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Long-Tail Keyword Phrases in Blogging for Business

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To optimize your blog content, Lindsay Kolowich of Hubspot advises, focus on one or two long-tail keywords that match the intent of your ideal reader. In other words, optimization is not about incorporating as many keywords into your posts as possible (that actually hurts SEO), but about answering the intent of your visitors in a way that doesn’t feel unnatural or forced.

What are “long-tail keywords”? These longer phrases (three to four words), often question-based, focus on the specific goals of your audience. Website visitors searching long-tail terms, which are highly specific, Kolowich explains, are more likely to read the whole post and then seek more information from you.

In addition to using those keyword phrases in the content itself, there are certain other elements of a post in which you should try to include the keyword phrase or phrases you’ve chosen. :

Title
The headline of each post will be the first stop for both the search engine and the readers. The search engine will use the keyword(s) to determine the relevancy of your content to the search; the title tells readers they’ve come to the right place for the information they need. If you have a lengthy title, put your keyword near the beginning.

Meta description
On a Google page, for example, when you see an item, you’ll see the title in large blue/purple typeface (that’s the part you’d click on to be taken to the site), then under it the url address, and lastly a couple of brief lines explaining what you can expect to read in the post. It’s crucial, I explain to blog content writers, for you to use that meta description to “sell” readers on clicking there so they can read your content. Because the meta description has the power to satisfy certain readers’ intent, Kolowich emphasizes, the more engaging you can make it, the better.

Images’ alt text
Using images in your blog posts help explain your content and visually “perk it up”. But the images also offer an opportunity to incorporate those all-important keyword phrases as well.  Because search engines can’t “see” images the way humans can, Kolowich stresses, they use the alt text to tell them what the image is about.  It is worth the extra minute it takes, she says to change the name from “IMG23940” to “puppies-playing-in-basket”. It’s all the better, of course, if the description incorporates your keyword phrase.

Post content
Use keyword phrases multiple times in each post, first within the first 200 characters, several times throughout the post (depending on length of the post) and near the end, advises Susan Gunelius in abouttech.com.

The skill of choosing the right long-tail keywords to choose grows out of knowing your own business and knowing who your target customers are. What types of searchers is your business or your professional practice most likely to attract? How long is your blogging tail?

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Contrarian Content: Go Ahead – Blog to Differ

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Whatever the conventional wisdom is, Brute Squad coach Ariel Jackson begs to differ. “In order to progress, we need to stop automatically accepting conventional wisdom as dogma and train ourselves to explore nuances and identify new approaches,” Jackson says.

There’s something very appealing and curiosity-stimulating about contrarian content, and, whether it’s business-to-business blog writing or business to consumer writing, being a contrarian has two effects:

  1. making readers sit up and take notice (This is not going to be same-old, same-old, readers realize.) 
  2. clarifying what differentiates your business or professional practice from its peers. (Again, why should we choose you if you’re serving up the same product and service as everyone else?)

On the issues relating to your field, what words should follow “I beg to differ”? When online readers find your blog, they want to know “Who lives here?” To be perceived as not only a provider, but an influencer, you need to formulate – and clearly state – your opinions!

Neen James explains the subtlety well in Speaker Magazine.  A Subject Matter Expert or SME, she explains, knows something, whereas a thought leader is known for something. Thought leaders know how to present ideas in ways that appeal to a marketplace craving direction and wanting solutions to problems. Those ideas, those opinions, often go against conventional wisdom, James adds.

“I hope I change some minds along the way, and I hope my mind is changed here or there,” Ariel Jackson says in his introductory blog posts. “What if I start my blog, writing strong opinion pieces and then later change my mind about the right way to do things?” is a fear one new blog content writing client expressed.

The way I answer that question is this: People are going to want to do business with someone who has something to say about the way they choose to operate within their world, offering strong recommendations and opinions in their blog.  People are going to LOVE doing business with a real person, someone who’s continuing to think about improving the way they operate and how to incorporate new knowledge and new developments..

Blog content writing is an absolutely wonderful way to express what you think and why you do things the way you do. It’s also the ideal vehicle to ride as you change and develop in your thinking as a business leader.  Go ahead – beg to differ (including with your own earlier ideas!).

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Smart and Humanizing Blogging About “Alumni”

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In my last post I took inspiration from Nuvo editor Laura McPhee, who devoted an entire section of the paper to highlighting NUVO alumni, people who had worked at Nuvo, then departed for “better things”.

From my vantage point as a professional blog content writer, I thought McPhee’s idea was fabulously innovative. Sure, many company websites have a section called “Our Team”, with bios of their key employees, but I’d never seen feature articles about the “exes”, people who’d, after all, left the company because they wanted a more promising work environment.

