Add Value

Five ways you can add value to blog posts

How can you stand out from the rest of the blogging crowd? Becoming an expert in your chosen field is naturally top of the list. The ability to deliver great copy to deadline is also up there. But you can also add value by including all the elements that make it easy to publish a blog.

Here are five things you can do to keep your clients happy.

1. Research keywords

These days clients do a lot of the SEO research themselves. But if this information is missing at the commissioning stage, there are plenty of inexpensive tools that help find the best keywords and search terms for your article. I’ve used Buzzsumo in the past, but my current favourite is Frase, a tool that optimises your content for SEO by finding the right keywords and questions for your blog.

2. Include meta-content

By meta-content I mean all the information that an editor needs for their content management system. This includes an SEO title (50-70 characters) and an SEO description (150-160 characters). Also indicate the headline and sub-head categories (H1, H2, H3 etc.) throughout the copy.

3. Add internal and external links

By giving Google additional context, links help boost search rankings. Include a maximum of six, and make sure that the links open in a new tab so that the reader can easily return to the original article. Try and include at least one link as a standalone call to action that supports the visitor journey across the client’s website and helps reduce the bounce rate.

4. Check for readability

Microsoft Word includes a readability tool, although many writers also use apps such as Grammarly and Readable. If you are working with WordPress, Yoast is a handy plug in for SEO and readability ratings. If in doubt, the usual rules apply: Use active, short sentences, and be ruthless when cutting redundant copy.

5. Include social media posts

I always include at least two Twitter and one LinkedIn post at the end of the article. Start with the SEO description and add hashtags, account handles and emojis where appropriate. Find out whether the client has a preferred link-shortening tool. If not, Bitly is my go-to option for URL conciseness.

Bonus tip: Always ask for blog analytics at the end of the month. Some clients give me access to Google Analytics but if they don’t I make sure I’ve got regular updates for visits, bounce rates and dwell time at the very least.

To find out more about how to write dynamic, SEO-friendly blogs and other articles, get in touch:

Photo by Tim Mossholder on Unsplash

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