The rights and wrongs of business blogs

The rights and wrongs of business blogs

The rights and wrongs of business blogs

Many search engine optimisation experts are now recommending that a business blog be included as part of a site's SEO plan. Although blogs aren't suitable for absolutely every site, they often add to a site's appeal to both internet users and the search engines. The regular supply of content to the site's pages gives the SEO plan a real boost, and the extra information that blogs allow you to display can be a real attractor for your target user group.

It should go without saying that a business blog only works if written well. Many companies opt to have a professional writer form their actual content, and you can discuss this with us at SearchEngineOptimization.co.uk. Getting a professional on board can ensure that your blog content fits in seamlessly with the rest of your search engine optimization. Whether you engage a professional, or whether you decide to go it on your own, there are some areas of a business blog it's important to do the right way.

1. Basic writing skills. The basic quality of the writing on your blog will define whether people read it, or click back to the search engines. The wrong way: Posts full of grammatical and spelling errors, stuffed with keywords and written in a style that clashes with the rest of the site. Even one of these things can bring your blog down. It's important not only to proof-read posts thoroughly, but to make sure that the style in which they are written blends in with the personality of your business. The right way: A thoroughly proofread, well-written piece of content every time. Sourcing from a professional should cover this.

2. Content ideas. One of the harder parts of a blog is the need for fresh content every day. Many site owners find that they run out of ideas very swiftly. The wrong way: Content that is far from the topic of the site, or short updates that make little sense. Posting this kind of content may provide new material for the search engines to go through, but it won't please your site's human users. Brief posts are permissible every once in a while, as long as they stay on topic. The right way: Content that is always thoughtful, insightful or instructional. It helps to plan out your content for months in advance, plotting out post ideas and drafting a rough structure for each post. As stated above, occasional brief posts are acceptable, as long as the reader is tempted to come back for more later.

3. Blog integrity. Many businesses treat their blog as another platform for advertising. This ignores the general style of blogging. Internet users expect certain things from blogs, and if a blog doesn't conform, it won't get readers. The wrong way: A blog full of marketing material, or one which aims to manipulate the reader or search engines - or one which is all about the business. The right way: A blog that respects the time users take to read it, and provides a valuable experience.

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