Top 5 Blog content fails

The 5 Reasons Your Blog Content Is Failing

15/11/2018
— Jessie Bland 

You’ve been writing blogs for a long time. In fact, it’s become second nature – and therein lies the problem.

In theory, regular blog content can improve your website’s SEO. It can position you or your organization as a thought leader. And, if executed effectively, it can provide an accessible way to engage customers.

But in reality, you’ve probably fallen into some bad habits that are sabotaging your blog’s potential. Here are five blog fails that you’re likely committing without even realizing it.

1. You’re keeping your H1 tag and meta title the same

How many times have you ached over a blog title? By that I mean the H1 tag that displays at the top of your blog post. It’s the hero of your blog post, after all. Right?

Wrong. Your meta title is equally, if not more, important than your H1. Yet, it is often overlooked completely. While the H1 lets someone know what your blog is about when on the page; the meta title reveals what the blog is about before they arrive on it.

They serve different purposes, which means that the copy should be different. While your H1 should focus on pulling a reader in, the meta title should be optimized for relevant keywords.

2. You’re writing your meta description for Google

You may think that all metadata is about giving search engines the right keywords, but you’d be mistaken. Instead, think of your meta description as an advertisement. It’s the 150-160 characters that needs to draw a person into clicking through. It should be unique to each page and blog post and should always include a call-to-action.

3. You’re overlooking social media optimisation

Open graph tags are related to meta data – but are also their own beast. In short, open graphs are to social media as meta data is to search. Introduced by Facebook in 2010, open graph tags tell social media sites what rich “graph” objects, such as images and copy, to pull through.

Does a significant proportion of your traffic comes from social? If you’re not creating bespoke open graphs per blog post, you’re missing out on opportunities to convert. You’re essentially writing copy for Google and hoping it will work on social. Facebook has a handy Sharing Debugger so you can preview what your information is pulling through.

4. You’re making infographics invisible to search

Hours of design and copywriting time can go into an infographic – it can be a real investment of marketing power. Yet ironically, if you’re just inserting your JPEG infographic into your blog, you’re taking the ‘info’ out of ‘infographic’.

Unless you optimise for search, Google will ‘read’ your infographic as an image. Adding a descriptive alt tag and supporting copy above are easy wins. Also, ensure your file name includes relevant keywords. i.e. blog-content-fails-infographic. In addition, make sure if you’re including an infographic, it’s not impacting your load time. There are tools which can help you test that.

5. You’re only hyperlinking to external sites

Hyperlinking to relevant sources is essential in blogs. But all too often, we forget that linking to internal content is just as important. For one, it keeps the reader in your ecosystem. Regardless, always ensure that hyperlinks open in a new tab – this creates the smoothest user experience.

What’s more, the words that you make clickable should be relevant to the topic. That means avoiding hyperlinked CTAs such as “click here”, as otherwise Google doesn’t make the keyword association.

Enjoyed this blog? Check out my other posts on the content core model and ephemeral content.