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Optimising your blog posts

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Keeping your blog regularly updated is an important part of your marketing strategy. It will keep people clicking through to your website and help to establish the fact you’re an expert in your industry.

However, you need to ensure the blogs you’re posting are fully optimised for SEO purposes. Here’s a few things your blogs should be including to be certain they’re the best quality they could possibly be...

optimising your blog posts

Appropriate word count

While you don’t want your blog posts to be too long so as not to bore people, they can’t be too short either. You need to strike the right balance between including enough information to bulk out the content (and showcase your expertise) and keeping it snappy without any waffle.

As a rule, we would recommend posting blogs between 500 and 1,500 words. If you get into the habit of churning out short, low quality blogs, your entire website could suffer because this pushes it below the Google rankings of businesses with longer form blog posts featuring quality content.

Accurate spelling and grammar

It should go without saying, but any blogs you post need to include accurate spelling and grammar. Again, if your blog posts are lacking in this department, Google will view your blog as poor quality and won’t push it up the rankings.

If you’re writing blog posts for websites, the likelihood is you’re a good writer. Even the most experienced writers make mistakes, though, so the most thorough way to ensure spelling and grammar is accurate is to hand your work over to a colleague to proofread it before it goes live. A second pair of eyes should spot any mistakes you may have missed!

Relevant keywords

Any copy on your website should be mindful of keywords relevant to your services and should be inclusive of these words where possible. Your blog is no exception to this! For example, if you’re a business that offers African-influenced drumming workshops, make sure to mention ‘African Drumming Workshops’ several times throughout your posts.

Don’t stuff these words into sentences where they don’t seem natural; this is called keyword stuffing and can damage your Google ranking position. As long as you only include the keywords where it seems relevant to drop them into the sentence, then this should do wonders for SEO.

Outbound and inbound links

Another good SEO tactic is to include inbound and outbound links in your blog posts. Inbound links will encourage people to click through to relevant areas of your website, so if your blog post is centered around a particular service you offer, be sure to include a link to the page where users can follow up on this service if they’re interested.

Outbound links are important in helping Google understand your niche, so if you run a photography-based business and you’re mentioning other photography sites in your posts and linking to them, Google will have a better understanding that this is the industry you work in. This will help to push you up the rankings for users searching for services within this industry.

Meta titles and descriptions

Any content management system (CMS) you use for your website should allow you to enter meta titles and descriptions for the blog posts you publish. Be sure to make use of this; any information you enter will be seen by users if they come across one of your blog posts on Google.

Again, try to use keywords wherever possible in your titles and descriptions so long as it seems natural and you’re not stuffing them in for the sake of it. Make sure any information accurately describes the content of the post so that anyone searching for this kind of information is likely to find your work.

Visually appealing

Finally, always make sure your blog posts are visually appealing. Any page on your website should look attractive in order to draw users in and make them more likely to stick around to read the content.

Make sure your blog is structured well with paragraphs and clear headings so that if people are scanning the content, they’ll find it easy to zone in on any section they’re particularly interested in. Use fonts that reflect your brand image and make sure any images are relevant and high quality.

Once you have some blog posts ready to go live on your website, read the rest of our digital advice and guidance to find out the best ways to give these a push so they can be seen by the world. 

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