Blogging in the process by which you can really make sure that all your users and Google are totally aware of what your site is about.

Writing a Page for the User NOT for Google

The primary reason to write any page, or add any content to your site must be to entice your visitors to do what you want them to do. That could be to subscribe to your newsletter, to buy from you, to contact you, or even just to get them to come back later on. The page/content is not necessarily the penultimate step in the process of getting you more business, but it could well be a ‘link in the chain’ and therefore needs to be carefully crafted.

You will note that I say the page needs to be written for the user, and not Google. This may seem to be a strange thing for an SEO Expert to say, but it is said with good reason. The fact is that Google, with its advanced algorithms (like Rankbrain) are now looking for content that answers peoples needs and questions, and not for a document liberally sprinkled with keywords and phrases. That is old school now and is an avenue no longer worth pursuing.

What Sort of Content Should You Write

It is pretty easy to write a 2,000 word article that says very little, provides minimal information and does not answer any questions. What is hard, is creating a compelling content that will stand out from the crowd and will meet the user’s expectations.

For instance, this article is designed to help you know what to write about, what to include in your page at a technical level – the headers, titles and descriptions – and why this is needed. It also must give you some idea of where to start, that is, what you should be writing about in the first place.

What to Write About

So, lets start here, what should you write about?? The first thing, when you can, is to write about something that you know and care about, something that perhaps you can add your own personal view on, one that may not be in tune with others. Of course, this is not always possible, so when you are ‘forced’ to write about something you do not know enough about, the first rule is to do the required research. This will enable you to create an article that is worth reading, it being, (hopefully) factually correct, whilst at the same time providing the reader with your own slant on the subject.

But before you can start writing, you need to know what to write about. One of the best ways of helping your users (and attracting Google’s interest) is to start answering one of the thousands (millions?) of questions being asked every day online.

Finding the Questions to Answer

One of the best sources for questions is provided by KWFinder – . This app allows you to search for the questions being asked as well as carrying out conventional keyword research.

example of questions being asked on the web

examples of questions being autocompleted by Google

examples of questions being autocompleted by Google


As you can see, many of these searches are not used very often, but that is the case for any long tail phrase (longer than 3 words) and is of no matter. What is important is that you KNOW that someone is searching for the answer to these questions, and that, if you write a good enough article, that it could answer a lot more than one question. It should also be kept in mind that people who use these long phrases are often far further down the buying cycle and therefore much more likely to purchase something. This means your article could well result in a sale…

Now You Have Your Topic

Once you have decided upon the topic, you can start writing the copy. This will be easy for some, but very hard for many, and is no doubt a skill in itself. However, even though you might not be Shakespeare, I am sure that you can have a pretty good go. All you have to do is to remember what question you are trying to answer and to break down that answer into simple steps and ensure that the layout does not present the user with a wall of text. Break up the copy with images and whitespace as needed.

Titles, Descriptions and Headers

The Title of a page is always in the <head> block or the beginning of a web page’s source code. The title tag is text wrapped in the <title> HTML tag, this being shown (in most cases) as the headline of the search listing on results pages, as well as on the user’s browser tab. Its purpose is to describe the overarching intent of the page and the type of content a user can expect to see when they visit the page. You can use up to 70 characters here, but many experts recommend a maximum of 60.

The Meta Description is used by the search engines to provide a bit more information about the page, this being shown underneath the Title in the SERPS results. It does not directly affect the ranking of that page, but as it is used as a factor in the overall ‘quality’ of a site, it is something that deserves your attention.

Paying close attention to three things when writing a perfect meta description can provide dividends, the three areas being branding, user-intent, and what’s working well in your market place for others. It is in effect an ‘elevator speech’ and these 180-300 characters offer a special opportunity for your page to stand out from the crowd.

