Squarespace tips for authors: how to write SEO-friendly blog posts
If you're using Squarespace for your author website, then that makes my heart happy for many reasons! Not only is it easy to use and beautiful right out of the box, it’s also packed with brilliant features for authors.
Why Squarespace is the perfect web platform for authors →
But when it comes to blogging, particularly with SEO (search engine optimisation) in mind, there are a few things you might not be aware of. I know authors find this kind of thing a little overwhelming, but I promise you it doesn’t have to be!
Nothing pains me more than seeing authors painstakingly publishing blog posts with little or no return for all their efforts.
Although I know it can feel icky, it really pays to be a bit more strategic when it comes to your blogging, in order to maximise the number of readers your words reach.
And for that, you need to understand a little bit about SEO.
Now, I know that SEO can feel like this complicated thing only tech wizards understand.
But it’s honestly not as scary as it sounds, especially when you’re using a platform like Squarespace, which has a lot of helpful features built in.
I’ve already blogged about how to get your author website to appear on Google, but in this post I’m going to be more specific, and walk through how to create an SEO-friendly blog post on Squarespace, step-by-step.
1. Start with a purpose (and a keyword)
Before you even open up a new blog post draft, think about what you want the post to do.
Are you trying to answer a common question your readers have? Share your expertise? Rank for a specific topic?
From an SEO point of view, your blog post should be targeting a specific keyword or phrase. Basically, something someone might type into Google.
What exactly is a keyword?
In the world of blogging and SEO (search engine optimisation), a keyword is simply a word or phrase that people type into search engines like Google when they’re looking for something.
So when we say ‘target a keyword’, we just mean:
What would someone Google in order to find this blog post?
That’s it. That’s the keyword!
You basically need to reverse-engineer it, by thinking about what people might search for then writing the blog post to meet that enquiry.
Some examples of keywords
Let’s say you’re writing a blog post about how you outline your novels. Some possible keywords could be:
‘how to outline a novel’
‘novel outline template’
‘plot structure for fiction writers’
‘how to plan a book before writing’
These are all things real people might search for.
If you include one of those phrases (and variations of it) throughout your blog post, especially in your title, headings, and intro, then there’s a chance Google will show your post to people searching for that topic.
Keywords Can Be:
✅ Single Words
‘blogging’
‘writing’
‘Squarespace’
But those are super broad and competitive, so not great targets on their own.
It pays to niche down a lot further and think of something slightly more obscure, so that you are not trying to compete with a thousand other websites writing about the same topic.
✅ Phrases (a.k.a. long-tail keywords)
These are much better for most bloggers, especially if you're just starting out.
‘how to start a blog on Squarespace’ (although this is already super competitive!)
‘SEO for fiction authors’
‘best way to outline a mystery novel’
They’re more specific, which means it’s easier to rank for them AND the people searching are more likely to be your ideal reader.
Pro tip:
it’s always worth searching for your keywords before you start writing the blog post, to see what appears in Google. You want to aim to be on the first page (there’s an old SEO joke: where’s the best place to hide a body? On page 2 of Google). So take a look at the posts that appear on page 1 and work out how you can write something that’s BETTER than all of them.
Why keywords matter for SEO
Search engines like Google use keywords to figure out what your blog post is about. If you’ve written a brilliant post on outlining a novel, but you never actually use the words ‘outline’ or ‘novel’ in the post, Google has no idea that it’s relevant.
So by using keywords strategically in places like:
The blog post title
The URL
The headings
The first paragraph
The meta description
The image alt text
...you’re helping Google understand your post, so it can show it to the right people.
Important: keywords should sound natural
This is not about stuffing a bunch of awkward phrases into your post like some kind of robot!
Don’t do this:
‘If you want to outline a novel, outlining your novel with a novel outline is a good way to outline your novel.’
😬 Google hates that, and so do real people.
Also you’re a writer and it would just be embarrassing.
Instead, use the keyword a few times where it makes sense, and then write like a human. Google is smart enough now to understand context and synonyms (e.g. ‘book outline’ and ‘story structure’ might both be relevant to the same search).
How do you choose the right keyword?
Ask yourself:
What’s this post really about?
What would someone type into Google if they were looking for this information?
What specific phrasing would my ideal reader use?
You can also use free tools like:
Google autocomplete (just start typing into the search bar and see what pops up)
AnswerThePublic
Ubersuggest
Google Trends
These will help you see what people are actually searching for so you’re not just guessing.
TL;DR
A keyword is the word or phrase you want your blog post to show up for in search results.
It’s what people are actually typing into Google when they’re looking for answers, help, inspiration, or ideas.
Choosing and using the right keyword helps:
Google understand your content
The right people find your blog
You grow your traffic over time
It’s a small step that makes a big difference, and once you get into the habit, it becomes second nature.
2. Use that keyword in all the right places
Once you have your keyword, the next step is to weave it naturally throughout your post. Don’t force it in every sentence - as I said before, Google is smarter than that - but do make sure it appears in the places that matter:
Blog post title (aka your H1)
URL slug (e.g., yoursite.com/blog/dual-timeline-tips)
First paragraph
A few subheadings (H2s or H3s)
Meta description
Image alt text
Throughout the body copy, in a natural, reader-first way
Squarespace makes this fairly easy. When you’re creating a blog post, you can edit the SEO title and meta description separately, which gives you more control.
SEO Space have a brilliant video that walks you through how to do this →
3. Write for humans first
This one might seem obvious, but it’s often overlooked in the scramble to tick SEO boxes.
