There’s no shortage of advice about SEO (Search Engine Optimisation) online, but you might still struggle to find tips that aren’t bogged down in confusing jargon. If you are penning a blog post but unsure what SEO fundamentals it needs, here’s a basic guide that gets straight to the point…

A topic

Much SEO advice focuses on the importance of inserting the right keywords into your copy, including the title. We’ll return to the subject of keywords a little later, but you have to remember that Google is primarily geared towards helping human users rather than ticking arbitrary technical boxes.

For this reason, the topic of your next blog post should be, more than anything else, something that many people are interested in – or would be if they were introduced to it.


There are various tools out there for calculating the “right” keywords to use, based on your specific needs – but again, try not to get too technical with your approach. Initially, just brainstorm a long list of terms that you know are relevant to your business. 

You can narrow down your list later by using Google Keyword Planner, which will give you an idea of how many people use these terms in searches and how competitive these keywords are.


A blog post can benefit from two types of links: internal and external. Each internal link directs to another page on the same website, and can therefore help to make it easier to navigate. Each external link, meanwhile, points towards a page on a completely separate website.

For the sake of SEO, you should endeavour to link to content that is genuinely useful and relevant to your blog post’s target audience. External links could help you to attract inbound links, too; our link building experts here at Jumping Spider Media would be happy to enlighten you on how this works.