Don't Undervalue Content & Writers

Blogs. They’re a funny concept. Although everyone knows they’re imperative, many still aren’t aware of how detrimental they can be when managed incorrectly!

Whether you have a blog or you’re thinking about introducing one, it’s vital that you blog right.

Our top 5 blog tips

As soon as you blog once, you’ve got to keep it going.

We’re going in strong here to begin with, this is a big point. I would even say this is in our top 3!

Starting a blog is like having a pet. It must be fed regularly, loved and adored. There is nothing worse than having an inactive blog which hasn’t had a post since July 2014. That doesn’t mean you need to post every passing minute, but you need to keep it active.

Although you should post regularly, there needs to be a balance between posting regularly and posting something worthwhile. Blogging for the sake of it is meaningless and your users will see straight through it.

It’s all about building value for your website through your blog.

Think about your target audience, recognise their needs.

Imagine yourself as a customer, what would you want to know about your business or industry? You’re an industry expert, so you’ll have a good idea of what your customers need.

This is the issue with some blogs, there’s too much self-promotion going on. Your blog isn’t an area of the website to promote yourself and write content to optimise your website. Your blog should provide useful information to your users and show off your company’s personality.

Structure your blog posts.

Blogs take time to develop. Writing them often seems like a work in progress, in the fact you pick a broad subject and work on finding a specific topic to focus on for the blog post. But something which you need to confirm before you get ahead of yourself and start typing away is the structure and format of your blogs.

Your blog post format can be as creative as you wish. A distinctive format would be a great idea!

The typical structure which I think works well is title with subheading, followed by a quick introduction. Your content should be structured with headings and concise paragraphs. It’s important to write in a way that is easily digestible – for users on a desktop, tablet or mobile.

You’ve got your catchy title, intriguing subheading, introduction and concise content, now what? You end the blog. You can do so with a final thought or summary, or a call to action.

Edit and proofread your blogs carefully.

Writing the blog is just a small part of the job. Much like writing a book actually, writing it is easy.

The biggest challenge of writing both a book and a blog is editing it afterwards. Revisiting your writing can seem like a chore, but it’s so important. When we write, we typically type what comes to our head – there’s no structure to it. Once you review the work, you can move paragraphs around, delete useless pieces of information and correct spelling, punctuation and grammar.

Sometimes what you write can sound great, other times, it can just sound like random thoughts splattered onto a page.

Optimise your content and share on social.

Yes, I know I said not to use your blog to optimise your website, but you can still optimise it – just don’t go overboard!

Optimisation though is not a simple process. Many people are still under the illusion that to optimise you must cram in all the keywords you wish for your website to rank for. This is not the case.

Here are some quick-fire tips on how to optimise your blog:

Aim for one keyword if any for the entire blog. Focus more on what you’re writing about rather than adding the keyword multiple times.

Make sure to add a page title and meta description to your blog. Although not a major ranking factor in Google’s search results, it could be the difference between a user clicking through to your blog or not.

Meta description lengths have been expanded. They used to be 150-160 characters but now you can write up to 320 characters.

You don’t have to fit your keyword into the title. If it doesn’t naturally fit, then don’t try to force it. If clear opportunities present themselves to add in the keywords or synonyms of your keywords, then do so.

Anchor texts are an important ranking factor. Don’t be afraid to link internally to other relevant pages of yours. It could be another blog or a main site page. Another tip, link to a page that you want to rank well for that specific keyword.

Once you’re happy with your blog, it’s time to share it on social media. What’s the point in having a blog if no one is reading it?

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