Last month I wrote about why a blog is important to the SEO of your business website. Its time to find out how to write a blog post.
The first thing to remember is that a blog post is an opportunity to share your experience and knowledge. Many businesses see a blog as just another place to tell you how great their product or service is. That’s what the content of your website is for, not the blog. You have pages on your website to explain the value proposition of what you sell or provide. You may have other pages that talk about new products and latest news.
What do you write about in your blog? The answer is anything you can share that may be of value to someone asking a question in a search engine such as Google or Bing. The blog is not the place to say “buy this from me”. It’s a place to give something without expecting to receive. If you go in with this mindset you’ll be a better author and as a result someone is more likely to take the time to read what you have written.
A word of warning; the internet is filled with ad copy and other various native advertising masquerading as content. Human instinct can often detect this and readers will simply pass over what you’ve written if they see it’s just another plea to buy. You need to be more clever than that, however this is not necessarily more difficult. Ad copy is the domain of advertising experts, not the average business owner. Leave ad copy to the experts otherwise you will just sound like a bad 1980s salesman.
For the average person its easier to sound authentic by simply sharing some experience or expertise that you have. Something that someone else may find useful or interesting is what you need to write about. It may relate directly to your business, it may not. It doesn’t matter as much as that it should be engaging to keep a reader on your website for longer. The more time they spend there the more likely they are to become a potential lead or client.
Once you’ve decided what you can write about, next you’ll need to know some basics. First, make sure you or your web administrator installs the free Yoast SEO plugin on your WordPress site if it isn’t already there. Next, start by writing short blog posts to get the feel of writing. Use a voice that you would use if you were emailing a close friend about your experiences on a recent holiday.
Remember to use links in your post wherever possible, to either other pages on your site or other blog posts. Links are very important for SEO and also provide routes for a reader to find out more about your product in a voluntary manner. Use links in context of your subject matter. The link text should ideally flow within your sentences rather than be displayed as a bare link, however there are instances where this may also be appropriate.
Images should be used to break up a long blog post, and compliment what has been written. Don’t go overboard with two many images. Usually one or two is sufficient.
Finally, after you’ve written your first draft of your blog post into WordPress; click the “readability” tab in the Yoast SEO section of your posts page. You will see several analytical tools you can use to improve the readability of your post. Click the ‘eye’ icon and problems will be highlighted in your text editor (provided you’re not using a page builder for blog posts).
Aim to achieve all green lights before publishing your post.
- Don’t sound like ad copy
- Don’t use too many images
- Use Yoast SEO Free plugin
- Use links
- Try to be helpful
- Provide something of value