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  • Warren: Blogging and Social Media definitely go hand in hand. Having a successful social presence can do a lot for a...
  • Jennifer Rai: All points mentioned above are very well put together. Blogs having purpose and a focus on certain...
  • jessica@lukeroxas: I ran a small home based business, and lately I’ve decided to put up my own website,...
  • Rob: Rather weird that a blog on blogging hasn’t been updated since 2009!
  • Ayala Land: Perhaps I was one of those companies who, as you put it “think they can avoid it” but thanks to well...

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    Blogging for Small Businesses: here are all the key posts


    There have been a number of comments over recent weeks (and indeed months) about the imminent death of blogging, to be generally replaced it seems with newer tools such as Twitter and lifestreaming.

    For a small minority, it’s possible that this may well be on the cards – however, for the vast majority, and particularly those using these tools for primarily business purposes, I would say that this prediction is premature in the extreme.

    Indeed, with the growing presence of social media as a marketing and comms tool in its own right, are we going to be seeing a decline in the role of blogging as one part of that? My answer is a resounding no and I’ll explain why.

    Blogs will play a central role

    It is true that there are major changes afoot – the industry is currently developing quickly ahead of an undoubted period of consolidation. As a result, I am constantly looking at the variety of social media which now exist, of which a business blog is certainly one. In the future, while the number of potential avenues for social media continues to expand, I still see a blog playing the central role for companies wanting to engage with customers and prospects using social media and general online methods.

    For instance, if we take some of the more popular social media tools as examples:

    • Microblogging in the current guise of Twitter is great but a little restrictive – it’s difficult to save evrything in 140 characters, so is often used to make people aware of other sources of information or to initiate connections;

    • Social networks are proliferating in many different forms from the monsters such as Facebook to the niche forums on systems like Ning – they come and go (some quicker than others obviously) but each time a new one takes hold you need to establish a whole new infrastructure and set of contacts;

    • Podcasts and video have their own key sites like YouTube or iTunes but in most cases, businesses fail to achieve an independent identity or forum with them alone, although cases such as “Will it Blend?” from Blendtech prove that it is possible.

    A blog, however, allows a business to bring all of these other elements together, creates a focal point for a community of customers, provides the company with its own social network hub whatever else goes on in the market and allows it to expand on the information disseminated on Twitter, YouTube or iTunes.

    Business BLog as your online home

    A personal analogy

    To put it another way, if I make a personal analogy, if I meet friends in a bar or a coffee shop, then they will get a certain picture of me through a number of different factors: what I am wearing, what I look like, where we are meeting, what I’m drinking, who I am talking to and about what etc. All of these things give a certain picture of me as a person but it is still a superficial one.

    However, if you come and have dinner at my home then you have a much more complete view of me. You see where I live, the type of house, the décor, the books and music I’m interested in, the decoration and style of fixtures and furniture, what I cook and what I serve for drinks etc etc. In short, you get a much more complete sense of me when you visit my home because it is much more multifaceted.

    To my mind, social networking sites, discussion forums, Twitter etc are all types of coffee houses where you can a first image of me. My blog, however, offers much more of an insight and is essentially the online equivalent of my home.

    You need a place to invite people to online

    Don’t take this as putting down the other social media tools or indeed other general online marketing tactics – it is just the opposite. All the other elements are great when used in line with a business’ commercial aims, but you still then need to have somewhere to “invite” friends back to online rather than always meet in proverbial bars / coffee houses. That’s where a blog comes to the fore, bringing all the other elements together as well as contributing in its own right.

    Think also that as you engage with other bloggers on their own blogs, there is only so much that you can convey when you leave comments, no matter how erudite and pertinent they are. What you need to have in conjunction is a place to develop your ideas further. A place to continue that conversation that you have started – once again, a role that your own blog would ideally fulfil.

    Effectively, as you look at the world of social media and the innumerable opportunities that it brings with it, to me it is clear that a blog sits solidly at the core of this activity. Personally, I see it as driving and conducting the online activity that a company undertakes and as the place to develop a community of readers that links from other social media will help grow and promote.

