Common Blog Post Mistakes: Avoid Them and Improve Your SEO

Creating a blog post isn't a big deal, but that doesn't mean it can be done in any way! This type of publication has an essential function in Digital Marketing and must be taken into account when producing a post. Do you know what it is?Many people think that writing an article is simple and trivial, but you should be careful! It is precisely this thinking that leads to error. And when it comes to Content Marketing, one thing is certain: nobody wants to make mistakes and have to start again.

If you are concerned about the digital positioning of your educational institution and want to do a good job on the internet, this article is for you!

Shall we go together?

What is a blog post and what is its function?

A blog post is one of the parts of what we call Content Marketing - a fundamental strategy for any brand's online presence.

It's through this that an educational institution gains more visibility on search engines such as Google - the biggest one today.

This content has an even more strategic function than providing information. In them, organic keywords can be indexed and, depending on the quality of your article - technically and conceptually speaking - it can rank very well!

It's through keywords that people arrive at your site when they search in their browser. But even for that, you have to choose them wisely.

In this respect, Google offers various metrics free of charge through the Keyword Planner tool, such as:

• Search volume;
• Related words;
• Ranking difficulty of the term, which is important data because it indicates whether other sites that have also chosen the term are ranking well
• And even the keyword's search trend over the months, with the Google Trends tool.

In fact, organic keywords are considered better than paid ones, since they gain greater visibility in search engines and, consequently, bring more traffic to your blog and website, without having to invest in ads.

Avoid generalizing that organic is "better" than paid: the channels complement each other. Recent studies indicate a drop in CTR for both organic and paid traffic as Google advances its AI resources, while CTR reports by position continue to show that the first organic result has an advantage over ads on average.

To choose keywords based on what your site already receives, complement the Keyword Planner with the Google Search Console Performance Report. There you can see actual queries, clicks, impressions and average page position, valuable inputs for optimizing titles, intertitles and content opportunities.

Creating a good blog post requires attention to good practices, such as drawing up a periodic plan for the production of content, after all, you can't achieve a goal without planning actions to be taken when they need to be taken; timing is everything!

In addition, you need to bear in mind that your goal should be to rank your article, and to achieve this goal, there are a number of mistakes you should avoid.

Image: Digital Content Production: Avoiding Blog Post Mistakes

Blog post and the 6 mistakes you'll never make again!

We've put together a list of the most common mistakes in content production.

Read it carefully!

1. Blog post with a generic theme

An article with a generic theme may reach a lot of people, but there's a risk that it won't hold anyone's attention!

This type of tactic can result in a high bounce rate for your blog posts, which means that all the resources invested in producing the content have been wasted.

To assess whether the topic is retaining readers, prioritize the GA4 engagement rate and the GA4 bounce rate(defined from engaged sessions). These show real interactions - such as scrolling, events and time on page - and offer a more accurate reading of user interest than pageviews alone.

You know that what makes content attractive is the subject it covers, and you also understand that it needs to be related to the audience's interests, don't you?

Well, you need to answer real questions from real people, after all, why would anyone invest time in reading an article that doesn't add to them? It doesn't make sense.

2. Not considering personas

"I know exactly what my audience thinks, I don't even need to ask them". We're sorry to inform you, but you could be quite wrong.

And here's another point: Inbound Marketing isn 't about guesswork. The good news is that there is a way around this: we create personas to establish the direction of the content.

No mistake! By knowing the characteristics of the buyer persona who will receive that blog post, you can define the ideal theme and language for your post.

Read also

• Achieve these 6 objectives with content marketing
• How to generate more opportunities when capturing leads? Check it out!
• Inbound Marketing: 7 metrics to monitor and optimize

3. Not considering the sales funnel

Similar to the previous topic, ignoring the sales funnel is also a very common mistake. The stage of the funnel not only underpins the structure of a blog, but also defines what the blog post will be about.

Here's a brief explanation of the strategy for each stage of the funnel:

Top: educational posts to attract the user (at the top, people don't know your brand yet);

Middle: more elaborate content to convert (in the middle, they know you, but are still considering whether or not to buy from you);

Bottom: subjects related to your brand (at the bottom are those who want to join your educational institution, but need a little help to make the final decision).

4. Exaggeration or lack of keywords

Exaggerated repetition of search terms in an article may have worked for a while, when our friend Google's algorithm wasn't so clever yet, but that's no longer the case.

