Your customers are online. Well, at least 85% of them are, according to a recent study conducted by Oberlo.
What are they doing online? They’re getting to know the companies that provide the products and services they want long before they make a call, visit, or interact with those companies in any other way.
They’re looking at websites and discovering which brands feel like a good fit for them. They’re reading reviews to find out what others think of a company before thy decide to pursue a purchase.
And they’re finding these companies by doing online searches.
In a previous article, we talked about search engine optimization (SEO)—what it is, why it matters, and how a company blog is an ideal way boost your SEO. In this article, we’ll discuss our top five ways to write and format your company blog so more people find and read it, upping your chances that more of the 85% of consumers checking out companies online before purchasing will be looking at your company.
- Use subtitles.
Google loves hierarchy. A blog that has a title and then several subheadings to break up and organize the content will rank better than one with a single huge block of text. You can also use numbered and bulleted lists to create hierarchy and organize information.
And this is one of those times where what the algorithm wants coincides with what people want. It’s much more reader-friendly to deliver information in shorter, bite-sized pieces that are neatly labeled. In this blog, for example, we are using a numbered list. If this information was presented to you without any numbers or any way for your brain to organize the data, you’d already have clicked away.
- Optimize your images.
This assumes you are using images to accompany your blog—and you should be. Images boost the visual interest of any piece of content, plus they encourage pinning to Pinterest. There are many sites that allow you to download and use royalty-free images, but be careful that the image you chose is in fact royalty-free. Some sites also make premium images available, and these require a license to download and use.
To optimize your images, be sure that you choose compelling ones that support your brand’s tone and convey the feeling you are trying to create with your blogs.
It’s also important to include alt text. Alt text is a short sentence you add when you upload a picture to your gallery that describes what is happening in the picture. This is important for SEO and for accessibility compliance, as visually impaired individuals using devices or software to read websites can read the alt text for the image.
- Keep it simple.
Google also loves simplicity. Your blog will rank better if you use short paragraphs, simple words, and short sentences. Many SEO experts aim for sentences of 20 words or less, and paragraphs of two to three sentences. You may not achieve this in every sentence or paragraph, but it can serve as a good rule of thumb.
- Make it easy for people to find you.
If you want more traffic on your company blog, share it. Increase your potential audience by posting to LinkedIn, Twitter, Facebook, Instagram, or whatever platform makes most sense for you. Use social media strategically to drive people back to your blog and your website.
- Incorporate internal links.
Internal links help people find other pages on your site where you’ve posted information related to their original search. They also help Google and other search engines better connect you with the keywords you are highlighting through those links.
But wait, what about those keywords, you say? How did they not make the top five? Keywords are so important that they need their own article, so stay tuned!
In the meantime, if you’re wondering how to implement these strategies in your own company blog, contact the marketing experts at RedKnight Marketing today!