ProBlogger: Optimize a Single Post On Your Blog for SEO

Optimize a Single Post On Your Blog for SEO

Posted: 24 Feb 2010 05:34 AM PST

This is an unofficial extra task for the 31 Days to Build a Better Blog Workbook.

Today I spent the morning working on a task that I try to do at least once a month – SEO on individual key posts in my archives.

While it’s important to know and practice the basics principles of SEO in the way you set up your blogs structure and in the writing of your posts – I find it can be very worthwhile periodically going back through key old posts to optimise them even further. I’ve used the following process for a while now and in most cases where I do it I find I’m able to increase my ranking for different posts.

I’m not the world’s best SEO but here’s the process that I use in doing this (I invite you to share yours in comments if you do this type of thing) – I hope you find it useful:

1. Identify Key Posts to Optimize for SEO

Across my active blogs I have 10,000 blog posts so I need to be a little strategic about choosing which blog posts I go back to to give a little SEO attention to.

For me the way that I do this is to dig into my Google Analytics account to work out what posts are already having some success with search traffic – but which could be improved. I generally look for posts that are ranking anywhere from #2 to #10 for their keywords (although sometimes focus upon those which are #1 to strengthen them further).

If a page is already generating some traffic from Google for a keyword but isn’t in the number 1 ranking for the word and increase in ranking should also see an increase in the traffic that the post receives. I’ve seen a variety of studies over the years that show that the #1 ranked result in Google can be getting anywhere from 35-55% of all clicks – the higher you are to the top the better.

Lets look at an example:

I’ve got a page on DPS which ranks #2 (depending where you are) for the term Portrait Photography.

It is a good page to optimise because it’s a relatively good term in the amount of traffic it drives (it’s a term that get a fair bit of searching for in Google) but also because the page is a ‘sneeze page‘ which links to quite a few pages across my photography blog and as a result those who visit that page end up visiting over 7 pages on their visit (the site average is a bit over 2 pages per visit).

The page already generates some healthy traffic (a few thousand visitors a month) so I know if I could get it ranking higher it will generate more.

2. Analyze the Competition

I don’t tend to get this deep into SEO too often but from time to time it can be worthwhile doing a little analysis of what pages that are ranking higher than you for a keyword are doing.

One tool that I use for this (and other keyword analysis) is Market Samurai. It’s a tool I’ve only been using for a little while but it’s very handy. That link is an affiliate link but it does give you a 12 day free trial. I’ve shelled out for the full version as it has been so handy a tool for this type of analysis.

One of the modules in the Market Samurai system (there are quite a few more) is one that does analysis of what competing pages are doing for a keyword. Lets take a look at what it gives us for ‘portrait photography’ as a keyword (click to enlarge).

You can see that the #2 ranking is for my site but it also shows a variety of information for other ranked sites in the top 10. Some of the information given is not overly relevant to me (or at least is out of my control like the first column which looks at the age of the domain) but some of the information is useful in getting a handle on how your page compares to other sites.

Knowing this might help you work out what you need to do to rank higher – or it might also give you an indication of whether you have much chance of ranking for the keyword at all (if the site you’re trying to compete against is way beyond what you can achieve it might be an indication that you want to go and work on another page).

In this example lets compare my page with the #1 ranked page:

DA – domain age – they have a real advantage here.
PR – page rank – their page is a 4 and mine is a 3. Something to work on.
IC – index count (the number of pages indexed on the domain) – they are obviously a lot bigger site. This doesn’t mean I can’t rank for the term but gives an indication that I’m up against a pretty established site.
BLP – the amount of backlinks pointing at the page. They obviously have more (we’ll do some more analysis of this below).
BLEG – links from .edu/.gov sites pointing at the page – they have a couple here while I don’t
DMZ – is the site in the DMOS directory (I don’t page a lot of attention to this but some say it can be a factor)
YAH – is the site in the Yahoo directory (again, not something that I pay much attention to but some say it can be the difference between getting a higher ranking and not)
Title – is the keyword/s in the title tags of the post (we both do this)
URL – is the keyword/s in the URL of the post (I have the advantage here)
Desc – is the keyword in the meta description tag (not something that I’ve found to impact SEO much but perhaps something to consider with the way your post appears in Google)
Head – is the keyword/s in a header tag on the page
CA – The Cache Age (the number of days since Google Cached the page)

In this case – the analysis shows me that I’m up against a pretty heavy hitter. It’s an established site with lots of links pointing both at the domain and the page itself. I’m tempted to settle for just ranking #2 for this page but for the sake of the exercise I’ll push on.

Note: Market Samurai also gives you the opportunity to dig deeper into competing sites and can give you a breakdown of the actual links pointing at a page. I won’t do the analysis here (it might be deeper than where people are at) but what I found was that in the case of my competition on this one is that the competing site had a lot of forwarded links pointing at it. I’m not sure what was going on with it but it seems that the majority of the links pointing at my competition are from forwarded domains and not actual live pages. This gives me a little hope so I’ll push on with optimising the page.

3. On Page Optimization

The above competitive analysis might give you a few hints as where to begin in optimizing your page. For example if you’ve not got your keywords in ‘title tags’ or ‘header tags’ – you’ll want to fix that. If your keyword is not in the URL, that’s another thing to consider. Those three tweaks alone could have a fairly significant change (I’ve seen changing title tags to include keywords as increasing rankings significantly).

Once you’ve done that you might want to also look at some smaller tweaks that could play a part. Using keywords in bold, using keywords in alt tags on images etc. These are probably not going to have a major impact but could help a little.

Ultimately if you want to rank for a particular keyword – you need to be using that keyword on your page in key spots (titles, headings, URL). Don’t stuff your page full of the keyword (and whatever you do keep your content useful and readable to readers) but a few tweaks might help.

4. Off Page Optimization

You might find that with some on page optmization that your post is already increasing its rankings – particularly if the keyword you’re looking at is not highly competitive. However at times it can be worth looking at ways of generating some extra links to your page as the number and type of links are important in determining how a page ranks in search engines.

I don’t tend to do much of this type of SEO as I find my site tends to get a nice number of links pretty naturally from other sites but I know those who are more into SEO will work hard on some of the following:

analysing where the competition is getting their links and looking for opportunities to get links there too – for example if a link is coming to your competitor from a forum discussion or blog comment you might also have an opportunity to leave a quality comment there with your own link.
links from other blogs you own (particularly one on a relevant topic) link to your page from it
internal links – this is something I do do – basically its about interlinking your posts. While internal links don’t count as much as an external link they can help a little.
pitching links to other blogs – if you have a relationship with other blogs in your niche try pitching a link of the page that you’re optimizing to those bloggers.
sharing links in social media – most social media sites like Twitter and Facebook put no-follow tags on links so they don’t count directly for SEO but I find that an occasional push of an older post on social media sites can lead to indirect links from other bloggers. I also suspect that search engines are paying more attention to what links are being shared in social media sites so getting your links into them (without spamming) could be useful if you have a network of people who will pass them onto their own networks.

Note: the generation of links can be a fairly ‘black hat’ game at times. It can also be pretty addictive and become an obsession. I personally would prefer to spend my time producing quality content than spending my days asking for links. Do be a little careful with link building – not only can it be a time suck but if you engage in tactics that Google sees as against their Terms of Service (buying links for example) you could also be jeopardizing your sites ranking in their index.