An Inside Look at Our Blog Editing Process

We think this is a great hairstyle for an editor.

Each month, our in-house team of writers and editors creates thousands of  business blogs for  SMBs nationwide. In addition to business blogs, we also create guest posts, website copy, interactive social media content, and custom projects.

While our production volume is very high and our turnaround times fast, our clients tell us that our work is better researched, of a higher quality, and more grammatically sound than the work of other freelance writers and services they have contracted with in the past.

So how do we consistently generate the kind of high-quality content that SEO and internet marketing firms are looking for? Aside from sentence-level changes, grammar, and spelling, the experienced editors at Student Experts look for the following when editing blog content:

1. Readability

When reviewing a business blog, our editors might ask, “Is it clear, cohesive, and fun to read?” Successful blogs will start off with an engaging statistic, or a journalistic lede that hooks readers right away. Here’s a quick comparison of a boring and a fun introduction for an optician’s blog about eye diseases:

    • Boring: “Many people are nearsighted and need to wear glasses.”
    • Engaging: “According to the American Optometric Association, more than a quarter of the United States population suffers from myopia, or nearsightedness.”

Not only is the second example more interesting, but it adds the clout of a respected industry organization and an authoritative outbound link to the blog. From the introduction, editors will ensure that the blog flows into a well-organized body, broken up into logical bullets, lists, or subheadings for easy consumption. As an example, you’ll notice that this blog offers a very readable layout. It starts with a direct introduction, then is followed by a numbered list of parallel points and a brief conclusion.

2. Links and Anchor Text

Building up SEO authority by linking out from your blog posts to authoritative third-party sites is one of the main benefits of business blogging. That’s why our editors check outbound blog links for domain authority, quality, and relevance. Ultimately, we strive to link to content that is appropriate to the client and that readers will find useful. Editors also pay special attention to the link anchor text used throughout blog posts. We vary anchor text between posts, using business- and location-based keywords whenever possible. For example, in a blog post for an HVAC company about repairing home heating systems in time for winter, we would use anchor text such as “Fall heating tune-up” or “heating system maintenance.” The HVAC business may also focus on keywords for its air conditioning and duct cleaning services, but since those services are not relevant to this particular blog post, we would not use those phrases in the link anchor text.

3. Client Parameters

We use a streamlined content management system to keep client’s keyword strategies and special requests up-to-date and organized.  An editor will check all blog content against a client’s parameters to be sure the writing is furthering that client’s marketing goals.  Maybe a business always wants to use a trackable toll-free number in the call-to-action? Or, perhaps a client has discontinued a product and no longer wants to mention it in their content. Our CMS, combined with our editorial quality assurance, keeps clients happy and greatly reduces the need for revisions.

This is just a quick snap-shot of our writing and editing process.  Get in touch with us today to learn more about how Student Experts delivers high-quality, white-labeled content to internet marketing and SEO firms.

 

Photo credit: Evil Erin