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    Successful Corporate BlogsI’m currently writing a series called “The Diary of a Business Blog” (you can find part 2 here) which looks at an imaginary business owner going through the process of setting up and developing a blog for his business. One of the questions that the first couple of posts has elicited from BBB readers (thanks, by the way!) is “what makes a successful blog?” and I guess that this is probably a key question for any organisation looking to create their own business or corporate blog.

    My answer: a successful business blog is one which fulfils the purpose and achieves the results that it was created for.

    Now that may sound like a bit of a cop out on my part and I suppose that, in one way, it is. However, there is a good reason why.

    There’s more than ONE type of blog

    The issue is that there are so many different types of business blog, it’s simply not possible to give a single definitive definition of what success would look like or indeed a blueprint for creating one.

    To give a couple of examples: if we look at a CEO Blog (such as Jonathan Schwartz at Sun or Richard Edelman’s 6am blog) then the writing style, format and content are going to be very different from one designed as a product blog. So too will be its aims. Likewise a corporate blog which brings together a community of users and developers for market research or product development, will have a very different definition of “successful” from an “expert blog” written by a consultant or legal professional looking to directly improve his/her profile and reputation.

    However, what they will have in common is likely to be a clear set of objectives, albeit all different, which they are focused on achieving. These objectives would have been identified as part of the planning process and should always be in the back of your mind (or written on a postit in front of you!) when writing and promoting your business blog. [Aside: I’ll be looking at some possible objectives and metrics to measure them in a post next week.]

    Some pointers for your Business Blog

    However, having ducked the question once, I’ll try to make amends now. If I had to make some suggestions to organisations starting a blog that would help to achieve the goals that they have set for it, then I would recommend the following:
    • Don’t try to be everything to everyone: the best type of business blog will often be very targeted in nature. It will have identified the people that it wants to appeal to and should be written in such a way that it attracts, retains and develops that audience;

    • Plan, focus and stay true to your goals: you planned your objectives when you started, so try not to be distracted from them. If those are what you want to achieve, then make certain that you concentrate on them and don’t get pulled off in different directions;

    • Write interesting, compelling, focused content: you know the audience you wish to attract and hopefully you also know what will interest them. So try to present them with that information in a way which is authentic and which communicates the passion that you have for the subject;

    • Make it visually appealing: that doesn’t just mean images, although they certainly play a major role, but also break the text up with sub headings, use a header which supports and shows off your brand and ensure that above all it is easy on the eye. Don’t distract your readers from your content or make it difficult to take in;

    • Launch it properly: Plan the launch and make sure that you use all of the means at your disposal to tell people about it. Get your Foundation posts in place, use your mailing list, pre-announce it if applicable, create online press releases to support it and ensure that you put some weight behind the activities. If you believe it’s worth reading (and let’s hope you do!) then tell people and enthuse about it;

    • Vary the style of posts: while the content should be targetted, there are different ways in which you can present it from “expert pieces” to lists and from news stories to links to other key sources. Make sure that you break it up and present the information in different ways – it’ll help get across the points you are looking to communicate. [Some ideas on blog posts here might be of use];

    • Market it religiously: there is no point in having a blog and just letting it sit there – tell people about it. Use all the methods available both online and offline, generic and blog specific and then use all of them again! While your writing will hopefully attract readers over time, you should still “spread the word” at every opportunity.

    Ultimately, the person best placed to judge whether the blog you are running has been a success is … you! However, don’t make it hard for yourself – know what you want to achieve with it and then going all out to make it happen.

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    Business Blog DiaryPrevious Instalment: Part 1 – the decision

    At the end of the day, the decision had essentially been taken out of his hands. Daniel could see that his competitors were already benefiting from the type of industry exposure and customer contact that he had envisaged getting for his own company. And this was coming from their blogs.

