1. Stick to your core theme
It’s easy to spot interesting facts, figures or topics and decide to blog about them. Perhaps save that desire for Twitter but always keep the core theme of your blog true and try to stick to it rigidly. You will build a following and get more traffic if you have a consistent theme to your content.
It’s best to write around 400 words per post so your blog is short and to the point. Some people write much more but busy people will struggle to read longer than that and it’s more difficult to keep their attention. If your topic requires a longer post, break it down into parts or a series.
2. Use keyword-rich post titles
The title is the headline that you have given your post, this appears as the heading above the content of your actual post. Focusing on the right keywords in your titles can have a big impact on search engine rankings and traffic.
Scan through your content and pick out the main topics you’ve covered in your post. Plug those terms and phrases into Google’s Keyword Tool. Look for the most popular search terms but also the alternatives it suggests. Then go back to your content and try to add these keywords into your post — in the title field, content, the meta description and your tags (see below).
One more thing — when you are selecting categories and topics for your blog filing system, make sure these also contain keywords if possible.
3. Keyword-rich URLs
WordPress does this for you and you can edit your auto-generated URLs (permalink) for each post to make sure they are as Google and SEO-friendly as possible. And you want those keywords in there as it all helps with your SEO efforts.
4. Tag correctly
We know it can seem a pain to have to add tags to every blog post, but it’s well worth doing it and trying to make them as Google-friendly as possible. Again, think of the keywords that your target audience will be using to search online. Only use jargon or acronyms if they are widely used by your customers. This can be relevant in business-to-business marketing. Think like your audience at all times.
If you’re using a WordPress plug-in like Yoast make sure you edit the meta description field to be keyword rich too. Ideally you should customise the descriptions for every post. You can set up generic/default ones to show if you do not customise one.
Sarah Orchard has more than 15 years' top level marketing experience on leading UK and global service sector brands.