Do you prefer to base your business decisions on evidence and logic? You can apply this in your online marketing strategy.

Australian businesses are over 4 times more likely to see a higher return on investment when their marketing includes blogging; social media; SEO; opt-in email; and paid search engine advertising (HubSpot). And businesses with blogs on average produce 67% more leads per month than those without (DemandMetric). 

Evidence shows that blogging is a cost-effective way to get more traffic to your website. To coincide with National Science Week, I have put together a few tips for using science to get the most bang for your blog.

How long should a blog title be?

The ideal title length continues to be debated, with “it depends” the widely held consensus. When getting started with a blog, a good guide is a headline length of around 50 – 70 characters (CoSchedule). Don’t forget, characters include spaces. Another strategy is to focus on the number of words in the title rather than character length. Research indicates six word blog titles are ideal, with the first 3 words and last 3 words of a title often the only ones read. Once your blog is established, you may want to invest in strategies to best leverage your blog title. This will often depend on the primary social media platform used in your business.

How many words does a blog need to be?

There is no secret formula for the ideal blog length. Better search engine optimisation is going to drive traffic to your website. However, you should always write for a person rather than a search engine. A general rule is to aim for at least 300 words for better search engine optimisation. An article of this length is more likely to be read in full. Longer blog posts (over 1000 words) will have a higher search engine ranking than shorter articles –  if they are written well. Longer articles give search engines a better idea of what the article is about – remember to use your keywords and structure the article clearly. Again, if written well, a longer blog article will encourage a longer visit to your site and this is better for search engine optimisation. The result will help drive traffic to your website.

Conversely, a reader is likely to click away from your website if it contains a badly written article. Search engines interpret a brief visit to your website as a negative user experience and the article will not rank well, regardless of how long it is.

So, if you are building confidence in your writing skills, aim for at least 300 words and gradually increase your word count as your blogging skills develop.  

How often should I blog?

In terms of blogging frequency, the best formula is consistency. Be consistent in your frequency and content value. If your business has the resources to consistently publish quality blog articles on a daily basis, then go for it. This will have a positive impact on your website’s search engine optimisation. However, if this schedule is not achievable for your business, you can still drive traffic to your website with consistent blogging. A weekly blog is a good aim but do what works best for your business. Commit to your schedule and stick with it.   

Should a blog include links?

Yes. There are a few different types of links you can include in your blog.

A content-rich article is well researched. Remember to include links to other blogs or articles that you reference. Also remember to link to other relevant articles on your own website. 

What happens when another website includes a link to yours? This is known as a backlink (or inbound link). Search engine optimisation considers the quantity, quality and relevance of backlinks to your website. Backlinks from authoritative and relevant sites will help get better search engine rankings for your website. Shout me Loud has compiled a comprehensive list of ways to get quality backlinks to your website. Posting content-rich blog articles and commenting on other blog posts are simple and free ways to get started.     

National Science Week encourages everyone to become more fascinated with science and technology. Is it time to apply science in your marketing strategy? Please feel welcome to share your thoughts in the comments. Your experiences will help strengthen a vibrant and diverse small business community.