The future of search is information. Think of Google as a hungry monster, but instead of wanting to eat villagers and demanding sacrifices, Google wants new information. Finding a way to present what your company makes, or what services you offer, is a key to finding yourself near the top of search engine results. Content doesn't always have to be dry though. Writing for the web can be fun if you follow a few basic rules.
1. Make sure that your keywords are used in your articles
It sounds like common sense, but if you want someone to find you for something, make sure that your keywords are actually used in the body of your article. Google wants to see that you are, in fact, talking about the subject that you are advertising to them in your headline and keywords. Using the keywords in the body of the article as part of quality writing, and should be integrated in order to entertain the reader as well. That's the holy grail of web writing. SEO friendly text that people WANT to read. It's harder than it looks, but is something that can be achieved with good self-editing or having a second party look at it.
2. Remember that you are the expert
When writing about your industry, remember this: you know more about your industry than anyone outside of it. I always ask clients for help depending on how involved they want to be. Any help from an expert is appreciated, from writing to proof-reading. Many times, my research might not match up with what a client believes of subscribes to. You want to make sure that the article expresses both knowledge of the subject and the correct position for your client.
3. Headlines are important
Give your article an informative headline that describes the content to follow, and is shorter than 60 characters. There's a debate whether search engines stop reading at 60 or 80 characters, I say why chance it, keep it under 60. Search engines only read a certain amount of your description, keywords, and title. For titles, it's 60 characters. For descriptions, it's 150 characters. For Keywords, I keep them under 10. That's because there's more weight attached the less there is.
Hopefully this will help with writing blogs for your website. They're a great way to communicate with your customers, and a great way to increase the amount of content on the site, while proving that you're an expert in your field.