17th December 2012
It is all too easy to get discouraged when you have to find new and interesting topics to write about that will keep your audience captivated. Here are a few thoughts that will help to keep you motivated.

Who is your audience?
It is not just your clients or visitors to your website, who are reading your blog, Google and other search engines “crawling” your website will be picking up the new content too.

So, how can you make sure your blog is being effective?

Good content
Your blog needs to be well written, interesting, relevant and useful. It should also include the keywords that are relevant to your business or industry. It helps to have a good understanding of your customers and detailed knowledge of your product and services so that you can write informative and engaging content.

As part of your Search Engine Optimisation strategy you will need to know your keywords – these are the search terms most used by your customers to find your products or services.

These can relate to each of your individual products or services. You will naturally use these keywords when writing about your business, however it does help to know which keywords are most searched and if there are any other search terms being used that you have not thought of.

Software is available that will provide this information. This research can often help you come up with ideas for the articles you are writing.

Social media
Your blog can be used to integrate with your social media activity. Your blog provides a two way link for users of social media:

1. Your blog visitors can - like (Facebook), tweet (Twitter), g +1 (Google), In share (Linked In) your blog.
2. Users of your social media sites can link to your blog from your page.

Keep blogging
Don’t give up, it does take time and effort, but if you persevere and get it right the result will raise your company profile and improve communications with your customers.

Mark Langston
Answer - when the Penguin in question is the algorithm introduced in April 2012 and used by Google to assess a website’s page ranking measured against standards of website user experience and content.

The Penguin update was introduced to penalise websites that used manipulative techniques to improve their rankings.
These techniques include dubious link building – these are links from websites to your website that have no relevance to your site whatsoever.  Only links from sites that are well ranked themselves and have relevance to your products or services are going to be acceptable.

Another technique is adding content that is not useful or even visible to the user of the website, some examples being:
  • Keyword stuffing – adding keywords multiple times to a page
  • Hidden text – adding text the same colour as the background
Keeping up-to-date with these changes is vital, not only to comply with Google and other search engine requirements but also to deliver a website that is going to be relevant and useful to the user, which after all is exactly what search engines are trying to achieve.

Content is king and providing relevant, well written content for your visitor is not only going to help them find what they are looking for on your website, but also gives your site the best chance of moving up the page rankings.

For more information about Search Engine Optimisation visit our Search Engine Optimisation page.

Mark Langston
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