Blog SEO 101: Optimising Your Blog for Rankings & AI Overviews

Blogging isn’t just about writing great content anymore—it’s about making sure people can actually find it. 

With Google’s algorithms evolving and AI overviews (AIO) reshaping search results, ranking your blog requires more than just stuffing in keywords. Blog SEO is about optimizing your content for both search engines and AI-driven summaries, ensuring it’s structured, valuable, and aligned with user intent. 

If your blog isn’t ranking, it’s not reaching your audience—and that means fewer clicks, leads, and opportunities. In this guide, we’ll break down everything you need to know to optimize your blog for SEO and AIO. 

Whether you’re a beginner or a seasoned content creator, following these proven strategies will help you boost rankings, drive organic traffic, and stay ahead in the AI-driven search landscape. 

Let’s dive in, shall we?

What is Blog SEO?

Blog SEO (Search Engine Optimization) is the process of optimizing your blog content so it NOT ONLY ranks higher on search engines, but also gets picked up by AI-generated overviews (AIO). 

It’s not just about stuffing keywords—it’s about structuring your content so Google understands it, proving your expertise (E-E-A-T, anyone?), and making sure your blog is actually helpful to real humans. 

With AI summaries becoming more common in search results, blog SEO now also means formatting content in a way that machines can easily digest—think clear headings, concise answers, and high-quality, trustworthy information.

Why Blog SEO Matters for Traffic & Visibility

Let’s be real—ranking on Google isn’t just about getting a pat on the back for good content. It’s about visibility, authority, and actual traffic. 

If your blog isn’t optimized for search engines, it’s basically a hidden diary that nobody reads. SEO helps you cut through the noise, get discovered by the right audience, and, most importantly, drive clicks that turn into leads, sales, or whatever goal you’re chasing. 

But here’s the kicker—SEO isn’t just about ranking anymore. Thanks to AIO, the way people interact with search results is changing fast.

The Rise of AIO & Their Impact on SEO

How does AIO affect CTR and Organic Traffic?

Google’s AIO is flipping the script. Instead of sending traffic to blogs, these AI-generated summaries serve up direct answers right on the search results page. 

That means fewer clicks, less organic traffic, and a whole lot of frustration for content creators. Companies like Chegg are even suing Google over this, arguing that AI is stealing content without fair compensation. 

Meanwhile, studies show AIO is replacing featured snippets and shifting search intent faster than ever. In fact, SEO expert and Growth Advisor Kevin Indig did a mini ‘meta-analysis’ of 19 other studies that examined the impact AIO had on organic traffic. He cited Seer Interactive’s study which showed that AIOs reduced organic CTRs and thus, organic traffic a site is receiving.

The Rules of Search Intent are … Different?

Traditional SEO wisdom would have you creating a piece of content with search intent identical to that of the keyword you are targeting in hopes of it being cited in AIO. But take a look at what I just did.

When I searched “how to choose the right gym in singapore,” the few pieces of content have search intent that does not match that of the keyword. Interesting, don’t you think?

So what does that mean for us? Simple: Blog SEO isn’t just about choosing the right keywords and ranking for them—it’s about structuring content in a way that AI wants to cite while still making people click through to your site. If you’re not adapting, you’re getting left behind.

How then, can you optimize your blog posts for SEO and AIO?

Top tips for SEO for Blog Posts

Pick Your SEO Tools—Because Guesswork Won’t Cut It

You can’t do blog content SEO without solid SEO tools—plain and simple. If you’re trying to optimize blindly, you’re wasting time. After years in the game, I’ve tested pretty much every tool out there, and these are my top three picks.

Ahrefs

Ahrefs is an SEO powerhouse, handling everything from keyword research to backlink audits and technical SEO insights.

One of my go-to features? Their Chrome extension—it gives you an instant snapshot of competitor performance, showing key metrics like domain rating and keyword rankings. If you want to quickly look at keywords your competitors’ blog posts are ranking for, this tool is a must-have.

Semrush

Like Ahrefs, Semrush is an all-in-one SEO tool, but where it really shines is keyword research.

