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How to make your blogs work for your business: make sure you are found for the right things

How to make your blogs work for your business: make sure you are found for the right things
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How to make your blogs work for your business: make sure you are found for the right things
Siobhan Stirling - Sharp Minds Communications by Siobhan Stirling - Sharp Minds Communications
Owner/Director - Sharp Minds Communications Ltd

As a partner to our business accommodation customers’ business success, CapitalSpace are providing a series of guides into how to make your blog work for your business.  In her third insight, Siobhan Stirling of Sharp Minds Communications explains that you need to make sure your blog is found for the right things by the right people.

Business blogs should not be random collections of thoughts.  As part of your marketing communications strategy, they should have clear goals [hyperlink to blog 1] and a clear strategy [hyperlink to blog 2] for delivering on those goals.

For most organisations, improving Search Engine Optimisation will be a key goal of their business blog.  It’s unlikely to be your only goal, but as it’s a common denominator, it’s worth undrstanding how you make sure you blog works as hard as it can to boost your company’s website to the top of relevant online searches.

Key words: Most obviously, your blog will help boost your search engine rankings if it is structured around terms that your target audiences might be researching; your SEO expert will be able to advise you what these are.  However, while you want to score highly with the search engines, you are writing your blog for your audiences, so it’s also important that your blogs contain genuine, readable, value-adding content, not just a string of keywords shoehorned into a clunky and obvious sales pitch.  You want to build real engagement with your audiences, not alienate them when they have found you. 

Titles, tags, keywords, labels and descriptions: There is some housekeeping required when you publish your blog; it can be slightly tedious, but getting it right is essential if you want to be found. 

Meta titles, SEO titles and title tags are vital in helping search engines know if your content is relevant to a particular search.  Some blog platforms create these automatically and some suggest a title for you with the option to over-type it (it depends upon your Content Management System).  If you have the option to create your own, take the time to structure one that summarises your content in the most relevant way.  Ideally your title should be 55 characters or fewer.

Tags, keywords and labels similarly help search engines assess the relevance of your content to any given search.  Many CMS will suggest frequent labels or keywords to save you typing them every time.

Meta descriptions provide a brief synopsis of your content and appear in the search engine results below the link to your blog.  They don’t influence search engines, but they are very important in encouraging click throughs; this means they should be written for your intended target audience, not the search engines.  Many CMS platforms will suggest a meta descripton based on the opening line/s of your blog, but unless you have written this in a very factual, newspaper style, it will often not maximise the appeal to someone hunting online for something specific; so – again – it is worthwhile writing your own to optimise click-throughs.

Structuring your content around your core products, services or areas of expertise, together with making sure the SEO housekeeping is in order, will help your targets find you.How to make your blogs work for your business: add value - Latest News from Capital Enterprise Centres

For more advice on how to make your blog work for your business:  look out for your email updates from your CapitalSpace Centre Manager