If you’re a business owner and you’re not blogging, you need to start. You don’t have to write it personally, although it adds credibility and your customers’ value hearing from you. However, brand blogs carry immense weight. They affirm your status as a knowledgeable authority in the field, and they keep you engaged with your customers; and, when written well, boost your SEO rankings. Don’t worry; you don’t have to write an essay. Here are three ways to up your game when writing blog content for SEO.

Headers

There’s nothing more off-putting to read than a solid block of copy. Even paragraphs won’t break it up enough to make you want to read it. Splitting your article into ideas separated by headers enables your reader to digest the information in bite-size chunks. In fact, the headers act as signposts so, if they’re pushed for time, they needn’t even read the whole piece, just the section they’re interested in. More importantly, for optimization purposes, your headers act as callouts to search engines, telling them what your blog post is about, and helping them quickly determine how relevant it is when someone searches for something related to your post’s content.

Tone

Blogs, unlike other written channels, are conversational. Even those more serious industries, such as finance or legislation, can become humanized in blog content. It’s a channel that allows a voice to come through and explain topics, express opinion, or merely provide interesting musings. The more engaging and informative you make your blog, the more likely it is to be picked up and shared. As people click on it, it raises your article up the search rankings, helping you dominate that first page.

Keywords

Once, all a brand had to do to rank well for SEO was to use a keyword as many times as they could. Thankfully, those days are gone, but keywords still have a place in blog writing. Nowadays, the more useful keywords are long-tail keywords, and if used well, you wouldn’t even know they were there. They take the form of answering a question, mimicking how someone would search online. You’ll often see subheadings saying, “How To Do X” or “Why Is My A Doing B?”. The reason for this is because that’s how an average person searches, and when you use the same language, search engines tag your article as being highly relevant to what that person is looking for.

Your blog could become one of your greatest brand assets. It will help you establish trust, boost audience reach, and claim page one on search engines, and all it costs you is time.