Blogging is the linchpin to digital success. If you’re serious about growing your business, creating content in the form of blogs and articles will have to be high up on your list of priorities. It generates traffic, instils trust and portrays your business as an industry expert.
Quality writing is an absolute must but content that isn’t guided with data is like going on a road trip without a map. You need market research, keyword insights and an understanding of SEO to reach your goal.
Having worked in a digital SEO agency that specialises in producing data-driven content, I know how to create powerful content. To date, I’ve written countless blog articles across a variety of different niches for my clients. However, if you were to put a gun to my head and ask me for my top 3 specialities, they would be:
Although the topics may differ, my approach remains the same: data is the engine and the writing is what brings it to life. Both components are what delivers cutting edge content that will make your brand command a presence online.
From civil engineering to tradesmen through to accountants, I’ve written website copy for clients across a whole range of industries. The clients may differ but the principles remain the same. Here are a few factors that I ensure to include in my copy
As mentioned in my analogy, data is the engine behind any blog post. Ok…so what do I mean by that? Prior to any blog, keyword research needs to be taken to determine what articles are in demand. This determines the potential of each article and it has a direct impact on your SEO.
If your blog ranks no1 on Google for a topic that has 200 searches per month, then you’re going to get a lot of traction. Nailing the research aspect puts the pillars in place for a blog post that has the potential to gain a lot of traction.
Often writers talk about the importance of flair and creativity in writing, using quirky metaphors as a demonstration (or attempt) of proficiency. Yes, in a way, they’re right. But it’s also about rhythm, tonality, grammar, relevance and value. Let’s reiterate that last point again… value from your blog provides value to your brand. This links neatly in with my next point – the information you provide is crucial but the delivery is even more so. Technical jargon needs to be translated, tone of voice needs to be on-point but language should never be intimidating or pretentious. Tick all of these boxes and you’ve got yourself a winning formula.
On-page SEO refers to optimising individual pages on your website to rank higher on Google. Targeting specific keywords plays a big role and this is where a lot of the data gathered from the first stage is put into play.
Throughout each blog post, I naturally weave in targeted keywords to ensure that it’s fully optimised for Google’s algorithms. This stage is absolutely crucial to your rankings.
Quite often your blog post will mention other topics that’s included in your website. This can be topics in other posts that you have or it can even be an actual service you provide. Regardless, you should provide a hyperlink to them. Why?
Because of two reasons. To begin with, Google loves internal linking and it can enhance your SEO. Secondly, it’s more user friendly and can pull your customers deeper into your website, which is a good thing. The more a customer learns about your business, the closer they are to converting.
Readability refers to how easy and enjoyable your blog post is to read. Long sentences, decimated with filler words, weak adjectives and cliches will only build walls between you and your target market.
Content is meant to add value but it should also be interesting. Here are some tricks that I use to improve readability in all of my blog posts: