Tag Archives: Blog writing advice

5 Ways You’re Botching Your Blog’s SEO

Blogging is one of the things we’re most proficient in here at Grammar Chic, Inc., and it’s a true honor to have so many small and medium-sized businesses entrust us with their blogging needs.

When new companies come to us wanting help on the blog front, they tend to have a couple of different emphases. First, they want something that will be compelling to their customers—compelling enough to elicit social media shares and perhaps even light up their phone lines. Second, they want something that will rank well on Google. After all, what’s the point of a business blog if no one can see it?

And here’s the tricky thing about blogging: It can be an absolutely critical tool for improving search engine visibility, but only if careful attention is paid to a few technical dimensions of the blog itself. Far too often, we see business blogs that have been written well, but not necessarily optimized well. Simply put, there are some key blunders that make otherwise-good blog posts less than SEO-friendly.

Naturally, you’ll want to avoid these blunders. Allow us to point out some of the most common ones.

Forgetting Keywords

There’s been a curious shift in the way people perceive keywords; where they used to be overemphasized, now they’re all too often overlooked. So let us clear this up: You definitely don’t want to force a bunch of ill-fitting keywords into your content, but you do want to have a couple of target keywords to guide your content creation. Use them as organically as you can, and try to smoothly work them into the following places:

  • Your title
  • Your meta description
  • Section sub-headings
  • Body content—not excessively, but wherever they naturally fit

Not Creating a Meta Description

Speaking of the meta description, each individual blog post should have one—roughly 150 characters to summarize your content, lay out your value proposition to readers, work in a keyword or two, and end with a call to action.

Not Formatting for Readability

Keep in mind just how many of your blogs will be read by people on their mobile devices, waiting in doctor’s officers, stuck in traffic, or taking a quick break from work. Making for fast, easy readability is key. Think:

  • Bullet points
  • Lists
  • Section sub-headings
  • Short paragraphs
  • Images and/or embedded video

Not Including a Call to Action

Every blog should have a strong call to action, inviting the reader to take the next step. Include your company contact information here for best results, especially in terms of local search.

Not Offering Value

A good blog post should be substantive and value-adding—which means providing take-away points for your readers; enough length to do your topic justice; and some external and/or internal links to related resources. Remember that by writing for the end user, you’re ultimately making your blog more appealing to Google.

Blog Better. Avoid SEO Blunders.

These are all potentially serious errors, yet they can also be very easily avoided. One way to steer clear of them: Trust your blogging to the pros. Learn more by contacting Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.

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The Right Way to Use SEO Keywords in Your Company Blog

One way to add SEO value to your written content is to include keywords. This is one of the oldest practices in all of digital marketing, yet also one of the least understood.

There have been a lot of pendulum shifts in the way marketers understand keywords; for a time, keywords were gleefully stuffed into every piece of content, and then there was a season when many wondered if keywords were on their way out.

The truth is that keywords still matter a great deal, and inserting them properly can add tremendous SEO value to your writing—yet judicious and strategic keyword use is something that requires some forethought and some discipline.

In this post, we’ll offer some basic practices for ensuring that, when you add keywords to your content, you do so effectively.

Keywords Drive Content—Not the Other Way Around

First, it’s really ideal if you use keywords as your starting point. Come up with your targeted keywords before you do any writing, and allow them to guide your approach—your topic selection, your structure, etc. This way, the keywords are worked into your content more organically.

The alternative is to write a piece of content and then add keywords after the fact. This isn’t optimal because it means the keywords will likely stick out like sore thumbs, or disrupt the flow of the writing. The goal should always be for your keyword use to be natural and seamless.

Keywords Reveal Something About Your Readers

Another important concept is keyword intent. If someone is searching for a particular keyword, it’s because he or she is seeking a certain kind of information. Think about why your buyers would be searching for a particular set of keywords, and what it says about their pain points and their ideal solutions.

This allows you to craft content where your keywords are not only present, but used in such a way to address the reader’s questions and provide a real sense of value. In other words, your keywords are in the content as answers, not just as SEO add-ons.

The Best Places to Include Keywords

Getting caught up in how many keywords is usually a dead end, but we do recommend trying to include keywords in a few strategic locations. Here are the places where keywords offer the most SEO value.

Headline

Include a keyword within the first 65 characters of your headline, if at all possible.

Body Text

The body of your blog post should have keywords used naturally throughout. Remember to never force them or stuff them; just use them where they fit naturally, ensuring that the content still reads well.

URL

A vanity URL slug, with your keyword included, is a great SEO feature.

Meta Description

Another great, often-overlooked place to add keywords is in your blog’s meta description.

Write Blogs with SEO Value

Keywords aren’t everything, but they can make your content more discoverable among search engine users. The Grammar Chic, Inc. team offers unsurpassed expertise in writing blog content with SEO value in mind. To talk to one of our ghost bloggers today, contact us at www.grammarchic.net or 803-831-7444.

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5 Ways to Become a Lean, Mean, Blogging Machine

Many business owners recoil at the notion of regular blogging—and their concern is a perfectly fair one: They simply feel as though they can’t afford the time investment required for consistent, high-quality blogging.

To be sure, maintaining a robust business blog is going to require some man hours. With that said, there are ways to make your blogging endeavors more efficient—requiring less time, but still getting good results.

Indeed, with the right tweaks to your blogging strategy, you can become a lean, mean, content-creating machine—and we can show you how!

Become Ruthlessly Efficient in Your Blogging

Here are our five tips:

  1. Always start with an outline. One of the most time-consuming parts of blogging is going back through a post to review, to add or subtract points, and to bring shape and focus to your argument. One way you can cut back on revisions is to have a clear blueprint of all your primary points before you start writing. A simple outline will take a couple of minutes to put together, but it could save you a lot of time on the back end.
  2. Know your call to action in advance. A lot of time can be spent trying to land the plane—figuring out how you want your blog post to end and what results you hope to achieve. Those are things you should know before you start writing. Have a goal in mind—a specific call to action—and allow that to guide your writing. Again, this is a small investment of time on the front end that can make your process more efficient overall.
  3. Keep buyer personas handy. You should always know who you are writing for. Once more, this is imperative for keeping your writing focused and on-point. Start each blog post with a clear sense of who’s in your audience, and which problems or pain points you need to address on their behalf.
  4. Block off time for content marketing. Schedule an hour each week (or more) for content marketing activities, and treat it just like an appointment with a client—that is to say, don’t blow it off! Use this time to write a blog post, but also to put together the accompanying social media posts you’ll use to share that blog. Get all of these like tasks done at the same time.
  5. Keep a running list of blog ideas. Always be ready to write down a topic for some future post—meaning that, when you sit down to write, you shouldn’t feel stuck or have to spend too much of your time brainstorming.

Another Way to Save Time on Blogging

Of course, another way to minimize your blogging time—and still get great results—is to outsource the entire endeavor to the ghost bloggers at Grammar Chic, Inc. We’d love to talk to you about that. Reach out to our team today at either 803-831-7444, or www.grammarchic.net.

 

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5 Ways to Turn Website Visitors into Subscribers

Getting 150,000 hits on your website is pretty good, right? Well, yeah, maybe—unless all 150,000 of your visitors leave the site without taking action. Then, it might turn out, all you’ve got is sound and fury—a lot of buzz, but nothing that directly improves your bottom line.

Traffic alone isn’t the most meaningful metric. What matters are conversions. Ideally, you want all your website visitors to buy a product from your business, though of course this is a lofty goal. A more reasonable one is to convert as many visitors as possible into subscribers; this, in turn, can help build brand loyalty and awareness, and ultimately lead these visitors down the sales funnel.

Okay—but then, how do you turn your website into a subscription hub? How do you coax as many visitors as possible into joining your inner circle? Here are five methods we’ve found to be highly effective.

How to Convert Website Visitors into Subscribers

Provide valuable content that matches user intent. What are search engine users really looking for—and how can your website provide them with relevant solutions? Those are the questions you have to ask as you develop your website content. If you’re a plumber, you can assume that search engine users are probably looking for authoritative answers to all their plumbing needs. If you’re an attorney, your users may want to know when, where, and why to engage your services. Your content should always convey valuable solutions, and provide the information search engine users are after.