Yes, we want to include keywords and please the Google gods, but first and foremost, write something that people want to read. Make it:
Helpful
Clear
Easy to scan
Ideally with a bit of personality (especially if you're an author building your brand!)
A few quick formatting tips to make your posts reader-friendly:
Use headings to break up sections (H2s and H3s)
Keep paragraphs short (2–4 lines) - great chunks of text are really off-putting in blog posts. Save the long paragraphs for your books!
Use bullet points or numbered lists where relevant
Include images, block quotes, or pull-outs to break up the text
How long should an SEO-friendly blog post be?
There’s no magic number, but in general, longer content tends to perform better in search results - as long as it’s high quality.
Most SEO experts agree that the sweet spot is somewhere between 800–1,500 words, depending on the topic. That’s long enough to give Google plenty of context and demonstrate authority, but not so long that readers get overwhelmed.
That said, it really depends on your audience and your goals.
Here's a rough guide:
Short posts (300–600 words): Good for quick updates or news-style content. Not ideal for SEO unless the topic is super niche.
Medium posts (800–1,200 words): Great for how-tos, reviews, and tutorials: long enough to include detail and keywords, but still digestible.
Long-form content (1,500+ words): Ideal for in-depth guides and evergreen content. These tend to get more backlinks and rank for multiple keywords but only if the content is well-organised and valuable.
Pro tip:
Break up longer posts with headings, bullet points, images, and short paragraphs so they stay reader-friendly. Nobody wants to scroll through a wall of text - not even from their favourite author!
4. Optimise your blog post title and meta description
The title and meta description are what people will see in Google search results - so they need to be both keyword-friendly and compelling.
Squarespace lets you customise these via the ‘SEO’ tab when you’re editing a blog post. Here’s what to do:
SEO Title:
Include your main keyword
Keep it under 60 characters so it doesn’t get cut off
Make it enticing - think curiosity, benefit, or clarity
Bad: Blog Post 12
Better: How to Write Dual Timeline Novels That Keep Readers Hooked
Meta Description:
Keep it under 155 characters
Include your keyword
Think of it like ad copy — why should someone click?
Example:
Learn how to write compelling dual timeline novels with tips on structure, suspense, and character development from a published author.
5. Use Squarespace’s built-in tools
Squarespace includes some helpful built-in SEO features. You just need to know where to find them.
Here’s what to do on each blog post:
✅ URL Slug:
Click the three dots next to your blog post then click Settings > Content and scroll down to Post URL and edit it to be clean and keyword-based (e.g., /seo-friendly-blog-post instead of /blog-post-7).
✅ SEO Title & Description:
Click the three dots next to your blog post then click Settings > SEO. Customise your title and meta description here.
✅ Image Alt Text:
When you upload an image, click on it and add a short alt text description that includes your keyword where relevant. This helps with image SEO and accessibility.
✅ Header Tags:
When formatting your post, use the correct heading styles (e.g., H2 for subheadings) - not just bold text! This helps Google understand the structure of your content.
6. Add internal links
Both internal (within your own website) and external (other websites) links are so important for SEO.
Make sure you link to other relevant posts or pages on your site. This helps search engines crawl your site more effectively - and it also keeps readers engaged longer.
Example:
If you mention your writing process, link to your About page or another blog post on your drafting routine.
Use natural anchor text (the words you hyperlink), like:
‘Read more about how I outline my thrillers here.’
At the end of your blog post, give the reader somewhere else to ‘go’ - ideally on your own website (or maybe a link to order one of your books!).
7. Include a clear call-to-action
And on that note, every blog post should lead your reader somewhere.
Whether that’s:
Signing up to your newsletter
Checking out your latest book
Leaving a comment
Sharing the post on social media
Make it easy and clear. You can do this with a short text CTA at the end of your post, or a styled button block.
8. Preview and test on mobile
More than half of web traffic comes from mobile, and thankfully Squarespace sites are responsive by default, but it’s still worth previewing your post on a phone to make sure:
Text is readable
Images aren’t huge or stretched
Buttons are easy to tap
Just click the phone icon in the Squarespace preview bar to toggle to mobile view.
9. Promote your blog post
This isn’t technically an SEO step, but it definitely helps.
SEO is a long game - and traffic won’t roll in immediately. I am constantly telling my author website clients to be more patient when it comes to expecting their new sites to show up on Google.
So while Google is indexing your post, help it along by sharing it:
On your newsletter
On social media (Instagram, Threads, Facebook, etc.)
In relevant online communities or groups
On Pinterest if you use it!
The more eyes on your post, the more chances it has to get clicked, shared, and even linked to - all of which help your SEO in the long run.
10. Be consistent (but realistic)
One blog post won’t change your site’s SEO overnight. But a consistent stream of well-optimised content? That can absolutely build authority, boost your rankings, and bring new readers your way.
Don’t burn out trying to post weekly if you can’t maintain that. Once a month is fine, as long as you’re intentional and strategic.
Final thoughts
Creating SEO-friendly blog posts on Squarespace doesn’t require a tech degree. With a bit of planning, a focus on real human readers, and smart use of Squarespace’s built-in features, you can absolutely create posts that Google (and your audience) will love.
Remember: it’s not about gaming the algorithm. It’s about writing useful, well-structured content that helps people and interests your readers - and that’s something you’re already good at!
If you’d like more help with your author website, the DIY Author Website Course is just for you! →
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