As a business, having a blog can be hugely beneficial- not only for increasing your SEO rankings but for educating your audience and becoming a thought leader in your industry. Blogs serve several purposes from informing your customers on details about the products or services you offer, to providing insights into industry news.
Google, (and your page visitors) will always favour high-quality, interesting content over anything else- so if your blog isn’t providing this, you’re not going to be driving people to your website.
Read on to find out where you might be going wrong when it comes to blogging.
A lot of us enjoy a good read, and blogs are the perfect opportunity to let your brand personality shine through. Consider giving your writing its personality to give your business a voice. Take inspiration from your favourite business blogs or writers to find the best style to suit you. Your writing speaks for your business, so don’t be afraid to give opinions, provide knowledge and remove the corporate jargon.
While providing top quality content and advice to your readers is of high importance, keywords can help to improve your site’s SEO. Keyword research will help you to detect the most relevant phrases or long-tail keywords to use for your blog. Naturally integrated keywords will make your blog more searchable for audiences looking for relevant topics to do with your industry on search engines. Think about the sort of phrases people will be searching for when they look for your business- whether that’s questions, statements or long-tail keywords.
Avoid keyword stuffing as Google may flag this as an attempt to increase your search rankings, and instead use keywords naturally in your blog content or where relevant.
Another way of optimising your blog is to include links throughout the text. Internal links will help to encourage blog visitors to click through to other pages on your website, and external links will give your blog more credibility for search engine optimisation purposes.
By implementing call-to-actions within and at the end of your blogs, you can direct your readers to take an action. Whether that’s linking to products, services or contact pages. Try adding call to actions as banners, pop-up forms or hyperlinks.
Without a call-to-action, you lose out on potential customers who might make a purchase once they’ve read your blog.
Your blogs should be interesting and compelling- and this is unlikely to be achieved if you’re writing about topics that aren’t being searched or are not relevant to your audience.
Look at what topics are evergreen- that is, topics that are always likely to be searched. You can do this by looking through past blogs and analysing which ones performed best, then building upon past topics. By using evergreen content, you’ll ensure that your blogs will not only be searchable for the present time but for the future, too.
Get innovative about the titles you choose, use keywords for direction and consider ways to take a different viewpoint on a topic to differentiate yourself from your competitors.
Blogs also allow your business to have a say on well talked about topics in the industry, providing valuable and shareable information, and establishing your presence in the sector as a resource for helpful information.
In order to get your blog seen by potential customers, it must be shared with wider audiences. While it can be easy to rely on search engines to get your blogs seen, the best way to truly get your blogs seen by your target audience is to promote them.
We recommend using social media and email marketing to promote your blog content to reach your audience directly. Don't forget to make your blog shareable to drive more traffic to your site and encourage discussions.
Maintaining a blog takes time and effort, and often for small businesses starting it can be difficult to keep up. Finding the time to dedicate to writing a high-standard blog can be tricky if you are busy running other aspects of the business. Be sure to create a calendar to ensure that you are posting consistently on your site for times that best suit you- whether that’s once a month or once a week. Or, consider outsourcing your blog content to free up time in-house.
A great content strategy starts with top quality material. No one is likely to read past the first paragraph if it is riddled with spelling mistakes and poor grammar. Quality is one of the most important factors in creating great content, and while fast writers will ensure that content is live on your website quickly, they might fall short when it comes to quality.
One of the best ways to achieve more readers is to invest in good content writers. Rather than sourcing someone in-house to write your content, why not outsource your blog writing? Get in touch with Bigg to discuss a customised package to suit your requirements.
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