Blogging is one of the things we’re most proficient in here at Grammar Chic, Inc., and it’s a true honor to have so many small and medium-sized businesses entrust us with their blogging needs.
When new companies come to us wanting help on the blog front, they tend to have a couple of different emphases. First, they want something that will be compelling to their customers—compelling enough to elicit social media shares and perhaps even light up their phone lines. Second, they want something that will rank well on Google. After all, what’s the point of a business blog if no one can see it?
And here’s the tricky thing about blogging: It can be an absolutely critical tool for improving search engine visibility, but only if careful attention is paid to a few technical dimensions of the blog itself. Far too often, we see business blogs that have been written well, but not necessarily optimized well. Simply put, there are some key blunders that make otherwise-good blog posts less than SEO-friendly.
Naturally, you’ll want to avoid these blunders. Allow us to point out some of the most common ones.
There’s been a curious shift in the way people perceive keywords; where they used to be overemphasized, now they’re all too often overlooked. So let us clear this up: You definitely don’t want to force a bunch of ill-fitting keywords into your content, but you do want to have a couple of target keywords to guide your content creation. Use them as organically as you can, and try to smoothly work them into the following places:
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- Your title
- Your meta description
- Section sub-headings
- Body content—not excessively, but wherever they naturally fit
Speaking of the meta description, each individual blog post should have one—roughly 150 characters to summarize your content, lay out your value proposition to readers, work in a keyword or two, and end with a call to action.
Keep in mind just how many of your blogs will be read by people on their mobile devices, waiting in doctor’s officers, stuck in traffic, or taking a quick break from work. Making for fast, easy readability is key. Think:
- Bullet points
- Section sub-headings
- Short paragraphs
- Images and/or embedded video
Every blog should have a strong call to action, inviting the reader to take the next step. Include your company contact information here for best results, especially in terms of local search.
A good blog post should be substantive and value-adding—which means providing take-away points for your readers; enough length to do your topic justice; and some external and/or internal links to related resources. Remember that by writing for the end user, you’re ultimately making your blog more appealing to Google.
These are all potentially serious errors, yet they can also be very easily avoided. One way to steer clear of them: Trust your blogging to the pros.