Google always favours sites that have fresh and relevant content. To this end, there really isn’t a more effective way of presenting this than having an on-site blog. This post will outline a few techniques that can help your blog optimisation to ensure your site ranks higher within the SERPs.
Stick to the topic
Both the search engine robots and users don’t want to be reading something that is darting between subjects. It will lower your relevancy score and your rankings may suffer due to this. Not only this, but when you’re reading something, you’re reading it for a reason and when darting between subjects, the original reason for reading can become lost. Doing this will only irritate users and loose readers.
A picture is worth a thousand words
Or so the old saying goes at least. This is true in Search Engine Optimization and blog development too. The best way to create a blog post is to think if what you are creating is something that you would enjoy yourself. Bearing this in mind, nobody will want to sit there reading line after line of text. It goes without saying that any images used should stay relevant to the main subject of the post, with appropriate title tags attached. Good uses of images include photos, info graphs, charts and etc.
Identify and address your audience
These are the people that are going to be judging the post you’ve created, and so it’s worth bearing in mind that the post has to be created to please them. You can identify your audience through a number of different research techniques such as IP and location tracking. Once you’ve identified your audience and started with a writing style, stick to it. Consistency is key from a professional point of view. You wouldn’t see posts on the inner workings of a nuclear reactor written in slang would you? Always use the appropriate language for your audience.
Provide genuine information
If your post is designed as one to inform, then always make sure that all the information you’re providing has proof and evidence behind it. Either that, or ensure that it has been clearly stated that the information is derived from your personal opinion. If it is research or information snippets taken from other sources, always make sure that you are prepared to provide the sources to information you’ve used. It only takes one suspicious or interested reader to request this as evidence behind your data.
Proof the post
No matter how many times you check over your work, there can still be mistakes in grammar or spelling that you have missed. The only way that you can know your content is the best it can be is by having someone else proof reading it. This is because when you are creating something that you really want to perform, it becomes your ‘baby’ and natural human instinct diminishes our ability to find faults with our work (I’ve been there on multiple occasions).
Don’t post for the sake of it
You should only post when you genuinely want to share something that you think you’re readers are going to find useful. Too many companies post too frequently in an attempt to raise rankings and user engagements. Referring back to the point I made earlier in the post, write something that you would find useful yourself. It can be very frustrating to find a post with an interesting heading and then next to no content following. This is more likely to irritate readers and lose their support. If this means that you take longer between posts, then so be it.