Blogging has become almost “de rigueur” in the online marketing industry, with seemingly every company website hosting a blog designed to connect with their audience, improve their search engine listings and drive traffic to the website.

But as with every mass-uptake of an online technology there are varying degrees of success and competency: there are those examples which are executed well and produce impressive results, and those implemented poorly which inevitably fail.

While blog copywriting is a huge topic, far beyond the scope of a single article, there are some basic principles and techniques which can vastly improve the chances of success when followed…

The HTML Title Tag is an important element within your on-page search engine optimisation programme; it has three significant roles:-

1. It lets humans know what the page is about
2. It displays in the search engine results pages (SERP) and affects click-through-rates (CTR)
3. It influences the on-page parts of the search engines’ relevancy algorithms.