Having a blog on your website is a great way to help your business get attention online, not only does it help with Search Engine Optimisation but it also encourages people to visit your site and builds trust and authority in your sector.
However, starting and sustaining a blog can be a daunting task; there are a lot of things to think about to ensure that it is manageable and effective. To help you get started we’ve thought about what advice we would give our clients to help them when creating a new blog on their website:
Blog posts of 300 words and above give your posts greater SEO traction – in this respect, ideal word counts are between 300 – 1000 words. This will help your blog rank on search engines; the more detail you provide, the easier it is for search engines to identify valuable subject-focused keywords that navigate people to your site when they search for these terms.
Make a realistic plan – It is a lot easier to write a blog when you know what you’re going to be writing about. The best thing to do is to decide how many posts you want to do per month, what topics you are going to write about, and plan when you are going to write them. The plan should work for you, so if you can only write one post per month that’s fine, there are no rights and wrongs. It is better to have consistent posts, even if they are a month apart, than writing all your blogs at the beginning and then not posting for months.
Be consistent with your tone of voice – if there are a few people writing for your blog then establish what tone of voice you are going to be writing in; it will be confusing for readers if one blog post is very informal and another is formal.
Promote your posts on social media – the aim of every blog post is to get people to read them, so whenever you post a new blog on your website make sure you promote it on your social media channels using a backlink. Links make it easier for people to find and read your blog as they don’t have to search for it, and can instead just click on the link in your post – this makes it much more likely that they will read it!
Mix it up when it comes to subject matter – people want to hear about what you’re up to so blog about what you do, but also mix it up and write posts about topics that are related to your sector.
Proofread posts – one thing which is important to do is to get someone to proofread your blog before you post it. If you proofread your own posts then you may miss something, so always ask a colleague.
Draw people in with the use of images – if possible include at least one image in your posts, this breaks up the text and makes the post more interesting to readers (and when you post them on social media, always try to use an image, posts with images get a lot more engagement than ones without).
Think about who you’re writing for and get to know your audience – what do they want to hear about? What will interest them? Your posts should be written with them in mind.
Tell people how often you will be posting so people will know when to expect it – if you are posting once a month then try and post at the same time each month, this consistency will ensure your readers know when to expect your next blog. If you grow a large enough audience, you then may want to consider data capture that enables you to email blog posts out consistently.
Use a call to action – if there is a specific action that you want your reader to do, such as sign up for your newsletter or contact you for more information, then write this in the final paragraph of the blog post. You should make it stand out, so use links (to your newsletter sign up page for example) or even a different colour for the text, so that readers can see that it is important.
On that last point (cue call to action), for further assistance implementing the above tips or more general questions about your blogging strategy, please contact McQueenie Mulholland.