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How Do I Write A Blog For My Business?

A guide to creating blog posts that rank well on Google.

Ideas for writing better website blogs

Intro

We live in a world that’s increasingly digital. For businesses, that means your website is more than just an online presence; it’s an essential platform for reaching your audience. Central to this is your website blog. But it’s not enough to just write and post; to truly stand out, your blogs need to appeal to both your human readers and the algorithms of Google.

For the savvy business owner, striking this balance is key. You’re faced with the task of creating content that’s not just helpful but also SEO-friendly, usually with the added challenge of limited time and resources.

In this guide, we’ll walk you through creating blog posts that accomplish just that. We’ll unpack the elements that make a blog attractive to search engines, and we’ll show you how to write content that resonates with your audience. From structuring your posts for maximum impact to embedding the right keywords without compromising readability, we’ve got you covered.

Author

About the author: Andrew Newby

I’m Andrew Newby, the Owner and Design Lead at Edge Studio. I began my career working in busy Sheffield agencies, honing my skills in creating visually stunning and user-friendly websites. Driven by a passion to make a more substantial difference to my clients, I transitioned into freelancing, which allowed me the freedom to take on diverse projects.

Fast-forward to today, and I’m now at the helm of a small, talented team of specialists here at Edge Studio. With a thorough understanding of both SEO and reader-focused content creation, we help businesses find, attract and convert their target audience. In this article, we’ll show you how to put those wheels in motion with a blog that helps market your business.

Article author, Web designer Andrew Newby

Topics

Defining Your Topic

When it comes to writing a blog that genuinely engages your audience, the first step is choosing the right topic. The key is to find a way to add value to your customers by addressing their needs, interests, or questions. A great way to do this is to put yourself in your customers’ shoes, as demonstrated by Marcus Sheridan in his book They Ask, You Answer.

The Marcus Sheridan Approach: They Ask, You Answer

“Brainstorm every question you’ve ever been asked by a prospect or customer. Focus on their fears, issues, concerns, and worries. State them on paper exactly as the buyer would ask (or search) them, not the way you (as the business) would state them. Once you’ve completed this list, you have the foundation for your entire digital marketing editorial calendar—be it articles, videos, podcasts, and so on—to put on your company website. Note: If you struggle coming up with these questions, there’s a frank reason why—you’ve lost touch with your ideal customer or client. If this is the case, it’s time to get with your sales team, customer service team, and everyone else, and relearn what your ideal customer wants to know to be able to make an informed buying decision.”

― Marcus Sheridan

Marcus Sheridan’s philosophy is simple: listen to your audience’s questions and answer them with your blog posts. Not only does this approach establish your expertise and build credibility, but it also offers genuine value as opposed to just adding to the “noise” online. Plus, it’s a great way to ensure your content is found online, as potential customers find your site when searching for answers.

Google is a veritable treasure trove of content ideas. Start by typing in a keyword related to your business and see what related searches come up. These are the queries real people are asking. Tools like Google’s “People Also Ask” section can give you direct insights into the common questions related to your topic.

To get you started, here’s a list of potential topics inspired by real searches:

  • How to choose the right [product/service] for your business.
  • The top 5 trends in [your industry] for [year].
  • A beginner’s guide to [a specific aspect of your industry].
  • [Your product/service] vs. [competitor’s product/service].
  • How does [product/service] work?
  • The impact of [recent industry change] on small businesses.

By carefully selecting your topics based on what your audience wants to know, you’re more likely to create content that ranks well on Google and helps to build authority in your industry.

Keyword Research

Keyword Research: The Backbone of Your Blog’s Visibility

If your goal is to get your blog in front of potential customers, it’s not enough to just write about the right topics; you also need to appeal to the algorithms of search engines. Tools like Google rely on many different factors to determine whether your blog is relevant to a search query, which is why keywords are a must. Here’s why they are so important and how you can use them effectively.

The Power of Keywords

Keywords are the phrases and terms your potential readers use when searching for information on Google. By incorporating these into your blog, you make it easier for Google to understand what your content is about and, in turn, present it to users searching for that information. Utilising keywords in one aspect of Search Engine Optimisation or SEO.

Why SEO Matters

Search Engine Optimisation (SEO) is the process of making sure your content is discoverable by search engines, so that your content can be shared with the right people. It’s not just about getting to the top of search results; it’s about ranking for terms that are specific and have high intent. Effective SEO through targeted keywords ensures that your content reaches your intended audience, driving organic traffic to your website.