    However, this was NOT about keeping up with the Joneses – that would be pointless. To make it work for his business, he knew that he had to have a clear idea of what he wanted to do with the blog and what results he wanted it to achieve for him. He also needed to be clear about the people he was looking to attract to his blog – if he knew that then he could focus on writing articles that they’d want to come and read, and pass on others. This sharing of content was going to be key.

    This was the business marketing side and he felt comfortable with it – after all, it was what he knew and was passionate about. However, he also needed to know how to really use blogs and get the best out of them. How could he engage with his readers, how to set up a blog, what software to use, how to get it into Google? So many questions and much of which he felt he knew little about.

    He had to start somewhere. So he decided to check out what similar companies were doing online and how they were using blogs to promote their businesses. His searches on Technorati and Google’s blog search gave a lot of good starting points – he then followed the links they referred to and added the best ones to his RSS feed so that he would receive their news automatically. He could see RSS was going to be a real timesaver and made a mental note to make sure his blog would offer it too.

    He also used Google to search on “Business Blogging” and that provided some excellent reference sources – the more information he had, the better equipped he would be to get the best results out of the effort he’d be putting into the blog.

    Based on the advice there, he decided that the blog should appear as part of his current website as that would help promote all his other pages as well and that he would integrate it properly. It would give visitors to his site the ability to leave comments and ask questions directly – a great plus in developing closer relationships with them. It would also distribute and promote his information automatically for him, giving his company greater visibility.

    Having looked at the alternatives, he decided that a blog system called WordPress would probably offer the best solution – lots of future development potential and tried and tested on many thousands of blogs. In this instance, going with the crowd did seem to be the best option. He’d need to load it on his own server but it looked straightforward and, during his research, he’d also seen there were people around who could give help if he needed it.

    He felt that his readers would appreciate a constant flow of articles but would probably feel overwhelmed if he tried to send information every day. He planned to post 2 to 3 times a week and worked from that standpoint. He also felt that the he had a handle on the sort of information they wanted – a mixture of industry information, links, informed opinion and an insight into what made him and his company tick. He also wrote out a big “Don’t try to sell!” post-it note to remind himself that the blog was not a direct sales tool. That he knew would just be a turn off to his readers.

    Feeling much more comfortable about the organisation of the blog, it was now time to put that into action, get it set up and work out what elements would be important to make sure it had a successful launch.

    Next Instalment: Part 3 – the launch

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    An area where companies often voice their concerns as we discuss setting up their own blog is that of negative feedback. They worry that people will use the comments section of their blog to express their dissatisfaction with the company and their products or services. Theyre also keen to understand how best to deal with them.

    From a personal point of view, I totally understand this concern. As a rule, we dislike negative comments being made about us thats just natural – and companies and company bloggers are no different. Theres an instinctive reaction when we receive anything other than glowing praise for something we’ve written: for the individual blogger, there’s personal pride at stake; for businesses, there’s the concern that it will reflect badly on their organisation and alienate customers or prospects who see it.

    So, for some, the gut reaction is to suppress it … moderate it out … pretend it never happened. Better still, don’t allow anyone to comment! That will also take away the guilt factor of knowing that the comment was made but that you haven’t approved it!

    Why this really isn’t an option

    The trouble is that this is the digital equivalent of sticking your head in the sand or perhaps jabbing your fingers in your ears and shouting La la la very loudly. Conjures up a faintly ridiculous image? Well, in social media terms, its equally ridiculous, Im afraid. Why? Because the person who wanted to complain on your blog will still do so, they will just go elsewhere … generally somewhere where you won’t have the chance to respond and engage with them.

    So whats the alternative? Well, instead, give people the chance to raise the issue on your blog let them vent their frustration. And, in the process, you’ll be giving yourself the chance to answer their concerns.

    For me, there are three key reasons why I’d want to do that and they’re nothing to do with blogging and everything to do with business:

    • Firstly, it costs much more, both in terms of time and money, to find new clients than it does to keep your current ones.

