Please use the following blog writing guide to create SEO friendly content for your website.

Things To Consider When Blog Writing:

  • Make your blog over 300 words (with an infographic attached) or 800 words if a stand-alone blog post.
  • Choose a keyword or phrase people are actually asking.
  • Aim to inform and educate readers.
  • Add in several subheadings that include a keyword.
  • Add internal links to relevant web pages.
  • Link out to external, relevant industry content to support your statements.
  • Keep sentences and paragraphs short and punchy.
  • Include images (with alt tags!)
  • Optimise your post for SEO.
  • Put the keyword in your blog title and the first paragraph, then scatter it at natural points throughout the copy.

Creating Blogs

The key to blog writing is consistency. Blogs should be created regularly to enable them to rank in search engines and provide a great experience for your website visitors. The following are some basic tips to help you create compelling blog content.

You might also find the following useful:

Content Keywords:

All content created for your website should include your chosen keywords. Working with a digital marketing agency or being able to run an audit of your website will help you create an effective keyword strategy.

  • Use one keyphrase per blog
  • Make the keyphrase unique to every page on your website
  • Include the keyphrase strategically throughout your copy
  • Include in H1 and H2 tags
  • Be sure the keyword is in the first paragraph of the blog
  • Add alt text to the images including the keyword

Content Targeting:

All content produced for your blog should be focussed appropriately at your target audience.

  • What language will your target audience understand? (should you avoid technicalities, for example)
  • How will it improve their knowledge or help them make a decision?
  • Make your content authoritative and credible (link to competitors and research papers)
  • Decide the purpose of your content

Content Subjects:

Your blog should be both interesting and informative. It must be specific enough to establish you as an industry expert in your particular field, yet be varied enough to ensure readers don’t get bored and will return to your blog time and again. Additionally, your blog should contain a mixture of seasonal and evergreen content and be on subjects such as the following;

  • Business Specific News
    • Special Offers
    • New Deals
    • New Products/Services
    • Industry News
      • Legal Developments
      • Regulation Changes
      • Product/Service Development
        • New Technology
        • Latest Trends
    • Associated News
      • Associated Industry News
      • Associated Technology News/Developments
      • Affecting Trends
    • Business News (Newsjacking)
      • UK Business General News
        • Budget/Tax News
      • Worldwide Business General News
    • Evergreen Content
      • Business Specific Information
        • About Us
          • Meet The Team
          • Our Principles/Values
        • What We Do
          • Products Offered
          • Services Offered
      • Industry Information
        • Product Guides
        • Service Information
      • ‘How To’ Articles
        • 5 Things About…
        • 10 Ways To…
        • Easy Guide To…
      • Information Slots
        • Informative Articles
        • Wider Reaching Pieces

Remember: you want people to share your blog on social media, so make sure it is as exciting as you can make it and don’t forget to discuss other people and their ideas too.


One of the main purposes of a blog is to provide both internal and external links between the pages of your website and other people’s websites, to demonstrate its relevance and authenticity, so remember to;

  • Mention other businesses, people, events etc. (not competitors) and link to their website from the blog.
    • Tag those people mentioned in the blog post when sharing the post on social media, and encourage them to share the post and link to it.
    • Mention specific web pages, products and services supplied by your own business in the blog, and link to those pages on your own website.

Tone and style

A blog is less formal than a webpage or a whitepaper. Keep the language casual and stay away from jargon unless you are specifically targeting industry insiders.

Write in short sentences and short paragraphs. Remember this content might be viewed on a phone, which will condense the width of the copy and make paragraphs look longer.

An Emphatic Finish

End your blog with a definite call to action and a method of contacting you. Suggest some further reading either on your website or on a relevant industry website, or next steps even.

If your site is e-commerce, you could suggest some products to complement the blog.

Need More From Our Blog Writing Guide? Get In Touch

If you would like to discuss your blog with a guru, feel free to get in touch.

Yoiu can reach us by calling 0161 706 0012 or emailing