Writing for Blogs 101

By Meritxell Garcia

INDEX

• Offline vs Online writing

• How content impacts SEO

• BEFORE you start writing

• Create content that

engages

• The importance of

Headlines

• Summary- Best practices

Writing for SEO is different than writing for other media

Internet users don’t read. They browse

Offline Literature Online Literature

What is SEO?

Why is content important?

Conclusion• Companies with blogs typically receive 97% more

leads than companies without blogs. The reason for that is that content rich sites tend to get more back links and social traffic, which helps them generate more traffic overall.

• Web pages that rank on page one of Google typically have 2,032 to 2,494 words. By making sure our web pages are filled with detailed content that users find useful, we are more likely to rank higher.

• Companies that blog have 434% more indexed pages. And it’s a fact that the more indexed pages we have, the more likely our website will show up on the SERPs

• 60% of consumers feel more positive about a company after reading custom content on its website. This custom content will allow our customers to get to know us better. Therefore the more we have, the better.

Tips BEFORE you start writing

Requirements

FrequencyFrequency related to the number of times we should use our keyword or keywords on our text, both on the front end and backend of our page.

Relevancy

Relevancy means that we want to use keywords that are related to our industry.

ExampleHead of Customer Experience

Create brand engagement!!

“Brand engagement services”

“How to lower customer service costs and create brand engagement”

“Brand engagement”

“How to lower customer service costs and create brand engagement”

Meta titleMeta description

H1 tag

H2 tag

Optimized URL

On-page optimization• Content is high-quality, relevant, fresh and at least

1500 words in length.• Target keyword/s is included in page title.• Target keyword/s is included in at least one sub-

headline (H1, H2) and meta description (160 characters)• Target keyword/a is repeated 1 or 2 times every 100

words (1% to 2% keyword density) Don’t over-do it, or the page may get downgraded as spam. Keep the reader in mind as you work with the target search phrase. Copy should always be reader-friendly.

• Page includes relevant images and/or graphics that help illustrate the target search phrase.

• Captions for images and/or graphics include the target search phrase.

• Content and/or tools and resources on the page are so good that visitors will want to share your link with others and post your link elsewhere.

• No misspellings or poor grammar. Yes, the search engines downgrade for either.

• Inclusion of social media links and / or user discussion or reviews. Pages with active visitor interaction are scored higher than static pages.

Handy On page SEO tutorial click here

ResearchWe want to make sure that our keywords are not only related to our practice in a meaningful way but the terms that we select have a strong search volume associated to them

“Community Management strategy and deployment”???

How to write content that engages?

The key to content that worksThe two most important factors of writing the content for the site are originality and engagement

Engagement

People want to interact with us, say great things about us and share our content but our content needs to engage them, relate to them, or solve them a doubt or problem.

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Example

They all appeal to raw human emotions.

Laugh

Oh dear!

Outraged

Curious

REAL people

REAL info overload

ATTENTION!

Examples: “Community Management”

Eccentric:

Why Community Managers Will Be The Most Sought-After Position in 5 Years

Provocative: 15 Reasons Why Forums Outsmart Social Media

Loving:Cupid’s Recipe For a Long-Lasting Community

Corporate: 11 Little Known Secrets To Lower Your Customer Service Costs and Create Brand Engagement with a Managed Community

Headlines

Headlines are not only important for SEO. They are EVERYTHING

8 out of 10 people will read our headline, but only 2 out of 10 people will read the rest!

• Use off numbers in your blog headlines• Write blog headlines with twitter in mind (10 characters)• Include keywords at the beginning of the blog headline• Tweak your headline after you finished writing your post• Use strategic words to attract readers and increase CTR (smart, surprising, science, history, huge, critical)

Tips for SEO headlineswww.copyblogger.com

• Having detailed unique content: Short articles and blog posts tend to receive less links than detailed contento 500 to 1500 words articles and have 2% of

keywords density would be a good practice

• Take care of your onpage optimization: h1, h2, keywords in the URL, no misspelling, include images, include meta data, link internally to other content on our page

• Headline and keywords matter: the more engaging the title is and the better keywords we have the more valuable will be for the reader. Definitely we need to think the keywords we are choosing and what the header is so our readers will be more likely to click on the article

• Be consistent: we need to create content on a regular basis. At least once a week

• Social profiles: we can write lots of content but where are we going show it other than you webpage? Facebook and Twitter should be our first steps

Summary- Best practices