How To Write A Blog Post: A Guide
A well-written blog has great potential to attract, engage, and convert your target customers – but how do you create a post that can do all three? If you’re wondering how to write great blog posts for your business, the most important thing to remember is to stay customer-centric.
Your post must bring value to your audience by offering solutions to their problems and answers to their questions.This will establish you as an authoritative voice in your industry and help earn customer trust and, eventually, loyalty. Continue reading for all the information you need to write a successful business blog.
How to Write a Great Blog Post
One of the primary purposes of writing a business blog is to help your website rank better in the search engine results pages (SERPs) for your target keywords. Search engine crawlers or bots can more easily index your website and blog posts if they’re optimized with appropriate headers, metadata, image alt text, keywords (both short-tail and long-tail), and hyperlinks (more on all that below).
But getting indexed by search engines and ranking high in the SERPs are only the first steps in creating a successful business blog. Once your target customers have found your website, you’ll want them to stay for a while and read your blog posts. These posts must not only provide the information your audience needs, but also stimulate their interest in whatever product or services you’re offering. If you’re able to capture the interest or curiosity of your visitors in this way, you’re more likely to convert some of them into paying customers.
When writing your blog post, here are some of the key things you need to include in order to optimize it for search engines and attract your ideal customers.
Headers help to signpost an article so that readers can easily navigate it. Headers are also the first things that are indexed by search engines, so think carefully about how you craft them and naturally weave in keywords where you can. Headers should be formatted with H2, H3 or H4 tags, depending on the hierarchy of information. Meanwhile, the H1 tag is usually reserved for the main title of the article.
Headers allow your blog posts to be more easily found by search engines.At the same time, the headers will help your readers scan and digest the content of your posts.
Metadata includes elements like the title and description of your blog post that will show up on Google. This information is used by search engine algorithms to make predictions based on how users access digital data online, like blog posts. The data helps in indexing your blog posts.
Images and alt text
Images are virtually impossible to index without descriptions, captions or alt text attached to them. Never forget to include alt text, as this enables search engines to find your blog posts based on image search. This also helps with accessibility – a description of a picture can be read allowed for someone who is blind, for example.
The updates in the algorithms of search engines favor long-tail and more naturally placed keywords. Keyword density is still important, but keyword stuffing is no longer an effective tactic. On the contrary, your post and website will be penalized if you stuff keywords into your posts, resulting in your SERP ranking going down. Your readers won’t thank you for it either – remember, your post has to make sense to a human first, not an algorithm.
Linking refers to both internal and external links, both of which you should include in your blog post. For external links, you must link to high quality websites in order to lend credibility to your posts. At the same time, you must also interlink with your own posts (as long as they’re relevant!) to consolidate the SEO standing of your blogs.
Doing this makes it easier for search engine bots to crawl your website. Readers will also find it easier to navigate your website as they can follow the links to relevant areas. You can also link to your online store or specific product pages to get readers to convert into customers.
The previously mentioned SEO tactics are just one aspect of a great blog post. However, doing all of that would be meaningless if your blog posts themselves aren’t of high quality in terms of content.
If they don’t contain information that’s relevant or interesting to your audience, you’ll see a very high bounce rate develop as readers click away. So, if you want to write a great blog post, you must ensure that each one is well-researched, well-written, and is a good length – see the chart below.
You must also make sure that the tone you use and the way you write is aligned with your audience. In general, though, you should aim to humanize yourself in blog posts through language that’s more conversational and less formal.
How to Write a Blog Post for SEO
The on-page SEO (search engine optimization) elements of a blog post are crucial in generating organic leads. Optimizing your business blog posts for search engines usually requires specialisation. If you have a large business and want to post several articles per day or week, you’ll probably need a dedicated SEO team. But, if you’re a smaller business, you can optimize your blog posts yourself by keeping following these tips:
- Keywords are crucial in SEO. They must be well-researched in terms of search volumes and competition. When selecting which to use, try to find a balance between high volume search and competition. Use long-tail keywords if you want to narrow down the search. You can also use geographically specific keywords if you have a brick-and-mortar business.
- Avoid keyword stuffing and be strategic in distributing your keywords throughout the article. The optimal keyword density is between 0.5% and 2.5%. This can easily be computed based on the total number of words per article. For instance, if you have an article that is around 1,000 words, the keyword density = 0.005 x 1,000 words. This means you should use your keyword at least five times but no more than 25 times.
- The optimal length of an article based on ranking and leads is between 2,100 and 2,400 words. However, the most popular articles aren’t necessarily within this range. An article that is between 1,000 and 1,600 words can also rank high and have excellent engagement if it’s well-written.
- Metadata is also crucial because it’s what guides search engine algorithms. Your website will be more easily indexed and associated with certain categories if you have well-placed metadata. Metadata is hidden in the HTML codes and includes descriptive metadata, structural metadata, preservation metadata, and provenance metadata.
How long does it take to write a blog post?
Writing long blog posts – think between 1,000 and 1,500 words – can take any number of hours, depending on how long you spend researching, planning, writing, proofing, and optimizing – and, of course, how much you already know about the subject, and how easily writing comes to you.
One 1,500 word blog post can even take around six to eight to complete from start to finish, especially if your subject matter is technical or complex and you’re being thorough, while longer articles of 2,400 words and above may take two working days or more.
How long it takes to write a blog post can be difficult to determine, however, because it comes down to several factors, from your skill as a writer to the type of subject matter you’re working with, and how much optimization you put into the post. Some of the main factors involved are:
- Topic: Some topics are easier to write about than others, while some require more research. In general, technical content takes the most planning and research time.
- Level of depth: Investigative or in-depth articles will require more time because you’ll need to be comprehensive and cover more aspects of the topic.
- Number of words: Longer articles require more time to write, edit, and proofread.
- Objective: Your article can be informative, entertaining, persuasive or analytical. It may depend on how you want to angle your post.
- Skills and knowledge of the writer: Some writers are faster than others, especially if they’re already knowledgeable about the topic.
Want to find out how to use blogging to take your business to the next level? Let’s talk.