Headers are the next thing for you to consider.  These ‘section headers’ (H1-H6) were originally intended to size text on a webpage, with the H1 being used for the primary title of a document, it being the largest text on the page. The others, H2 to H6 being progressively smaller. However, the advent of Cascading Styling Sheets (CSS) in the late 90’s, meant that few designers used them for this purpose (indeed many misuse them today). Now their main purpose is to assist Google to understand the importance of each element on the page, i.e. what is the most important and what is the next most important.

Internal and External Linking

The purpose of any link on a page should be to enhance the user experience of any reader. In many cases this could mean linking out to an external site, which could mean you lose the visitor, but if it helps the user to better understand your message and to answer the question, then it should be used.

It may also help the SEO / ranking of the page (because Google is said to like pages that help others), but this is a debateable point, so it is best to use external links ‘where you think it helps’ and for no other reason.

As for internal links. Again these should not be used for SEO, but instead to help users move around your site to better understand the answer to their problem.

Hopefully this will have provided you with some idea of what to write and how to construct the page in a way that will impress your visitors and Mr Google…


About the author

Graham Baylis was born in 1957 and has therefore seen the birth of the Internet and experienced at first hand, just how it has changed the World we live in. He has been involved with computers since 1983 and helped set up the first electronic mail system used by the Civil Service in 1986. He has gained several qualifications in Computing and Marketing and has written hundreds of blogs which you can find around the web, many being on customer’s websites. He has over 19 years of experience with Pay Per Click and SEO and has an answer for most Search Marketing questions, and, for those that he hasn’t is quick to find one. Continually coming up with solutions, Graham is one person it is worth having a chat with.


Why Bother With Blogs and What to Write

The reason, from an SEO point of view, is to increase traffic to the web site, not just the blog you have written. This is achieved in many ways:-


Writing Blogs - What and When

Writing Blogs – What and When

  • By creating more content, Google will give the site quality a positive boost (that is the site is seen not to be stagnant)
  • The actual creation on the content, as long as it is good enough, will attract links and be shared, this is the very best outcome, but is hard to get too, as there is so much competition in any but the smallest of niches
  • Actual traffic (to the blog in question) can be achieved by targeting long tail keyword searches, or time sensitive subjects, or a unique version of a primary keyword phrase (eg ‘the best insolvency practitioners’)

The overall aim is to become an authority site for that niche or topic, thus increasing the number of repeat visitors, and creating a site that people love and want to visit multiple times a day.

The aim therefore is to create high quality, magazine level content, it being better to create one of these a month, than four poor ones.

I hope that this short article helps

(By the way, in case you have spotted that this is a short article and therefore does not actually ‘fit in’ with the idea of quality blogging, it’s sole purpose being to give my readers a very quick synopsis about the reason behind writing blogs).

About the author

Graham Baylis was born in 1957 and has therefore seen the birth of the Internet and experienced at first hand, just how it has changed the World we live in. He has been involved with computers since 1983 and helped set up the first electronic mail system used by the Civil Service in 1986. He has gained several qualifications in Computing and Marketing and has written hundreds of blogs which you can find around the web, many being on customer’s websites. He has over 19 years of experience with Pay Per Click and SEO and has an answer for most Search Marketing questions, and, for those that he hasn’t is quick to find one. Continually coming up with solutions, Graham is one person it is worth having a chat with.

Why The Content For Your Blog Must Be Quality And Relevant

At one time, getting as many links to your site as you could was the goal for many people doing SEO. These days however, this is not the way at all and you will find yourself in deep trouble if you do this. Linking is still important though and should not be dismissed or forgotten about but it must be done in a natural way and only with sites that are relevant to your own niche. This is where using your content to create valuable links can really boost the levels of target traffic.

Blogging can be a great way of achieving this and using your blog to promote your website is one way of doing this. Of course, it is easier said than done, most business people are busy and don’t have time to regularly ‘feed’ their blog with content that is unique and of a high standard. There is no point in churning out ‘stuff’, that simply won’t do, it won’t help you and in fact, could do a lot of damage. If you can spend a couple of hours once or twice a week to create a piece for your blog, you will be doing yourself a great favour.