    • Secondly, customers with negative experiences are more likely to tell people about them than customers with positive experiences. However, customers who have had a negative experience which has been solved tend to be the most vocal;

    • Thirdly, it costs more to fix a problem than to prevent it in the first place.

    By responding and resolving their issues, we have the chance not only to keep them as a customer but possibly turn them into an advocate for your company again. In any case, by openly allowing the criticisms and answering them, you are more likely to gain respect in the eyes of other readers than lose it.

    Feedback has other benefits

    You may also be receiving valuable feedback which could help improve an aspect of your company’s activities and fix a problem which already exists. Without this feedback, you could remain blissfully unaware of an issue which is costing you clients who have decided not to complain but rather “vote with their feet” and look for another supplier.

    Certainly you need to make sure that the comments comply with any guidelines that you have in place – and in a corporate blog, they should exist – but those should cover areas such as abusive or racist language rather than constructive criticism. So rather than suppressing negative comments, you should encourage comments and feedback of all types. While it might sometimes seem a painful process in the short-term, the long-term benefits will prove far more valuable.

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    Well, according to Comscore’s latest report, YouTube has now overtaken Yahoo and sits in second position (behind Google of course) when it comes to online search. Quite an achievement! But, to be honest, it some respects, it really doesn’t matter where they are in the rankings – the fact is that the 60m+ visitors it attracts on a monthly basis speaks volumes on its own. It also begs the question – how are you using video to benefit your blog and your business?

    Where videos prove their worth

    Video, together with the increasing use of social media such as blogs, social networking and podcasts in marketing, has been winning new fans because of the extra dimension that it can give to our marketing activities. Using video not only helps to differentiate you from your competitors, it also allows you to convey your message in a different way.

    The use of video has had a huge rise in popularity over recent years, with steeply rising user numbers. YouTube, with its estimated 64 million visitors every month leads the way, (more…)

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    Statistics can improve your business blogIf you want to improve the focus of your blog and make sure that it’s doing its job, then the best place to start (as well as asking your readers directly) is to check on your stats or analytics package. It contains a mine of useful information which will allow you to target areas which could do with a modification (or an overhaul) on your blog.

    Most of the the stats packages worth their salt will offer a range of statistics covering your readers, their journey through your blog and how they found it in the first place. It’ll give you details of who is reading what, which are the most popular (and unpopular subjects) that you’re writing about as well as showing you what are the phrases being used to find you. It’ll also let you see how easy it is to find information on your blog – we all know where to find it on our own blogs but can other people?

    Make it part of your routine

    Analysing and using this information is best done as part of a circular flow which we carry out on our blog, not on a daily basis, but at least regularly. By doing this, we can make sure that we’re keeping up with what our readers are demanding of us … even if they don’t really realise it! :)
    Blog Development Wheel

    I’m sure that we are all aware of the Research > Write > Promote of the equation, although we probably all know that there’s more that we could be doing … well, that’s certainly the case for me anyway. However, the Analyse and Modify might be less automatic. For me, this means getting the information I can from the stats available and then modifying either the blog (to better suit my business aims) or the style and perhaps the focus of future posts. A useful exercise though not after every post!!

    Getting down and dirty with your Stats

    So what should you look for in your stats and what can you do with the information you find? Well, personally, I focus mainly on three things, though no doubt all of the figures they provide can be put to good use one way or another:

      i) what people are reading most of

      ii) what keywords they are using to find my site in the search engines; and,

      iii) which other sites they are coming from.

    i) What people are reading most of (coupled with the figures I get from Feedburner for my RSS feed) helps me hone my content and lets me try to write more articles which will appeal to my readers. Obviously you can’t do this exclusively or the blog posts get very “samey” – and that’s got to be negative – but catering to your audience is a good thing, so use the information to help you write on relevant topics but don’t be dictated to by it.

