What to Blog

Once you have your social media plan you need to blog about something! This article will not address what you should be blogging – I don’t know your business like you do– but how you can find out what to blog about. I am assuming that you want to blog to promote your business and I am assuming you read our article “How to Kickstart Your Online Marketing” and are following that plan or something similar.

Before you start blogging it will help to do a keyword analysis to find out what search terms you want. “Keywords” are the terms that are used by people searching google or other search engines. If I am searching for “widgets” to buy, I might search in google for “widget” or “widget buy” or “widget buy uk” or even “widget to buy in Leeds”. These are called ‘keywords’ b sy google and other search engines. If am a Leeds based widget seller I will want people searching “widgets Leeds” to find me, so I will create content on my website that targets that keyword. (Look for our upcoming article “Understanding Keywords” for a more detailed explanation. Sign up to our newsletter so you don’t miss it!). Keyword analysis are important because you want to make sure that the keywords you are using:
1. Are actually being searched for – there is no point ranking for “widgets Leeds” if no one is looking for it, but maybe “widget Yorkshire” will be more successful.
2. Are keywords you can rank for – if there are 100,000 widgets sellers in Leeds, you need a much more ambitious plan than if there are only 10, so maybe targeting “Hyde Park Leeds Widget Sellers” will be more profitable than all of Leeds.

Once you have your keywords you can now leverage them by writing content uses those of keywords in a repetitive, but natural way. Google and other search engines count the instances of a keyword in text to determine relevancy, but they do so with a sophisticated algorithm that detects so simply writing “widget” over and over again on a page or “Widgets in Leeds are Leeds based Widgets where widgets can widgets”. There was a time when these type of tricks works, but google and other search engines have found ways of detecting them.

Continuing with the Widgets in Leeds example, you could write something like “A History of Widget Production in Leeds” or maybe “101 Uses for Widgets”. Things like “Photos of Widgets In Leeds” accompanied by lots of photos that are correctly labelled with keywords can be particularly effective (if you need help with this, clickcreations and The WordPress doctor can help).

Your blog doesn’t to be long, indeed, if want people to read something you usually have about 500 words before they lose interest! You want something will use keywords liberally, have lots of bullet point lists and images. And remember: you aren’t trying to win a literary award and people will more impressed with meaningful, punchy and interesting content than they will with your ability to correctly use a semi colon! Keep your content short and easy to follow and you will engage your customers as well as the search engines! Happy Blogging!

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