For example, a shoe polish company could inadvertently end up ranking highly for the term “leather shoes”, but that traffic would primarily be people wanting to buy shoes, not polish. It would be a lot of effort wasted on creating content only seen by a low-intent audience.

A Note: Writing for Your Reader

While keywords are essential, your primary focus should still primarily be on writing for your reader. Google’s algorithms are increasingly sophisticated, favouring content that provides value to users. This means your blog posts should be informative, engaging, and genuinely helpful.

  • Use keywords naturally: Keywords should fit seamlessly into your content, maintaining readability and flow.
  • Avoid keyword stuffing: Overloading your content with keywords can harm readability and might be penalised by Google.
  • Focus on quality: High-quality, valuable content is more likely to be shared and linked to, which further boosts your SEO.

Incorporating keywords thoughtfully and strategically into your content will help your blog posts rank better on Google while ensuring they remain enjoyable and valuable to your readers.

Article Structure

Crafting the Structure of Your Article: Balancing SEO and Reader Engagement

The way you structure your blog post plays a dual role: it not only makes it easier for search engines to understand and categorise your content (as another aspect of SEO), but perhaps more importantly, it engages and retains your readers. A well-organised structure is key to keeping your audience on the page and interested in what you have to say.

The SEO and Reader-Friendly Structure

Search engines like Google use the structure of your content to determine its relevance and quality. A clear, logical structure, marked by well-placed headings and subheadings, helps these engines easily index your content. This improves your chances of ranking higher in search results.

However, the primary goal of your structure should be to enhance the reader’s experience. In the digital world, where attention spans are short, a well-structured article can be the difference between a reader staying on your page or moving on.

  • Headings and subheadings
    These guide your readers through the article, making it easier to scan and understand. A well-crafted heading or subheading can pique interest and keep your audience engaged.
  • Organised sections
    Breaking up your text into logical sections helps in maintaining a smooth flow. This organisation allows readers to easily follow your train of thought, making your content more digestible and enjoyable.
  • Incorporating images
    Adding relevant images or visual elements to your article can greatly enhance its appeal. Images break up text-heavy sections, making the content more visually engaging and easier to process. They can also provide additional context or illustrate key points, further captivating your readers’ interest and keeping them engaged with your content. Remember, an image can often convey what words cannot, adding depth and dimension to your blog post.
  • Engagement triggers
    Use your structure to introduce engagement triggers like questions, intriguing statements, or key insights that encourage readers to continue exploring your content.

By prioritising a structure that caters to both search engines and human readers, you create content that is not only SEO-friendly but also compelling and reader-friendly. This balance is essential in crafting blog posts that rank well on Google and captivate your audience from start to finish.

Expertise

Demonstrating Expertise in Your Content

In the realm of Google rankings and reader trust, showcasing expertise in your blog posts is paramount. Here’s how Google views expertise and suggestions for effectively demonstrating it in your content.

Expertise According to Google’s Algorithm

Google’s algorithm places a high value on expertise, especially for content that impacts readers’ health, finances, or safety – termed ‘Your Money or Your Life’ (YMYL) pages. Expertise in Google’s eyes means providing accurate, in-depth, and helpful content.

This is part of the E-A-T principle (Expertise, Authoritativeness, Trustworthiness) that Google uses to assess content quality.

Ways to Show Your Expertise

  • Cite credible sources
    Support your statements with data from reputable sources. This not only validates your points but also shows that you value accuracy and detail.
  • Share personal experience
    Nothing speaks louder than personal experience. Share your own stories and insights relevant to the topic, which can resonate more deeply with your audience.
  • Create in-depth content
    Go beyond surface-level information. Deep dives into topics demonstrate a comprehensive understanding, which Google and readers value.
  • Display credentials
    If relevant, mention your qualifications or professional experience related to the topic. This helps in establishing credibility and trust with your readers.

By weaving these elements into your blog, you’re not just ticking boxes for Google’s algorithm; you’re creating trust and credibility with your readers. Whether it’s by backing up your points with solid data, sharing your own experiences, zoning in on your topics, or highlighting your credentials, you’re showing your audience that you’re not just another voice online – you’re an expert in your field. This approach not only elevates your content in search rankings but also firmly establishes your authority and reliability in the eyes of those who matter most – your readers.

