FREE eCOURSE ON
    BUSINESS BLOGGING

    Everything you need to set-up, develop & promote a successful Business Blog

    Full Name

    Email

    Referred by


    FULL COURSE DETAILS HERE

  • 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...

    Join me on Twitter at @BlogCoach




    Blogging: one piece at a timeI love sport and while I may now have changed from active participant to armchair pundit, I am still a fervent follower of a whole range of different sports. With the Olympics dominating our TV screens over the past two weeks (certainly here in the UK), I could have quite happily sat watched 24 hours a day, had the prickly subject of work not intervened!

    The exploits of the now global stars that are Michael Phelps and Usain Bolt have been mind blowing and almost as impressive, from a Brit’s point of view, has been the performance of the British competitors in “Team GB” – 39 medals overall with 17 golds as of today and sitting 3rd in the medals table.

    Among those golds, the highest number came from the cycling team which has dominated the track events in the velodrome. How come? What has been the difference which has set them apart? Well, according to the Times Online, British Cycling performance director, David Brailsford believes:

    there was no specific ingredient or secret that set his sport apart and that success has come by way of the aggregation of marginal gains

    Interesting? I think so and it’s something that I think is very relevant to many other areas including blogging. Here too, there is no single “secret” or magic spell which will revolutionise what we do – although that doesn’t stop websites continually popping up claiming they have “The One Secret that will supercharge your Blogging, flood your Bank Account with money etc etc. ...” < yawn >

    Instead, focus on getting get all the elements working together so that you can benefit from the marginal gains that each element offers. Clearly the subject matter is all important – without that you’re not going to get off the starting line. But I’m thinking beyond that and more of the complementary elements that help set the blog apart and push it: make your post titles and title tags work for you, illustrate the text with graphics, add friendly permalinks, make social bookmarking easy, offer readers other related posts, consider other SEO factors, add an email a friend option, make your RSS feed work hard for you and so on.

    Each of these adds another piece to the jigsaw and helps to develop the blog. So whatever stage your blog is at, take a look at it and see what else could be included to add to the experience of your readers and to increase the benefits to you.

    Then go back and repeat the process. You’ll soon find how those marginal gains add up.

    If you enjoyed this post, make sure you subscribe to my RSS feed!

    Comments Off 
    Tags: , ,

    Recomended Reading:

    1. Turbo Boost and Skyrocket your Sales
    2. Olympic and Corporate Blogging
    3. All bloggers are real amateurs

    Optimising your Blog for Search EnginesThe 3rd part of the series and a lot of what I have been talking about in the first two posts on Optimising your blog for Search Engines and Optimising your Blog for your Readers, will be relevant here. In fact, it probably all is. Generally, when it comes to our businesses, our online relationships with our readers and with the search engines are inextricably linked in todays world.

    After all, we use optimisation techniques to try to get a higher profile in the Search Engine results pages and so attract more visitors. Then the optimisation for readers comes into play by keeping them on the blog, getting them to read and enjoy the posts, and ultimately encouraging them to return or recommend the blog. Optimising your blog for your business, ties these two together and supports them through the use of additional elements which further promote what you are doing and why.

    So, make sure that you consider these as well if you want your blog to make the impact that it should on your business and support everything that you are writing:

    1. Promoting your own services? Keep them above the fold

    If your intention is to use your blog to attract people to you and make them aware of the services / products that you offer, then ensure you keep the links to them visible and above the fold, so that they can be seen without having to scroll down. At the same time, don’t make them so in your face that they take over. Balance is the name of the game. Your readers are astute and are likely to judge you on what you write but also on how you conduct yourself and this falls under the latter. Essentially, it comes back to the idea that you should not try to sell to them on a blog, rather help them discover why they want to buy from you.

    2. Don’t swamp your blog with adverts

    This means both yours and other people’s. If your readers are likely to lose the will to live because of the number of adverts that they have to wade through to find your posts, then they will quickly fall out of love with your blog and you. So if you intend to include adverts and partner links, make them relevant but don’t let them take over your blog.

    3. Spend time on your blog design

    When I talk about blog design, I’m not just thinking about the graphic design (ie. the look and feel) of your blog and how that relates to your business, but also the placement of the different elements such as navigation, categories, special posts, sign up boxes, offers etc. on the blog. Just as you may well have spent time on your website and possibly worked with a web development company, take the same care with your blog to ensure that it best serves your business goals.

