How to Write an SEO-Friendly Bio.
Your horn is toot-worthy, and an SEO-friendly bio is a great way to strategically be heard. Whether you’re writing a bio for your own web site or for the company that employs you, ensure your content is easily found by users and search engines, alike, with the following tips on how to write an SEO-friendly biography.
Why Write an SEO-Friendly Biography?
An SEO-friendly bio guides users (and the search engines who serve them) to your content when they’re searching for certain key words. In Google-gab it’s called establishing authority. Now, if you’re not of Kardashian blood (ahem, fame hasn’t obnoxiously and for no good reason knocked on your door), you have to work intelligently to attract the right audience. This is where optimizing for search engines becomes vital.
What Should an SEO-Friendly Bio Include?
Your SEO-friendly bio should include the following components:
- Relevant, highly searched key words. This takes calling on a tool such as the Bing’s Keyword Research tool, unless someone with SEO smarts is guiding you.
- An interesting key word-rich intro paragraph. If your introductory paragraph bores or confuses users, they will bounce off the page, and possibly off your site. We cover this more thoroughly in the last section.
- Visually appealing, easy-to-scan, unique content. People don’t like to read, and if you make them work too hard, they’ll buy the first ticket to Bounce-ville.
- Optimized and original images. If the same photo of your face is plastered on multiple sites, you water down the impact you make online. Presented with a wow-worthy image, users are more likely to remember you, talk about you, and share your content.
- Video worth watching. The more depth you offer, the more your target audience can relate to (and hopefully thumbs-up) you. Get creative, even in a short video, if that speaks to your specialty, but don’t waste your viewers time. Video is also a great way to show off without seeming like a braggart. For example, if you are the yoga-teaching queen of handstands, turn your users’ world upside down with a taste of your bad-assery.
- An invitation to engage. Close your bio with a call to action such as leaving a comment, connecting via email or social media, subscribing to your e-newsletter, or dropping in to one of your classes on how to be a handstand queen (you get the idea).
Why are these elements a must? These days, you are just as much a part of your brand as what you do for coin. And although you might not consider your name a high-priority search term, you should. Reason being, you are good at what you do and more people (such as target audience members, influencers, recruiters, potential investors, and more) should know about you. Plus, when associated with a product or service that users want, you (your face, name, handle, and overall online presence, included) become more marketable.
5 Tips for Writing an SEO-Friendly Bio
Now that you have an idea of what you need to cover in your bio, let’s talk technical SEO strategy. For sake of example, we’ll stick with the yoga handstand theme. Your name is Jen Lamboy, you’re a yoga teacher, and you’re writing an SEO-friendly bio for Endorphin Yoga Studio in Denver, Colorado.
1. Incorporate key words naturally
Don’t force them; You’ll risk coming across, to users and search engines as “spammy.” Instead, be your authentic self, show your personality (without forcing funny) and your approachability while strategically sprinkling in the key words users are searching. For Jen’s yoga bio her key words might include: yoga, yoga classes, yoga teacher, handstand(s), Jen Lamboy, Endorphin Yoga Studio, Denver, CO, Colorado.
2. Create unique, engaging content
Write a fresh new bio–instead of using the same content (or image) across multiple web sites–in third person. That way, you can more naturally include your full name as a key word. If you want to incorporate first-person anecdotes, break them out as an aside in quotes. And
3. Assure users they’ve arrived on the right page
This is just as much a usability rule as an SEO play. Specifically, your intro paragraph should briefly describe what the page covers and include the following:
- Your name.
- The main key words you want to rank for in search.
- The company or organization.
Even better, include these three in the first sentence such as: Jen Lamboy teaches alignment-based yoga and handstand technique at Endorphin Yoga Studio.
4. Break up content with optimized headings
Use key word rich headings to visually break up your SEO-friendly bio. Plus, the more you can write these in the form of commonly asked (and, of course, relevant) question, the more high fives Google might hand you.
5. Link users to more company pages
Not only does this serve the user (and keep him engaged with your site), it helps show Google your site is an authority on the subjects/services you cover. For example, if Endorphin Yoga Studio publishes a class description page and yoga class schedule, guide your users there.
Even if you aren’t an SEO expert, you are the expert on you. Use this page on writing an SEO-friendly bio as a guide, but don’t let it stunt your creativity. Start with a stream-of-consciousness approach to warm up your writing muscles. Then go back and see which of these SEO tactics feel right for the biography you create.