Authority

Building Authority in Your Blog Content

Establishing authority is crucial not just for ranking well on Google but also for earning the trust and confidence of your readers. Let’s explore what authority means in the eyes of Google’s algorithm and how you can work it into your blog posts.

Authority According to Google’s Algorithm

In Google’s perspective, authority is about the trustworthiness and credibility of the content and its source. Google values content that is recognised as authoritative in its respective field. But how do you establish authority? Especially if you’re new to writing blogs or haven’t long had an online presence?

Ways To Enhance Your Blog’s Credibility

  • Cite authoritative sources
    Linking to and referencing established, reputable sources can significantly boost the credibility of your content.
  • High-quality backlinks
    Earning backlinks from respected websites signals to Google that your content is trustworthy and valuable.
  • Consistent quality
    Regular publication of informative, well-researched content helps establish your site as an authority over time.
  • Include case studies
    Demonstrating real-world applications and results through case studies can effectively showcase your expertise and the real impact of your services or products.

What Makes a Good Case Study?

A compelling case study highlights measurable results, provides a clear understanding of the methods used, and includes genuine client testimonials. These elements together not only enhance your blog’s authority but also add a level of engagement and trustworthiness that resonates with your readers.

By focusing on these aspects, your blog can project the level of authority that Google seeks and that your readers expect, thereby enhancing both your search engine rankings and your brand’s credibility.

Internal Linking

The Importance of Internal Links in Your Blog

Internal linking is a crucial yet often overlooked aspect of blog writing. Internal links serve two primary purposes: they guide your readers to more relevant content, enhance their experience on your site, and help search engines understand the structure and hierarchy of your website. By linking to other pages on your site, you’re essentially telling Google which pages are important and how they relate to each other.

Tips For Creating a Linking Structure

  • Link to relevant content
    When adding internal links, make sure they are relevant to the topic at hand. This relevance keeps readers engaged and helps search engines understand the context of your pages.
  • Use descriptive anchor text
    The clickable text in a hyperlink (anchor text) should be descriptive and indicate what the linked page is about, which is beneficial for both SEO and user experience.
  • Balance is key
    While internal linking is beneficial, overdoing it can overwhelm your readers and dilute the link value.
  • Update regularly
    As you add new content, revisit old posts to link to the new content where relevant. This not only updates your older posts but also creates a more cohesive and interconnected blog structure.

Incorporating internal links strategically can significantly improve the navigability of your site, keep readers engaged longer, and enhance the overall SEO of your blog.

External Linking

The Importance of Internal Links in Your Blog

External links, which are hyperlinks that connect to or from a domain outside your own, are another essential addition to any blog. They serve several key purposes that can significantly enhance the effectiveness and reach of your content.
Firstly, as discussed in our section on Authority, when you link to trusted, relevant external sources, it helps to build the credibility of your content. This practice shows your readers and search engines that your work is well-researched and grounded in reliable information.

Secondly, from an SEO perspective, these high-quality external links act as strong indicators for search engines. They suggest your content is valuable, well-researched, and worth ranking higher in search results. By strategically integrating these links into your blog posts, you can effectively boost your site’s credibility and search engine performance.

Be sure to regularly check the links on your blog to ensure they still lead to relevant and active pages.

How To Get More Backlinks

Backlinks, or links from other websites to your blog, are a key metric for SEO. High-quality links, which are those from credible websites, indicate that others value your content enough to reference it, which boosts your website’s authority in the eyes of search engines.

  • Create shareable content
    High-quality, informative, and engaging content is more likely to be shared and linked to by others.
  • Guest blogging
    Writing for other reputable websites can be an effective way to earn backlinks.
  • Network with peers
    Building relationships within your industry can lead to natural backlink opportunities.

When sourcing backlinks, be sure to focus on quality over quantity. A few backlinks from reputable sites are worth more than a dozen low-quality ones. By strategically incorporating external links and fostering backlinks, you can enhance both the authority and the SEO performance of your blog.

Summary

The Final Word: The Key to Successful Blogging

In conclusion, writing a blog that resonates with both Google and your readers involves a blend of art and science. From selecting a topic that answers your audience’s questions to incorporating keywords strategically, creating a blog that is an effective marketing tool is a nuanced task.

Remember, the goal is not just to rank well on search engines but to provide valuable, engaging content that establishes trust and credibility with your readers. By following the tips above, you can create blog posts that not only rank well on Google but also genuinely connect with and provide value to your audience.

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