    What is also does is help me introduce them to relevant services I offer – if a post on Blog Optimisation is getting a lot of interest, then it makes sense for me to promote my Blog Consulting services alongside that post. Relevant information for people clearly interested in a topic I cover.

    ii) When I see that there are certain keyword phrases which bringing new readers to the blog (particularly when they go on to visit other pages), I can presume that I’m ranking well for them and that they are relevant to my target audience because they are finding other articles of interest. This lets me know that, while I should obviously continue to write on this topic bacuse it’s popular, I should concentrate on other keywords as well if I want to widen the scope of my ranked pages in the search engines.

    iii) Finally, when I see that there is a lot of traffic coming from a certain site, then the likelihood is I’m going to check it out. If it is a link from another blogger or an article referencing my blog on another site, then this is an opportunity to get in touch, make contact and thank them for referencing my site. There might also be other opportunities for collaboration on other topics or even projects. If the link is coming from a social bookmarking site such as Stumble Upon or Digg, then again I know that an article has struck a chord and that my own blog promotion efforts are working, giving me additional focus for the future.

    Some Stats packages

    There are a couple that I use primarily: as an overall package Google Analytics is a good bet. It’s free and comprehensive in the figures it feeds back, if a little overwhelming at times. The only downside is that the figures take 24 hours to come through, not too much of an issue if you are looking at overall trends but not so good if you want to track a campaign you have in place as it happens. For this, I run Statcounter which has a free service and then a paid one for extra capacity – also recommended is GetClicky which again I have had good feedback about. If you are using WordPress, then there are also a number that you can run internally – as a start point you might like to check Mashable’s article from last year or WordPress own Plugin directory.

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    Blogs in ecommerce sitesI guess that I consider myself to be a relatively typical shopper, albeit probably a little bit more comfortable online than most. My own tendency, particularly when Im buying anything out of the ordinary, is to turn to the internet to first check out and research whats available and then to compare pricing.

    It seems that I am not unusual in this. A recent survey carried out by Nielsen online (followed up by this post by Nielsen’s Ken Cassar) and reported by eMarketer, has added additional credence to the idea that whether we ultimately buy online or in the shops, we (as consumers) routinely carry out research online before we do so. Indeed, 8 out of 10 respondents who had purchased a product in store said they had visited the store’s website first.

    Perhaps even more telling is that the survey, which focused on consumer electronics purchases, reported that more than half said they ultimately bought from the retailer on whose website they had spent the most time.

    What does this tell us? Well, clearly that we, as consumers, are becoming more and more web savvy which is re-assuring. But from an online retailers perspective, it also shows us that the stickiness of our site is going to be a crucial factor in not only keeping shoppers there but encouraging them to buy. This is going to be the case whether we are running a small online store with a few items or a full ecommerce setup.

    Enter blogs. I feel a full post on the subject of blogs and online retail or ecommerce is in order, but for now Ill restrict myself to a few key benefits of getting a blog on your site alongside your online store.

    • More Information: the more information you give about your product or service (not just description but also how people have used it etc.), the more confident your readers are likely to be that it is right for them and the more comfortable they’ll feel about purchasing it. Just as critical, as the survey shows, the longer they stay on your site the more likely it is they will buy from you;

    • Answer their Questions: giving people the opportunity to ask questions and re-assure themselves that their choice is correct will help develop trust not only in the product but also in you as the vendor;

    • Customer Reviews: the importance we place in other peoples experiences and feedback with products has been proven time and time again. Using a blogs ability for people to leave their own comments will allow you to use the same techniques to improve your own sales that sites like Amazon, ebay and Hotels.com rely on;

    • Search Engine Ranking: you’ll always want your products to be as visible as possible. Giving the Search Engines more to get their proverbial teeth into with a specific post about an individual product (linked back to its page in your online shop) will give you a search engine friendly page you can optimise for it and so the chance to appear more highly;

    • Distribution: whether you have new products, special offers or just extra information on products, remember that a blog also distributes this information automatically through RSS and pinging, so it gives a proactive as well as passive side to your marketing.