    4. Add easy referral methods

    Referrals and recommendations are the lifeblood of many businesses and are possibly the best type of business introduction that you can get. In blogs, your posts provide information about your business both through the content and the way in which they are written – help your readers to share this information by making it easy for them to pass it on. Include an email a friend option as well as links to social bookmarking sites such as Digg, del.icio.us or Stumble Upon and, with the current interest in micro-blogging, a link to Twitter might also be beneficial.

    5. Can they print it?

    Sometimes I wonder if I am not yet fully embracing the online experience because I still often like to print off blog posts and webpages that I find useful so that I can read them at my leisure offline. I know that Im not alone in this. Unfortunately, printers often truncate these posts because the page width is, well, too wide. So make sure that if people want to print off and refer to your article (yes!!) then they can without having to guess what are the missing words. [Wordpress users might like to include WP-Print for this.]

    6. Make it easy to comment

    I mentioned the need to make it easy for people to leave comments when talking about optimising your blog for your readers, but of course it works both ways. Comments are the start of a conversation which hopefully will benefit both parties and they should also benefit all those who come to your blog – they’ll not only see extra information but will also get a better picture of you through your replies. In addition, you may want to consider using the comments on special pages as live online testimonials, product commentaries, hotel/restaurant rating or whatever use that your business can put it to. If you want to know how valuable this so-called User Generated Content is, just look at companies like Amazon, Hotels.com or eBay!

    7. Make use of RSS Marketing (and basic RSS Advertsing)

    RSS is a key element of getting our information out into the right places on the internet, automatically and directly – it will also ensure that our messages reach people who have subscribed. However, there are many ways in which you can use your RSS feed to reinforce the business messages that you wish to get across. Presuming you are not hot on XML coding (I certainly fall into that category), then use Feedburner – you can add logos and notes to each post sent via RSS through their service. In addition you can add links after the post to promote/inform about your business, services or special offers using their Feed Flare facility. Think of it like adding a couple of relevant links to your email signature – great visibility without being too intrusive.

    8. Include Calls to Action

    I know that a blog should really just be about engaging with your readers, starting a conversation with them and creating those all important connections, but you are running a business too, so it’s important to give the process a little helping hand. Make sure that you have calls to action on your blog – it’s not direct selling or straying from the general ethos of blogging, it’s just letting your readers know how to take it to the next stage.

    9. Be easy to contact

    Just in case you were about to forget, the aim of a business blog is to encourage people to get in contact but you still find bloggers who make it difficult to find out how to do so. Make sure that you have a contact page and that its easy to find and use in this instance, its nothing about being transparent or open, its just good solid business common sense.

    10. Want sign-ups? Where’s your form?

    If a key goal is to get subscribers for a newsletter or ecourse, then make sure the signup box is given a prominent position on your blog. Email marketing and the use of autoresponders for sequenced messages works really well with blogs and is something that is often overlooked as we keep our head down trying to write new posts. Remember the research which indicates that we tend to read pages in an “F” shape starting with the top left hand corner, working our way across the top and then reading down the left hand side – use that information and judge the placement of the important elements accordingly.

    11. Make your blog as sticky as possible

    A lot of the stickiness of a blog will come through the content that you write, but there’s no harm in giving it a helping hand. Judicious use of both videos and podcasts, for example, means that you can get your message across in a number of different media, and use them as additional avenues to promote your business through video optimisation and podcasts directories. Consider running online surveys or contests, offer free downloads, reviews of relevant books – all can complement the content you write to help keep your readers on your site and keep them coming back.

    12. Use TACT Track, Analyse, Change and Track

    Make sure that you know what your readers are really reading, what are your most popular posts and what the Search Engines are referring people back to. Use a program such as Google Analytics or Statcounter to give yourself a good level of visibility of what is drawing attention and whether your calls to action are having the desired effect. Of course, this will only be beneficial if you analyse the information that it gives you and make changes accordingly. The process then starts all over again – it is certainly worth it though and will help make your blog work better for you.

    In optimising your blog for your business, what you are really doing is giving it every chance to help promote and develop it. In doing so, you are ensuring that your blog can be found by your readers and potential customers and that they have easy access to the information that it contains. They should then be in a position to act on that information, ideally by getting in contact and by also sharing that information with others.

    As ever, don’t get hung up on trying to optimise your blog purely for Search Engines or even purely for your readers. Remember what it is really there for – a tool to market and promote your business. Instead, keep a watching brief on the requirements for both readers and search engines, but make your main focus one of optimising it for your business.

    If you enjoyed this post, make sure you subscribe to my RSS feed!

