Writing for Robots

Writing for Robots

Whether or not you realize it, you’ve probably used a blog in the last 24 hours. Maybe you wanted to know how to change a tire or were looking for tips on how to train your new puppy. Perhaps you wanted information on how to decorate your house for the season.  If you’re reading this, you’re using one right now! The fact of the matter is that if you can ask a question, Google probably has a blog to offer you.

Blogs are singularly one of the most important components of many marketing campaigns. A company with a strong digital presence is likely to have a blog. A blog acts as a resource to current and potential customers, makes a brand seem more trustworthy, and helps draw traffic to websites.

Why Are Blogs Important?

As I mentioned, blogs can be critical to a good digital marketing effort. They won’t work for everyone, but if you have a product, service, or information that your customers might need, then you’re likely to reap the benefits of upkeeping a blog.  But why are they so important? Let’s take a closer look.

Providing Relevant Content

First and foremost, blogs provide relevant information about aspects of your brand that users are looking for. If you own a business that sells light bulbs, then it would stand to reason that you’d provide content relevant to light bulbs and that particular industry. Your blog should serve to answer questions about your product. Ideally, you want to provide content that both the average consumer as well as an expert might find valuable. Both of them are potential customers, and both are trying to learn something new.

Structuring Your Brand

Using a blog can help you structure your brand and give it focus. Once you start posting content, you’ll begin to develop a better understanding of what your customers are looking to gain by visiting your site. This can present opportunities for your business that you might not have considered before.  It can even give you insight into your weak or blind spots. Maybe your customers don’t want to know about the metal that goes into making the coil of a light bulb. Instead, they might be more interested in learning about the hue. Either way, you’ve learned something about what your customers want.

Being A Thought Leader

Having relevant content on your site (like a blog) can position your company as a thought leader. Consider your blog to be a catalog of research that you can present to users visiting your site. Just like when visiting a doctor, people want to know that the brand they’re using is legitimate. Having a blog allows you to appear (because you should be) as an authority on your product or service. Nothing quite tops a good reputation, and a blog can take you a long way towards achieving that goal.

Creating Community

Blogs. Create. Community.  Say it with me! Blogs are sturdy building blocks for developing and fostering a community of users who are interested in your product or service. Sharing a blog on social media is a wonderful way to engage clients new and old, and to get real feedback about the kind of content they’re interested in.

Oh, and did we mention that a blog gives you an opportunity to shamelessly self advertise? In fact, most companies prefer to use blogs as an advertising tool these days. As consumers turn their backs on traditional calls to action to buy a product, many brands are beginning to utilize blogs as a means to tell their customers why they should buy and participate in an organic, natural way. Your clients have a choice, and having strong, optimized content gives you the chance to tell them why you’re the best one.

Boosts Traffic

Finally, a blog boosts traffic to your website. That means more eyes on your product or service, and ultimately more sales.

And yet, there’s a little more to it than slapping some sentences together and calling it a day.

Writing For SEO

Have you ever gone looking for a recipe online? If you have, chances are you’ve had to wade through what seemed like paragraph after paragraph of personal information about the author. You learn about that crisp autumn day when they went apple picking with their beautiful children, perfect dog, and every other precious, painstaking detail that went into making their famous, “slap yo mamma” good apple pie for their impressive Thanksgiving spread.

We get it, you’re perfect. Who cares? Just give me the recipe! Well, it’s actually Google that cares. It cares about all of those keywords, long and short that have led others to this top-ranking apple pie recipe, which is why you’re seeing it now.

This information is important to blogs, website pages, online ads, and everything in between.  Learning how to help Google help your brand is an important part of mastering your digital marketing strategy.

Why is SEO Important?

SEO stands for Search Engine Optimization. To put it plainly, SEO is all about ensuring that your website is visible.  Higher visibility means more traffic. And as we mentioned above, more traffic means more opportunities to grow your brand and customer base. Strong SEO puts your brand out in front of your competitors and is the foundation of building brand awareness.

There are a couple of key components that make the magic happen.

Keywords

The way search engines use keywords to rank sites has changed a lot over time, and continues to do so. In short, a keyword is just that: A word that is used to help users find your content. For instance, this blog will hopefully appear in a search for information about blogs, digital marketing, and SEO. That’s because I’m relying on keywords to guide search engines like Google into realizing what this article is about. When choosing your keywords, it’s important to do some research to discover what your competition is ranking for and to look for opportunities where your own brand can shine.

Headers

Formatting your headers correctly is honestly one of the simplest ways to ensure that search engines are finding your content. You can think of headers as your order of operations for web pages and blogs. Google will crawl headers before it picks through your content to determine if your page is a good match for the user’s query. Strong headers, using the correct hierarchy, and researched keywords are one of the most important tools you can utilize when you want to pull traffic to your website. In fact, they’re so important that we recommend updating them from time to time in order to keep them performing well.

Content

Ah, the content. It’s the meat and potatoes of your website or blog. At the end of the day, your content is for your users and you should write it accordingly. But a good content specialist knows that every word counts. Too much information and your reader gets bored. Too few headers and your reader gets confused. Not long enough or poor keyword choice and search engines won’t make an effort to push your page towards the top of the results (which is where you want it). Always write your content with your keywords and goals in mind first!

The Robots Are Learning

Now that this post is live, Google will start working through its ever-changing algorithm to figure out where it belongs in the list of other posts about SEO and blogs. Search engines are making changes to how they operate every day. Companies like Google are striving constantly to improve their users’ experiences, and are always throwing a new challenge at businesses and their digital marketing teams. In the end, writing for SEO is about being flexible and adaptive, because what works today might not work tomorrow.

Luckily, our team does the hard part for you. It’s our job to stay current on all of the latest trends and best practices so that you can focus on your customers.

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Posted by Katy Sloan at 07:17
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