Their Keyword Magic Tool makes clustering a breeze—want to find only informational keywords that include “who” for your blog? Just add a filter, and Semrush automatically pulls only the relevant results, saving you hours of manual work.

Personally, I find their filter feature more powerful than Ahrefs’s one. So I tend to fall back on Semrush whenever I find myself needing to do quick filtering of keywords.

Google Search Console (GSC)

GSC doesn’t get enough credit when it comes to keyword research. Think about it—who has the most accurate SEO data? Google itself. GSC tells you exactly which queries your pages are ranking for, along with clicks, impressions, and average ranking position.

While private tools like Ahrefs and Semrush have massive keyword databases, they can’t match Google’s own data—especially for niche industries or non-English markets. The only downside? GSC doesn’t show search volume, but when it comes to uncovering hidden keyword opportunities, nothing beats it.

Let’s take a look at an example. So I run barreirinhasbrasil.com, a travel site about travel destinations in the northeastern coast of Brazil. And the site is in Brazilian Portuguese.

That alone should already limit the number of keywords I have access to using paid tools.

BUT, when I look at the GSC query data for a blog post I did on the places to eat in Santo Amaro do Maranhão, I discovered a lot of interesting long-tail keywords that are topically relevant to the blog’s topic, but are of different search intent:

• melhores restaurantes santo amaro da imperatriz = best restaurants in a city of a very similar name but in a different state
• imagens de restaurante do gordo santo amaro do maranhão = Images of a restaurant called Gordo
• restaurante cajueiro santo amaro = Name of a specific restaurant in Santo Amaro do Maranhão
• sorveteria santo amaro maranhao = Ice cream shops in Santo Amaro do Maranhão
• avaliações sobre guajiru restaurante santo amaro do maranhão = Reviews about Guajiru restaurant Santo Amaro do Maranhão

This makes some of these make perfect secondary keywords to establish topical relevance between the blog article you are writing and other articles in your content cluster.

Alternatively, some of these can be used as primary keywords for brand new articles.

Pick the Right Keywords for Your Blog

Every keyword falls into one of three intent buckets: 

• Informational (people want answers, like “how does AIO work?”)
• Navigational (they’re looking for a specific site, like “Ahrefs blog SEO guide”)
• Commercial intent (they’re comparing offerings before purchasing, “like “best SEO agency in Singapore”)
• Transactional (they’re ready to buy, like “best AI SEO tools 2025”)

But for blog articles, we focus only on informational and commercial (typically listicle) keywords.

So, choosing the right keywords isn’t just about search volume—it’s about understanding intent so your content actually ranks and gets clicks. Google prioritizes content that matches what searchers are actually looking for. 

If someone searches for “best AI SEO tools,” they want a list of options, not a deep-dive essay on how AI is changing SEO. If your content doesn’t match intent, it’s dead on arrival—no matter how well-written it is.

Map ALL Keyword Variants of the Same Intent to the Same Cluster

Different people search for the same things differently. This is especially true for long-tail keywords.

Just think about it.

If I were to compare “whatsapp login” and “how to set up whatsapp on my computer,” which has a larger number of variations in terms of the number of ways you can search it? I think the answer is quite clear.

When you are mapping keywords to your primary keyword cluster (i.e. the keywords you can and want to rank on page 1 for), ensure that you include as many of these into your metadata, header tags, and actual content. Naturally, of course. Each of these keyword variants can drive clicks and impressions in Google Search Console (GSC) instead of an aggregated search volume that all SEO tools use. Don’t underestimate the combined SEO potential of all the keyword variants.

Use Header Tags Strategically

If your blog post looks like a giant wall of text, nobody’s reading it (I mean, Googlebot still does unless you block the crawling of your blog posts. But I digress).

Structuring your content properly with header tags (H1-H6) helps search engines and readers understand what’s important. Your H1 is the main event—it tells both Google and humans what the page is about. 

H2s and H3s break down key sections, making the content scannable, digestible, and easier to navigate. Done right, this keeps visitors engaged, reduces bounce rates, and improves your SEO rankings.