Create fresh content regularly. If your website blog hasn’t been updated in a year, and if the top entry in your Company News section dates to 2011, then it may be hard for your visitors to imagine why they’d want to subscribe. You’ve got to show them that by taking the time to subscribe, they will receive meaningful updates on a regular basis.

Fill your website with diverse content. The goal here is to write content that appeals to as many different people as possible—that is, blog readers, video watchers, e-book downloaders, and so on. Be robust and varied in creating value-adding, solutions-focused content.

Include strong calls to action. If you want people to subscribe to your list, you’ve got to ask them to, and provide them with an easy lead-capturing form. Do so on every page of your website, if subscriptions are your goal.

Analyze your results. In marketing, analytics are everything. Make sure you track the results of your content, and pay attention to what works and doesn’t work in terms of subscriptions.

Does Your Website Convert?

The bottom line: Your website shouldn’t just be an online placeholder. It should be a conversion machine—and in many cases, that means a subscription generator. If you’re not seeing those results, reach out to our team for a consultation. Contact Grammar Chic at www.grammarchic.net, or 803-831-7444.

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How Your Blog Can Sell Without Selling

Content marketing is sometimes described as the art of selling without selling. That is, content marketing is meant to facilitate conversions in a way that is decidedly non-salesy; the focus is always supposed to be on providing real value (not hard sales pitches) to the consumer, but doing so in a way that ultimately helps your bottom line.

This is not an easy balance to strike. Take your company blog, for instance. You can probably understand why it’s not a good idea to make each post a straightforward advertisement for one of your products or services: Simply put, it wouldn’t be very engaging, and not many people would read it. On the flipside, if you write blog posts without ever even mentioning your products and services, you may fear that the blog won’t have any practical effect on your sales.

So how can you write company blog posts that sell without coming across as too confrontational, too over-the-top, or too aggressive? We have some tips for you.

Write Blogs That Sell (Without Being Salesy)

Always focus on your audience. The guiding question of each post should be, “What’s in it for my audience?” Write to provide value not just to your brand but to your readers. Make sure your topics and your takeaway points are relevant to the people you’re targeting with your blog.

Give away valuable information. In keeping with the point above, make your blog a place where you give away expertise that your customers can use. Don’t hesitate to give away your “secret weapons” and your tried-and-true practices. This is how you build trust in your own expertise—by being confident enough to give it away.

Don’t write about yourself. Your posts don’t actually need to be about your brand. In fact, to keep them relevant to your readers, it’s probably smarter to write about your industry more broadly, or about the way your trade/profession brings value to consumers.

Don’t mention your brand in every sentence. Your blog can absolutely mention your company name—in fact, we recommend it—but a couple of mentions is probably fine, perhaps in the call to action at the article’s end. Too many mentions of your brand will definitely cause the post to read as “salesy.”

Maintain a conversational tone. Read your blog post out loud, and simply ask yourself: Does it sound like something you’d say in real life? If not, you may want to modify it a bit so that it’s less formal.

Include a CTA. By writing blog posts that earn credibility through giving away free and valuable information, you create the opportunity to end your post with a strong sales pitch—just a sentence or two inviting your reader to contact you for further value.

We Can Help

Writing blogs that are credible, value-adding, and effective is a big part of what we do here at Grammar Chic, Inc. We’d love to handle blogging for your brand. Reach out to us today to learn more: www.grammarchic.net, or 803-831-7444.

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Give Google Exactly What it Wants

Here at Grammar Chic, our pet nickname for Google is the Content Monster. You see, the world’s most powerful search engine is like a beast that’s constantly hungry; if you want to stay in its good graces—that is, maintain online visibility and SEO prominence—you’ve got to throw it some chow on a pretty consistent basis.

And it helps to know exactly what kinds of grub this Content Monster likes to devour.

Regular content publication is certainly crucial, but it’s especially beneficial to post content that fits within the Content Monster’s regular diet; in other words, you don’t want to feed it just anything. There is such a thing as bad content—stuff Google just spits back out. No, you want to make sure the Content Monster is enjoying all of its favorite delicacies.

So what does that mean, exactly?

Allow us to show you, with a quick rundown of Google’s favorite kinds of content.

