Simply having a blog on your business website is good for providing value for your clients and boosting your site’s SEO. But you can get even more bang for your SEO buck by physically structuring the blog with some of these layout tips:

Headers

Headers are great for both readers and web crawlers. Visually, they break up large blocks of content. But they also make it easy for readers to scan for information, making it more likely that they will stick around and read the post. In addition, web crawlers love using headers to analyze and rank information. Happy web crawlers = good SEO.

Signal Words

Much like headers, signal words such as first, second, last, in addition, etc. are good for both readers and ranking. When drafting your post, think of signal words as how you can lead readers through the content. Use signal words in chronological order to make the flow clear.

Content Length

Blog posts with a minimum of 300 words are ideal. Posts with 1000+ words are a plus! Posts of that length are considered cornerstone content, or the best content on your site – also the posts you would want to be ranked highest on your site. Cornerstone content should include keywords that most relate to your site.

Title Length

This one may be surprising to some, but the length of your blog title matters. Depending on the length of your post, you may lose a potential reader if it’s not descriptive enough – on the flip side, if the title is too long, it will likely get cut off in the title tag displayed in search engine results. Keeping titles 50-60 characters is the sweet spot between descriptive and fully displayed.

Categories + Tags

Much like headers, sorting blog posts into categories and then tagging each one is good for readers and search engine ranking. Tags are basically keywords for that post. They should be no longer than 3 words, and 1 word is ideal. For example, some of the tags for this post are; blog, blogging, how to, SEO, web crawler, ranking, etc. The better your post is organized, the easier it is to be found.

Images and Their Descriptions

Images in a blog post are great for several reasons; they visually illustrate your post, and they also provide a break in the written content that is pleasing to the eye. But images are also important because they are a sneaky way of boosting SEO. When you upload an image to your post, be sure to fill out ALL of the information including Title, Description, Caption, and Alt Text. Learn more about each of these in our post “Image Information, What’s Important for SEO.”

Want More Blogging Tips?

Click over to our blog page and read “BW Concepts Guest Post: Blogging 101“. Also, catch up on “52 Reasons to Start a Blog.”

Have questions about how your website works? Hammersmith Support is offering free training sessions that include tips on how to maintain and understand your WordPress website.

Book your free WordPress training session today!

We are so excited to bring you a guest post this week from Beth Wand of BW Concepts. Beth specializes in planning and creating blogging content along with social media strategy and management for her clients. In this post, she will share with us some ideas about how to structure our own business blogs and why a business blog is important.

Hello! My name is Beth and I am the BW of BW Concepts. I create unique and creative content for my clients that helps build their online presence through a distinctive visual and written strategy. Is starting a business blog on your to do list but you’re just not sure where to start? It can feel like an overwhelming process! I have some ideas that can help you get your blog off the ground.

First, Why Blog?

As Hammersmith Support has shared a few times in a few ways, blogging has a huge return on investment. Not only does fresh content boost your SEO, but free content is a huge value add for clients. In addition, macro content from blogs can be diced up in to bite-sized micro content for social media posts, creating a cohesive look and sound to your business.

Where to Start?

When it comes to your business blog, creating a calendar of topics is the perfect place to start. Things to map out:

  • What are your busy times of year? When is it slow?
  • Do you offer any promotions, specials, or deals at any time? If so, when?
  • Are there any holidays that directly affect your business? Or are there any holidays that tie in nicely with your business?

Use these answers as topics, or as places to fill in topics. If your product is a big hit at Christmas, you’ll want to post more often in the weeks leading up to Christmas. If you have vacation time planned in the summer, then plan your posts accordingly. This is also a great time to identify when your slow times are and plug in topics that might entice new customers at a normally down time.

Brainstorming Topics

Once you have the topics that correspond to the calendar, brainstorm a list of topics that are more tailored to your business. If you’re stumped, answer these questions:

  • What question do your potential clients or clients always ask you?
  • What do you wish people knew about your business?
  • How did you get started? What is your business’ story?
  • What is your “why”?
  • What problem does your product solve?
  • Who are your employees and what are their stories?

Once you have answers to these questions, start looking for topics. Answer the questions your clients always ask. Tell them why you started your business and what your favorite part is about it. Take those same topics and plug them into your calendar from above.

Get Writing

Not sure where to start on a topic? Who cares! Just start writing. So many times I have a topic, but I’m not 100% sure how all of the information is going to lay out. So I start with whatever section makes sense to me. Then I build from there. Sometimes I have to pivot and rework what I’ve already written, but often I end up leaving it as is and being able to create the rest of the post from that one section.

Things to remember:

  • Break it up. Use headers to visually break up the words on the page and give context to your post.
  • Know your audience. Be sure to write your posts for the person who is reading them. If you’re explaining your product to potential clients, be sure and start from the beginning and write like no one knows what your business is. Details details details.
  • Keep posts to about 350 words. If it’s longer, you’ll likely lose readers. Too short leaves them feeling ripped off.
  • Use images and name them appropriately. Readers love a good image and using the right naming system will help with SEO.
  • Edit your work. Read, reread, and ask a friend to take a quick look for grammatical errors too.

Want to know more? Click and follow Beth on social media and on her business blog as well:

beth@bw-concepts.com

www.bw-concepts.com

@bw_concepts1