If you can write posts of around 800 words, that are in depth and provide the reader with the useful information that they are looking for, you will gain a lot of followers and your posts will be shared on social media which will further boost your blog. Try to vary the subject of your content but still keep it relevant to your niche, going off the reservation isn’t a good idea when you are using your blog for SEO purposes. Remember those pesky Google algorithms don’t have a sense of humour and will look upon random subjects as irrelevant which will result in your blog tumbling down the rankings.

You can make use of links within your blog posts, linking to other posts that you have written that are on other sites, particularly if those sites are considered ‘authority’ by the search engines, can be very valuable. Making use of occasional links to other articles that are relevant to your piece and that you have enjoyed reading is also useful. Having a diverse range of links is important, it is a natural thing to do. The correct use of anchor text and keywords should be prioritised so that you get the most from these links.

There is no one SEO tactic that works by itself, you need to implement a wide ranging strategy, each piece plays its part and contributes to the overall success of the strategy. Your blog can only thrive if you have lots of visitors who enjoy what you write and will share the link on their social media platforms. However, your blog site should be one facet of your overall online marketing strategy, it should not be the only one. There are many different factors to be taken into consideration when putting together an SEO plan and this is where engaging an expert to help you will pay dividends.


The terms “content marketing” and “link building” describe discrete marketing activities with distinct scope, strategies, and purposes. They are not the same thing. But that does not mean you cannot employ both in the same way that you might use email and content marketing together or use display advertising and content marketing together.

A pair of definitions will help make it clear how link building and content marketing differ.

Content marketing is the act of creating, publishing, and distributing content, like articles or videos, with the purpose of attracting, engaging, and retaining customers. When done well, content marketing is a customer-centric approach to growth and profit. It seeks to serve, help, inform, and entertain. At its core is reciprocity.

In contrast, link building is a form of search engine optimization aimed at increasing the quality and quantity of inbound links to a specific web page in an effort to improve that page’s ranking position on a search engine results’ page.

Related Activities

In spite of their differences, tactically there are similar or related activities within each.

Both a content marketing campaign and a link-building campaign might have you write an article. Both might have you post content on social media, and both a content marketing campaign and a link building campaign might have you look at customer behavior.

The difference is in the purpose, the goal, and the relationship. If you will forgive the somewhat crass analogy, the difference between content marketing and link building is something like the difference between kissing your sister or brother and kissing your husband or wife. At a tactical level, both acts are kissing, but very few folks would say that kissing your sister is exactly the same thing as kissing your wife.

When to Use Link Building

A business’s goals, capabilities, and position in the marketplace will impact how it views the interaction or relationship between these two marketing activities. How a company uses these approaches depends on what that company wishes to accomplish.

Link building, to oversimplify, is primarily interested in introductions. As a marketing tool, link building’s purpose is to influence search engine algorithms. It seeks to convince search engines that a particular page is important in the context of a relevant search. SEO practitioners know that inbound links are used in some way as a measure of page popularity or value. So encouraging a large number of good quality links will impact how well a page ranks.

Link-building tactics include the following.

  • Developing compelling and useful content.
  • Discovering directories that offer follow links.
  • Using press releases and pitches to encourage articles.
  • Guest blogging or submitting articles for publication.
  • Building relationships with bloggers and website owners.
  • Adding posts to social networks that offer follow links.
  • Contributing to forums and content communities.
  • Newsjacking — injecting your own ideas into breaking issues — in social media.
  • Developing microsites and landing pages.
  • Research to learn which words and phrases are used on search engines.

The thought is that if a web page can rank well on a search engine results page, it is likely to get a greater number of clicks, thereby introducing a relatively greater number of potential customers to your business.

It is this focus on new customer introductions that makes link building specifically and SEO more generally popular with new businesses or businesses that by nature have almost no opportunity for repeat sales. These companies need fresh customers.

