How to write a business blog that Google will love
Google loves websites that give its users what they want. This means providing quality information in a way that’s easy for them to consume. One of the best ways to get into Google’s good books is to write a business blog that keeps your website fresh, useful and relevant to your audience.
But what boxes do you need to tick?
We’ve written before about why your business needs a blog, not least as it generates leads. Now let’s take a look at how you can write a blog that’ll make you more visible in Google search results through clever SEO.
Your checklist for how to write a business blog for Google results
Here are the steps you need to take each time you put finger to keyboard to create a blog post. It’s what we do for our clients:
Get the topic right
When you choose your blog topic you want something to make people linger. Google gives the highest spots in its search results to blog posts and webpages that people take time to read (among other reasons, like whether your website is mobile-ready and the pages load fast).
But how do you choose that winning topic that will help you climb the search results?
The key is to focus on the topics that matter to your ideal customer. Remember, your blog is not all about you. Speak to your customers’ pain points, their interests and those things that make their brain ache.
For example, if your brand sells vegan cheese you might decide to write a blog post about the best vegan comfort food.
Pick your keywords
Your keyword phrase signals what your post is all about to Google and website visitors.
Let’s continue with our vegan cheese company example. Using keyword research tools we know that in the UK 480 people search Google for ‘vegan comfort food’ each month. If you create a good blog post on this topic you can expect to see a share of those people visit your website.
Your keywords need to go in the post URL, the blog post title, the main body of text and the alt text of relevant images.
But your focus on keywords doesn’t stop there.
It’s important to think about all the other relevant keyword phrases people might tap into their Google search bar to find a post like yours. These might include:
- Vegan snacks
- Vegan recipes
- Comfort food for vegans
- Warming vegan food
- Easy vegan food
- Fast food for vegans.
The list is endless.
Naturally, work these into your blog post subheadings and text to increase the ranking of your post.
Aside from picking the right topic and keywords to grab Google’s attention, your on-page SEO is the next most important thing to get right.
But what is on-page SEO?
It all boils down to how easy your content is to skim read.
When people are browsing through websites their attention span is short. Eight seconds according to research by Microsoft. So you need to grab people’s eye quick before they click away.
The on-page SEO tasks you need to include in your blog writing are:
- An enticing headline – use power words like best, now, secret, true
- Short sentences and paragraphs
- Plenty of subheadings
- Bullet points or numbered lists
- Links to other relevant pages and posts on your website (make sure the hyperlink words give people an idea of where they go – not just ‘click here’)
- A meta description that says exactly what people can expect from your post (this appears with your title in your post’s search result).
Make these improvements to your on-page SEO and people will read for longer. Google will pick up a good page layout, the length of time people spend looking at it and your use of keywords to rank your post higher.
Eight per cent of queries typed into Google are questions. This is only going to increase with the rising volume of voice search using Siri, Alexa and Cortana. Take advantage of this by making your blog post title and subheadings questions relevant to your primary keyword phrase.
People also want to compare things, particularly products. So, think about titles that include ‘vs’, for example, ‘which is better: vegan cheese vs real cheese’
When it comes to the length of blog posts, longer ranks better. So go large on your topic.
Answer all the questions people might have about it. Include plenty of alternative keyword phrases. And include rich content like images and embedded videos.
Get help to maximise your website’s Google ranking
If you want help to write a business blog then we are experts.
Amplify PR is a Hampshire-based content marketing and PR agency that writes blog content for clients across a number of sectors.
We also help clients promote that content on social media to get it in front of their customers sooner than it might rank on Google.
Get in touch to find out more about our digital content services.