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How to write authentically for your business blog

a casually dressed woman sits at a desk in a neutrally decorated room. She is holding a pencil in one hand and scrolling on her laptop with the other. A notebook is open on the desk and spectacles sit alongside it.

In the world of SEO, fresh content is crucial. Most business owners have been told this at some point in time – perhaps that’s why you’re here reading this! Clearly, your blog is the most obvious place to post regular fresh content on your business website. So maybe you add a post when you remember, but you get overwhelmed with what you think you “should” be talking about. Your blog can be more than a keyword graveyard. It can support your brand identity, drive new business and increase customer loyalty. Authenticity is the key to it all. But when you’re surrounded by algorithmic tick boxes, how can you stay authentic?

Making your content count

Let’s start with those tick boxes. While you can quickly generate endless content with an AI tool, if you want it to really make a difference then it’s worth playing by the rules of EEAT. Standing for Experience, Expertise, Authoritativeness, and Trustworthiness, the acronym lays out the content features that increase the value of your site from a search engine perspective. For our purposes, though, it’s also an incredibly helpful framework for making sure that your content is presented in an authentic way. Just don’t get too caught up in meeting every last requirement; it’s a delicate balance!

Experience

Depending on your business, there are various ways to include experience laden content. It might mean user feedback within a product description, for example. Or maybe an industry analysis which cites real world examples. The important thing is a personal style of language, thoughts, and ideas.

Expertise

This is a way of measuring the knowledge behind your content. It can come down to something as simple as the author’s profile. By clarifying that your author is a human from within your organisation (by linking them to a profile or bio), you’ll easily be able to show a level of expertise there. In terms of the content itself, by using informed and instructional language you’ll prevent your tone from feeling vague. 

Authoritativeness

You can improve the authority of your content by linking it to reputable sources in your industry. For example, if your blog touches on industry standards, add a link to your regulatory body. Authoritativeness is a great principle to keep in mind when you identify the topics for your blog content. How relevant are they to your business scope? You can’t always write about the same thing, but it really helps to have a consistent core message that runs through your blog. 

Trustworthiness

As far as Google’s concerned, when your content displays experience, expertise and authority, it will subsequently prove to be trustworthy. There are other website features beyond content, like the security of any checkout pages, that make a difference too. But from a purely content led perspective, if your blog post is informed and structured then your trustworthiness sits in between the lines. 

The mystical art of engagement

Of course, the danger of using a content barometer that is based on Google’s priorities is that your blog loses its soul. This is where engagement comes in. A piece of engaging content will hold your reader’s attention, encourage them to explore your website further, and position you as a source for future reference. But this is easier said than done. What one person finds engaging, another finds dreary. You can’t please everyone, but if you consistently direct your content to your target customer base, you’ll maintain authenticity. 

Tone

Getting the tone right is a fine line. Too formal and you risk alienating your readers, too casual and you can appear flippant. There tend to be industry standards when it comes to the tone of a blog. Consumer sales businesses are generally more informal than specialist services like solicitors and architects. But when it comes to authenticity your brand identity should be more a guide than industry expectation. If you feel that it’s right for your tone to go against the grain then go for it! 

Focus

Remember when you were at school and your English teacher told you to be more concise in your essays? Well, your blog should be the same! It’s so easy to get bogged down in detail, especially when you’re passionate about a topic. This is why it’s so important to plan your blog post, and proofread before you publish! Long, rambling sentences can leave readers feeling lost and confused and they’ll swiftly click away. Work out what the main points are that you want to express, and don’t be afraid to delete words, sentences, even paragraphs!

Grammar

It’s not all about the oxford comma (believer) and not starting sentences with a conjunction (not a believer). Most readers aren’t grammar pedants and are simply satisfied with the correct use of their. Or there. Or even they’re. It’s also worth checking your use of words and phrases. Your online shop shouldn’t pedal its wares, it should peddle them. Unless you sell goods from the back of a bicycle of course..! You’ll quickly alienate a whole swathe of readers with sloppy language.  

Personality

Whether it’s a sprinkling of humour or an edge of whimsy, authentic content has personality. It might take a few tries to settle into your blog persona – no one gets it right first time. The important thing is to get going. Once you start it’s easy to maintain, and you’ll find that you can naturally identify running themes and ideas. From an SEO perspective this is great for adding links in between your content to keep your reader on your site. More on that another day, though. 

Breaking the rules

It’s all very well and good to list out SEO lore and the principles of engaging words, but that’s not the be all and end all. We’re talking about authenticity here. Sometimes, you might want to post something completely random on your blog. Maybe your HR manager got a new puppy and they bring it into the office every Thursday. So you feel like talking about it on your blog. That doesn’t fulfil any of the rules, but who cares – if it feels right then do it! When it comes down to it, the key to authenticity is humanity. So trust yourself. 

At Leapfrog Internet Marketing we understand how to tread the fine line between algorithms and authenticity. We specialise in optimising business sites with a mix of SEO techniques and real human touch. Contact us to chat.

Becky Hinshelwood
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