When to Use Content Marketing

Content marketing focuses on lasting relationships. Remember the triple purpose of attracting, engaging, and retaining customers. Content marketing often requires research to identify needs and wants of those prospects and customers.  Then, a marketer can create content to:

  • Solve problems and help people make better decisions;
  • Entertain;.
  • Introduce people or build communities;
  • Make others money;
  • Makes other people successful.

Focusing on things that are fundamentally useful, content marketing elevates a company’s reputation, making its website a place consumers return to. Businesses that sell relatively complicated products or that have the opportunity to sell to a customer repeatedly will often favor content marketing, since it tends to keep customers coming back.

Read more:



Mo Farah – Drug Testing – SMS Messaging and Newsjacking

You cannot have failed to notice all the ‘fuss’ about Mo Farah and drugs testing at the moment, it’s the sort of news that the press just love…


Image by Ronnie Macdonald via Flickr


Such news items are however also a great time to do a spot of ‘Newsjacking’ where with a bit of creative thought, you can ride the wave a little and promote a relevant business or product.

So, when I listened to the news and found out, to my surprise that all athletes had to register where they would be an hour an hour a day for the next three months, AND BE SURE TO BE THERE, just in case an unannounced dope test was scheduled for then, I thought, WOW, this is just where one of the clients of SOM could really, really help out.

The client in question is FastSMS, the service they provide being SMS messaging. You will no doubt have received text messages from your Doctor, the dentist, your garage, etc reminding you of a future appointment (and if has not happened it soon will, as long as you have a mobile phone that is).

SMS Messaging in Action

Thus, when I heard that these poor athletes have to remember to be somewhere (up to three months in advance) I thought, is not this a great application for SMS Text messaging?

All you would need to do is to have a mobile phone number associated with an Athletes entry into the ‘Where I will be’ Dope Testing system and a little bit of ‘programming magic’ that sends them a text the day before saying where they ‘have to be’ tomorrow, with another 2 hrs before.

JOB DONE, I reckon, no excuses and less hassle for all.

I have had a word with FastSMS and they are looking into this right now, and will soon have a post up on their blog, they are even considering offering this service to the dope testing people at UKAD.

This is a good example of ‘NewsJacking’, in a positive manner and should be born in mind by just about any business there is….

Mo Farah put his hopes of competing at London 2012 at risk by allegedly missing two drugs tests in the buildup to the Games and was warned by his coach Alberto Salazar that “they will hang you if you miss another”.

Under World-Anti Doping rules, a third missed test within the space of 12 months is the equivalent of a failed drugs test – and so would have left Farah, who went on to take 5,000m and 10,000m gold in London, facing a minimum of a two-year ban.

According to the Daily Mail, which has seen an email exchange between the UK Anti-Doping Agency and Farah’s representatives, Farah missed one test in 2010 and another in early 2011 shortly after he had joined Salazar’s training group in Oregon..

See the full article

Getting your blog to speak volumes

We are always encouraging you to blog and to use only great content for your blog, however, you also need to optimize that content for your blog. This can be a source of great stress for some people and it can be very confusing deciding what keywords to use, how to use them, how many to use, where to place them and so the list goes on. Keywords are important and so is choosing the right ones. There can be many ways to describe something so that you can really mix your keywords up, for example, if you have an accountancy firm, you can make use of keywords such as: accountants, accountancy, accounts and accounting. You can also make use of associated terms like bookkeeping, tax returns, corporation tax, VAT and so on. If you wish to push for  more local business, using geographical terms along with the keywords will help potential customers in your region find you. Your blog is not just about promoting your business, it is about sharing information, news, tips, advice or whatever is relevant to your sector and engaging with your visitors. Here are some great tips to help you write you blog, get it noticed and keep the search engines happy to boot!

Search Engine Optimization (SEO) is on everyone’s lips all of the time. It is wonderful if you can write a blog article that uses sophisticated language, exciting language, and beautiful grammar and punctuation. However, it is also critical that it is optimized for the search engines. After all, people need to be able to find you.

