Writing Blog Posts For Business & SEO: 12 Keys To Your Best Blog Article
When it comes to writing blog posts for business and SEO, the key is to plan in advance.
As a professional blog writer in Hamilton Ontario, I’ve written thousands of blog posts for business and SEO. And in this guide I’m going to share my top tips so you can write your best blog article ever.
Let’s face the music:
The average blog writer isn’t William Shakespeare. We can’t just grab a blank piece of paper and scrawl a masterpiece in ten minutes. We have to have a concrete plan for a blog post if that post is to succeed.
When writing blog posts for SEO and also when writing blog posts for business, there are many things to consider:
- How does the blog post fit into your content structure?
- What makes this blog post unique to other content on your blog?
- What keywords are you aiming for?
- Oh, and you’ve considered your backlink strategy, right?
For a successful blog post, plan ahead.
Here Are 12 Best Practices For Writing Blog Posts For Business And SEO
Take a look at my guide to the basics of effective writing before reading the steps below.
*Open a Word document so you can work through each of these steps in turn. At the end you will have the best blog article plan.
1. To start writing blog posts for business and SEO, define your purpose
At the top of your Word document write “Purpose:”
This is where you are going to determine the overall concept and purpose of your business blog post.
Your business blog post should have one very clear idea that is unique to it. In other words, it should be an idea you have not done before.
In all my years as a professional Hamilton Ontario blog writer for hire, I find this tip one of the most important, and one of the easiest.
My concept for this very blog post is this: Create a tutorial on how to write a blog post.
So, this is a brief summary of the point and purpose of the article. E.g. “To create the best article on planning a blog post”.
2. When writing blog posts for business and SEO, check the concept fits with your content strategy
Before you begin to even plan a blog post, you need to check that it fits into your content strategy from an SEO perspective.
Hopefully you will have an optimised blog structure, and you can use that to help you with this step.
Here are some things to consider:
- Has the subject been covered on the blog before?
- Does the subject match the theme of the blog?
- Where will the blog post fit in terms of link structure?
- What posts will link to this one?
- What other blog posts will this one link to? (in other words, consider your internal link strategy)
- Will readers be interested in this idea?
- Am I likely to rank for this idea? Is it too competitive?
- Is there enough interest to generate organic traffic?
- Is this something you actually want to write about?
3: When writing blog post headline, rewrite it, a lot
One thing I’ve learned as a professional blog writer in Hamilton ON is that you can always improve your blog post headlines.
On the next line of your Word document, write “Heading ideas”.
Writing a heading is one of the most important parts of writing a blog post. The heading tells readers what the blog post is about, and it also has a massive impact on your organic traffic because ultimately, people will only ever read your article if they click on the headline in the search results.
Write a list of at least ten headlines.
Your headlines should take into account keywords as well as subjects and themes.
Here’s a great guide on how to write effective headlines.
4: When writing blog posts for SEO, remember you keywords and synonyms (LSI)
On the next line of your Word Document, write “keyword and LSI”.
Use this section to research your main keyword and LSI keywords.
Read my SEO beginners guide for more on this.
As you may be aware, keywords are vital to ranking in SERPS, as are synonyms (alternative words with the same meaning). Ever since RankBrain became a thing, LSI keywords (Latent Semantic Keywords) have been of huge importance.
It’s best to have a list of keywords and synonyms to include before beginning.
Akshay Hallur has written a great guide to LSI Keywords here on GoBloggingTips.
5: When writing blog posts for business, consider different angles
Writing blog posts for SEO is one thing. But when it comes to writing blog posts for SEO you’ve got to consider copywriting too.
My guide to effective copywriting will help you with this.
Writing blog posts for business is similar to writing articles for magazines. And as any good journalist will tell you, it’s all about choosing the right angle.
The angle of your blog post is essentially the manner in which you will cover your idea.
Writing for Daily Post, Krista Stevens say:
Your angle is the precise way you choose to tell your story — it’s the element that sets your story apart from all the rest. Let’s look at how to identify your story’s angle and how to build on it to create engaging, original prose. [continue reading this here]
Brainstorm different ways you could write the post. Then select the best one.
Write a description of your angle on the next line of your Word document.
6: When writing blog posts for SEO, utilise subheadings
Writing blog posts for SEO requires skillful use of subheadings.
By oragnising your page into subheadings you make it easier to read. This will increase your scroll depth benchmarks.
You will want to consider different subjects to cover in your blog post.