    8 Comments 
    Tags: , , , , ,

    Recomended Reading:

    1. Optimizing your Blog for Search Engines
    2. 17 types of posts to strengthen your business blog
    3. 5 ‘R’s of Business Blogging – a Summary
    4. Optimising your Blog for your Readers
    5. Business Blog Design: Categories, Archives and Search

    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…)
    If you enjoyed this post, make sure you subscribe to my RSS feed!

    17 Comments 
    Tags: , , , , , , , , , ,

    Recomended Reading:

    1. Blogs and Search Engines – is the love affair over?
    2. Optimizing your Blog for your Business
    3. Keyword selection and Search Engines: a cautionary tale
    4. Business Blog Design: Categories, Archives and Search
    5. Which Search Engines can find my blog?

    SEO - Title TagThere has been a recent revision to a report which first made an appearance last year, where 37 of the finest minds in the SEO arena were asked to appraise the various elements which can be used as part of a Search Engine Optimisation (SEO) programme – White Hat SEO programme, of course.

    Their opinions and comments were recorded and distributed in Search Engine Ranking Factors V2 which is probably the most comprehensive report of its type in terms of listing and appraising individual factors that I have seen. In any case, particularly given the people involved, it is certainly something to take a careful look at as you embark on any type of optimisation of your blog.

    So what is the most important?

    The element which was given the greatest value overall, and hence considered the most important individual factor in SEO terms, was Keyword Use in Title Tag.

    The Title Tag is used in two principal areas:

    • when you are using a browser, it is what appears in the blue bar right at the top of your screen and tells the reader what is contained within the page;
    • Secondly, on the Search Engine Results page (SERPs), it forms the link that you click on to reach the page shown in the results.

    As a result, not only is it valuable in terms of Search Engine rankings but also in terms of the click throughs that you get. Why is that? Since it appears in the main Search Engine Results page, it can act as an attention grabbing headline for the person conducting the search.

    Creating a “good” Title Tag

    Ideally, you should be aiming to create a Title Tag that will attract the attention of both human readers and the Search Engines – this means that it is likely to be both marketing focused as well as keyword rich. Sounds good in theory, but in practice you are likely to veer more towards one “audience” than the other.

    Opinions vary, but a good rule of thumb is that you have about 8 – 10 words (circa 60 – 65 characters) that you can use effectively in the title tag, so it’s best to make use of them. As a result, you should look to try to:

    • include your keyword / keyword phrase for the page – ideally, focus primarily on these keywords and avoid too many “the” and “and” connectors

    • rather than full sentences, consider using “|” or “-” to break up the phrases (but do remember that it needs to attract your readers too!);

    • include the important terms at the start of the Title Tag, as they seem to carry more “weight” than those at the end;

    • every Title Tag should be distinct and focused – each page and each post is different and so the Title Tag it uses should reflect this.”

    In blogs, the Title Tag is usually generated automatically using the title of the post and the title of the blog. This isn’t necessarily going to best suit your purposes so you may like to consider ways of modifying this – you could alter the template itself or you may find the tools below helpful.

    Tools to help you

    Firstly, a page which I think expands well on the themes that I have mentioned here is Best Practices for Title Tags over at Seomoz and is well worth studying.

    As for tools to help with the actual implementation, if you are using WordPress, then in my opinion, the best option is the SEO Title Tag plugin by Stephan Spencer, who certainly knows what he’s doing when it comes to SEO. This gives you full rein to do what you want with a fully customised Title Tag option, as well as an improved default Title Tag as well.

    For those who have strayed down the Blogger route, then these two articles, Control your Title Tags in Blogger and Changing the Blogger Title Tag seem to cover two options (though I haven’t tried them personally) while Rank better in Google bay adding dynamic title tags to your Typepad blog seems to cover a possible solution for Typepad users.

    Conclusion

    So there you have it – the SEO elite confirm that they believe that the Title Tag is the SEO element that will do most for your Search Engine Ranking. One word of warning though (other than the fact that the Search Engine “goalposts” keep moving, so keep on your toes!) – if the content on your page doesn’t deliver, then the best Title Tag in the world will not help you. So before dedicating hours to creating great Title Tags, I’d always recommend paying just as much attention to the content it describes. :)

    If you enjoyed this post, make sure you subscribe to my RSS feed!

    4 Comments 
    Tags: , , , , , , ,

    Recomended Reading:

    1. Blog Post Titles: what are the important factors?
    2. Basic SEO in Blogs: important Title Tag
    3. SEO in Blogs 3: Use the Tags!
    4. Blogworld, SEO and Title tags
    5. Optimizing your Blog for Search Engines