Your approach to optimization

Sometimes, when it comes to writing, the hardest part is coming up with the first sentence. Once you have been able to come up with that first sentence, you just have to put one foot in front of the other after that and keep writing. If a blank piece of paper gives you a great deal of anxiety, you may want to create an outline from which to work or perhaps a template will work well for your blog articles. You understand that you need to blog. Not only because everyone else is doing it and their businesses are thriving but because you need to do it for the sake of your own business.

Creating a template for your blog articles

Whether you create a template for your blog articles or you get someone else to do it for you, the point is that it will make your life a whole lot easier and there is absolutely no reason why you shouldn’t do it. The SEO part of it (no matter what anyone else says) is extremely important and always will be. So, now all you have to do is follow some pretty straightforward, simple tips that will help you tremendously. If your blog articles are optimized, you will rank higher on the search engine pages and you will be noticed much more readily online.

  • Keywords first: Your keywords and key phrases are extremely important. If you have strategically placed keywords that yield the results that you are hoping for, you will be able to accomplish all sorts of great things.
  • Pay strict attention to the size of your blog posts: Your blog posts should be between 500 and 1,000 words (although closer to 500 than 1,000). Too short isn’t good and too long will cause your readers to give up on your post. Of course, you shouldn’t worry if your blog posts end up being longer than you thought they would be.
  • Always include anchor text terms: Anchor text is a key phrase that hyperlinks to your website. The concept is that you are planting an “anchor” that is connected to your website. After all, once you have gotten the person to visit your website, you can woo them properly.


Further information

What is off-page SEO and how to use it

SEO should not be held to an ROI target

How to create quality content that is optimized

As we often say, only ever release high quality content to your blog or website but there is more to successful SEO than that. Write for a human audience not for search engine spiders, it is the people who are going to appreciate what you have written, they are going to share it with their friends and/or followers on social media and the search engines do take notice of this as well. It is important to intersperse keywords within the fabric of the text so that it reads well for the humans and that there is something for the spiders to latch onto. Be careful with your keywords, use as many variations as you can for instance, if you are talking about accountancy, you can use a variety of words and phrases that are pertinent to the subject so that it is interesting to read for both humans and spiders. There are several steps to creating great content which is also optimized. Take a look at the following article for some great advice.


The content explosion and the search engines’ shift toward meaning-based content in 2013 has led to a tipping of the scales in the opposite direction from where Search Engine Optimization (SEO) was before Panda and Penguin.

Gone are the days of black hat practices like keyword stuffing and paid linking schemes that resulted in a bad user experience and little focus on content quality.

While the increased focus on quality has created a better user experience, now the challenge of the marketer is to integrate SEO best practices into the content creation process.

User-friendly content must also be easy to find, and that means including SEO in every step of the process.

Because investments in content are growing at a record pace, the pressure for online marketers to show increased returns are heightened. And with organic search as a leading source of traffic for many marketers, streamlining the content creation process while optimizing for search is a business necessity.

In other words, the content must be optimized for the user as well as the search engines before it is even published.

The Integrated Approach To SEO

The integration of search engine needs and user needs means that the SEO has to be involved at every step of the content creation process. Here’s how SEO-focused thinking can be applied to the primary steps of content creation:

1. Understand User Needs & Behavior

How do users search for the type of content you offer, and in what volume?

Keyword research early on in the process will help focus content creation efforts, preventing the wasted effort of creating content for low-volume keywords. Keyword research hits the sweet spot in your content creation efforts by finding the balance between users’ product-related needs, the product offerings, and how users actually search the web. Click here to read on

Further reading

Planning a content strategy with SEO in mind

Deep SEE diving for SEO bloggers


Prevent your blog from becoming stale

Business blogs are an important part of your online presence and it may be that you have run out of steam with your blog. You might be thinking that there are only so many things you can blog about where your business is concerned however, if you can find a way to rejuvenate your blog, you could find that it inspires your followers. Take a look at fresh ideas or revisit past subjects and put a fresh light on them. You blog needs to keep visitors interested and if you are losing interest, there is no doubt, your followers will also be losing interest. So, lets get some oomph back into your blog, be positive and inspire.

