Creating and maintaining a blog for your company is a great way to engage your audience and motivate them to make a buying decision – as long as you know what you’re doing. Unfortunately, many businesses are clueless as to how to actually go about writing an optimized blog that produce useful results. So how can you get customers to find your blog and inspire your readers with the content that you proved? In order to help you get the most out of your content creation, here’s a look at several important “do’s” and “don’ts” for writing an optimized blog.

DO: Incorporate Keywords

The strategic use of keywords/phrases can go a long way in drawing an audience to your blog. When choosing keywords, get inside of your prospective customer’s heads and think about what they would type into a search engine as they seek the products and services that you can offer. It could be something like “Los Angeles Mechanic” or “Hair Salon in Cincinnati”. These will be the general words that you will build your keywords and phrases around. By incorporating these words into your content, you’ll make it easer for your audience to find you, and you’ll eventually move up higher in the search results lists.

DON’T: Overdo It

Although keywords are essential, you don’t want to get in trouble for “keyword stuffing”. Google has cracked down on these types of blogs through programs like Google Panda and Penguin. Blogs that are suspected of overloading or “stuffing” their content with keywords and fluff (instead of posting useful, relevant information) can be punished by either being pushed way down to the bottom of search results, or not being listed at all. For an optimized blog, a good rule of thumb is to set the max keyword density at .5%-1.5%.

DO: Check Out the Competition

If you’re not sure where to begin, start by taking a look at the blogs of your competitors. By checking out the subjects that they choose to write about and looking at their layouts, you can start to get an idea of how you might like to create your own optimized blog. Considering what you don’t like about other blogs can be just as valuable as the things you do like. How would you improve your competitor’s blogs, and what would you do differently? Now take those answers and create your ideal blog.

DON’T: Be a Clone

Although it’s OK to glean some ideas from your competition, it’s not OK to be a copycat. Remember that the key to an optimized blog is making it stand out – not blend in with the rest of the crowd.

DO: Display Your Expertise

An optimized blog is a fantastic way to prove your knowledge and expertise to your current and prospective clients. Why should they choose your company over competitor X? Because you’re a leader in your industry. Emphasize this fact by thinking about problems your customers may be experiencing and offering solutions in your content. Consider the questions your clients may have, and provide them with answers. As your target audience searches for answers and solutions through a search engine, they will be directed your content, impressed by your expertise, and will feel more compelled to give you their business.

DON’T: Be Overly Technical

Remember that your audience isn’t made up of industry experts. Even though you want to demonstrate your knowledge, it’s smart to leave out the technical jargon and learn to connect with your audience in laymen’s terms.

With these specific tips in mind, you’ll find it much easier to manage a highly successful optimized blog.

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