So why is blogging good for SEO? Simply put, the more interesting stuff on your website the more likely Google will want to link to it. Natural language mimics genuine search terms so when you have plenty of helpful content which answers, educates, inspires and engages, it’s naturally more helpful and relevant in the eyes of Google and to your audience.

This could explain why the average first result on Google contains an impressive 1,890 words. (Backlinko, 2016)

So we know content is important, and perhaps we’ve been spilling it out like there’s no tomorrow? But perhaps you’re struggling to get results with it?

Why do links matter?

Links from trustworthy and genuine websites improve your reach and make you appear more important in the eyes of search engines, therefore gradually improving your organic positioning on search engines.

Social shares

When your content works, resonates and is useful, people want to share it, not only does this build brands but it improves search engine ranking and boosts traffic.

So content is important for any social media strategy, integral to a website’s success and for building a brand.

Why is your content failing?

Poor writing

Some get lost in their writing, fixating on how people will perceive them, using fancy words they don’t quite understand or writing in a voice that isn’t their own. The reader should always be the main focus in anything you write.

When you write you need to do so with an outside perspective, questioning if you knew nothing about the subject would you understand it and if you didn’t have an interest in it would you have found it ? It’s best to strip back your writing and make it simple, yet effective. This is a biggie. Most people can write, not many are able do it appealingly.

It’s always best to avoid unnecessary complexity in your writing wherever possible, where you confuse people, you lose people.


Every good story has a beginning, middle and an end – your blogs posts should be no different. The introduction should set the scene, offering up a captivating middle and a satisfactory ending.

A juicy article doesn’t tell you everything in the first paragraph, it holds back, there’s an introduction which catches the attention, with interesting snippets offered up throughout.

Find your voice

What is it about you that makes you stand out? Each writing style is unique it’s our conversational voice. Have you ever read something and been able to determine who has written it just from the language and style?

When you use your own voice your writing will naturally flow and become more delightful to read. Where you use words aren’t already in your vocabulary it trips up you and your reader.

A flat hook…

For your content to matter it needs to spur an emotional response, ask yourself why what you are saying matters, is there point to you saying it?

Which aspects are people able to connect with and relate to?

To establish a hook that engages people, we need to appeal to them and how we go about this depends on psychology. When you succeed in engaging people, you succeed in making them feel.

Not only does your content need to resonate, making people feel something but it’s more complex than that and it goes against everything we have known in the media to date. Bad news sells newspapers but social media users think differently. They care about how content reflects back on them and tend to want to make their connections to feel happy, not sad.

A Harvard study which looked into the science behind why some new stories are shared more than others, found that positive news stories are more likely to go viral than bad news stories.

We love to share content which we think others will find helpful, amusing, or inspiring. We feel this promotes a positive vision of ourselves. So ‘how to’ videos, amusing insights, anything we can relate to…

Always question: What is the reason behind saying what you are? Why is it interesting? Why is it relevant? Is it engaging? Is it helpful?

Everything you write needs to spur emotion. There needs to be an angle and a hook which ignites interest.


Goings on at the bottom of your road will always get your ears pricked up more than something happening in the next town.

It’s a sad fact that a major incident in China is unlikely to gain much coverage in the UK. It’s because people feel disconnected from the events. The more we feel connected to an incident the more interest we have in it.

Anything which is likely to affect us or those we know will generally interest us. It doesn’t matter how mundane it may seem.

Say something different

Firstly, whatever you are saying needs to not have been said before. If you’re not saying anything unique then you aren’t saying anything interesting.

Your content is read by people, talking about other people is a great way to encourage interest.

It’s tempting to sit at a computer and research, but by doing so you miss out on real people’s opinions and perspectives.

Content needs to be relevant to people and by getting that personable angle you make it so. It opens the door for collaboration which is a valuable way of reaching new audiences.


Countless surveys have dictated that longer blog posts tend to get more shares than shorter ones. One potential reason for this is people don’t want content that skims over subject areas. They want content that applies in-depth knowledge. The more depth the more likely it will address all their questions.

Conflict which inspires positive change

A business’ decision to involve itself in causes that are linked to controversy may seem like an unwise idea, however, done carefully it can promote brands, provide PR opportunities and most importantly instil positive change.

The Execution

Opening up an article and meeting a wall full of text can be a little bit daunting. By splitting paragraphs to look more aesthetically pleasing, adding relevant imagery and titles it helps readers pinpoint the exact piece of information they need.