    Whether you employ just one aspect that a blog can offer or you build it in as an integral part of your online store will largely depend on time and resources, I guess. However, do remember to think outside of the standard blog format and try to use the functionality in specific business ways, such as incorporating customer reviews. That’s when blogs can really start to work for you.

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    No, I really do mean it, why do you link to your blog?

    I’m thinking here of the people on business or social networking sites who insist on blindly linking to their blog (as well as their website) from their profile because they have been given a space to do so. Great if you have a blog which you keep updated but why do it when it hasnt been touched for several months? For me thats like proudly linking to your website, encouraging me to visit and then all I find is a big Under Construction sign or the hosting companys holding page. It looks bad and its bad for business.

    The whole point of having a business blog that it tells the reader more about you, markets what you do and opens up a conversation or connection, all of which is likely to reflect positively on you and your business. But a blog where the most recent entry is from the previous year not only doesnt add anything positive to peoples perception of you and your business, it can be distinctly negative.

    So why do people still do it is it that they think it’s still worth maintaining a link just in case it helps with Google? Maybe they just added it and forgot about it as part of a frenzied attempt to sign up with as many social networking sites and forums as possible. Bad move. Every profile you create adds to the pool of information about you on the internet its best to treat them with respect and keep track. The internet has a long memory, for good or for bad.

    From a professional perspective, its particularly disappointing because many of the profiles I read are in fact small business owners who are highly specialised in what they do and clearly have much to offer. Ideal candidates for a successful and focused business blog. More than that, by actively participating in networking sites theyve already shown a real understanding that building trust and confidence online can add so much to their business, leading to referrals and generating real partnership opportunities. All things which running a business blog can also offer in bucket loads.

    But not if its left to die. So even if its just once a week, keep your blog live and then make sure that you do link to it! If not, then please delete that link until you do seriously, its a lot better for your business that way.

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    While there is a growing recognition of the pivotal role that social media can play in business marketing and the key role of a business blogs at the very centre of that activity, I still get the feeling that some companies often wonder whether they could also benefit from this or if it’s just for others.

    Personally, I feel that there are very few cases where businesses cannot gain enormously from using a blog in the key area of interaction with their customers. Clearly they need to focus (and perhaps plan – heaven forbid!) to deliver real results and that, as always, is key. This applies whether they are using the blog as part of their marketing and business development activities, their customer support, their product development or as another key touchpoint. The benefit would then feed back into all parts of the business.

    There are also certain “company types” which would particularly benefit from elements that a blog could give them; a few examples include:

    Companies needing to differentiate themselves: on occasions, professional services organisations have been accused of all having a rather “grey” image, causing them to blend into the background. By using blogs to help break down these preconceptions, companies can really differentiate themselves as well as reveal some of the personalities carrying out the work together with their expertise – this can only help in developing greater trust with your potential clients in a generally very competitive and customer focused environment.

    Companies which rely on their specialist knowledge to attract clients: consistently demonstrating expertise in a chosen field can quickly help to build a positive reputation and encourage potential clients to contact you. Client case studies go part of the way, but displaying both your general and specialised knowledge over a period of time and giving the opportunity to interact helps develop this more than a sanitised case study can ever do. Think of it as multiple case studies on steroids if you like. This is particularly relevant for independent consultants and specialist consultancies.

    Companies which have progressed beyond the hard sell approach: direct advertising and the hard sell has become less and less successful as a business development approach. We tend to be put off by “interruption marketing” nowadays rather than be attracted by it. However, an educational marketing (or relationship marketing) approach, where you provide potential clients with information on which to make their own informed decision on their purchase, has gone from strength to strength. Help your customers decide they want to buy from you rather than go all out to sell to them.

    Companies wanting to become more of a partner than a supplier: engaging with potential clients through your Business Blog helps develop trust and a relationship which can position you as a partner rather than a simple supplier. People prefer to work with and buy from people and companies that they trust – a blog will allow you to achieve this.