But here’s the thing—don’t go overboard. Using too many header tags (or misusing them) just confuses search engines and dilutes your content’s impact. 

Keep it simple: one H1 per page, then use H2s, H3s, and H4s to logically structure your content. Not only does this make your blog more readable, but it also signals to Google that your content is well-organised and worth ranking. Bottom line? If your blog is a mess, don’t expect it to perform.

Set Up SEO Plugins—Because “SEO-Friendly” Isn’t Always Enough

For WordPress, Yoast SEO and RankMath are the go-to options, but almost every blogging platform has its own version. 

The specific plugin doesn’t matter as much as what it does. You need tools that let you:

• Optimise page titles
• Optimise meta descriptions
• Generate XML sitemaps
• Fine-tune site structure (like noindexing unnecessary pages)
• Edit the robots.txt file

Don’t neglect E-E-A-T

If you want Google to take your blog seriously, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is non-negotiable. Search engines—and more importantly, AIO—prioritise content that’s credible, written by real experts, and backed by experience. 

If you’re just regurgitating generic SEO fluff, Google will bury your content. Readers (and algorithms) want proof that you know your stuff—whether it’s through first-hand experience, credentials, or authoritative sources. 

For example, you know how the First Page Singapore blog frequently publishes SEO content? Who better to write those types of content than our very own SEO Director Fabian Seow himself. When Googlebot crawls our blog posts, they will pick up content found in the author bio about Fabian’s SEO expertise.

E-E-A-T isn’t just about boosting rankings—it’s about building trust with your audience. 

In-depth author bios aside, here are some other ways you can enhance the E-E-A-T of your blog articles:

• Linking to reputable sources (especially when it comes to research and statistics)
• Article schemas with an in-depth nested person schema
• Backlinks from credible niche-related sites (e.g. if I were publishing a travel guide, I would ideally try to get backlinks from authoritative travel sites like trip.com)

Optimise your Page Titles with Your Target Keywords

Your page title is SEO gold—it tells Google and users what your content is about. 

To rank (and get clicks), put your main keyword in your titles, keep the title 60 characters or below, and make it compelling. A title like “10 SEO Hacks to Skyrocket Your Blog Traffic” beats “SEO Tips for Bloggers” every time. 

CTR matters, so use power words, numbers, or a unique hook to grab attention. Bottom line? If your title isn’t optimised for both search engines and humans, you’re losing traffic.

Optimise your Meta Descriptions with Your Keywords

Your meta description isn’t a ranking factor, but it is a major influence on several things:

• CTR
• Clicks and impressions (GSC)

Think of it as your sales pitch in the search results—if it doesn’t grab attention, users scroll right past. 

To maximise impact, include your primary keyword naturally, sprinkle in a secondary keyword if it fits, and keep it under 155 characters to avoid truncation. A compelling description that clearly answers search intent and teases value will drive more clicks and impressions—even if you’re not ranking #1.

Create Topic Clusters and Optimise them for Internal Linking

If your blog posts are floating around like disconnected islands, you’re doing SEO all wrong. Topic clusters help organise your content by linking related posts to a central “pillar” page, showing search engines that you’re an authority on the subject. 

Instead of just optimising individual posts, you create a network of interlinked content, making it easier for Google to understand your expertise. This helps build topical authority for your site.

And this is important because it signals to Google that your website is an authority in a particular field. And assuming you play the SEO game well (i.e. build high-quality links, ensure crucial technical SEO issues are fixed, publish well-written and unique content), you’re most likely to rank high in search results in the long-term.

But here’s the key: internal linking has to be intentional. 

Each supporting page should naturally link back to your pillar page and to other relevant subtopics. Don’t just spam links—make them useful. Google rewards logical content structures, and users love easy navigation. 

Say your pillar page is an article titled “What is SEO?”. Your cluster topics can be things like:

• What are the benefits of SEO?
• Disadvantages of SEO?
• SEO vs PPC: Which is better for your business?
• Best free SEO tools

The better your internal linking game, the stronger your topical authority, which AIO will favor when pulling answers. Bottom line? A scattered blog is a weak blog—tie your content together, and Google will take notice.

