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Writing a Professional Blog Post

Writing a professional blog post is simple when you follow a few basic rules. First, you should load the blogging software onto your website instead of using an external blog. WordPress.org provides the best software to do so, primarily because it is supplemented by an extensive number of plug-ins. Coders write plug-ins for WordPress.org for the same reason they create apps for your iPhone, to increase the functionality.

One of the main reasons to write a blog involves improving the search engine optimization (SEO) for your website.

As to the topic(s) for your blog, it helps to create a theme related to your business. Doing so will improve the focus of your blog and help to suggest articles to write for it.

One of the main reasons to write a blog involves improving the search engine optimization (SEO) for your website (more on SEO in our future posts). Blogs provide valuable, original content, an emphasis in the Google ranking algorithm, and they establish your website as a dynamic location instead of a static one. Dynamic websites are constantly adding new pages, and each time you write an entry for your blog, you are essentially creating a new web page.

An ideal length for a blog entry runs around 300 to 400 words. 300 words represents a minimum to be taken seriously by Google’s spiders (they are constantly “crawling” the web for ranking purposes), and 400 words is a soft maximum because people don’t have a lot of time, and it is better to keep your entries concise.

Two plug-ins are essential for WordPress.org: Yoast SEO and pullquote. Yoast SEO helps you to optimize your blog entries with various SEO-related functions such as a meta description and focus keyword. It will also give you a list of optimization problems and provide a “green light” when you have sufficiently addressed them.

Pull quote lets you create a graphic illustration with whatever key quotation you wish to highlight for your entry.

Every blog entry should also contain a featured photo and three or four links to external articles within the body of the text. A great way to choose copyright-free images can be found at www.pixabay.com. This site lets you choose any keyword, and it will return a slew of possible images for you to use with your entry.

Google and the Changing Face of SEO

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Search engine optimization, or SEO, used to be tailor made for public relations. Getting one of your client’s to the top of the search engine results pages (SERPs) involved creating a series of documents and publishing them online. Drafting a press release every month, and linking it back to the client’s website, created a significant boost. We used one of the main distribution services, usually PRWeb or PR Newswire, and just made sure to include the client’s URL in the body of the text. Then, every publication picking up the release provided an inbound link to our client’s website — the main indicator Google uses to order the SERPs.

Now, a good rule to follow is this one: only when a third party makes an independent decision to link to your site will Google improve your ranking.

Secondly, we created what was called a “content provision” article. These articles were spread throughout the Internet by a series of sites where people could go to get valuable content. Since there was no exclusivity involved, we could submit the same article to a series of sites for maximum impact. People interested in the article could get it for free provided they agreed to maintain the link back to the client’s website. More inbound links to improve our client’s website ranking!

Finally, we draft a short weekly blog entry to ensure a dynamic website and increase the number of “deep links” (to interior pages) to our client’s site. By hosting the blogging software on our client’s site, we ensured everyone linking to the blog was in fact linking to the interior of the website.

Unfortunately, like many things on the Internet, these options changed. Google improved its ranking algorithm to spot and counteract the top two strategies. The only self-created strategies that remain involves blog entries. Of course, many online public relations firms are unaware of this shift. They continue to waste their clients’ time pursuing ancient strategies.

Now, a good rule to follow is this one: only when a third party makes an independent decision to link to your site will Google improve your ranking. You must provide valuable, original content to make this happen.