We already know our main topic (for this article, the main topic is “writing a blog post”), but what other sub-topics will we cover? For instance, this post also covers editing as a sub-topic.
When writing blog posts for SEO, the different subjects should match-up roughly with the LSI keywords you wrote down in step 3.
Write down the subjects you will cover.
Now list these under “Subheadings” in your Word document.
7: When writing blog posts for business, consider story and personality
People are attracted to stories and personality. And this is crucial when writing blog posts for business.
As a professional blog writer in Hamilton Ontario I find my most artful skill is telling a story through the blog post.
The most obvious (and arguably best) way to do this is to recount a time when you yourself needed to know the information detailed in the post.
If you’re writing about the perils of not taking a winter hat when you go out, recount the time you stood in the rain for three hours because the bus never came. It’s a fun story, it has personality, and it makes you more relatable as a blogger.
On your Word document, write ‘Personality / Story’ and choose the personality for your post and how you will express it.
Note that for established blogs and businesses, the personality of the blog post should reflect the personality of the brand persona.
Sven has written an excellent guide to writing blog posts with a business’ personality on Userlike.
8: To write an effective blog post, have a loose idea of your blog posts’ conclusion
When writing blog posts for business it’s good to have an idea of how your conclusion may go.
Your conclusion may very well change while you write the article. That’s natural. At the planning stage, blog posts should include only a loose idea of how the conclusion will work.
Know the direction your article is heading in before you write it. This will also help you create interesting arguments.
Enter this information on your Word document.
9: When writing blogs posts for SEO, include a list of source
Some topics demand hours of research. That research should ideally be completed before you begin to write the blog post. It’s a smart idea to list your sources while you conduct research.
Plus, mentioning other people and sources in your blog post is a good way of planning your backlink strategy. Who will link to you and why?
This is vital when writing blog posts for SEO.
Also at this stage, consider who you will link out to from the post.
10: When writing blog posts for business, remember your readers
What demographic are you aiming at? Do you know your psychographics? Do you have a clear idea of who your readers are and how your blog post will draw them in? this is essential when writing blog posts for business.
As a professional blog writer in Hamilton Ontario I find psychographics help me write to the audience.
Write a description of your demographic on your Word document.
The best way to research your demographic is with Facebook Audience Insights.
Read SproutSocial writer Alex York’s guide to this.
11: When writing for business, include emotion
To write your best blog article you’ll need to make it emotional.
If you want to earn social shares you need to know which primary emotion your article elicits in the reader.
Choose one primary emotion and a secondary emotion (for instance, happiness that something good happened, and gratitude for the people who made it happen). This will significantly increase social shares.
Note that positive emotions perform best on social media (read about this on SEOPresser)
On your Word document, note the dominant emotion of the piece.
10: Choose a social media marketing strategy
Your best blog article ever should get lots of share, right?
S how do you get them?
To start with, make sure that the blog post reflects the beliefs and opinions of the reader.
Next, give motive or incentive for the person to share it. For instance, if you’re writing an article about the immortality of animal testing, include a line asking reads to share the article because we need to change the way animals are treated. Such a line can result in a dramatic increase in shares.
Read my guide to increasing Facebook Engagements for ideas on this one.
Write down one line that says “Share Because:” and have a good answer.
11. When writing blog posts for business, plan your conversion optimisation too.
As a Hamilton Ontario blog writer for hire, one of my core responsibilities is making sure the blog post is optimised for conversions.
Let’s look at an example of converting site visitors into email subscribers.
To do this you will need to create motivation for readers to subscribe.
Subscribing requires different motivations to sharing.
Readers will share an article just because it elicited an emotional response.But a subscription means the reader sees continued value in your work, or that they are interested in seeing how things develop.
Good ways to attract subscribers are:
- Offer a free download
- Have a great personality
- Produce valuable content
- Get them hooked on your story
- Offer content they cannot get anywhere else
On your Word document, write a reason why people will subscribe.
And that’s how to write a blog post for business and SEO
As a Hamilton Ontario blog writer for hire, I’ve tried to share my top tips with you in this guide.
You now have the perfect blog post plan. And if you have been following along with the Word document, you also have the perfect blog post plan template.
This blog post plan covers all angles of the writing process, from SEO to content strategy to good old fashioned actually writing a good article.
With this blog post plan, you will be able to write your best blog article ever, an effective blog article for business and SEO.
If you would like to work with a professional blog writer in Hamilton ON, contact me today.
12. Always remember to edit your blog.
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