Monday, February 24, 2014

Writing an On-Site Blog

One of the best practices for SEO nowadays is to write an on-site blog. An on-site blog is different from an off-site one in that the former is integrated with your website while the latter is a stand alone resource. An on-site blog is an integral part of your website and is a reflection of your brand. So, once you are writing for it, you have to keep the brand image of the business in mind. This is not an easy task and requires a lot of planning and brainstorming. Some of the points that shall be considered in this respect are:
1. What are you going to write about in the blog? It is better to have a long term plan of producing content on certain predefined topics so that the blog can be run for a long time. Some of the businesses might not have too many things to share through blog as compared with some others which might have too much to share.
2. Proper organization of what is to be written: It is also important that you organize content so that the readers are able to move directly to what they want to read. You might even consider having more than one blog, with each blog dedicated to a single topic. Within a single blog, you can have categories and tags which shall be suitably selected. Categories are broader while the tags are keywords which are used for finding the content on blog search.
3. Creation: What is the best way to reach out to your audience? Is it a video or an image, a presentation or even simple words which are going to be effective in communicating with the visitors? You will have to decide on the best form of presentation for a particular type of content. Another point worth noting is that the content shall be as comprehensive as possible. It need not be too long to be boring for the readers but, at the same time, shall not be shallow. Content shall be creatively created and delivered.
4. Content audit before posting: Audit of content is done in order to ensure that the content will do justice to the brand image of the business. For this reason, there has to be proper brainstorming and planning before it is published.

There are certain ways in which this content can be made more useful for SEO purposes:

1. While thinking of some topic to write on, conduct a quick keyword research in the Keyword Planner to know whether this is what is searched by people. It is important to note that your ideas shall be primary consideration for writing, not the searches, but the latter can help you in gaining more ideas.
2. Avoid the tendency to insert links of your own website in every blog post. This looks very bad and does not give good experience to readers. Search engines might also consider it a spam activity.
3. There is no problem in posting content everyday on blog provided you do not engage in link building and truly have something important to share.
4. Do not hesitate to link to outside resources (which shall be authoritative) if these links are going to add further value to your blog.

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