A blog for your business can be a huge catalyst for online engagement. All you have to do is get a little geeky with SEO…
When it comes to blogging, there is no substitute for natural writing ability.
Without excellent grammar, a consistent tone of voice and a little bit of flair, a blog will struggle to win you the engagement of readers. When blogging as a business, demonstrating these abilities adds a level of depth, trust and knowledge to your company that can only help potential transactions.
But come on: you already knew all of that. Let’s talk about something a little more advanced.
SEO (Search Engine Optimisation) is the next level of ensuring your blog is doing the things it needs to do to make your business succeed online.
Understanding this next level of digital marketing can make the difference between having a niche audience of infrequent customers, to drawing in droves of consumers from the exact audience you want to target.
Any aspirational business will need a strong grasp of SEO, which is exactly what the Exposure Ninja team have, as we work with businesses across the globe to make sure those all-important search results are working in their favour.
Want to know how we do it? I’m so glad you asked!
This essential guide of how to write SEO-friendly blog posts is just a taster of what our SEO and Digital PR Ninjas work tirelessly on, all in the name of increasing the online prospects of businesses eager to bring in more customers. Which is pretty much every business. Ever.
What Is SEO – And Why Should I Care About It?
In essence, SEO is a constant battle between businesses to satisfy the endless algorithms of search engines (a market monopolised by Google) that decide where their web pages are placed when searches occur.
A huge amount of traffic for a business website will come from people searching around for their specific service. Using SEO to your advantage gives you a better chance of ensuring those people find what they’re looking for, and find it in your business.
There’s no point creating all this awesome, well-written content if it’s buried in the seedy underbelly of Google’s third or fourth page for search results for the words that matter to you (more on those later). It makes no sense spending time on writing engaging content when your chances of appearing in front of people to engage with are so low.
That’s where SEO comes in. Having a blog section on your website full of SEO-friendly content means those blog posts will be much easier for web users to discover, increasing the traffic coming into your site, and your potential to convert readers into consumers.
Keywords Are SEO’s BFFs
It’s all good and well saying that SEO-friendly content will rank high on Google searches, but being able to centre in on which searches feature your website prominently is the more specific goal here. Achieving this means you can position your website in front of internet surfers who are in the market for the service or product you’re offering.
Keywords are targeted words and phrases that help you appear in searches relevant to your company. Incorporating keywords into your blog text allows Google to identify your post’s subject matter and place it within searches identical, or similar, to that subject.
For example, if your company is a dental practice, including relevant words (let’s say “dentist”, “dental implants” and “teeth-whitening”) gives you a much better chance of appearing in front of web users looking for the sort of services you offer.
Consistency in a broad area (such as “UK dentist”) is important, but focusing in on more specific factors, such as the location of your business, allows you to thrive in a hole in the market. If this dental practice is based in Devon, having “dentist Devon” or “Devon dental practice” gives you a better chance of featuring high in searches where there are fewer competitors — and usually a greater likelihood of finding customers.
How To Use Keywords
Knowing your keywords is only half the battle. Knowing where and how to use them will help your post tick more SEO boxes and push up that Google ranking. Here are a few tips to keep the SEO algorithms happy:
- Add in keywords to your blog posts regularly and naturally. If your blog topic and keywords align nicely, you’ll find that the keywords naturally fall into your writing. The blog posts of content marketer Neil Patel are great examples of content that’s keyword rich, without seeming forced.
Speaking of which…
- Keywords must be added to your text as organically as possible. Not only does it ensure your blog is easy to read; any jarring text that could be deemed as spammy will not be looked on favourably by search engines.
- Include your keywords in titles and subheadings. Without disturbing the flow or purpose of them, turbocharging these areas with keywords plays a huge part in making content SEO-friendly.
- Use variations on your keywords. If you find yourself getting a bit repetitive, use the similar words and slight variations to maintain the flow of your blog post. Google is clever enough to recognise keyword variations so you’ll still be raking in that yummy SEO goodness.
