Effective Blog Writing in 2019 – an update
Effective Blog Writing in 2019 (H1)
Effective blog writing starts with an idea. When we have that initial thought, which we have researched using Google Trends, Ads Keyword Planner (where possible) and answerthepublic.com, then we look to structure it through a series of longtail keywords. Questions are then a great way to organise your ideas, provide a skeleton to the article and remind yourself what the point of you writing this article is.
Sorry, Jack, what’s a longtail keyword? (H2)
A longtail keyword is typically our keyword or phrase encased in related terms. Look at the next title:
How do questions help with effective blog writing?
Questions help with effective blog writing as they help you, the writer, to reiterate your point in a way that people are actively searching for. Type a word into answerthepublic.com and see how many questions and what sort of questions people ask around your topic.
VISUAL MEDIA BREAK
Writing blogs is all about the reader
I really mean that writing blogs is all about the reader. I am bored looking at all this text without a break. Let’s have some relevant imagery between every couple of paragraphs, ensuring that media are compressed and marked up with keyword-relevant filenames and alt-texts. Worth noting here is that files larger than 100kb will be flagged by some crawlers as critically oversized.
We write blogs to contextualise our products and our brand(s). What we write should answer actual queries, and, where possible, educate our readers further, encouraging them to think that not only can they buy from us, they can also trust us. If they see visual cues alongside tight text, then there’s not much more we can do as writers.
VISUAL MEDIA BREAK
How long is an effectively written blog?
Effective blog length naturally differs dependent on context – recipes are often much shorter than editorials, for instance – so there is no one size fits all word count.
Ideally, a typical blog will cover most things on both the reader’s and writer’s agendas and will be supplemented by relevant visual media and internal links with great anchor text to product categories. Screaming Frog advocates that articles are longer than 250 words, otherwise they could be interpreted by search engines as ‘thin content’ and thus penalised. Ultimately, however, the below quote is the sagest advice:
“create content that is long enough to be helpful and interesting, meet your marketing goals, and provide a unique take on the topic…and no longer.”
Mark Traphagen, perficientdigital.com
Effective blog writing in summary
In the above, we have discussed elements of effective blog articles and how, like any decent essay, they are typically built up from a properly researched idea. We have written sections under H2 headers that reference our keyword (‘effective blog writing’) and its variants and taken our reader towards a solid conclusion. Where appropriate, we have supplemented the text with compressed visual media that contains keyword-aware metadata. Lastly, hopefully, the writer’s tone has entertained in a way that engenders trust, the want to read more and buy or sign-up or all three.