Blogging increases traffic. I know many business owners get told this or have read about it online. They have it as part of their marketing strategy but most don’t understand how it all works; let alone what to write about.
So, let’s crack this one open and take a closer look.
Google’s rules are ever changing, we get this. Over the last couple of years, blogging has grown massively and for good reason. Put simply: blogging is like opening up another door of your house for search robots to crawl and classify in the ever-growing world wide web directory.
The more doors you create the more content you put out into the world and the more entries points you have for conversion.
Since I started blogging (properly) in December 2014 my traffic numbers have massively increased. A blog I posted in December with the help of social media pumped a massive 5000 unique impressions to one page! Today, the number of impressions I receive on Google just continues to grow in the search terms that are important to my business.
So, here’s how it’s done right.
1. First and foremost – Blog within your domain.
Don’t blog offsite, on ‘Linkedin’ (although that’s another strategy) blog within a subfolder of your own site. If you have an eCommerce store, then start blogging and make sure you mention product links within your site. Blogging allows you to reel in more customers/clients so make sure you’r reeling them into the right place.
2. Use pretty URLs.
Whichever system you use to blog with or use your site for; make sure it allows for pretty URLs. Pretty URLs (or search engine friendly URLs) are links that are easy to read and includes words that describe the content of the webpage. Google will give you brownie points for this and it makes sense. Also note that you do not have to use the title of the post in the url. Name the url that is best to drive traffic.
A blog about ‘The greatest burger joints in New England’ should ideally have a url like this:
In other words type it out as you would searching for it. All and all, a pretty URL is far better than one that resembles something like this /blog?/p=12548652
3. Blog within your business realm.
You don’t have to blog about generic keywords that are relevant to your business, in fact, you shouldn’t. Blog about more specific topics and leave the more generic stuff for the homepage.
So let’s say you own a Burger joint. Rather than blog about what your burger joint made this week, blog about the best sauces for burgers. Or the best places to enjoy a burger. Have fun with it and make sure you sound authentic.
The easiest way to succeed at the SEO game is to be specific with what you blog about. The more specific you are with long tail keywords the more likely you are to be highly ranked in that search phrase. As a knock on effect, you get more traffic to your site, which leads to more traffic flowing through other pages and hopefully a higher conversion rate on your products or enquiries.
4. Headlines matter most.
When you promote your post try and write out at least 5 different versions of the headline then pick the one most engaging. According to copy blogger 8 out of 10 people will read headline copy, but only 2 out of 10 will continue reading. Some people (including myself) will share an article without even reading it!
5. End with a Call to action or Call to engage.
Whether it’s a ‘thanks for reading’ or ‘to find out more..’ always end with a note to engage the user. They’ve made their way to your website, read your article (or skimmed it at least) then at least give them something to action before they leave!
6. Make it part of your business
Blogging shouldn’t be an after though it should be a key part of your marketing strategy. Get involved with social media like you depend on it because it is the way of the future, if not it’s certainly on the path to the future.
If you claim you don’t have time to blog but find yourself on social media 1-2hrs a day then you have no excuse. Make sure you lock in blogging as part of your content calendar and ensure it gets done.
A final note on blogging is that if you don’t have time then pay someone to do it. There are plenty of online copywriters within New Zealand (or overseas) that do this on a daily basis and know how to write for search engines. Ideally, you should write content as if you were speaking to someone. Online content is conversational and requires personality to differentiate ourselves.