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Blogging has been an integral part of the online landscape for a number of years now, but do you know how to write a blog for your own company’s website so that it offers real benefits as part of a search engine optimisation (SEO) campaign? Here, we give you our handy tips.
‘Content is King’
As the age-old SEO saying goes, ‘Content is King’, and this is as true of a blog as it is of any other area of SEO copywriting. As much as we keep repeating it here at Precise English, it’s true that your website, of which your blog is a part, only exists as a way of attracting more business, so your blog can only serve its purpose if it not only lures visitors to your website, but also keeps them there so that they purchase your products or services.
It is therefore imperative that you engage readers who have an interest in your products and services to the point where they are encouraged to further explore what your own business has to offer. To do this, you have to provide them with high quality content that is, above all, relevant to their needs. Relevance is vital to building a strong reputation, both amongst the search engines and the human beings who make use of them.
Write to your target audience!
To write good quality, relevant blog content, you need to constantly bear in mind your target audience. This may sound obvious but it is actually easily forgotten by those who are unaware about how to write a blog. You therefore need to get into the minds of your readers, targeting them by writing about the topics that they will be interested in.
Rather than spamming your visitors with keywords and links to your website, you need learn how to write a blog that imparts genuinely useful information, as well as how to use language and terms that are easy for your target audience to understand. Otherwise, neither human users nor the search engines will have any interest. As a result, you also won’t benefit from any of those all-important backlinks from impressed visitors that can so greatly influence your search engine ranking.
Above all, to achieve the desired effect on your SEO, always remember that the blog is for your readers first, and for the search engines second. The trick, of course, is to gain indirect interest in your company as a result of a fantastic blog, rather than advertising your business so forwardly that users get bored and head elsewhere.
Stand out from the crowd!
If you are a regular reader of our blog, you will be aware that updating your website frequently is one of the most vital elements of SEO. To rank highly in the search engine results for a particular keyword, you need a constant stream of fresh, high quality and relevant content, which not only attracts a following from human users but also lets search engine spiders know that your website is active and therefore up to date.
Nonetheless, it can be difficult to find new material to write about each time your blog needs updating. Try exploring rival companies’ blogs, forums, websites and social networking profiles for inspiration, but don’t copy them directly, as you will end up being penalised in the search engine rankings if you do. Instead, build a reputation for communicating your own ideas and thoughts, in your own way.
If you are a business owner and are thinking of ways to increase your visibility in the search engines, you may feel that all is lost in your bid to gain a high search engine ranking. After all, it doesn’t matter whether you run an online shoe shop or an IT training company, because you’ve got hardly any hope of ranking well in Google for such hugely popular searches as ‘shoes’ or ‘IT training’ without spending an impossibly huge amount of money… right?
Well actually, there is another way of thinking. Instead of worrying about competing in all of the largest, most obvious areas straight away, consider the benefits of appealing to a smaller niche. If, for example, you have searched in the past for information on a more obscure subject area, such as how to use a certain software function or the benefits of a particular brand of shoe, but have not been able to find it, then this should strike you as an opportunity.
The job of search engines such as Google is to instantly bring users exactly what they require for their given search term, so if you perform a “how to…” or similar search and don’t quickly find exactly what you are looking for, you have an opportunity to really dominate the search rankings in that niche.
Use your keywords effectively
As you write an article or page of web copy, consider your use of keywords. You could use different forms of the same word – such as “change” and “changing” – in the title and URL respectively. Category names for blogs can also be useful keywords, allowing you to once again subtly mention a brand or product. Consider the many search terms that people who would be interested in your article may use. Many users, for example, type “how to” followed by whatever it is they want to do. Incorporate different word variations so that your article matches what a user searches for, to the word.
Genuinely useful content
Remember that even in a niche area, as ever in SEO copywriting, ‘content is king’. Ranking well in the search engines, both in a smaller niche and in general, means providing human users with genuinely useful content. It won’t do your online reputation much good – and hence, your search engine ranking for a wide range of keywords – if you merely write thousands of words about a certain brand of shoe without imparting to the reader some useful, concrete knowledge.
