Here’s a blog post about blogging… and how strategically written posts can become another tool to help you accomplish your company goals.
Let’s start with search engine optimization (SEO), the holy grail of online marketing. Making sure your site appears when consumers use relevant keywords in an online search is regarded as the baseline for boosting traffic to your site, opening the door to new sales. There are many aspects that contribute to an optimized website; posting regularly updated content, as on a blog, is just one of them.
If you’re not blogging already, it can be a great way to revitalize your site with fresh content. A post here and there, however, might not be enough to boost your SEO. Not only do posts need to be strategically written—using relevant keywords and answering people’s questions—but they also need to contribute to your long term goals, lest they become a waste of company resources.
Sound like a tall order? Here are a few tips to help you start thinking about blog posts in a strategic way:
1. Review your keyword usage.
If your website is set up in Google Webmaster Tools, you’ll be able to review which keywords searchers are typing in before ending up on your site. These keywords represent something searchers are itching to learn about. When you create a blog post that makes use of these keywords and answers the questions surrounding them, Google will serve up your blog to the people asking about the topic at hand.
2. Have a goal in mind.
Before you start writing, it’s good to ask, “what am I hoping to achieve by creating this post, short-term and long-term?” Short-term could be a couple new subscriptions to your eNewsletter. Long-term could be an increase in site traffic and thereby sales. In any case, working backwards will help you keep your post on the right track.
3. Keep consistent and timely.
Create a blogging schedule to help embed your posts within your overarching growth strategy. After all, regular, new content is what will keep consumers coming back to your blog for more.
Blogging can be a relatively easy way to keep the content on your website fresh and increase site traffic. That being said, it’s important to use writing that’s not only rich in keywords but also human, answering the question that online buyers are itching to find out.
The above pointers are a jumping off point for better blogging, but we understand that keeping up a blog requires a good deal of time and effort. That’s why Writing by Design offers clients both writing support and strategy consulting to help align their blogging efforts with their company goals. For more information, visit our services page.