How to Start a Blog for Your Business

how to start a blog
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Housework, exercise and meal prep: For many people, starting is often the most challenging part. Once the procrastination is over, the task typically becomes easier to accomplish.

The same goes for blog writing for your business. In the beginning, it may seem like a daunting mission. But once you make the effort to begin, blog writing isn’t all that bad.

Wondering how to start a blog for your business in the first place? The tips below can help!

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The Top 5 SEO Mistakes You Need to Avoid Doing

top SEO mistakes to avoid

Sure, it’s important to know what you should be focussing on in your SEO strategy, but what’s equally (or possibly even more) important is knowing what you should be avoiding. The world of SEO is tricky – even for us professionals. If you do something that makes Google unhappy, it can be really hard to prove your website worthy of importance again. The best way to stop that from happening in the first place? Avoid the following five SEO mistakes.

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What Is SEO and How Can It Help My Business?

what is SEO
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It can be hard enough keeping up with customer inquiries, payroll and tax filing – but knowing what to do when it comes to SEO? That’s a whole other challenge.

Search engine optimization – more commonly known as SEO – can be a confusing, frustrating and difficult marketing technique for many small business owners to master. And it’s no surprise why. Each year, Google is reported to change its search algorithm approximately 500-600 times, with some of them being major updates that affect SEO methods.

Unless you live, work and breathe SEO, it’s impossible to keep up with the SEO community. But what’s not impossible is having a solid understanding of its foundation. This post should help!

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The Secrets Behind SEO Copywriting

Value of Copywriting

Although many of our clients have heard of the term “SEO copywriting”, most are still confused by the concept. Questions that we often get from small business owners include: what exactly does SEO mean? why should I pay attention to it? and how can it be incorporated into my company’s copywriting?

We always tell clients that if you want to get found on Google, you need to pay attention to your website’s SEO. Here’s how to incorporate it into your copywriting – and what will happen if you don’t.

What is SEO?

With over 1.8 billion websites on the Internet, small businesses need to do anything they can to stand out from their competition. That’s where search engine optimization (SEO) comes into play.

SEO is a method used to enhance your website’s content so that people can easily find your site using search engines.

When used effectively, SEO can help your website rank higher than other sites that target the same search terms.

How Do I Complete SEO Copywriting?   

When integrating SEO techniques into your copywriting, useful, engaging and valuable content is produced that targets a certain type of customer. The more people that read and share your content on social media platforms and their own blogs, the better your Google ranking will become.

The art of SEO constantly evolves since Google’s ranking algorithms frequently get updated. Besides having a fast download speed, there are six elements that are necessary for effective SEO copywriting:

#1) Captivating Headlines

In only a matter of seconds, your website’s visitors will decide to continue reading past your article’s headline or not. Make sure they do by coming up with an eye-catching, compelling headline that intrigues them to keep reading.

To further increase your website’s click-through rate, keep your headline to under 72 characters. This ensures the entire title will be visible in search engine results.

#2) A Purpose

At one point, crafting effective SEO copy was all about keyword placement. Although keywords can still play an important role in a website’s ranking, it’s more important to create copy that fulfills your audience’s needs.

People use search engines to find answers to their questions or problems. That’s why it’s important to take the time to research and write about topics that your audience wants to know.

Doing so will help search engines produce your website as the answer.

#3) Effective Keyword Research

Complete some keyword research to see what terms your audience is searching in search engines. Including these terms throughout your copywriting can help your SEO results – but do so carefully.

Going overboard and stuffing your copywriting with keywords can actually negatively impact your search result rankings.

#4) An Effective Meta Description

Google produces a list of websites with a short snippet that best matches a reader’s search results. These snippets, referred to as meta descriptions, compel a user to click through to your site or not.

A meta description is comprised of 150-160 characters including spaces or 113 for mobile. It includes a short description of what the page is about and a call to action so that readers are encouraged to visit.

Similar to title tags, if the meta description includes target keywords, they will be bolded in a user’s search query.

Although you may be tempted to duplicate meta descriptions to save time, avoid the temptation. Google will flag these and may use them to negatively impact your search rankings.

#5) Page Links

Google loves when a website includes page links to other information either on your own website or from another website. This shows that your content is valuable!

Try to include page links on your site that flow naturally within the content. If using an outside link, choose to have that website open up in a new window. That way, you don’t drive traffic away from your own website!

Attracting search engine traffic is something that can take a great deal of time and energy. With Google constantly changing the rules for how to effectively integrate SEO into your site, it’s sometimes easier to outsource this task to a professional.

As experts providing copywriting services in Toronto, we know how to write the best SEO copy. Let us do the same for your business!



5 Reasons Why Content Marketing is King

content marketing is king

It may be over two decades since Bill Gates coined the term “content is king,” but his predictions still ring true.

In his 1996 essay, Gates predicted that the content found on the internet is where the majority of the money will be made.

Fast forward to our present world filled with social networks, blog posts, and websites, and it’s easy to see how 27 million pieces of content can be shared every day.

Today, content marketing is more important than ever before. Below are five of the top reasons why.

#1) It Costs Less Than Traditional Marketing Methods

You might be surprised to learn that content marketing is not expensive! Besides creating three times more leads, it’s 62% cheaper than outbound marketing.

Content marketing doesn’t need to be complicated, either. Simply starting a blog on your website – or hiring a freelancer to do it for you – can quickly boost your search results rankings and help generate more sales.

#2) It Increases Web Traffic

If you want more traffic on your website and eventually, more business profits, you need quality, original, relevant content on your site.

Effective blog writing is now one of the best ways to increase website traffic. One of the leading blogging platforms, WordPress, generates 70 million new posts and 77 million new comments each month!

As well as encouraging engagement from users, great content improves your search engine optimization (SEO).


Almost every digital experience currently out there involves sharing content. Think of all the websites, social media platforms, and blogs that you visit. Notice the engagement that this content receives from its target audience – and all for free!

Don’t you want to capitalize on that for your own business?

#4) It Doesn’t Get Ad-Blocked

Content writing provides the solution for getting around ad-blocking software that over 200 million people have installed worldwide.

Not only is well-written content resistant to ad-blocking software, but it’s something that consumers actually want to read and engage with. Great content writing helps build a strong connection between a brand and its customer base.

#5) It Creates Higher Conversion Rates

Companies that place a priority on content writing receive a customer conversion rate that’s almost six times higher than those that use traditional marketing. More web traffic is convinced to become a lead and those leads turn into more customers.

Think about it this way: When it comes to needing a particular product or service, are you going to remember the website that you regularly visit for its interesting blog content or one that simply features a homepage and its services?

How to Implement Effective Copywriting

It can be difficult to know how to write the best blog or web copy for your business. But that’s why there are experts available to help you!

Sarah McKenzie Copywriting and Web Design has over ten years of experience crafting original, search engine optimized copy that appeals to your audience base.

Contact our Toronto copywriters today!