Content is becoming more and more important on the web. Search engines like Google and social networks value content that provides information to Internet users. Thus establishing a blog on your website has many advantages for an effective digital marketing strategy. It will significantly improve your visibility by positively impacting your natural referencing (SEO). Double action with relevant content: a conquered blog reader is often a potential customer. You can take the services of Best SEO Services Agency in London.
So, how to design and write an effective blog article both in terms of SEO but also towards the targeted reader? Here are all our tips for writing impactful blog posts.
There are several key elements to consider for an effective and impactful blog post. We have retained in particular:
- The choice of title
- The structure of the article
- Reading clarity and style
- Links and CTAs
Writing a blog article: the methodology
Writing a quality blog post shouldn’t be done haphazardly. There are a series of tips and rules to follow to produce really effective content.
A dedicated section
As a preamble, make sure you have a “Blog” section on your site. This section, which does not have to be called “Blog”, must be able to receive and display your various articles. It must be graphically successful and airy to attract the visitor’s eye and retain it.
The integration of a Blog section is ideally to include from the design of your website. But it can also be added later in most cases.
An editorial calendar
In order not to be taken aback and to ensure regular production, you must define an editorial calendar. To do this and find good ideas for articles, ask yourself about the problems of your customers and prospects. What do they need? What are their questions about the services you offer.
Plan your productions according to the key questions of your targets and their interest in terms of natural referencing. Do you have any interest in positioning yourself on this subject? Are there many competitors already present on this issue?
The search for information
Before writing your article, you must search for source information (on the internet or elsewhere) for reference. Check your sources and rather twice than once. You need to ensure that you deliver the highest quality information possible to your readers.
Don’t forget to sort the information you collect. All the information collected is not necessarily relevant and adapted to your target. You can, if you wish, establish a persona (a fictional person representing your target audience). This will help you frame your remarks and deliver the most qualitative information possible. You will also determine, thanks to this method, the tone and the type of vocabulary to use. Be careful not to be too technical, or, on the contrary, too familiar!
How to write a good blog post?
To write a good blog post, you must take into account several essential aspects. Overview of good web writing practices:
A good title
If there’s one thing you shouldn’t overlook when writing your blog post, it’s the title. The title of your article will greatly impact its referencing and will “hook” the Internet user. The title is often the first thing that the Internet user will see of your article. A catchy title is an invitation to consult the content of your blog post!
Here are some tips for writing an article title that is both effective for natural referencing and incentive for the Internet user:
- Choose short titles
- Include at least one keyword
- Choose an informative and impactful title, for example in the form of a question or by using a statistic
An efficient structure
Before you start writing, organize your ideas well. To answer the subject, what are the key points to address? It’s a great way to not forget anything, to offer a coherent progressive approach. Treat them according to the principle of the inverted pyramid: from the most important (what exactly answers the subject), to the additional details which bring more body to your article.
Rely on this organization to structure your article through level 2, 3, 4 subtitles. For Google (and other search engines), these titles will be identified by tags: an H1 title (the title of your article), then H2, H3, Hn. These subtitles must also have an SEO target.
Also focus on producing a good introduction. This first paragraph is not only intended to confirm to the reader that he will find everything he is looking for in this article, but in addition, it is very important in SEO. End your article with a conclusion that returns to the key points discussed and gives a broader perspective.
An appropriate editorial style
What type of article do you want to produce? Do not hesitate to vary the pleasures to better meet the expectations of your readers:
- Informative articles on a particular topic
- Tutorials, guide
- Articles with lists or examples
- Articles related to the news
- “Presentation” type articles
Should you adopt a rather expert style to position the know-how of your company and its seriousness or rather accessible and relaxed, feminine press style, to play the connivance with the reader and create sympathy?
In general, opt for a direct style, short sentences and do not hesitate to take your reader to task.
A rich semantic field
To allow your article to be well positioned on the theme you are interested in, you must identify a main keyword, secondary keywords related to your theme. However, be careful not to use it excessively in your text, otherwise your article could be penalized by Google for “over-optimization”. To avoid this and maximize the SEO potential of your text, broaden the semantic field to enrich your written expression.
For example, to talk about amicable divorce, we will also use expressions such as separation, separation, good agreement, custody schedule, common lawyer, law, judge, agreement of the spouses, ex-spouse, divorce proceedings…
A good network and relevant CTAs
Your articles must be meshed, that is to say linked by url, between them and/or to other pages of your website. This mesh allows the user to access additional information. But above all, it optimizes your SEO by guiding Google to other pages. By linking a very well referenced page to a new page, for example, you can offer it “link juice”, that is to say, communicate the SEO popularity acquired to it.
Effective meta tags
Meta tags are the things that stand out in search engine results page (SERPs). Also, if you don’t define them, Google will take care of them in a more or less relevant way.
The meta title tag is crucial since it is the catchphrase in the SERP. Google attaches great importance to this. It must :
- be no more than 60 characters,
- be attractive to the target,
- in actual accordance with the content detailed in the page in question.
Under this meta title, the meta description is displayed. The latter has no SEO value (at least at present) but it is very important because, in less than 156 characters, it encourages a click. The meta description therefore gives additional information to the title and invites the targeted Internet user to click.