Adding high-quality content to a website through a blog is a powerful way to boost organic traffic. Search engines like Google continuously scan for fresh, relevant content to answer user queries.  AI technology also relies on your content to learn and provide better results. This guide will help you create compelling blog articles that resonate with both search engines and potential clients.

Conduct Keyword Research First

Building a content strategy without first doing keyword research is like travelling without first looking at a map.  We have a great article on Keyword Research: SEO: Keyword Research 

Now correlate the keywords with the missing content.  Are there any important keywords that do not have a supporting page? 

Work Together

TLM is not an agency that ghost-writes content without your input.  We have found the best content is authentic content created by the client but our clients get busy so we make the best alternative.  We  most clients have plenty of time to talk out an idea for a blog article so conducting an interview allows us to write for them with the authenticity necessary for success.  We frequently pair this service with our ‘Blog and Blast’ strategy we use for our clients.

Since you are closest to your customer and know the demand you are the best source to go to first for great blog ideas, but sometimes the well runs dry.

If you are trying to get started on your own, we recommend an FAQ to start.  An FAQ page is search and AI friendly and a great place for concepts to develop and grow into what could be full blog articles. 

SEO Content Tools

Not all topics are created equal, some topics naturally attract far more interest than others. To discover what people are actively searching for in your industry, leverage these free, insightful tools:

• Answer the Public: Provides a visual breakdown of commonly asked questions around a central keyword or topic.
• Google Trends: Tracks search interest in specific terms over time. You can even compare trends between multiple topics.
• Exploding Topics
• People Also Ask Tool: This section within Google results offers real-time insight into what people want to know next about your topic.
  

Google Preferred Content

Google continually refines its algorithms, aiming to provide the most useful results. It now favors content that exhibits EEAT:

• Expertise: Demonstrate in-depth understanding of your subject matter.
• Experience: Where possible, offer real-world examples and case studies.
• Authoritativeness: Establish yourself as a thought leader within your niche.
• Trustworthiness: Be transparent about sources and build a reputation for reliability.
  

SEO Structure for Blogs

Once you have a popular topic and well-crafted content, these tips will boost its visibility:

• Categories: Use your blog's category features to organize similar articles, making your website easier to navigate.
• Author Pages: Each author should have a dedicated page highlighting their credentials, experience (including LinkedIn profiles), and any industry recognition.
• Keyword Optimization: Our SEO Website Structure guide (and our public article: https://gettorchlight.com/seo-website-structure/) outlines the best way to incorporate keywords for maximum effect.
• Backlink Strategy: "Backlinks" are when other websites link to your content. This signals to Google that you're a trusted source. Partner with relevant sites in your industry to mutually exchange backlinks. Read: Backlinks that work 

Taking SEO to the Next Level

If you feel successful in your blog strategy and are looking to take your SEO efforts to the next level you may want to consider the following:

• Local SEO - make sure you are gathering reviews and you are working with us to keep your business listings up to date.
• WikiPedia as a content Strategy - Wikipedia is powerful strategy, reach out to your account manager for more information.
• Website and Internet Hygiene - Make sure your host keeps your site fast and the code up-to-date.  Too many businesses lose Google's trust by downtime and website attacks. Torchlight offers a comprehensive SEO Technology service called the SEO 360 Suite.

References:

SEO: Website Keyword Structure 

Article: What are EEAT and YMYL in SEO

Whitepaper: Google SEO Starter Guide