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Writing good content for your blog is something that requires a really balanced outlook. You have to be prepared to take a keen approach to both the craft of your writing and to the writing’s relevance with regard to SEO. At times, these two considerations do appear to be at odds with one another, but as long as you don’t focus too severely on only one side of the coin, then your content should prove really useful so far as harnessing traffic is concerned.

Writing solely for SEO

Some bloggers use their blogs purely as a way of trying to convince search engines that their site is a so-called ‘authority’ in its field. Those who use their blogs in this fashion at the expense of everything else are likely to suffer for their efforts. Although search engines take notice of keywords and relevant terms in content, they are sophisticated enough to recognise a site that is simply spamming its blog with keywords.

Writing without regard for SEO

Sometimes, you can write articles for your website that don’t contain keywords and aren’t particularly relevant to the purpose of your site. You may include these articles because you find them rewarding to write or because you simply want to keep your site updated. Whilst regular updating is something that has a positive effect in terms of SEO, the lack of relevance in many of these articles could act against you. You must remember that your target audience is generally searching for a particular service that you are offering via a search engine, not directly, and most of the content you put out there should reflect this by showing some concern for SEO.

Striking a balance in your blog posts

As with so many things, the way to get the very best out of your blog is to go for moderation. You have to strike a balance between writing content that satisfies you and content that satisfies search engines. What this essentially means is that you construct posts according to a couple of different principles. One principle will be that which motivates you to write in the first place – your motivational principle. The other will be your editing principle – the one that redrafts what you have produced for SEO purposes.

In order to get going, you may start by writing the articles that take your fancy. Remember to try and stay on topic, because your blog is, after all, meant to contain relevant information for your target audience. If thinking about SEO at the same time as writing stifles your creative process, then just save such considerations for the editing stage.

When your article is complete, allow your editing principle to take over. At this point, you need to identify parts of the post where your keywords would fit without interrupting the flow of the text. A few neat substitutions of words and phrases here and there is all it really takes to turn a weak article in SEO terms into a powerful one.

John Rosser
Content Writer

Finally, there is now a tool that will help you get more out of your campaign. Google has recently launched a new feature called Enhanced CPC.  This new bid management feature has been launched to increase your conversions while maintaining or lowering your cost per conversion.

Every time an advert appears for a search query, Enhanced CPC predicts the likelihood of conversion and automatically lowers or raises the ad’s maximum cost per click bid. The thing to note here is that Enhanced CPC can bid 30% above the set max CPC bid if a conversion is likely to happen.

We feel that this new feature will certainly help in boosting conversions, unlike Conversion Optimizer which needs 15 conversions within 30 days to be enabled. This feature comes in very handy and you can apply it to your campaign at any time. In order to set Enhanced CPC for your campaigns, log in to your AdWords account, and select the campaign you wish to test. Then, click settings and look for ‘Bidding and Budget ‘. Click edit next to the ‘Bidding’ option and select ‘Enhanced CPC’. Once enabled, wait for couple of weeks to see how it has impacted upon your conversions.

We hope that Google will keep on adding new features to AdWords, helping advertisers achieve their desired ROI.

Adil Jain
PPC Account Executive