As discussed in our previous post, blogging is an essential part of any company’s online presence, as they contribute massively to a site’s Search Engine Optimisation; which directly affects its Search Engine Results Page visibility. They also act as a point of contact between an organisation and their customers, making it an invaluable marketing tool, as well as a fantastic source of potentially invaluable feedback.

Simply throwing a blog up every week or so is not enough though. You need to ensure that what is written holds appeal to both the human reader and the ‘bots’ from Google that crawl the pages of your site, judging the content’s quality, relevancy and originality. This can be quite a tricky balancing act at times, but with a few of our tips you should be able to get off to a pretty good start, whilst avoiding any of the major blogging faux pas.

Content For Google

Blogging for SEO purposes requires the use of short and long-tail keywords which work to give Google and other search engines a vivid indication of what it is your site does, or in a blog’s case, its subject matter. So assuming you wanted to write a post on Superman’s blatant superiority over Batman, you would want to use the words ‘Superman’, ‘is much better than’ & ‘Batman’ regularly, so that there is no way any search engine can misconstrue your post’s subject.

This is where the juggling begins. A few years ago Google was not as advanced or picky as it is today, and you were able to litter a post with your chosen Keywords, and your page would gain a good SERP ranking. However, as Google caught on to this they produced algorithms which are able to detect the sites that spam their sites with keywords in the hopes of tricking Google into thinking the site’s content is relevant. Bear in mind, any site that is deemed as ‘spammy’ will not simply be ignored, it will also be reprimanded.

Google and other search engines want their search results to contain meaningful material that will adequately address what its users are searching for; therefore it is in their interest to ensure that the results are as relevant as possible. The type of SEO that aims to trick Google into believing a site has suitable relevance when it does not is known as Black Hat SEO, the utilisation of which will lead to harsh penalties.

As a result of Google algorithms, which are always being refined and updated, it becomes necessary for all blogs and articles to contain a balanced ratio of keywords to non-keywords. There is no hard and fast rule regarding this but it is better to play it safe, as not having a sufficient keyword-density may lead to your page not being picked up by the bots, however excess will guarantee a black mark against the site; this cannot be stressed enough.

The lack of any definitive rule is irritating, but as a guide line we would suggest to stick to a usage of 2 keywords per 100 words. You can include more or less of course, but you should ensure that the scales are balanced throughout the course of the post; i.e. if you use keywords 3 times in one set of hundred, only use it once in another. Alternatively you can keep their use to around 3% of the overall content, which can be done effectively through the use of a ‘Keyword Density Tool’.

Content For Reading

Once you have the SEO side of blog writing down, appealing to the human aspect is relatively straightforward. The algorithms that Google have introduced all but force you to write creative posts, with a good variety of content. Having said this, you still have to carefully manage the tone that your writings will take, as well as the actual content itself.

It is generally accepted, that blogs can take on a slightly informal air and it is perfectly acceptable to infuse it with a bit of personality, but what has to be remembered is that when writing a blog for an company, you are portraying that organisation, not yourself. As a result it would be ill-advised to include any personal opinions, political sentiments for example, which may enflame the passions of readers and bring out a negative reaction.

To avoid placing your organisation and yourself in an awkward position we suggest you take a secular approach to blog writings, thereby avoiding any potential misunderstandings or public debate; which could damage a business’ image.

We hope that you find these suggestions helpful, if you have any questions or any additional blogging tips you would like to add please feel free to comment on this post, or on our Facebook, Twitter or Google+.

Post By Alem