Have you hit a wall in your business blogging?  Does it seem like your readers are no longer interested?  It’s ok to admit that your blogging efforts have become a bit stale; just as in life- in blogging there is always room for improvements.  Read on to discover 4 creative yet simple ways to turn your business blogging around, wake up your readers and even capture some new ones.

Stop Pushing Back Publishing

You know you need to blog but unfortunately that’s not the only demand your business is barking at you.  Customers, employees and vendors have much louder voices than your blogging platform.  It’s understandable then that when Friday afternoon rolls around you can usually find yourself scrambling to produce some kind- any kind of post.

These issues are not going to disappear and no one is expecting you to make a business blog your top priority.  However it’s safe to admit that scrambled Friday post is coming up as anything but inspired.  Turn things around by simply jotting quick notes at the end of each day (you could even text them to yourself).

Your notes should comment on that day’s specific challenge, customer complaints that you had to deal with or issues that your employees wanted you to address.  A quick activity like this will ensure that when it is time to post, you already have a list of relevant ideas and inspirations to work with.

Drawing from your own experience will not only make for insightful posts, but it will also help you connect with your online audience.  Readers are on the lookout for both personality and personal insights.  Being willing to share parts of yourself with readers affords them the opportunity to get to know you- and hopefully to grow to like and trust you.  Not to mention, personal insight ensures unique content as no other online platform can duplicate your specific experience.

Click here to continue reading

Further information

How do I become more efficient at blogging

What LinkedIn’s new blogging tool means for your business

3 important parts of SEO

At Serendipity Online Marketing, we are always encouraging you to provide quality content for your sites and blogs, obtaining good backlinks and make use of social media where appropriate. These 3 things are essential for keeping your website in the organic rankings and if you are a business owner, your site has to be noticed and listed by the search engines. Remember to write your content for human readers, it must be engaging for visitors to read, this will not only encourage them to return to your site but it also means that they will be inclined to share it with others and this in turn leads to increased traffic. The increase in traffic will be noticed by Google and this will increase your standing. Staying within the rules of Google’s algorithms cannot be stressed highly enough, any transgressions will be severely punished, as many have found to their cost so, play by the rules and you will see the benefits.

Two of the main components of a strong SEO strategy are the same as they has always been: to publish high-quality content that gets read and linked to by as many people as possible (ie, quality content and inbound links).

But in 2014, a third key element will join the ranks of these two elements: social media. I touted social media as one of the three key elements of SEO for 2013, but over the course of the year, my experience has been that most business owners still haven’t gotten the message. I’m still constantly asked why and how social media benefits an online marketing campaign, which leads me to believe that social media, while definitely a buzzword recognized by most business owners, hasn’t yet been adopted to the extent that it needs to be.

While social media has been a factor in the ranking algorithm for years, the community has been reluctant to officially adopt social media as a key role within SEO campaigns.

Social media wasn’t around when SEO first developed into an industry, but it’s now pervasive across all industries and our culture; and it provides the means to increase shareability, distribution, and reach. This, in turn, provides readers and search engines alike with new metrics by which to measure quality (ie, quantity of shares and mentions in each social media channel, which are both easily measurable). As a result, “social signals” are now the fastest-rising search engine ranking factor, and business owners that fail to recognize this will be left in the dust by their competitors that do.

Click here to continue reading

Further reading

How to write content for SEO, Google and Marketing

SEO = relevance and reputation

Guest Blogging and Google’s New Guidelines

There is quite a bit of chatter about at the moment following Matt Cutt’s statement saying the ‘Guest Blogging is Dead’. As you can imagine, this has led to a lot of head scratching, as Guest Blogging has been used as a substitute for Article marketing (which as similarly seen a ‘don’t bother’ statement by Google) for some time now.

