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SEO content writing: how to write a kick-arse blog

12:00pm AUS
Jon Hollenberg
Five by Five
Tom McNabb
Five by Five
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A proven recipe for digital marketing success.

In digital marketing, staying ahead of the curve is crucial and this can be achieved with clever SEO content writing. In a recent webinar, we dove into the world of blogging (yes, it’s still very much important!) with a focus on SEO, content strategy, and the art of driving traffic. Tom, one of our senior SEO strategists was the perfect man for this webinar as his blog writing skills have earned over 100,000 website visitors to one of our client’s websites, all through the art of blogging!

At Five by Five, we build great-looking, high-performing websites, and are known as one of the Gold Coast & Australia’s leading WordPress web design & SEO agencies. We have nearly two decades of experience in the web design industry. If you or your business need a new, high-performing digital solution, then contact us today and find out why we have 200+ 5* Google reviews. 

Check out a snippet below!

3 ways to repurpose blog content
The importance of keyword targeting

Why blogging matters for businesses

Blogging isn’t just a trend; it’s a strategic move that can not only get more users to your website, but also grow your customer base. Companies that publish 6 or more blog posts per month generate 4.5 times more leads than those publishing 1 monthly post. The primary goal? To increase website traffic. Websites with blogs have 434% more indexed pages, leading to significantly higher organic traffic. Finally, blogs influence purchase decisions, with 60% of consumers developing a positive outlook on a company after reading a blog on their site.

Google’s helpful content guidelines and the E-E-A-T framework

Learning Google’s helpful content guidelines, particularly the E-E-A-T framework (experience, expertise, authoritativeness, trustworthiness), is crucial for effective SEO. The updated E-E-A-T framework, introduced in December 2022, adds ‘Experience’ as a metric, emphasising the value of content based on direct personal experience. 

As businesses strive to write the best content possible, understanding and applying the principles of the E-E-A-T framework can empower them to craft content that not only aligns with Google’s guidelines but also resonates with quality evaluators. These human evaluators assess the relevance and usefulness of search results in relation to user queries. Their feedback helps Google improve its search algorithms and algorithms that are responsible for displaying search results.

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Importance of keyword research in SEO content writing

At the core of every successful SEO strategy lies comprehensive keyword research. It’s the magic touch you need to implement in order to generate epic results. Understanding the nuances of search intent – be it transactional, informative, commercial, or navigational – is key. 

When it comes to implementing keyword research into a blog, start by identifying target keywords that align with your content and resonate with your audience. Integrate these keywords strategically throughout your content, including in headings, subheadings, and naturally within the body text. This not only enhances the visibility of your blog in search engine results but also ensures that your content directly addresses the queries and interests of your target audience. 

It’s also vital to see what your competitors are doing. The easiest way to go about this is to just type your target query into Google, and see what the top results are. This should show you how to structure your blog and give you some ideas for complementary keywords to include! 

Good keyword research ensures that your blog remains finely tuned to user expectations and current SEO trends, further maximising its impact and relevance.

Case study: successful blog on knee pain exercises

The webinar featured a compelling case study showcasing the impact of a well-crafted blog. Tom, our senior SEO strategist at Five by Five, created a blog on knee pain exercises for one of our clients that runs a leading physiotherapy clinic in Sydney. This blog has secured the top position for relevant keywords and garnered 20,000+ clicks since it went live in January of 2023. 

In order to get these results, Tom made sure to look at the other top results for the target keyphrase ‘knee pain exercises’, assess what they were doing, and then determine how he could improve on the template they’d set. One thing he noticed was that most of the other top results weren’t written by professional physiotherapists, so he made a point of leaning on the expertise and knowledge of our client, as he thought this could help set the blog apart. 

On top of this, he also noticed that each blog in the top spots in the SERPs featured images demonstrating the exercises. This meant making bespoke photos for the blog – and now you could say Tom is the face of knee pain. There’s nothing we won’t do for good results here at Five by Five! 


Repurposing content for maximum impact

Once you’ve published your blog, don’t just let it sit on your website. Re-purpose it through your other digital channels to reach a wider audience. Creating downloadable PDFs for social media and email marketing is a great strategy. PDFs are lead magnets when done right, and also help with email list building (you can ask people for their email in exchange for the free PDF). 


Other ways to repurpose your blog include using alternative mediums such as audio formatting. This gives your content a wider reach and can enhance content visibility.

The role of ChatGPT in content creation

ChatGPT is an AI-driven tool that was released to the public in November 2022. It is a valuable tool for those looking to improve their SEO content writing and has a range of benefits including: 

  • Improved writing speed
  • Adaptability to various writing styles
  • Ability to assist with content ideas

While ChatGPT has a range of benefits, it should always be complemented with human expertise. Fact-checking and research remain vital to ensure the accuracy and reliability of the content generated.

If you want to learn more about how to use ChatGPT effectively, we hosted a whole webinar on this topic!

Boost website traffic and leads with the power of blogging

Blogging’s impact on digital marketing is one that can’t be ignored. From the significance of blogging for businesses to navigating Google’s helpful content guidelines, it’s a key strategy for businesses aiming to boost their online presence. Our case study highlighted the real-world success of strategic blogging, while the idea of repurposing content and leveraging AI tools like ChatGPT showcased the evolving landscape of digital marketing and SEO content writing.

As businesses gear up for 2024, the invitation to stay tuned for more webinars from Five by Five promises a continued journey into the world of digital marketing magic. Whether you’re a business owner seeking to enhance your online presence or a digital professional ready to unlock the potential of blogging, Five by Five’s expertise stands ready to guide you on the path to success.

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