The importance of visuals

Search engines can read the file names of your photos, so if you are using a photo or two in a post, use a relevant keyword for the file name when you save it to your computer. Name images strategically before uploading them to your post, and include ‘alt’ text in case your image does not show up for the user. Avoid making blog posts read as a wall of text. Include at least one image to make it more reader-friendly. Video content is a very useful element to include in your blog. This is rich content for the reader and search engines.

Internal text links

Within each blog post, you have the opportunity to include links to other content in your blog. Whether you are referencing your product, service, or a topic that you discussed in another blog post, use keyword-rich anchor text to create the link. This gives search engines even more information about the content of that page. You should navigate to other content in your blog structure, but don’t forget about linking to relevant content within the post itself. Include internal links, to pages within your domain, with strategic anchor text to help readers find more content and rank for keywords.

Call-to-actions

Think about what you want readers to do when they are reading your blog. Then make sure every blog post includes at least one content and/or product-focused call to action (CTA). These can be placed at the beginning or end of the post, sidebar, or links within the copy itself. For example, a blog post that talks about a sun protection product can include a CTA in the form of a special offer, such as ‘Take £10 off Skin Clinic Sunscreen SPF30’.

Finally, if you are serious about blogging, the most common, practical, and potentially cost-effective method is to outsource your blog by enlisting the services of a professional medical writer who you can trust to get it right.