Keywords are the much maligned components of business blogging. Using keywords has now gained the reputation of being an underhanded technique unsuitable for respectable businesses. In fact, if you look at the websites of well-known newspapers such as The New York Times, you’ll find that they don’t pay any attention to keywords at all. Their website content is a replica of their print content. It’s written in dense paragraphs which are far more suitable for newspapers than websites.
Articles written for The New York Times are going to be well-written. They’ll be free of spelling and grammatical errors and will have that elusive quality that every writer aims for—a voice. But the way in which they’re written is, in a word, traditional. It’s not an accurate reflection of how people write for the internet.
The New York Times website can get away with this type of writing because it belongs to an established, even revered, publication. But if you want to attract more viewers, you might need to use keywords, subheadings, lists, bullet points and other techniques that will keep your reader engaged. There’s nothing wrong with using these techniques and updating them as the rules of SEO change over time. So here are some tips to include the use of keywords in your business blog: