When you decide to write a blog or other online content, the first fear is probably coming up with enough topics to write about. Truth is, writing an interesting post isn’t even half the game. Every post has to appeal to your audience AND help your online visibility.
Defining your message, using keywords, structuring for online scanning, targeting the right length, and using links are all strategies that will help your content have impact.
Define the Message
What do you want to tell your readers? What is the key takeaway you want to offer?
Every post you write should have a purpose. Define that purpose before you start to write.
Keywords Come First
Every post should be written with keywords in mind. To be visible, you need to use the same words and phrases that your audience uses when searching online. Define a primary keyword or phrase. Also have a list of keywords related to the content. Use them all!
Structure Your Writing
Start with an introduction. Say what you are going to say. Tell the reader why they want to spend the time to read your post.
Write the text of the post in a series of short paragraphs. Each paragraph should consist of short sentences that use short words. This approach increases the chances your reader will understand what you are saying.
Group related paragraphs with subheads that keep the flow. The reader should be able to read the title and subheads alone and get the main point of your post.
End with a conclusion that revisits your main message. All of the elements – title, subheads, paragraph and conclusion should make use of keywords.
When you are done you have told the reader what you will say, provided the details, and then told them what you said. And, you have done all of that using the words and phrases that they use!
Write Enough to Count
Aim for 600 words minimum per post. Google likes articles of 600-1200 words. However, if your article is too long and not easy to read it won’t be read. So make every word worth reading!
Link Related Content
Be sure to use links to connect related content. Link to related website pages and other blog posts. Internal links – links within your website and/or blog – help readers get the full breadth of your expertise.
Add New Content
Search engines like active websites. A major signal is new content. So, be sure to add new content often.
Make sure every addition adds to your business goal, highlights your expertise, and speaks in the words (keywords!) that your audience uses. You will keep your audience interested and attract the attention of search engines, too!
Great Content Works
Every blog post is an opportunity to highlight your expertise and to talk to your audience in a way that makes sense to them. It is also an opportunity to get the attention of search engines. Make sure every post follows the basics of great online writing and you will advance your business goals.