Blog writing tips and tricks
Blogging offers many benefits for your business: it boosts SEO, generates web traffic, provides content for social media and helps to establish you as an authoritative voice in your field.
If you’re struggling to get started or need ideas for post topics, our easy 5-step guide to writing a blog will provide all the inspiration you need.
First and foremost you must know and understand your audience needs. What are the problems your readers are struggling with? What topics do they need the most help with? Ensure the content you provide in your posts answers these questions.
The following tools provide a useful starting point when you're researching what topics to write about.
Google Search Console: what search terms are people using when they find your site? Look at phrases with high impressions but low click through rate and improve your content so it is better optimised for these higher volume keywords.
Google Analytics: what topics/pages get the most traffic? Think about how to use that information to create new posts. If a popular post is quite old, update it with new information to make it even more relevant and gain further traction.
Google Trends: look at what topics people are currently searching for and identify trends when interest in a certain topic spikes.
Social media: discover which posts perform best on social media and use these top performing posts as inspiration for new ideas.
For further topic and keyword inspiration, consult these online analysis tools to help you identify keyword difficulty levels and search volumes for your chosen terms.
AnswerThePublic is a great way to find questions your audience might be asking. It combines the auto complete searches from Bing and Google and presents them in a graphical search cloud format. The infographics can be downloaded and used in reporting and presentations, or the data can be exported to a .CSV file in a spreadsheet.
AnswerThePublic doesn’t provide any keyword data though. If you spot an interesting keyword, there are other tools, outlined below, which you can use to check search volumes.
KWFinder shows keywords, autocomplete terms and related questions with monthly search volumes, keyword difficulty and interest over time. The free version provides data for 5 keywords in a 24 hour period.
Ubersuggest is a similar tool to KWfinder. It aggregates data from Google Suggest and related search terms which appear at the bottom of the Google search page. You can sort results by search volume to see the most-searched for keywords first. Data also includes SEO difficulty and a sample view of the top 100 sites that rank for any given term.
Buzzsumo helps you discover the most searched-for content based on your keywords and identifies what types of content generate shares on social media. It will reveal what headlines are being used and the word counts of articles and how they’re structured. You can sort by Facebook engagements or Twitter shares. There is a daily limit of 5 searches with the free account.
Soovle provides autocomplete suggestions from multiple search engines including Google, Wikipedia, Yahoo, Ebay, Youtube, Bing and Amazon. It is fairly basic so you’ll probably need to combine it with another tool, but it provides a useful option for someone who is looking to sell products on Ebay or Amazon.
Once you’ve identified your topics and keywords, it’s time to build a content calendar and start writing your blogs.
Create a content calendar in Excel and map out when you plan to publish your blogs and any related social media activity. Include key dates such as conferences you will be attending and awareness raising events relating to your industry that will provide a focus for your content. Remember that in addition to posting a link to your blog on social channels, you should also tweet about each of the individual points you make in separate posts.
Consider writing your blog in one of the following formats to vary your style of writing and keep readers interested:
Follow these writing tips to provide a better user experience and optimised, SEO friendly content that Google will love.
Write a compelling headline: write a descriptive, compelling headline with SEO in mind. Include keywords in your title so your readers immediately know what the blog is about.
Use your keywords: place keywords on your blog title, H1 , H2, description and body, url and image tags. Where possible use synonyms for your keywords throughout your article to provide the user and Google with additional context for your topic.
Adopt a conversational style: use conversational language and avoid being too formal in your writing style. Refer to the reader as ‘you’ to draw them in. Don’t use too many adjectives and avoid jargon where possible.
Show off your personality: demonstrate your brand’s personality and promote what is unique about your business.
Include rich content: provide a good mix of images, infographics and video content to make the post more visually appealing.
Break up your text: make your content easy to read by writing short sentences and paragraphs and making use of headings and bulleted lists. For further guidance, read these tips on how to write for the web.
Prolong your content’s shelf life: publish content that will stay useful for long period of time, rather than something that will go out of date quickly.
Don’t be a perfectionist: don’t labour over the content in an attempt to make it perfect. It’s better that you publish your post and improve it iteratively.
Feature internal links: include links to other pages on your site. Google will recognise that your site is active and being updated which will improve your search visibility as a result.
Feature external references: reference external sources of information with a link, preferably to the original piece of content, and make the link open in a new window to minimise the risk of users bouncing off your site.
Place a Call to Action (CTA) at the end: use a clear CTA at the end of the post to encourage readers to take action once they’ve read it.
Add links at the end: present related content with a ‘you may also be interested in’ section at the end of your post featuring links to other posts or pages on your site.
Once you've written and edited the post, it's time to take a break and revisit it with fresh eyes to identify and correct any typos. Once published, remember to share the post on social media and monitor performance in Google Analytics to see how it resonates with your audience. Posts can be tweaked over time to reflect trends and industry updates.
Need help sourcing blog topics or writing engaging content? Contact Web Foundry today and speak to an expert about improving your content and blogging technique.
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