The document discusses how to effectively use business blogging as a marketing and communications tool. An effective business blog should include short, frequently updated posts that tell the business's story. It should be engaging while showing expertise about products and services. Keywords should be consistently used in categories, post titles, content, and title tags to target audiences and their search queries. The blog requires long-term effort, with the goal of sharing content, engaging consumers and getting to know people.

1. Business Blogging
Presented by
Rita D. Robinette
(828) 698-0780

2. Business Blog
 Online journal
 Short, frequently updated posts
 Arranged chronologically
 Indirect marketing / communications tool
 Additional Channel (like print, audio, video)
 Share content
 Engage consumers
 Get to know people by telling your story and
qualifying yourself

3. Effective Blogging
 Keep posts short (no more than 40 sec. to read)
 Be engaging
 Show your expertise - provide information
about products or services
 Long term effort, don’t expect immediate
results
 Keep it professional, but fun

4. Effective Blogging
 Keyword consistency and density
 Similarity in titles, content and title tags
 Reiterate keywords used in titles early in the
post
 Don’t overdue using keywords or phrases
 Be reader centric

5. Effective Blogging
 Use common sense, keep content real
 Use images, when appropriate, to deliver your
message
 Feed posts made to Business Blog to your
personal blog using RSS (Real Simple Syndication)
 View Video “RSS in Plain English”
http://www.youtube.com/watch?v=0klgLsSxGsU

6. Topic Targeting
 Local activities, events or businesses I can write
about to demonstrate knowledge or enthusiasm
 Specialized experience that reinforce your
business interests
 Geographic area(s) to focus on

7. Topic Targeting
 Who is the target audience?
 What subjects are they likely to be searching?
 What are their needs?
 What kind of education information will help
them?

8. Keywords in Blog Posts
 Categories
 Post titles
 Post content text
 Title tags
 Link anchor text

9. Blog Post Titles
 Should contain targeted keywords
 Capture the home buyer’s attention

10. Blog Post Content
 Keyword consistency and density (don’t overdo)
 Use synonyms for greater search coverage
 Reiterate keywords used in titles early in the
post
 Break-out larger amounts of information into
smaller posts that can be delivered in a ‘series’
 Use abbreviations for your market, including
state abbreviations

11. Blog Title Tags
 Become the page title in the web browser
 Major SEO component

12. Link Anchor Text
 Visible label or clickable text in a web link
(hyperlink)
 Gives the user relevant descriptive information
about the content of the link’s destination
 Important factor in SEO

13. Business Blog Success
 Keep writing market specific content for
consumers looking to buy your products or
services
 Use keywords
 Categories
 Titles
 Content
 Title Tags