    Companies wishing to be THE information resource for their market niche: most of the information that your prospective clients are looking for is available somewhere on the web. It’s just a case of finding it! So rather than let potential clients wander round the web looking for it and perhaps finding it on a competitors site, provide it yourself or provide links to it on your Blog. Become the preferred place to go for this type of information and let this attract anyone interested in your niche to your blog.

    Companies organising conferences, seminars and exhibitions: blogs are the ideal focal point for collating and distributing information to attendees pre-Conference and for gathering feedback from them during and after the Event. You can update the conference details and add new information yourself, and you automatically develop a powerful online Search Engine marketing tool as well.

    Companies looking to develop a network or community around themselves: as a networking tool, a business blog can help in many different ways but one of its most powerful is when it allows the creation of a network of like minded people interested in a particular area. It is particularly positive for the company setting this up and running it because they find themselves at the centre of this network and therefore in a high profile position.

    Companies developing new products or services: customer feedback and input is essential in the product development process. By taking the step to allow this feedback to take place on a Blog, you are allowing discussions and generating ideas which can be invaluable to the process. Added to this, you have a group of people who have contributed to the product and so are likely to be its strongest evangelists and advocates.

    Ah, so many options! What other types of companies would you consider to be ideal candidates to consider using blogs

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    Optimising your Blog for Search EnginesWarning – Long Post (even for me!)

    Remember that when it comes to “Optimising your blog”, looking at the factors which will be picked up by the Search Engines is only one part of the equation. You also need to consider optimising the blog for your readers and optimising for your business objectives – creating a blog which happens to rank highly for certain relevant key word phrases is going to be of zero value to you if you can’t back that up with things that your readers are interested in. (We looked at Optimising for your Readers in part 1 and optimising for your business comes in part 3).

    Most of the elements mention here can be applied to all full blown blogs – however, hosted blogs (particularly free ones) are unlikely to offer the flexibility to allow you to change all of these elements. So, if you are looking to really benefit from a fully optimised blog then I recommend you check out what’s on offer before you begin. For me, the full WordPress system, particularly because of the wealth of specialist plugins, is extremely powerful in SEO terms (and my first choice of blogging system), and so I will be referencing suitable sources from the WordPress community where possible.

    While we will be looking at individual SEO elements, you have to remember that there are very few factors which will cause a major shift change to a post or page ranking on their own. Rather, it is the cumulative effect that has real value a prime example of “the sum of the parts being greater than the whole”. So on each page, decide on the specific keyword phrases you wish to target and make sure that all of the individual elements come together to support them. Although vitally important, I won’t be looking at inbound links here, but rather concentrating on elements on the blog itself.

    1. Title Tag

    Generally considered to be the most important individual item so well worth spending the time and getting right. While opinions vary, general consensus is that you have about 8 words to play with, with greater relevance awarded to those at the start of the tag to gain most benefit from this, ensure that as a default format, the title tag displays your “Blog post title” followed by “Blog name” so that the keywords in your post title are highlighted at the start of the tag.

    However, whenever possible, you should take the opportunity to write a custom Title Tag – with WordPress you can use the plugins such as Stephan Spencers SEO Title Tag or All in One SEO which will allow you to do this easily. What to write? Well, remember where the Title Tags appear youll find it at the top of your browser window and, more importantly, as the clickable link on the Search Engine Results page. So while you should look to include your keywords to appeal to the Search Engines, you also need to write something which will inspire your readers to click on that link!

    2. Post Text

    The old adage of content is king still holds true and perhaps is even more compelling in blogs as the writing is intended to be more “personal” than the normal text penned by a corporate website scribe. In any case, what you write about and then the actual words that you write is clearly crucial in all good business blogs, there should be a clear focus or direction for the blog overall, and it is likely that the content in each post is going to be focused on a certain subject matter as well. This will naturally lend itself to a keyword targeted post but and it is a big “BUT” it must be written in a way which will attract and then appeal to your readers. They must be your primary concern and focus!

    (more…)
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