First, don’t worry so much about it (or worry that you ought to worry about it). According Rand Fishkin, the CEO of SEOmoz, and, I’m assuming, a bonafide SEO guru, 80% of your SEO is done like dinner once you’ve nailed this:
- Keyword/phrase is in the title.
- Keyword/phrase is in the headline.
- Keyword/phrase is in the piece.
That’s 80% of your SEO work. Done.
Woot woot.
Now, you can tinker. Or do housework. Because, according to Dave Doolin, author of Blog Post Engineering and my favourite unSEO expert (he takes the approach that SEO is like vacuuming – you’ve got to do it regularly but you don’t design your house around it), there are a number of tasks you can tick off with each blog post or page that will help you get some Google luv.
Quick story. Why I lovehate Dave Doolin.
Once upon a time, I invented a phrase. Red Shoe Blogger. It’s a manifesta. It’s what I do. It’s what I want you to do.
It’s also a service I offer…so naturally I have a whole bunch of blog posts and pages about being a Red Shoe Blogger.
And, last August, when I did a Google search on the phrase “red shoe blogger”, here’s what I found:
Dave Doolin ranked higher for “red shoe blogger” than I did. And I invented the phrase. IT’S MINE, DAMMIT.
But.
Dave was doing his SEO housework. And I wasn’t. And I knew better, because Dave had taught me better.
So I rectified the situation. I started doing the things he told me to do. (There’s a checklist. He’s all methodical like that.)
Now…
So muwahahahahahaha to you, Dave Doolin.
And here are a few of Dave Doolin’s evil genius unSEO recommendations for you, Dear Reader:
- Slug. Make the blog post slug echo the title. So if the title of your piece is “Red Shoe Blogger” (it better not be, you SEO-thief you), make the URL www.kellydiels.com/red-shoe-blogger. (The slug is the editable, definable words-separated-by-dashes that appear after your site address. In WordPress, the slug automatically populate with the words from your title, but you can manually change them to be the essential keywords you’re targeting.)
- Categorize. Always categorize your pieces. (‘Uncategorized’ is not a category. Ahem.)
- SEO Title. Install an SEO plugin in WordPress and then, in the dashboard for each post, make sure to populate the SEO Title.
- Blog. Update your blog regularly. Not only will you continue to organically grow and nurture your keyword themes over and over again (good for SEO!) but the more often the site is updated with fresh content, the more authoritative it looks to the search engine gods. I mean algorithms.
- Endure. Your site – and therefore each post and the keyword themes you return to, over and over again – will have more authority the longer it has been around.
So that’s it. That’s pretty much all you have to do. Of course there’s more, but as Rand Fishkin wrote,
I generally abide by the 80/20 rule when it comes to keyword use. 80% of the value to be had comes from 20% of the effort…The additional impact on rankings to be gained from perfectly calculating the number of repetitions or ensuring every paragraph fits into the “theme” of the keyword and document is likely to be a waste of time better spent on other priorities.
And nobody wants to waste time. Right? Right.
Especially not on SEO. That shit will assasinate your artistic soul.
Except…it doesn’t have to.
We can also use the dark art of SEO for good…
…to enhance our art, voice and message AND to ensure that our gorgeous, meaningful creations get read.
And that is pretty good for this artistic soul.
————
PS Here are some SEO Resources that might help you with the black arts aka SEO:
- 4 Graphics to Help Illustrate On-Page SEO by Rand Fishkin of SEOmoz. Where to spend 80% of your SEO efforts.
- The Blah Blah Blah Blogging Rules. F It by Kelly Diels for ProBlogger. How people read online. Yes, I’m recommending myself.
- Five Steps to Effective Keyword Research by Lisa Barone of Outspoken Media. How to do keyword research (this is the first step of SEO – how else do you even know what keywords to build into your titles and pages?)
- (Admittedly, I don’t do this much for myself – I do it for clients, yes – because on my blog I just write what I want.)
- (The exception: all my Red Shoe Blogger stuff. Because if I didn’t do the SEO housework then effing Dave Doolin would still own a phrase I MADE UP, DAMMIT.)
- Blog Post Engineering by Dave Doolin. How to maximize the quality, effectiveness and reach of every single blog post you publish. Contains a 35 point checklist of tasks to complete for each blog post (you can do it every time you press publish or once a week as a house-cleaning/blog-cleaning). Aff link. ‘Cuz I love it that much.
PPS We – Dave and I – teach this unSEO stuff in Week 4 of my Artful, Heart-full Blogging course.
(just so you know. Next one starts February 1. xoxo)














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