It seems that every business has a dedicated blog page now. Why is this? Often, blogs are an important part of a website’s SEO strategy, bringing in traffic that may otherwise be missed. But there is more to a blog than simply throwing a few words onto a page and hitting “publish”.
Managing a blog can be hard work that requires a lot of organization and creativity, but these efforts can pay off in the form of higher rankings on search engines, increased web traffic, and increased time spent on the website. All of these metrics are highly valuable when it comes to digital marketing.
Many blogs are not run by professional writers and while this is acceptable, there are still rules to follow to ensure the best results. Let’s dive into some of these rules for making a blog stand out and work hard for your business.
Basics Matter in Blogging
This should go without saying, but it’s highly important to publish blogs that are free of grammar and spelling errors. Most word processing software now has integrated spelling and grammar checks, which makes this process more painless for inexperienced writers.
However, it’s helpful to have a second pair of eyes running over any material before it’s published. Why so? Because often it’s easy to miss errors such as incorrect word usage that an automated checker may not identify.
In addition, a fresh set of eyes may have a suggestion on how to more effectively drive a point home. Often, writers are so close to the subject matter they’re writing about that they forget that some people reading their blog may feel overwhelmed with unfamiliar information.
Communicate Information Clearly Without Talking Down to the Reader
As we stated before, some writers are considered Subject Matter Experts, which often makes it difficult to put explanations into consumable writing that the average consumer can understand.
The fine line here comes from wanting to make information accessible and easy to understand without being condescending or talking down to the reader. Again, this is where the second set of eyes often comes in handy, particularly if the original writer is a Subject Matter Expert.
Find ways to explain the concept at hand in “layman’s” terms, without using too many technical terms or phrases. Read through any material that’s been written for tone, and sometimes it can be helpful to have someone unfamiliar with the topic read the draft to check for understanding.
Making Blogs Work for You
Of course, a blog is really only as good as the results it brings in. If you’re struggling to find a topic for the blog, go a quick search for topics related to the business or industry. What’s missing? Perhaps all of the blogs that pull up are outdated or lacking information. Use this as an opportunity to solve the problem by offering an informative and well-written blog on the topic.
And yes, keywords matter! Using tools such as Google Analytics, you can find relevant keywords to include within each blog. Selectively and smartly using keywords (i.e. not over-using them and varying between short and long-tail keywords) will help boost a blog’s search engine ranking.
The benefit of a blog with good SEO is that this can help a website rank higher on search engines. This ranking is not something that can be paid for, so it takes some work and savviness to get a website to rank well. It takes time, but patience pays off!
Blogs can be highly beneficial for a company — or they can be an utter waste of time if not written and optimized correctly. Blogs can be used to work for a company by increasing and improving its online presence, but each post should be well-written, informative, and search engine optimized for its best performance.