You’ve heard you need to do SEO (Search Engine Optimisation) to ensure your business appears in search engine result pages such as Google or Bing. But how to go about it?

It can seem like a technical dark art but, when it comes to it, Google (and others) are simply interested in whether your website provides a good user experience and has content that is relevant to a user’s search. Blog content done well can help Google understand your website and business better so they sign-post people in your direction. It should feature as part of your marketing strategy.

These tips focus on commercial property but regardless of your sector will help you write a well optimised blog that stands out without the need of agency support.

Start with keyword research

Keywords are the words and phrases people type into a search engine when they’re looking for something. You should undertake research to figure out what those keywords are for your website and blog.

Use tools like Google Keyword Planner, Ubersuggest, or AnswerThePublic to see what’s popular in your sector. Don’t just go for the obvious ones and there’ll be an incredible amount of competition and if you’re a small business big players in the market might dwarf your efforts. Instead, find those long-tail keywords that might not have as much competition but can still get you in the search results you want. For example:

Marketing consultant

There will be individuals and companies as well as brokers such as Bark and Upwork all over the world competing for this phrase.

Instead…

Freelance marketing consultant Manchester

Property marketing consultant

B2B marketing consultant

These are more niche but also targeted meaning I am more likely to reach my intended audience.

Using a commercial property sector example, think about what your target audience is searching for. Maybe it’s “office space for rent in Manchester” or “how to invest in commercial real estate.” Get specific and think like your ideal customer. HubSpot has some excellent advice on how to approach this kind of keyword research for niche markets.

Avoid keyword stuffing

The search engines are wise to this tactic and assess the quality of your content. Keyword stuffing is where you try to cram as many keywords as possible into your text making your content difficult to understand. Instead write for your intended customer not to impress Google. Introduce your keywords naturally throughout your blog.

In commercial property, this might mean discussing the benefits of leasing versus serviced space, but in a way that’s easy to digest, without throwing in the term “commercial lease” in every sentence.

Craft catchy, click-worthy titles

Your title is the first thing people see (and Google too), so make it count. You want something that grabs attention and makes people want to click. It also needs to contain your main keyword for the blog.

Try combining the keyword with something that will draw people in. For example, if your keyword is “commercial property investment tips,” you could go with “Commercial Property Investment Tips: 5 Insider Secrets for Maximum ROI.” It suggests the blog will provide value to the reader and will encourage them to make that all important click,

Need more inspiration? Moz is a great resource on crafting titles that get clicks—definitely worth a read.

Break up your text

People on the internet have short attention spans and often skim read. If they see a massive chunk of text, they’ll probably bounce off your website pretty quickly.

Use short paragraphs, bullet points, subheadings, and images to make your blog easy to skim. And don’t forget to include your keywords in those subheadings where it makes sense. Google loves that.

In commercial property, this might look like using bullet points to list the pros and cons of different types of office space or breaking up a post on market trends with relevant graphs and charts.

Include links

Internal linking (linking to other pages on your own site) is important. It helps Google understand the structure of your site and encourages readers to stick around longer (which is good for your bounce rate).

When linking, use relevant anchor text (that’s the clickable text). Instead of saying “click here”, use something that includes a keyword, like “explore our latest market analysis on commercial property trends”. It’s better for SEO, and it gives readers a better idea of what they’re clicking on.

And don’t forget external links (linking to other reputable sites). These can boost your credibility, but be smart about it. Only link to quality sites that are relevant to your content. For example, linking to an authoritative resource like CBRE for industry data adds weight to your blog and shows you’re in the know.

Enhance your blog with images

Images aren’t just there to look pretty—they can help with SEO too. Make sure you’re using high-quality images that are relevant to your content. And don’t forget to give them descriptive file names and alt text that includes (you guessed it) your keywords. Including alternative descriptions is not only important for accessibility but Google ranks you on it.

Compress your images so they don’t slow down your site. A slow site is an SEO killer. Google will penalise you because you’re offering a poor user experience. Tools like TinyPNG can help with this.

In the commercial property space, this could mean using images of key properties, infographics on market trends, or even maps showing property locations—whatever adds value and context to your content.

Don’t forget your meta descriptions

A meta description is the little blurb that appears under your title in search results. It’s your chance to sell your blog in a sentence or two, so make it count. Include your main keyword, make it enticing, and give readers a reason to click.

For a commercial property blog, something like: “Discover expert tips on commercial property investment that can help you maximise your returns. Learn more here.”

Yoast offers some fantastic advice on how to craft the perfect meta description, so check that out if you’re looking for more tips.

Monitor your analytics

Finally, don’t forget to check your analytics regularly to see how your blog is performing. Google Analytics is the main tool here. Look at which posts are getting the most traffic, which keywords are working, and where you might need to tweak things.

In the commercial property sector, this could help you identify what types of content resonate most with your audience—whether it’s market analysis, location guides, or guides or investment tips.

Remember, SEO is an ongoing process and you should be constantly tweaking your approach to get the best results.

To conclude

Optimising your blog content for SEO isn’t as difficult as it might seem. With a little bit of research, some strategic writing, and a few tweaks from time to time, you can boost your visibility and get your content in front of the people who need it most.

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