We've well established in Part 1 what a Blog is, and some of the immediate benefits of a consistent blogging strategy, but let's dive a bit deeper and get a little more practical...
Not only does a blog make your site very attractive to Search Engines, it also gives you the opportunity to re-purpose and curate a continual stream of topical, engaging and optimised content to your target audience.
For us, a good blog has a few key ingredients and paramatres:
> An attractive heading. The heading of your blog is what people will see when it's posted on Social Media and in search engine results, so make it immediately intriguing and give it a "pull factor". For example, "10 reasons why you NEED to blog in 2014", or "The biggest secret to SEO, revealed".
> One key focus. It can be tempting to ramble or go off-topic with a blog post, but the key in terms of engagement and SEO, is to stick to one key subject and to do it concisely (around 500 words), and to use this for optimising the Heading, the Sub-Titles, the linked terms and the page URL.
> Use visuals. Visuals, and in particular InfoGraphics, can really boost the life and engagement of a blog post. Visuals will be shown as thumbnails for linked content on Social Media, and are far more likely to be "shared" too.
Use the following as a further check-list for your blog / blog-writing:
Ensure RSS is enabled: RSS allows people to subscribe to your posts in real-time.
Write a compelling intro: This will often be shown in linked content on Social Media and in search results
Use web copy structure: Break up content with bullets, shorter paragraphs and visuals.
Link outwards as well as inwards: This is about reciprocity. Recognise content you refer to, and they will likely reciprocate.
Use a share tool: Make it as easy as possible for readers to share your content on social media.
Use categories: To aid SEO, use categories that carry your keyword terms.
Optimise the post: Use your chosen keyword/phrase in the Title, Page URL, and in the Sub-Headings.
Above all stay frequent, stay consistent, and stay optimised. Content that's consistent and well optimised, will deliver you results for life and far cheaper than any pay-per-click campaign.
Stay tuned for our next Issue (7), all about Search Engine Optimisation .
3 things to do today to help with your blogging strategy...
Ensure your RSS is enabled
Set up a "Share Tool" for your blog posts
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