Regular blogs are a fantastic way to inform clients about important updates or provide advice that could save them time, stress or money – but they can also be key for SEO.
It is clear that many clients value this information, but the benefits of blogs could go far beyond just keeping your current clientele informed.
Like any content added online, Google’s algorithms will be scanning your articles to see how relevant they are to search topics.
That is why it is important that businesses craft blogs that not only entertain, educate and inform but also drive traffic to their website.
To help you improve your blog technique so that the algorithms rank your website highly, please consider the points below:
Questions and answers
The best place to be ranked on Google is Position Zero. This is the box that will sometimes appear with a question and answer at the top of the results when you search.
By posing questions in your text and providing concise answers Google’s algorithms are likely to rank your blogs higher. Especially where the other tips below are considered and incorporated.
Blogs and articles need to have outbound links to other trustworthy sites, this helps with backlinking, which is used to prove the overall ‘trustworthiness’ and value to the people using search services.
Internal links to other pages within the website help to reduce the bounce rate, which is the percentage of single-page sessions. This means people spend longer on a site, which boosts the overall SEO score of your content.
Keywords are often key to improving rankings for your website. You should use keywords in the introduction of each blog, that either have particular relevance to the topic or your firm.
Take the time to think about what the keywords may be and include them in the intro and near the top.
This may include geographic identifiers, that are relevant to where your practice is based, or topic-specific phrases that relate directly to the article.
This metric refers to the number of times keywords occur in the copy, compared to the total text of that page.
Many SEO optimised websites will already have a good keyword density when they are designed, but ensuring this practice is retained within blog writing can be key in ranking online in the top positions.
Keyword density is important to search results as the algorithms attempt to match a user’s search query to the best fitting web pages.
Articles with a higher keyword density, therefore, rank higher. Think about how you can incorporate keywords relevant to the topic throughout an article.
Remember, however, that this should be balanced with the need to keep an article engaging and easy to read.
The ability to easily read an article is something that search engines will consider when auditing a page. There are certain issues and characteristics that will be considered during this process, such as:
Concise sentences should be used where possible. The content can be as complex as you want, but the writing shouldn’t.
Google recommends that only 25% of an article should contain sentences with 20 or more words. Think about how you can break up sentences.
Using the same word to start consecutive sentences leads to awkward and repetitive writing. It breaks the rhythm of the text and tends to put readers off and also hinder search engine algorithms.
Using the passive voice almost always makes the writing more distant and the message conveyed in the blog less clear.
Writers should aim to write in the ‘active voice’ where passages have a strong, direct, and clear tone.
Google has a recommended maximum of 10% passive voice use. You can check your passive voice score by using the advanced settings on spell check.
Using transition words in the writing can help enhance the readability of content, which has a big impact on SEO ranking. These words include ‘and’, ‘but’, ‘so’ and ‘because’.
When these words are used it makes it easier for the readers to understand how the blog writers’ thoughts and ideas are connected. This helps the search engine to understand the logical flow of the article.
If you are writing a longer article or discussing multiple points or stages in a blog add subheadings containing keywords.
This will help Google’s algorithms to make sense of the text and can help readers skip to the section most relevant to them.
Like sentences, articles are also reviewed on the length of the paragraphs that are used.
That is why properly sized paragraphs play an important role in making the text readable and scannable by the search engine.
Walls of text tend to get a poor readability score and can also scare off visitors to a page.
Shorter and more frequent paragraphs help break down the text into bite-size and easy-to-understand chunks, which puts the readers at ease.
Every time a paragraph ends, it allows readers to relax and think about what they’ve just read. This helps in making sense of the entire text.
Ideally, paragraphs shouldn’t be more than two sentences long.
At the moment it is recommended that blogs are between 300 – 500 words to aid the algorithms. Again, blogs that are too short may score lower on Google’s readability test.
Time to outsource?
If you aren’t already, now might be a great time to outsource the writing of your blogs to a team of experts.
Few professionals have the time in their busy lives to prepare blogs that not only inform and educate clients but also tick all the boxes when it comes to SEO.
That is where the skills of an outsourced copywriting team can help your firm to flourish and grow, with the help of SEO.
To find out more about our search engine optimised copywriting services, please contact us.