Most people know search engines find Web sites through keywords. Did you know news readers such as Google Alerts locate blog articles the same way? So use words that your prospects are likely to use in their searches.
For example, if you work primarily with financial services companies make sure you use terminology specific to their industry. Google News searches will not only return industry news to your prospects but your blog posts too.
If you’re having trouble getting the attention of a particular firm, write a glowing post on their business practices, or — if you’re brave — challenging them. (Make sure you mention the firm in the copy; even better in the title). Any active news feed alerts this firm has on itself will then return your article post based on the keyword search of their own company.