Now, you might be tempted to think that by definition, an obscure niche attracts too few searchers to be actually worth boring with. But if you think back to all of the times you’ve searched yourself for a topic for which there was surprisingly little information online, you’ll realise that an opportunity exists to attract users to your website quickly and easily… and from there, they’ll be in a position to discover everything else that your site has to offer.
Develop your niche!
Carefully consider the best niches to target so that your fresh, original and engaging content actually reaches those users who search for a wide variety of more obscure terms and who are therefore often forgotten. Rather than writing an article on a larger, more general subject on which there is already plenty of useful information online, such as insurance or games, consider starting with a smaller niche such as art insurance or the Gran Turismo series. Many of these niches don’t take much money to make a big impact in – just plenty of hard work.
With so many niches waiting to be claimed by savvy copywriters, arguably the best first step is to ask yourself where your company wants to be, and what it is passionate about, followed by which subject areas exist for which there is a genuine need for information among web searchers.
Even if simply excelling in a smaller niche is not your eventual goal, in order to reach that goal in the long term, it is sometimes better to find a path from one, small but specific niche to progressively larger ones.
Hit the right balance for effective SEO
There is always a balance to be struck between finding subject areas and search terms for which there is such a need for information, and ensuring that your website doesn’t become mired at the bottom of the search rankings for a term for which there is simply too much competition. Nonetheless, with high quality, relevant and useful articles, you can be of considerable use to a great number of human users, which in turn, does wonders for your search engine rankings and online reputation.
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I’m sure you have noticed that unless you have a website you’re losing out on an enormous potential market. Owning a professionally designed website is one thing, but having the right content on it is another; what do I mean by the ‘right content’?
Content is King
It’s clear that to make an impression online you need a website that will stand out; the design needs to reflect your brand and be a little different from most other websites. However, what about the content? Many business owners pay through the roof for professional web design, yet they write the copy on their own. Does this sound a little strange? If it doesn’t then read these bullet points and it soon will:
Now, those are just three of many bullet points I could list that would certify the need for professionally written web content. Why would you spend thousands of pounds on web design, yet only a few quid (or none at all) on the most important factor (content)? If this sounds like you, stop what you’re doing and give us a call on 0845 224 1337 or email us.
Updating your website on a regular basis is one way to achieve good rankings on the search engines. Why? Let’s use Google as an example; if you were Google and you saw a website was created in 2009 but the content hadn’t been changed for 2 years, would you start to wonder if the site was still active? Perhaps you would start to think it’s not offering anything useful to visitors? However, if you noticed that there were new pages being uploaded on a weekly basis you would know the site was active and providing regular content for people to see!
A great way to add fresh content to your website without actually having to create new web pages as such, is by adding a blog. Each blog uploaded to your website can act as a new page, and if the blog posts are optimised correctly for the search engines then they can give a real boost to your SEO campaign (quest to reach the top of the search engines).
0845 224 1337
Have you ever tried to write your web copy with no help? If you have, and you’re not a trained SEO copywriter, then you probably already understand the reasons why you should work with a professional SEO copywriting company.
If you haven’t, below are just a few reasons why people and businesses continue to come to Precise English for optimised web copy:
At Precise English our two main services are proofreading & SEO copywriting, and 2010 has seen the company continue to grow to a level where we are able to expand our in-house team to accommodate even more work.
From brochures and newsletters to web copy and articles, our proofreading service is extremely popular. Not only are we on the first page of Google for proofreading, we are one of the first names that comes to the mind of businesses looking to ensure their copy is correct. If you’re interested in our proofreading services get in touch with us by clicking here.
SEO copywriting has quickly become the first step to having your site rank on the first page of Google. If your web copy isn’t correctly optimised for the major search engines then you’ll struggle to hit the heights you’ve always dreamed of, and if it isn’t written in a compelling way for your visitors then you’ll find it very difficult to make any sales on your website. Thinking about launching a new website? Perhaps you need SEO articles to help increase the links to your site? Get in touch with an SEO copywriting expert today by clicking here.
If you’re not in the position to work with us yet but you still want to add quality content to your site, you’re in luck! Below are just a few SEO Copywriting tips from the experts behind the scenes @ Precise English Limited.
Until next time,