.e. texts linked to other texts. For this reason, links must be present within the text. These links must be:
Internal links are links that refer to internal pages of the blog itself. External links refer to blogs, sites, platforms external to the website. It is important that these pages are authoritative sources, or the article will be disadvantaged. However, you shouldn't overdo the number of links either. A good number can be two internal and two external. As internal links, calls to action can be inserted in the article, which refer to the contact page and encourage contact between user and brand.
To aid reading of the text, bulleted lists and bold words can be used. It is not recommended to use underlined words, because they are too similar to the words with a link and would lead the reader to confuse them.
A detail not to forget are the images. A cover image consistent with the content and those of the other articles must be inserted. In this way, by browsing the site and arriving at the blog page, you will be able to find a concordance between the various articles. It is a good idea to insert images or videos even within the text, without however exceeding them, or the written content will fade into the background. The images must be renamed with the title of the article and the name of the site to which they belong. In some cases it is also necessary to reduce its weight, so as not to slow down the loading of the page.
Finally, we must also take care of the meta description. This is the short description that appears under the main title in search results. It must briefly summarize the article, encouraging users to read it, and must contain the keyword.
4. Promotion on social media
To complete the work and sponsor the contents created, communication can be integrated by re-sharing the articles on social media. Some social networks don't allow you to see the preview, like Instagram, but others do. We are mainly talking about Facebook and LinkedIn, the main social networks on which to communicate your brand. Together with the re-sharing link, it is a good idea to briefly describe the content of the article, inserting a final call to action.