Not sure which keywords to focus in on for your business? Exposure Ninja will do it for you. Our SEO ninjas identify which words and phrases are relevant and profitable to your company, before centring in on the ones that offer the best opportunities to convert readers into customers. And we offer better value for money than anyone else doing it.
SEO Also Stands For “Structure is Extremely On-Point” (Not Really)
While there will never be one perfect “style” for blogging, there are a few structural guidelines worth keeping in mind when writing SEO-friendly content on your business’ blog. Certain ways of going about presenting your content line up nicely with the algorithms in charge of deciding the fate of your SEO ranking, starting right at the very top.
Have a strong title — this may seem rather obvious, but there are all manner of different formulas to achieve a successful, SEO-friendly blog headline. 55-70 characters (including spaces) should be your general target length for a title. What you decide to do with those characters — from an intriguing “how to” to a list-focused “10 awesome ways” — is up to you.
Use subheadings in your body text — breaking up content with some concise, well-placed headings with relevant keywords included not only makes your text easier to read; it’s very much in line for what SEO algorithms look for.
Switch up your post length — mixing up the subject matter of your blog posts is a given, but altering the length of your posts is also a good way to please the SEO gods, with a recommended minimum of 600 words. Varying in length helps avoid patterns developing in your work that come across as spammy, which will do no good for your SEO ranking.
End your posts with a call to action — this is your chance at a grand finale. It offers a great opportunity to get in your company name and important phrases, and calls on the reader to make a positive action for your business, like making a phone call or signing up to a newsletter.
Once you’ve done all the hard work with your SEO-friendly post, tick some post-writing boxes to ensure it gets the attention it deserves. Include a strong meta description, some high-quality photos with alt tags and, of course, share it all over social media!
Ninja Tip! Even more information on how to perfectly structure your SEO-friendly blog posts can be found in Exposure Ninja’s book The Ultimate Guide to Content Marketing & Digital PR — along with more expert tools to increase attention and traffic for business. There are some cool pictures, too!
SEO-Friendly Blog Posts: Linking Games
Links within text are almost an ever-present in online content nowadays — and with good reason. Efficiently using the ability to add hyperlinks in your blog text to other web pages can do wonders for your post’s SEO ranking, but it’s not a case of simply cramming your blog full of links to any old source.
Internal links — adding links to other web pages on your company’s website is a part of any successful business blog. Links to other important pages, like a “Contact Us” page or a storefront, will help reduce your site’s bounce rate and make it easier for readers to perform the actions you want them to.
External links — it may seem less beneficial on the face of it, but linking to other websites apart from your own also plays a massive role in a post’s SEO ranking. Including links to relevant, highly-reputable sources such as a BBC News piece or Guardian article (as well as avoiding dodgy, spammy sites) ensures your post comes across as credible to both your audience and the SEO rankings. Even other blogs and bloggers, especially popular blogs and ones with a high domain authority, are worth linking to. Just don’t, under any circumstance, link to one of your competitors!
Anchor text — now you know where to link to, it’s equally important to know where to link from. Search engines analyse the text used to create links, known as anchor text, to figure out the subject of the linked page. So, using words that explain the relevance is great, but what’s even better is if you can do that and use a keyword or two as anchor text, which will help your SEO status no end.
Ninja Tip: Most WordPress sites include an option when adding links to open them in a new tab, instead of replacing the existing one. Enabling this option creates a better chance of your audience reading everything your blog post has to offer, before checking out the links that interest them.
Exposure Ninja’s Digital PR Specialists are well-versed in the art of SEO-friendly blog post writing, while our SEO Ninjas know all there is to know about turning search results in your favour. Working with Exposure Ninja guarantees you expert service, value for money and complete transparency, so what are you waiting for? Get in touch today and let us turn your blog into a money-making machine!