Far too many SEO consultants are walking around SW Florida thinking that when writing a blog for a client’s business the target audience is the “Googlebot”, the program that crawls websites and gathers data for Google’s page rank algorithm. They may try to make it readable, just in case a human being happens to stumble across it, or in some rare cases, they abandon readability altogether and create strings of keywords in loosely structured sentences with no real meaning. They will tell you “it doesn’t have to be Shakespeare … the Googlebot can’t tell the difference between artistry and slop, just put in the keywords and let it go …”, and they may have a point when they suggest it doesn’t have to be “artistry”, but it certainly can’t be “slop” either! Original, relevant content with keywords presented strategically AND naturally will outperform the keyword stuffers in the long run.
There are some businesses that are difficult to write about without somewhat repetitive use of keywords (air conditioning and electrical contractors fall in this category), the service they provide is centered directly around industry specific tasks and equipment. In these cases content, accurate detail, and industry expertise are of the utmost importance. Work closely with the business owner to be certain the blog you write is technically accurate and conveys the message he wants his potential clients to get. Once the technical details are in place write around them to create a blog a person would get some value out of, and enjoy reading. The more often a blog is read, saved, shared, reposted, or recommended, the greater the chance it will create business for your client and help advance his ranking in the SERP’s (search engine results pages).
Search engine optimization is not a great mystery, we all have access to the same information, we all do primarily the same things to promote our clients and ourselves. What separates the industry leaders from the “also rans” is often their work ethic, patience, and the ability to communicate … and there are few places where a client can more accurately gauge the extent to which you possess these traits, than on your blogs!
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