Today, there is no longer any room for tricks; in fact, your article could be punished for practicing the famous keyword stuffing. Likewise, it is not an option to ignore the existence of keywords.

There is no ideal keyword density. Google discourages keyword stuffing practices; use the term naturally, especially in the title/H1 and in the first paragraphs when it makes sense, rather than chasing targets like "1 time every 100 words".

5. No CTA

Every article exists to fulfill a function according to its stage in the funnel. Therefore, they should all be accompanied by a call to action (CTA).

Remember that the reader, whether a visitor or a lead, is unlikely to take any action unless they are invited to do so. This is the importance of the CTA or "call to action".

The call to action can be an invitation to read another blog post or an offer to buy a product or service. It usually comes at the end of the post, but depending on the stage of the sales cycle, it can also appear throughout the publication.

6. Lack of optimization

You can't talk about blog posts without mentioning the famous SEO. You can follow good content production practices and avoid the mistakes we've mentioned above, but this doesn't guarantee that your post will be among the top spots in Google searches. And do you know why? Because of the lack of SEO (Search Engine Optimization) techniques.

Search engine optimization basically involves the following steps:

• Searching for and properly inserting keywords;
• Linking to internal and external posts on your blog;
• Make it easy to read by making it scannable, i.e. short sentences and paragraphs;
• Insert a strong and attractive title with the main keyword.

See? Preparing text for the web is not just about good writing!

When it comes to optimization, pay attention to internal linking. Google itself recommends crawlable links and descriptive anchors to help people and engines understand your content. Prioritize relevance and clarity in the anchor; avoid links in non-clickable elements or without href.

Since March 2024, "useful content" signals have been incorporated into Google's core updates, and the separate system has been deactivated. Focus on pages that meet user intent and demonstrate real experience, rather than artificial optimizations.

The practice is based on Content Marketing strategies, which, if well applied, are the basis for your Educational Institution to achieve better digital results.

Summary: The blog post is a central part of content marketing and, when well planned, strengthens digital positioning and visibility in search engines such as Google. To achieve results, it is essential to choose keywords based on data, consider personas, align content with the sales funnel and apply SEO techniques. Among the most common mistakes are: generic topics, too many or too few keywords, lack of CTAs and lack of optimization. A good post should be scannable, have relevant internal and external links and offer real value to the user, respecting recent Google updates. In this way, educational institutions can attract qualified leads, increase organic traffic and turn the blog into a strategic channel for attracting and building relationships.

Can you imagine your blog post at the top of searches?! Just follow our tips. By the way, how about getting to know 6 objectives to achieve with Content Marketing?

Blog Post: How to Create Content that Generates Results

What is a blog post and what role does it play in digital marketing?

A blog post is part of content marketing and essential for an educational institution's online presence. As well as informing, it strengthens visibility in search engines such as Google, better positions the brand and attracts potential students through well-crafted organic keywords.

Why are keywords important in a blog post?

Keywords connect user searches to your content. Tools such as Keyword Planner, Google Trends and Search Console help identify relevant terms, search volume and ranking difficulty. When applied well, they increase organic traffic without the need for ads.

What mistakes should be avoided when producing blog posts?

Six common mistakes can compromise the results of an article:

1. Generic topic - doesn't hold the reader's attention.

2. Ignoring personas - not targeting the right audience.

3. Not considering the sales funnel - misalignment of the content with the student's journey.

4. Exaggeration or lack of keywords - harms SEO or visibility.

5. Lack of CTA - reduces conversions and engagement.

6. Lack of SEO optimization - prevents good search engine ranking.

How to relate blog posts to the sales funnel?

Each stage of the funnel requires a different type of content:

• Top: educational articles to attract visitors.

• Middle: more in-depth content to nurture leads.

• Bottom: posts directly related to the institution, guiding the enrollment decision.

What is the role of the CTA in a blog post?

The Call to Action (CTA) directs the reader to the next action: reading another article, downloading a material or registering. Without it, the visitor is unlikely to move forward in the sales funnel.

How to optimize blog posts for SEO?

Optimization involves choosing the right keywords, internal and external linking, short paragraphs, strong titles and content that meets the user's intent. This practice improves scannability, Google ranking and the reader's experience.