Google has always stressed the importance of optimizing for user experience. Much of this takes place at the site level (HTTPS, page speed, etc.). But there are things you can do to improve content on a post-by-post basis.
First, if your post is particularly long, consider adding a sticky table of contents to help the reader find exactly what they are looking for.
Excerpt of Ahrefs' link building blog post; clickable ToC on the left
Second, pay a designer to create attractive, branded graphics. This will go a long way in both keeping users on your page and establishing your blog as an authority.
Third, break up your paragraphs (ideally none longer than three to four sentences) and use bullets to keep the reader’s attention. Remember that most people are looking for fast answers and are, therefore, skimming. So contrary to popular belief, making your content skimmable will actually increase the time readers spend on your page.
As simple as these things may sound, they’re super effective in my experience.
KEY TAKEAWAY
Don’t discount the importance of a blog post that is clean and easy to read. Sometimes, long blog posts are too frustrating for users, so be sure to format your blog posts appropriately and hire a designer to help you.
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4. Fulfill the searcher’s intent
Search intent is basically the reason behind the search. Does the searcher want to learn something or buy something? Are they looking for a detailed guide or skimmable listicle? Do they just want a quick answer or lots of knowledge?
If you fail to understand the answers to these questions, you’ll be at risk of misaligning your content with search intent. Consequently, it’ll be much harder (sometimes impossible) to rank the content.
This is quite a complex topic, as there are many ways you may misalign content with search intent. But here are three of the main ways I’ve noticed:
A. Post style is incorrect
Before you write your blog post, Google the main keyword to better understand what kind of blog post the reader wants.
For example, if you’re about to write a how-to guide for a term like “best CRM for small businesses,” you’re wasting your time because the searcher’s intent is clearly a simple list of tools: