Blogging is a great way to boost your company’s Google rankings. It’s also a good way to hurt your company’s image. Like a bad paint job on your house, bad blogging can hurt, not enhance, your image.
Companies online are now offering customized blog content to clients. One site I visited promises better Google rankings and quality blog posts from all English-speaking bloggers, and the package prices aren’t bad. Hm. Sounds okay so far.
So I went to their own blog to see examples of their bloggers’ writing. Well. I use the term “writing” loosely. As Truman Capote once said, “That’s not writing, that’s typing.”
Here’s a snippet:
Therefore, we see that blogs are a very important tool in the hands of a businessperson. It is the latest and very significant weapon in the web2.0 armory. It is the best marketing method available. They help in spreading your business and draws in people who are excited about your business venture. If you are interested in making your business succeed, then you have to be serious about blogging. Blogging is the medium on which you have to bank upon to be a successful businessperson. Do not overlook it; you will regret for doing so. Realize the value of blogging and there will be no looking back.
How do I hate this? Let me count the ways.
• Subjects and verbs disagree violently
• Whoops. Missed a space.
• “the medium on which you have to bank upon???” Really?
• “you will regret for doing so.” I regret having to read that.
• “Realize the value of blogging and there will be no looking back.” To what? How about a more harmonious wedding of the first independent clause and the second? (And how about the required comma in between?)
Or how about using conversational English. Like, “Blogging may sound like a lot of extra work, but as your Google ranking rises higher and higher, you’ll know it’s worth it.”
The blog content mill site claims all the blog writers are English speakers. But they don’t say whether English is their first or second language. The language is so stilted and awkward, I’d bet on the latter. Either that or the writer is a robot. I’m not kidding. Some companies are literally using copy written by robots. How?
BTW, the post was two long, gray, unbroken paragraphs, a no-no in blogging. The text should be broken up into smaller units and bulleted whenever possible. I admit I violate the rule sometimes, but I feel my writing is so darned captivating I can get away with it.
When you hire a professional blogger, you should be able to talk to him or her directly. You should be sure that he or she speaks good English — including casual, everyday English — and can communicate your message in a smooth, easily read style. If so, his or her blog posts can help your business be noticed and followed by your target audience.
But make no mistake, badly written, poorly focused blogs can do you harm. So beware blog content mills. Their package deals might contain content that’s toxic to your business. Too bad the EPA can’t require a skull-and-crossbones label on bad blogging packages. Be careful out there. “Buy American.”