This is the Content That Google Loves

Long Form Articles

We’ve blogged before about word count, and noted that in some cases, a shorter article just makes more sense. With that said, Google is in the business of providing substantive answers and thorough solutions to its users—so if you’re able to put together a really rigorous and in-depth article that spans 1,500-2,000 words, that’s certainly something the Content Monster will eat up.

Evergreen Posts

If you’re writing about a topic that will be old-hat or out-of-date by tomorrow morning, you can’t really expect to score long-time search engine prominence. While flashy, hot topic posts have their place, those timeless topics are the ones that will more likely win you the Content Monster’s favor.

Lists and Galleries

The human brain seeks organization, and tends to like information that’s laid out in a clear, easy-to-follow format—like a top 10 list. Google knows this, and lends priority to articles that are structured in this way.

Resource Banks

What we mean by resource bank is, any article that will lead search engine users to still more good content. For example, a used car dealership could post its list of the top 10 best family cars, and under each entry on the list it could have a link to a separate, in-depth review of the vehicle. Google likes its users to be able to keep clicking, keep searching, and keep discovering more—so use that to your advantage with inter-connected posts.

Videos

You don’t want to post a video without some kind of caption or written synopsis, but you can make video a focal point of your content marketing campaign. The Content Monster isn’t going to object.

A final note: What Google ultimately wants is anything that provides good, relevant, and actionable information to users—period. Make that your guiding concern in content creation.

Feed the Content Monster

Keeping up with the constant demands of the Content Monster is tough—but we can help. Let’s talk about Grammar Chic’s content marketing services and how they can benefit your business. Reach out to us at 803-831-7444, or www.grammarchic.net.

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4 Things to Include in Your Meta Description

Do you know what a meta description is? It may sound like an overly technical term, but really it’s not. Here’s how SEO Moz describes it: “Meta descriptions are HTML attributes that provide concise summaries of webpages. They commonly appear underneath the blue clickable links in a search engine results page (SERP).”

HubSpot, meanwhile, goes into a little more detail: “Meta-descriptions play a big role in search results. In case you’re unfamiliar with the term, a meta description is the snippet of information below the link of a search result. Its purpose is to describe the contents of the page to the searcher. The end goal is to convince and persuade the searcher to click through to your website. Any words that match the search term are bolded in the description.”

Why Meta Descriptions Matter

In a nutshell: When you conduct a Google search, you’re given a list of links that match your search criteria, and under each link is a quick summary of what the page contains. That summary is the meta description. And it’s important that your own Web pages and blog posts have their own meta descriptions so as to take full advantage of this precious online real estate.

The meta description is an invaluable opportunity to capture some keywords and to make a strong first impression on search engine users—persuading them to actually click the link and visit your website. But in order for this to happen, you have to write a good, persuasive piece of copy—all while keeping it to 160 characters or less. (If it is more, Google will likely cut it off mid-sentence.)

4 Elements of a Strong Meta Description

There are four key elements that make any meta description effective:

  1. Your branded keywords. What we mean by this, generally speaking, is your company name. Grammar Chic blog posts always have our company name in the meta description, to start building some Google collateral and to make sure our content is clearly marked as our own.
  2. Additional keywords. One or two focus keywords, designed to attract search engine users, should also be worked into the meta description. For example, in a post that offers content marketing tips, we might include content marketing or content marketing solutions as our focus keywords.
  3. A statement of value. Why should search engine users click through to your content? Your meta description should summarize not only what the content is about, but how someone will benefit from reading it.
  4. A call to action. We’d also recommend a call to action—an insistence that your search engine user click through to read your content.

That may sound like an awful lot to encompass in 160 characters, but it’s more than possible. We’ll show you. Here’s the meta description used for this very blog post:

Writing meta descriptions is key to owning the Google SERP—but how is it done? Get meta description tips from the team at Grammar Chic, Inc.

You’ll see there our company name, a focus keyword (meta description tips), value (learning tips to own your Google SERP), and a call to action (Get…).

That’s just one example—but maybe you’d like to see how meta description writing could work for your content. We’d love to show you. Reach out to Grammar Chic, Inc. to start a conversation. Contact us at 803-831-7444, or www.grammarchic.net.

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