Back in the day, blogs were seen as a ‘dear diary’ outlet for the writer’s thoughts and feelings. So many have steered away from the idea of using blogs for fear of seeming unprofessional. However, the reality of modern-day blogs is very different, with companies being encouraged to use them as a vital part of their marketing strategy.
Blogs are a staple of Search Engine Optimisation (SEO) serving various purposes, including acting as a ‘refreshing’ piece of content, which we’ll cover later on, improving rankings and keeping your website relevant.
Imagine searching for a simple answer to a question and being hit with no viable answers because nobody had written any blogs. It is guaranteed that every time you search for these small queries, your first port of call is to click on a well-ranking blog, hence the importance of blogs in driving traffic to your website.
By curating blogs and posting them to your site, you are providing users with the content they are actively seeking. Not only this, but Google see that you are, in fact, the expert in your niche and it screams out to them through a virtual megaphone, ‘Hey, I know what I’m talking about!’
Google constantly scans the web for new and relevant information, so the more frequently you produce quality content, the more likely Google is to come back to establish how much of a credible source you are. As a result, they will rank you higher – hence, the ‘refreshing content’ mentioned earlier.
Finally, blogs give you linkable assets that allow you to link back and forth from other blogs or pages to this one, helping users easily navigate your website.
Here are our five top tips to remember when writing your blogs.
Keep reminding yourself of the well-known saying ‘quality over quantity’. You could spill 4,000 words onto the page, but 75 percent of them may be irrelevant to the topic. Always think, ‘Is there a shorter way I could say this?’ or ‘Have I already covered this?’
Make sure the grammar and spelling are correct throughout your article. We suggest using a document checker such as Grammarly to scan your work for mistakes, but most online typing tools will have a built-in checker.
Get somebody else to cast their eyes over your work, too. Something that may read well to you may be challenging to interpret by others, and the last thing you want is for people to get confused and leave your site before you’ve had the chance to explain yourself!
The tone of voice is how you choose to talk to your audience. Some niches prefer to take a personal approach, whereas others opt for a strictly professional tone. Find one that works for you and stick to it across your site to build an audience of readers that appreciates your tone of voice.
Create your content as if you were a user reading the copy. Don’t include long and boring sentences that put the reader off. Even though you might be the expert in the sector you’re writing about, people with this level of knowledge are unlikely to be reading your blogs.
Each piece of content needs to be digestible to people who AREN’T you, so when you write, do so as if you were reading your content for the first time, as somebody with no prior (or very little) knowledge on the subject.
Finally and most importantly, you need to thread into the copy those high-ranking keywords that will push you further and further up the Search Engine Results Page. From your prior keyword research and investigations, you should know which words will best suit your business and use those to your advantage.
Need a professional copywriter with extensive SEO knowledge to save you time and curate your copy for you? Unsure which topics will help convert users into customers? Then look no further. We have in-house copywriters working closely with the SEO team to ensure your copy hits all the right marks. Get in touch with us today!
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