With the above in mind I came across this blog (via an email) and thought it well worth sharing:-

When it comes to guest blogging for SEO, quite a few people are pretty ticked off at Matt Cutts right now. After all, he just declared that guest blogging is a Very Bad Thing for webmasters, and stated that you should stop doing it.


Well, not quite.

Too hear most SEOs talk about it, you’d think that’s exactly what he just said. But Cutts actually made an important (and really not all that subtle) distinction between two different types of guest blogging. Once you know the difference between the two, you can decide for yourself if guest blogging is still a good choice for your business.

The Kind of Guest Blogging Google Doesn’t Like

What kind of guest blogging doesn’t Google like? Here is the short list:

Guest blog posts with “dofollow” links.
Blog posts that involve an exchange of money for dofollow links.
Blog posts that involve an exchange of money for any other contextual links.
Blog posts that in any other way violate Google’s quality guidelines.
Blog posts that pass pagerank (i.e. those with dofollow links, as noted above).

In other words, guests posts done purely for the sake of SEO are straight out. So are any guest posts that simply look like they might be done for pure SEO’s sake.

That doesn’t mean that guest blogs can’t help your SEO anymore. It just means that they won’t do so directly. As you know, Google takes in increasingly more factors when assigning rankings.

So what is guest blogging still good for, and how can it still help your rankings?

They went on to give some more interesting facts (you’ll have to see the full article for this) and also went on to say:-

How to Guest Blog after Matt Cutts’ Proclamation

So how is an honest business person supposed to practice guest blogging in 2014 onward?

Only guest blog with people you already know and trust.
Don’t guest blog with people you barely know.
Don’t guest blog for money, nor let someone else do it.
Don’t engage in the practice with businesses or firms that write to you out of the blue.
Do feel free to add “rel=nofollow” links in your guest posts.
Share via social media.

This last point is becoming increasingly more important. In an age where Google seems to be valuing links less and less, what does it use to count the way readers “vote” with their attention?

I cannot agree more with the latter point, Social Media does seem to be really effective in improving rankings, several of the sites we are working on having seen more sales because of the improved rankings the Social Media signals we have created have delivered.


Making your business blog interesting for both humans and spiders

We all know that blogging is important to increasing a business’s online profile however, for many business owners, what to put in the actual content can be difficult. A business blog is not like a personal blog, it is not the place to express yourself, it is a place to give your followers an insight into your niche or products. It is important to write your blog for human readers rather than for the search engine spiders so that the visitor is rewarded with interesting and well written articles. You can optimize these articles and integrate keywords and key phrases within the body of the text so that the spiders are interested in your blog as well. Usually, the point of a business blog is to draw traffic to the main site which will help to increase business. So, here is some advice on how to try and achieve this.

One of the biggest myths about blogging is that it’s simply a way to express yourself or communicate your thoughts to the world. While there are certainly many people who blog for this reason, in the business world, blogs serve a more strategic purpose and can be incredibly powerful tools for attracting visitors to your website.

Why is website visitor traffic important?

With more than 2.2 billion people online, the internet has truly revolutionized the way that companies do business. Gone are the days of flipping through the yellow pages. Now, when we need something – whether that something is a product or a service – we go online and search. In fact, Google has analyzed the vast amount of data from online searches to determine that the average consumer looks at 10 pieces of online information before they make a purchase and buyers get about 70% of the way through their research process before they are willing to have contact with a sales person.

As a business, your website is like your home base in the online world. It is the only place where you have complete control over how your brand is portrayed (in the marketing world, we call this “owned media”). With all those people out there searching for information online, your goal should be to get the ones who are searching for your products or services to find and visit your site.

Why is this so important? If your potential buyers are online looking for information, and your site provides that information or answers their questions, it greatly increases the chances that when they are ready to buy, they will buy from you.


Further information

Stop writing for the machine

Google & Bing agree: past SEO success guarantees you nothing today