Don’t Neglect External Linking

Now, I’m not big on giving links to external sites as I want to preserve ‘link juice’ and not give free links, but external linking is pretty important.

Because Google wants to rank useful, well-researched content, and linking to credible sources shows you’re backing up your claims with expert insights, data, or authoritative references. It’s like citing sources in an academic paper—it strengthens your credibility and helps Google (and your readers) see your content as reliable.

E-E-A-T is important, remember?

Technical SEO for Bloggers

If search engines can’t crawl or index your blog properly, it’s basically invisible—no matter how good your content is. Start with robots.txt and XML sitemaps to guide Google’s bots, making sure they can access important pages while blocking irrelevant ones (like duplicate or admin pages). 

Then, get your canonical tags in check—these tell search engines which version of a page is the “real” one. If you have similar blog posts or republished content, a missing or incorrect canonical tag can split ranking power and hurt SEO.

Meta tags are another silent killer. A wrongly placed noindex tag can wipe your blog from search results, leaving you wondering why traffic suddenly tanked. Regularly audit your site to catch crawlability issues before they wreck your rankings. 

Bottom line? If search engines can’t find your content, neither can your audience—fix your technical SEO before it’s too late.

Put Your Blog in a Subfolder—Not a Subdomain

Back in the day, it was common to stick blogs on a subdomain (blog.example.com), but here’s the problem—Google treats subdomains like separate websites, which can dilute your SEO efforts as ‘link juice’ is not passed over from the main site to your subdomain.

Source: BackLinko

The smarter move?

Use a subfolder instead (example.com/blog). This way, all your blog’s SEO value—rankings, backlinks, and authority—gets consolidated under your main domain, helping your entire site perform better. Simple tweak, big impact.

Oh! And from a data analytics standpoint, it’s easier to analyse the performance of your blog posts if they’re all in the /blog subfolder.

Optimise your images

Ignoring image SEO is a huge mistake—Google Images is a major traffic source. 10.1% to be exact.

And optimized images can drive thousands of extra visitors to your blog. Back when I was still working at Novocall, I played by all the image SEO rules and look what happened. At least half of the images on the article about cold call scripts for insurance agents took up top spots in Google Images and they still do today.

So how do you optimize for Google Images?

Start with descriptive file names (not “IMG_1234.jpg”), use alt text with keywords, and compress images to keep load times fast. Adding structured data helps Google understand what your images are about, and placing images near relevant text improves context.

And don’t forget originality—unique, high-quality visuals perform better than generic stock photos. Bottom line? Image SEO isn’t just about looks—it’s about visibility.

Keep Bounce Rates Low

Bounce rate in Google Analytics 4 (GA4) measures the percentage of users who visit a page and leave without interacting further.

While Google has downplayed its role in rankings, the search algorithm leaks in May 2024 suggested that user engagement metrics—including bounce rate—still influence SEO. Documents indicate Google tracks “goodClicks,” “badClicks,” and “dwell time” to assess content quality, meaning high bounce rates could signal low relevance and impact your rankings.

To reduce bounce rates, make sure your content matches search intent, loads fast, and keeps users engaged. Use clear formatting, internal links to encourage deeper browsing, and compelling CTAs to guide readers to the next step.

Avoid clickbait titles—if users land on your page and don’t find what they expected, they’ll bounce fast. Bottom line? Engaged users stay longer, and Google takes notice.

Final Thoughts: Stay Ahead with Smarter Blog SEO

SEO is constantly evolving, and AIO are changing the game faster than ever. If you want your blog to stay visible, drive traffic, and convert readers, you need to go beyond basic optimisation. 

SEO isn’t just about ranking anymore—it’s about ensuring your content is useful, trustworthy, and irresistible to both search engines and real users.

The key takeaway? 

Adapt or get left behind. Google’s search landscape will keep shifting, and those who understand intent, optimize for visibility, and refine their technical SEO will come out on top. Make your blog content easy to find, engaging to read, and impossible to ignore. 

Start implementing these strategies today, and watch your rankings—and traffic—grow.