What Happens Behind the Scenes of (Almost) Every Blog Post You Read
A blog’s a blog, right? Well, not always! Sure, there are plenty of bloggers out there who are simply writing because they love to write; but we’re not here to talk about them. We’re here to discuss a different kind of blog post, one that you’ve probably come across many times but not realized. These blog posts are for one simple purpose: Search Engine Optimization (SEO).
“What on Earth are you talking about?” I hear you ask. Well, in this short article, we will explain everything that happens behind the scenes of SEO blogging, and why! Read on to find out more…
What Is SEO?
Firstly, we should explain what SEO is! Search Engine Optimization (SEO) has been around for almost as long as the search engines themselves, going way back to the mid-1990s. Once business owners realized they wanted to appear higher up search engine results, and people had figured out how to make this happen, they sought their help in doing so.
Nowadays, SEO is a vast business – everyone wants to get their page or article in the number one spot on the search engine results pages (SERPs). One of the key ways of doing this is backlinking using guest blog posts on other sites to boost your profile, as explained by Adam over at https://seojet.net/blog/backlink-strategy-that-works/. This is a tried and tested method of boosting your SEO results, but who does it and why?
So, now we’ve understood what SEO is, we need to understand the process. Firstly, the question begs: why is this done through blog posts? Simply put, blogs have been used for a long time as they are a simple way of incorporating your client’s questions into a searchable article. Blogging places your website as a solution to your client’s questions or needs. This is done very easily through blogging.
Imagine you’re trying to sell a specialist brand of dog food and find that people constantly use the search term “What is the best food for my dog?”. If you can be the most commonly answered and linked-to brand to that question, through multiple blogs, you’ll be on to a winner.
Who Writes Them?
But who writes all these blog posts? Well, anyone! Many big companies are selling their marketing and search engine optimization skills. They will have years of experience now in boosting companies’ SERPs. Many will have started out as small operations as people learned the tactics and nuance behind SEO. But now they will be large companies with many employees. Here is where you find the writers.
Many writers for SEO companies will be new writers looking for experience. Maybe they are students or studying marketing, or have dreams of running their own SEO companies further down the line. There will also be those who are simply passionate writers looking to make money from their craft. After this, you have much more experienced or senior copywriters. They will work more directly with clients creating marketing plans for their businesses, and may write specialized content or lead a team of junior writers.
How Do They Do It?
Often a blog post writer will be writing about something that is completely foreign to them. Take our dog food example from earlier. The writer may have never owned a dog, let alone purchased specialist dog food before! So how do they manage to write such convincing articles about things?
Firstly, a writer must spend some time researching any given topic. They cannot simply copy and paste information from other sites. The plagiarised text does not do well in Google searches, and clients obviously would not like fake articles posted! So research is a key first step. You need to understand everything about the client’s product or service before researching the rest of the market.
Once the research is complete, it is time to plan the article. Different teams will have different article structures and templates, so the writer must learn the style and adapt to it. Usually, the structure will be somewhat similar to an essay, with an introduction, body, and conclusion. Writers will then be asked to write in a certain style, for example, informal and chatty, or formal and sensible.
There are many tools at a writer’s disposal to help them create perfect, client-ready articles every time they sit at their computer. Spell checking and plagiarism checkers are commonly used to ensure articles are properly written and not too similar to other posts out there. There are other great tools – alongside the classic simple web searches – to find out what other people are asking about a particular product or subject. These tools can really aid a writer and help them develop an article much quicker.
The links, or backlinks, within an article, are crucial. Of course, the article needs to have a link back to the client’s page. This link needs to be anchored with the correct text. Usually, this text is either the brand name or a question/statement relating to the product.
The SEO company or consultant will use the tools at their service to figure out the best text for this link. It is then the job of the writer to seamlessly integrate this link text into the blog post. It needs to read naturally and make perfect sense, for both human readers and the Google bots scouring websites for links.
Who Needs This Service?
Anyone and everyone with a product to sell! Once again, returning to our example of a new dog food brand: how do you make your new brand a household name? Well, of course, you could pay for lots of TV advertising, and there’s nothing wrong with that. But, alongside traditional marketing methods, SEO blogging could certainly boost any brand. Being in the top few pages on search engines can change a business’s sales massively. How often have you decided to click a link on page 33 of a search?
So there you have it! A behind-the-scenes of SEO blogging, a world you may not have even realized existed. Don’t be put off. These articles still contain quality information and could lead you to a product you’ve always wanted to find! And if you feel you might benefit from using this kind of service, find yourself a company that can help write great blog posts for you.