Don’t let SEO dictate your Blogging Strategy!
It goes without saying that blogging can help raise your search engine rankings. The question is who do your really write for? Humans or search engines?
When you type ‘Blogging and SEO’ into Google you won’t be surprised to see the many ways blogging aids your digital strategy. There is an abundance of information on the net on tips, so called secrets, how-to guides and all the different ways you can write a blog post to increase traffic to your website.
While ranking in Google is definitely something every business owner wants, we cannot forget the real reason behind publishing articles and opinion pieces on your company website. The purpose of a company blog is to deliver information to your target audience. Your blog is your chance to show your prospects and current clients your expertise!
Writing for humans not for bots
Part of your content strategy is to continually come up with new content but also to provide value for your readers. Sticking to a rigid set of rules, such as a defined length or keyword density is a nice goal but wouldn’t it look artificial? Doesn’t it bore your readers if you use the same keyword phrases over and over again? Don’t you think it looks weird if an article is constructed around a certain keyword?
You want to entertain and educate your readers at the same time. But most forward, you don’t want to look like someone who is just writing and publishing for the SEO’s sake.
Of course, you want your articles to be spread. Every blogger wants to increase their readership to increase visibility. How do you do that? First of all, you want to have an attractive blog that adds value for the reader. You want your content to be less promotional and more educational. You want to show your audience what your organisation is really like and what is happening behind the scenes.
The principle is simple, the more value you add, the either it will be shared. The less promotional and bragging your content is, the more often your readers will come back. It’s about establishing you as an expert in your field. As a key person of influence, so to speak.
Adding sharing buttons underneath each article and spreading the word throughout social media channels, makes it even more likable that your content will be shared.
We recommend a read of the following article and post for insight on how to keep it real when blogging:
Leo Babauta – What Makes Great Blogwriting?
Joshua Fields Millburn & Ryan Nicodemus– How to Start a Successful Blog Today