Improving your SEO with Blogging

Blogging is critical to your digital marketing strategy and carries many benefits in terms of SEO performance, brand awareness, social presence and authority building. Anyone can blog, but knowing how to blog successfully takes some practice.

Common reasons that small businesses neglect to blog include shortage of time and lack of confidence when it comes to writing. But it’s easy to get going and write compelling content for your target audience without breaking your back. The key is knowing some basic principles that will save you any wasted time and effort.

Here’s how you can blog successfully for your business.

1. Choose a topic that appeals to your audience

The most important factor when blogging is marrying your subject with your target audience. Understand what needs your potential clients may have relating to your product or service and consider how your content may solve this need.

2. Write from the heart

Believe it or not, the success of your blog often comes down to who you are as a blogger. If you have a defined style and consistently deliver content that readers find useful, you are likely to build a following. Readers like honest, captivating content that resonates with their principles and needs, not content that tries to dominate their sales decisions.

3. Use search terms to help define your subject

Use this tip with caution as taking popular keyword terms to define your content production is far more engineered (and therefore less natural) than writing about a genuine subject and then optimising associated search terms around that. However, keywords are a great steer when getting inspiration for what to write about. Data on monthly search volumes can also help you to determine how much traffic you might receive depending on how well you blog ranks.

4. Write descriptively

Content quality plays a crucial part in how websites are ranked. Google’s Panda algorithm was created to filter out sites with poor quality content, thus giving the searcher more valuable results in the Google listings. This algorithm has seriously evolved over the past 7 years to become a highly intelligent means of promoting sites that have content that is descriptive, engaging, well researched and well linked. One way it does this is to use a semantical approach to look for synonyms of your keyword. If you’ve taken the time and effort to write descriptive content for your readers, naturally it will contain synonyms.

5. Link your information sources

Blogs that have links to and from quality sources of information are assumed to be of greater value to readers. Assume that the user has questions about content production as they read your blog. The user who lands on a blog that has links to other webpages to help answer questions about content production (e.g. best type of content writing for SEO), is going to get a better experience than someone who has to fire up another search window, or click back to the search page.

6. Maximise readability

We all read information online and we all know how much reading from a screen can hurt our eyes, especially when there is a huge block of text to digest.

According to SEO plugin Yoast, posts that are nice and easy to read will result in more returning visitors and a higher conversion rate. Like many SEO plugins, Yoast offers a readability check for WordPress blogs, but you don’t need software to tell you the obvious principles – break text up with paragraphs, use sub-headers, bold important words and add visual media.

Want to Improve your Content Marketing?

Need some advice on your blog or your content marketing strategy? Get in touch with the Whitefish Marketing team and we’ll be happy to help. Call us today on 01303 720 288.

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