When done right, blogging provides useful information for your current and potential customers while also improving your search rankings, organically. But writing a blog is time-intensive and requires good planning, and this is especially true when you want your blog to organically boost your rankings. Use these guidelines as a starting point!
Aim to Answer Questions
Blog pieces should be helpful, first and foremost. Whether that’s explaining a product you offer or more general thought leadership pieces, always write as if you are answering a question. Search engines like Google design their ranking formulas with the end user (your customers) in mind. They want to provide searchers with content that addresses their needs and answers their questions, so design your content to do just that. It’s perfectly reasonable for you to talk about your business and encourage people to call you within your post, but don’t make it seem like a sales pitch and only a sales pitch.
When you first choose your blog post’s topic, also brainstorm what people might search in order to find the type of information you’re creating. Include these keywords with your content, but don’t overdo it. Write your post naturally, then re-read it and adjust the wording as necessary to accommodate a few mentions of keywords. Don’t forcefully use your keywords 27 times per post, just aim for a bit more than might be natural. For example, when writing this post, we made sure to include “blog” in front of “post” a few times, but didn’t use it every single time.
If you can provide thorough information in two paragraphs, don’t feel compelled to add more content! As a rule of thumb, posts ranging from 300 to 1000 words are a great starting point. If you end up at the longer end of that spectrum, make sure you utilize subheadings and keep your information flowing in a logical progression.
Find Your Voice
It’s okay to be fun, but don’t be corny. A lot of businesses struggle with the borderline between fun and light versus corny and awkward. Aim to write your blog posts in a conversational tone and remember that you are providing information to be helpful. Stick to explaining things in a friendly manner and your voice will come naturally.
The bottom line is that blogging for search engine optimization just means choosing useful topics and answering people’s questions! Focus on providing helpful information, take your time, and go from there.