Blogging and SEO

When you’re designing your website, create a section for blogging. Or, if you don’t like the term blogging, call it ‘journal’ or ‘news’. This needs to be updated regularly with relevant work-related posts, as it will help your website to rise in the Google ranks (this is what SEO – search engine optimisation – is all about; moving your website to the top of Google so that when someone types in that they’re looking for your service/product, you appear at the top of the search. Without paying money to be there).

Keep the headers short, snappy, relevant and enticing. The click-baity ‘5 ways to improve X’ are clickable for a reason: people like short, digestible articles and blog posts that don’t require too much from them, but give them some tips to take away. Web copy should be shortish – 300-800 words. Short paragraphs (three/four lines). Use sub-headers within the text, to break it up and introduce a new section.

In terms of SEO, think of your ‘key words’. These are the words you want people to type in to Google and find you. For instance, Steph Douglas – Don’y Buy Her Flowers – started out selling gift boxes for new mums. That would have been her original key term – gift boxes for new mums. But she now sells gift boxes for men too, and older women. For birthdays, anniversaries – any occasion. So when I asked if I could include her in this course, she said yes – and asked me to link to her website using this copy: ‘thoughtful gift company’. This is what she wants people to be searching for so that they come across her business.

Exercise 2

What could you write a blog about that would be relevant to your business? I’d like you to come up with three ideas for posts that would share your knowledge and get people listening to you. Work out what each of the three headers should be, and write a line about the content of the blog post.