April 4

A Guide to Blog Content Creation

Thanks to search engines like Google, the whole internet is pretty much built around content. The actual words that appear on your website play a huge role in whether or not people can find you online. Pick the right words and you’ll be easy to spot. Pick the wrong ones and you could end up buried at the bottom of Google where no one dares to tread.

Blogs are one of the most popular ways to boost the content that’s on your website. Without touching the core pages of your site (like the home page or product pages), you can add info and valuable content that helps people find you through Google. Done right, blog writing can attract web traffic, build relationships with customers and even help you make sales. If you want to see those benefits, you need to make sure you’re following a few simple rules to blog content creation.

Do your keyword research.

Blog writing falls squarely under the banner of SEO. Like any other SEO strategy, blogs need to be backed up by keyword research. Tying your blogs to real keywords means they’ll have a meaningful effect on your Google rankings.

The basics of keyword research are simple. You’re an expert in your business, and that puts you in a good position to figure out what potential customers are searching for. Sit down and make a list of keywords and search terms you think your customers are using to find businesses like yours online. You can use free tools like Google’s Keyword Planner to help flesh out this list. Next, use that keyword research to power your blog strategy. The important thing is to pick keywords and phrases that are relevant to your business, then plan blog content that targets those terms.

Pick a strong headline.

Headlines are make or break. You can capture or lose someone’s interest based purely on the title of your blog. And it’s more important than that, because the title of your blog typically ends up wearing the H1 tag for that webpage. That means your blog title has a direct impact on how well the page ranks for SEO!

A good blog title should always be:

  • Descriptive. Like any other page on your website, the title of your blog posts should be descriptive. Remember, Google has gotten very good at telling when people are trying to trick the system, so it won’t do you any good to have a mismatch between your page title and the actual content. Plus, a descriptive title tells readers exactly what they’re in for and helps them decide whether or not they want to read the page.
  • Enticing. Attention spans are shrinking. You’ve only got fractions of a second to capture someone’s interest with your blog title. As much as it should be descriptive, it should also be enticing. The classics work well here! Use humour, phrase the title as a question or a list – whatever you think your readers would be interested in reading about.
  • Relevant to your keywords. We can’t say this enough. Your blog needs to align with your keyword research. Long-tail keywords make for amazing blog title inspiration. You can use SEO tools like Semrush to find long-tail keywords and the questions people are searching for, then build blog content around those phrases.

We know, picking a title can be hard. But don’t spend hours agonising over it. It’s better to put your effort into writing good content than spending hours trying to craft the perfect headline.

Once you’ve chosen a title, you’re ready to begin writing!

Write content that’s unique.

Our first rule for blog content is that it needs to be unique.

The actual content on your website is one of the pillars of SEO. Google has no eyes of its own, so it relies on AI to read websites and serve up your information when someone’s searching for it. That means the words on each page have a big effect on your organic search rankings.

Duplicate content is a big no-no for SEO and blog writing. Duplicate content is any content that appears in more than one place on the internet. If your content is too similar to another website, Google doesn’t quite know what to do with it. The result is that everyone who has the duplicate content can suffer a decrease in rankings and traffic.

That means it’s important to write original, unique content. You can still borrow inspiration and research from other websites, but your blogs need to contain as much original info as possible.

Write content that’s engaging.

Your content is unique, but it also needs to be engaging.

You’re putting effort into writing blogs. So, ideally, you’d like people to read them all the way through! Keeping people on your website long enough to read your whole article can also have a huge impact on your SEO. Dwell Time is the amount of time a searcher spends on your page before heading back to Google, and it’s an important SEO metric.

Increasing your dwell time is all about making the content engaging and entertaining to the reader. Whatever you’re writing about, it’s your job to figure out how to make the content interesting. When in doubt, you can stick to a few simple rules to make blogs more engaging:

  • Use humour to show your readers a good time
  • Break up blocks of text with images, dot points and lists
  • Illustrate your point with images and graphics
  • Keep sentences and paragraphs short and sweet
  • Write content that helps people engage with your brand

Write content that’s valuable.

Finally, all blog content needs to be valuable.

Give away something for nothing. Answer the questions people are searching for. Provide info that people can only get from a professional. Whatever you do, the goal is to make your content valuable enough that people will want to read it. We’re not saying you have to give away your trade secrets, but blogs should help readers – even if you do that by being funny or entertaining.

The value of a blog doesn’t just apply to your readers either. Blogs should also be valuable to your business. We already talked about matching blogs to your keyword research, but you also need to take care of other on-page SEO items. That means using header tags properly, writing good meta descriptions, adding alt text for images and paying close attention to the quality and readability of your content. These things will all improve your search rankings and help attract new traffic to your site.

Write standout blogs and content with the team from Gordon Digital!

Building out a blog for your website is an amazing way of improving your SEO and climbing through the ranks of Google. Being able to add new content to your website at any time without touching the core pages is a powerful tool – so long as it’s done properly. With the right mix of research and planning, you can turn a simple blog into an SEO staple that attracts new traffic and customers from all over the internet!

If you don’t have time to sit down and write regular articles but you still want to boost your SEO, come and have a chat with the Gordon Digital team! We’ve got in-house content writers who can help your business produce outstanding content. All of our blog writing is backed up by SEO strategies and in-depth keyword research that makes sure they offer real value to your business. Talk to us today about your business and your blogs, we’re always happy to help!

about the author

Jessica Gordon