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Mar 05th, 2019
Did you know that websites that implement a blog strategy generate 126% more leads than those that don’t? That statistic should be enough to persuade you that blogging isn’t just a good idea – it’s a necessity.
Just because you insert keywords related to your services into your blogs doesn’t mean you’re going to earn a high position on the search engine results pages. In fact, focus too much on keywords with no regard to any other aspect of search engine optimisation (SEO) analysis, and your content marketing strategy might do more harm than good, though that’s not to suggest keyword research isn’t an integral part of your blog strategy.
Later in this article, we’ll detail why keywords are important – but less so than many people assume. More accurately, we’ll explain how and where you should be using keywords to drive traffic to your site.
But that’s not all we’re going to cover in this in-depth article about writing compelling blog posts that generate results and help you generate leads.
In this article, we’ll cover:
First, it seems logical to discuss how to write great headlines. Let’s begin.
Appearing on the first page of Google is challenging to say the least, but what’s arguably even more challenging is encouraging users to click on your result instead of a different one. To make sure they choose your listing in the organic search results, you need a great headline.
You need to avoid being generic or boring with your headline. Remember, there are now billions of blog posts live on the internet. People have seen the headlines similar to these countless times:
Those headlines are written with the right idea in mind. They’re purposed to let people know that the content within the article will be valuable.
Unfortunately, they’re just a little boring. And, why should anyone believe the information within the articles is going to be useful?
Instead of approaching headlines in the way above, try to capture attention by including statistics. Or, make them more compelling by including just a little bit more information. Let’s see how we can apply this logic to the headlines listed above:
Those headlines are a little more enticing, aren’t they? They show you that you’re going to find really useful and actionable information within the article because we assume the statistics and figures they’re mentioning must be true (if they’re not, Google will punish them).
As long as your content backs up what you say in your headline, you’re aren’t publishing rubbish click-bait blogs that will only harm instead of improve your search ranking. Instead, you’ll end up building a loyal following of subscribers eager to see what you have to say in your next article.
Speaking of headlines, it’s probably worth delving into keywords and how you can use them in your headers:
It seems to be apparent that keyword placement is becoming less and less important with regards to on page SEO. However, keywords are still essential, so you need to know how to use them – especially in your headers.
Keyword research is crucial because it helps you find out what your target readers are searching for. However, remember that when they type in a search query, they’re not searching for an article that contains that query a specific number of times.
In the not so distant past, keyword density was a key element of search engine optimisation, but that’s no longer the case thanks to Google’s frequent updates. However, you can still strategically place keywords into headlines to boost your search ranking.
First, think about what keyword you want to target, and it can be as broad as you want. Let’s take ‘blog writing’ for example.
Next, type this keyword into Google AdWords Keyword Planner, and you’ll be given a list of semantically related terms, which may include:
To target these keywords, you can use them in headers throughout your blog post, but use them correctly. For example, you can’t just use one as a heading if the information in the following section is completely unrelated.
Try to adapt the keywords to make your headers more interesting. For example, using the list above, you could try:
All of those headlines make sense, but, as mentioned above, you need to make sure your content within each section is directly related to your headers if you don’t want to be flagged as spam.
For now, that should be enough about headlines, headers and keyword research. You can read more about those topics on our website, but in the interests of teaching you how to write blog posts that keep your readers wanting more, let’s move onto introductions.
Just as book authors know that the preface, foreword and introduction are essential pages, successful blog writers know that correctly planned and written introductions are a key factor that determines the success of their blog strategies.
You need your introduction not only to let readers know they’ve found the article they were looking for but also encourage them to read on. This could involve including a compelling statistic. For example, we could’ve started this blog article with the sentence:
“This blog will detail some top tips on how to write blogs that engage readers and generate leads.”
Instead, to make our introduction more compelling and enticing, we went with:
“Did you know that websites that implement a blog strategy generate 126% more leads than those who don’t?”
Doesn’t the second sentence give you much more reason to find out what we have to say throughout the rest of the article?
A few good things a strong introduction should do include:
Your introduction needs to stimulate your reader’s interest. Depending on your industry or topic, an introduction can compel users to keep reading your post by:
If you’re an opinion blogger, you might want to make sure your introduction makes comparisons or identifies debates. If you’re a news blogger, giving people statistics or explaining a situation might be a smarter idea. If you want to generate sales, quoting experts, asking questions (do you want to grow your business?) or describing a problem might be a good idea. You really need to think hard about what you want your blog to achieve and then write your introduction accordingly.
Once you’ve mastered the art of writing eye-grabbing headlines and introductions that encourage further reading, you need to make sure that what they end up reading is actually worth their time. This means creating compelling content that solves problems, answers questions, provides useful information and tells them something they didn’t already know.
Before we go on, three essential things you need to remember about content writing are:
Writing a blog that’s destined to rank high on the SERPs requires a lot of research and refining. You can’t simply churn out 500 words of garbage that contain a few keywords and expect to get new customers. You need value-driven content that shows you’re a website that’s worth visiting time and time again.
For the reason above, hiring a professional copywriter who is well-versed with the modern rules of SEO is a smart idea. They’re trained to scour the internet for information and arrange your content into clear sections that makes your blogs easy to scan and digest. Remember, not everybody will be interested in reading every word in your blog, but they’ll scan through it to find an answer to their query if they think it’s worth their time.
Just look at Wikipedia, for example, which is on the first page for just about any search query. Its articles are long and sometimes difficult to comprehend, but they’re clearly sectioned, making it easy for readers to parse information to find what they want.
In short, here’s how you should approach blog writing if you don’t intend to hire a professional SEO writer:
Generating backlinks to your website from other websites is incredibly challenging. However, what you can do rather easily is create a clear inbound linking structure that keeps people on your website. We briefly mentioned it above when we said “share links to related posts after your conclusion,” but you can also add hyperlinks to other posts on your website within your content – doing so will give your engagement metrics a boost, which is a crucial factor in the modern world of SEO.
Writing blogs that keep readers wanting more is far from straightforward, but it’s one aspect of our job here as a provider of leading local SEO services in Sydney. If you’d rather remove the headache from getting to grips with such a difficult task, they when not leave the hard work to us?
Give us a call on 02 8205 3133, and we’ll tell you all about blog writing, paid advertising, WordPress SEO and much more. More importantly, we’ll let you know how we can ensure your business makes an impact online for a cost-effective price.
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