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It’s no secret that bloggers contribute a lot to the opinions on the Internet today, as well as the efficiency of a lot of SEO campaigns. Old strategies are dying out because of the social media network, and bloggers are a large part of this (not so recently) new network. There are a lot of ways to promote your business through a blog, the first step of which is to start a blog!

This blog should offer something useful, neat, or just plain fun – whatever the case, you can’t expect to attract readers with bad content, so here are the first steps of a great blog:

  1. Choose a good theme that is relavant to the business and optimize the blog with related keywords. This means content rich, organized, and easy on the eyes. Whether you’ve shelled out for a self hosted blog or your blog is hosted on a blogging site, there are plenty of free themes for WordPress blogs out there. We generally recommend WordPress because it is more professional and better for SEO purposes. Choose your URL based on the company name. You may have to get creative if there are other businesses out there with similar or same names.
  2. Generate valuable content. The content should be consistant (posting at least once or twice a week), and contain useful information, interesting news, fun facts, or neat pictures. Whatever theme you’ve gone with, maintain it! If you decide to change things up in the future, do so gradually. Organize the blog with an “about us” page, a way to contact the administer of the blog, and utilize the perma-link option, so your post URL’s can be read in plain English and associated with the content on the blog (as well as potential search queries that can lead to the blog).
  3. Don’t ignore old posts. A lot of bloggers have the tendancy to post and be done with it. The problem there is that after awhile, this content is virtually useless to search engines. A lot of things are taken into consideration when an engine decides to show an interior page as a result, but recency is part of it. If the post hasn’t been touched in 6 months, it might as well not be there. One way to keep things active is to re-visit old posts and see if there’s some piece of information that needs to be added, or something that might need to be changed if something about the company has also changed. Just be sure to inform readers of changes made to avoid confusion about the posts. A strikethrough on over omitted sentences is common, and a notice of something added is also typical in posts that have been edited.
  4. Encourage Discussion. Once the blog begins to get a readership, post about topics that motivate visitors to state their opinions. The key is to hit a topic that many people have a voice on, but not to be extreme in a “company” opinion on the matter. You can take a bit of a risk posting an extreme opinion on any matter, and feul a comment-hosted-argument, which doesn’t make any blog look that great. The advantage to the administer of the blog is the ability to delete inappropriate content posted as comments (or to not approve them at all if comments first require approval), but readers can catch on to this and feel like you’re only doing so to protect your reputation, and not have a legitimate discussion about the topic.

Beyond regular posting and blog maintenance there is a world of SEO that can be done for a blog, but these basic beginning steps are necessary for a search engine optimization effort to be effective for the blog. For more information about social media and search engine optimization, feel free to get in touch with Reciprocal Consulting, an Internet marketing firm that can help.

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