Building a Blog Marketing Strategy with Excellent SEO

Content marketing is huge these days. It’s one of the primary ways to drive traffic to your website. I mean, look at you – you’re here because of this blog, right?

But building a website blog with strong SEO isn’t just about throwing tons of content at the wall and seeing if it sticks. It’s about carefully curated content that is both user and browser friendly. And we know a thing or two about both. If you’re looking to grow your inbound traffic through your website’s blog, these are a few indispensable tips:

Blog Content Marketing: Tactics for Great SEO

Blog content marketing is about serving the user and serving the browser. Here’s how to break those two down:

The user is looking for an experience. They want something that reads easy, makes sense, is useful and relevant, and well organized.

The browser is looking for relevance. It wants content that matches a search, reiterates the topic, and offers a clear breakdown “solution” to the user’s questions.

Finding how to mix those two in a series of blog posts, let alone a single blog post, isn’t so easy (especially when they are a part of an overarching “content marketing strategy”). So, if you’re looking to take your company’s blog to the next level, here is a blog marketing strategy you can implement to get great SEO:

Start with High-Level Articles

The start of a blog marketing strategy is rather simple. You work in a particular industry. That industry has a variety of potential blog-worthy topics; however, you shouldn’t just start writing anything and everything you can think of. Start with the big, umbrella topics. Here’s an example:

If you work in, say, the shipping industry, there are thousands of potential individual topics you can write on. But many of these topics are granular examinations of small details. When you start a blog marketing strategy, you want to start with high-level articles. In shipping, you have a few overarching “categories” of potential blogs: transportation vehicles, paperwork, sales & marketing, cargo dimensions, and maybe a couple others.

There may be thousands of blog posts you could write on individual shipping documents, sales tactics, and individual shipping container dimensions and recommendations, but you start with the overarching, big “umbrella” categories. Identify between 5 to 20 overarching “categories” that you can write on. With every topic you think of, think of whether or not it can be summed up in a simpler, more grand, overarching category.

Use these 5 to 20 blog posts as your starting point, as this will give you a much more targeted SEO blog marketing strategy that’s bound to hit on every potential “umbrella” topic a lead may be searching.

Optimize Your Blog for Readership

Utilizing a gallimaufry of convoluted sesquipedalian vocabulary to flummox the reader and elucidate a subject is an injudicious decision.

Ok… I spent way too much time in Google synonyms to write that (I’ll bet anything it isn’t grammatically correct), and we’ll probably take a hit on SEO, but it was totally worth the demonstration.

That kind of stuff is just straight up BAD for your SEO. Readers want articles that are easy to digest, and Google takes user experience via reading scores into consideration when ranking blogs. The longer the sentences and more difficult the word choices, the worse it is for your readers, and ultimately, your SEO.

Keep is simple folks.

Optimize Your Heading Structure

This is perhaps one of the most important aspects of a blog – your heading structure needs to be CLEAR; from a 1) verbiage standpoint, 2) organization standpoint, and 3) HTML standpoint.

The verbiage needs to be clear. Don’t flip between nouns and verbs at the start of a header with inconsistent structure when using sub-headings to describe various sections of your blog post.

Have you ever seen that box that renders on a search where Google takes a summary of the information you’re looking for from the most relevant article and displays it in an easy to read form? That’s why heading organization is SO important. Organize your headings clearly so they flow. A reader should be capable of getting the gist of your article from just reading the headings.

Lastly, the HTML is super important. Your blog posts’ title should be an H1 tag, and the various topics and subtopics should be subsequent H2, H3, and H4 titles. Anything that pertains to the heading subject above should be in the following smaller heading tag.

Build on Sub-Topics

Remember the “umbrella” topics? Now that you’ve written a few that are user and browser friendly with well-structured headings, it’s time to dive into a bunch of various “sub-topics”.

Sub-topics are where you get to explore every “version” of an overarching topic. It’s generally smart to break down each topic (and sub-topic) to multiple, more targeted blog posts that are aimed at answering the questions of one particular persona you have identified.

For example, a sales person, finance person, and CEO may all ask questions about the same topic, but they will all be different questions pertaining to their role and involvement.

Write various “versions” of a blog post to answer the specific questions that a specific type of person may have based on their role/responsibility, rank, or any other persona-determining factors your team has identified.


Blog marketing strategies start small and scale as you go. Begin by identifying the overarching “umbrella” topics and only after you have covered those, dive into the various subtopics within each category. When you are planning on what to write about, break each subject down as a separate blog post aimed at answering the specific questions of one of your company’s customer persona’s. You can create more curated and relevant content to a wider audience through making each blog apply to a different persona.

Make sure you are careful with the vocabulary in your blog posts so as to pass Flesch reading scores and other reading-level tests used by Google bots for SEO rankings. Structure your headings sequentially in both verbiage and HTML heading tags, and make sure you do due diligence to use your blog’s main keyword between 1-2% of your total wordcount.

If you have questions about SEO in your website, or anything related to web development, reach out to us and we’d be happy to chat!


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