To me, blogs are often the humanizing members of the online communications family, making a company or practice relatable, by introducing the readers to the people behind the brand. And, of course, nothing can be more ”humanizing“ than  stories about real humans, even if they are no longer involved in making your products or providing your professional services. Those alumni are part of your company’s history, and, to the extent you’ve kept in touch with your “alumni”, what a great thing it would be to let your readers know that your company or practice is a great place even to have been!

But what do you write about those “exes”? Nuvo came up with some great interview question, and you can use those as models for blog content:

  • What do you remember most about your time here?
  • How did your time at ______shape your career?
  • Got kids, life partners, or work projects you wanna brag about?
  • Is there a particular story you remember from the time you worked here?
  • How did working here influence the work you’re doing today?

Staying in touch with ex-employees can be a win-win situation, Kelly Services advises. “Clearly
When an employee leaves your company, maintaining and strengthening your relationship can add value for both parties.”

From a blog content writing point of view, staying in touch makes for smart and company-humanizing blog posts!

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Humanizing Your Company by Blogging About “Alumni”

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“We have a lot to be proud of after 28 years of publishing a weekly newspaper,” Nuvo editor Laura McPhee wrote. One of the things McPhee is most proud of, she adds, is the NUVO alumni, people who worked at Nuvo, then went on to “better things”.

What a captivating notion, I thought, reading that section of the issue. Many company websites have a section called “Our Team”, with bios of their key employees.  But alumni, people who left you because they wanted a more promising work environment??? But what incredible blog content those stories would make, I couldn’t help thinking….

There was a time, Susan Milligan recalls (HR Magazine), when, leaving a job, you’d likely get a few hugs and a promise that you’ll be missed, but both employer and employee knew they’d likely never speak to each other again. Nowadays, though, Milligan notes, companies are treating ex-employees as “alumni” in the hopes that those people will think fondly about their previous employer.

Eventually, Hank Gilman, deputy managing editor of Fortune points out, new and/or better jobs will come along for your more talented people – or they’ll want to experience something else.
You just have to understand and hope that someday they’ll return, he says.

Since I work as a professional blog content writer, I’ve obviously needed to abandon most of my generational bias towards long, individually composed business letters and long phone conversations in favor of electronic marketing tools.  But there’s a reason I gravitated towards composing blogs rather than website copy.

In a way, blogs are the humanizing factor in the online communications family, making your company or practice relatable. The blogs are where you meet the people running the business or professional practice. And, of course, there’s nothing more ”humanizing“ than  stories about real humans, the ones making your products or and providing your professional service – or who, in the past, did those things.

At Say It For You, we definitely encourage clients to include “Who’s Who in our business/our office/our industry” blog posts. Apart from the typical “Our Team” landing page on your website, which introduces people by name with a brief bio, the blog would offer close-up[ views of the functions each person serves. And, if you’ve kept in touch with your “alumni”, what a great thing it would be to let your readers know you’ve kept in touch with them and their doings.  Makes your company or practice look like a great place to be – or even to have been!

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Business Blogging Tips Out of Consumer Reports Magazine – Part B

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“My TV prompts me to do updates, but I often ignore the requests.  Is that bad?”  That question was the headline of an article in the March issue of Consumer Reports Magazine.

Think about that tactic for a moment as applied to blog marketing – using a customer question as a headline, then using the blog post content to answer that very question! Hardly new, that “Dear Abby” idea (in my former career, I used that very question answer format for 24 years in my weekly financial planning column).

I tell new Indianapolis blog content writers that, in creating content for marketing blogs, we need to keep in mind that people are online searching for answers to questions they have and solutions for dilemmas they’re facing.  But, even if those searchers haven’t specifically formulated a question, I suggest we do that for them by presenting a question in the blog post title itself.

Entrepreneur Magazine’s Ultimate Small Business Marketing Guide thinks that giving away information to get clients in just this way is a good idea: “By providing visitors with free and valuable information and services, you entice them to return to your web site often, and in doing so you increase the number of selling opportunities you have with each individual visitor.”

Specifically, the question in the title “grabs” readers, not only demonstrating what they can expect to find in the blog post, by showing that you understand the dilemmas they’re facing and how to solve those.

Question-answer is actually a very good format for presenting information to online readers. But there’s no need to wait until readers actually write in their questions. (Were all the Dear Abby questions actually sent in by readers?  Does it matter?) Every practitioner hears questions from clients; every business owner fields customer queries daily. Sharing some of those in blog posts reminds readers of challenges they face – and the solutions you have to offer!

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