Blogging is the best way to keep having fresh content on your website. You can’t really be putting a new page on a service or product every week. If you do so, your website will land up offering too many services to customers and confuse them. Furthermore, do you want to be coming up with a new service or product every week, just to show some fresh content on the website?
This is where blogging comes in. Not only does your website frequently come out with fresh content, but also content that is SEO-optimized. You have users coming to your website in search of information, how-to’s and helpful tips. From there, you capture them into your sales funnel and get them to convert.
But, is that all there is to blogging? A way to improve your website’s SEO, get your visitors on your website and convert them?
Of course not! If this is what you have been thinking, and this is what you’ve been doing– you’ve been going about blogging all wrong.
Imagine you go for a marketing conference. It’s fairly informative and it introduces you to the various marketing tools. At the end, you kind of have a good idea of how to run a marketing strategy. So, now the conference is ending, and BAAM! The guys running the marketing conference tell you that you should hire them to run your marketing campaign. You’re informed that you don’t really know enough to run a successful marketing campaign. Not a pretty feeling. Suddenly you don’t respect them as much. It’s exactly the same when you build a blog solely to improve SEO, traffic and sales.
Change your Blogging Mindset
Don’t blog for SEO, increased traffic and sales; blog to offer helpful, interesting and quality content to your readers.
At end of the day, search engines are looking for links that provide the best answer to the user’s query, not a business that is best at marketing or spamming itself.
When you craft a blog, ask yourself 2 questions.
- Is it answering a query that users are asking?
- Does it completely answer the query in the best possible manner?
I keep reminding my clients, “Hey, a blog is not about you or your business, it is about your users and giving them what they want”. Definitely something that sounds familiar, but it’s often missed while blogging.
Blog URL Integration
Many websites prefer to have a separate URL for their blogs. For example:
It’s an easy separation, but what you are effectively telling a search engine is that the blog and its content are separate. Have a blog that better associates the post with the domain name. For example, this is the URL of a blog post from Rapid Boost: http://rapidboostmarketing.com/funny-memes-and-seo/.
Name the Blog
Drawing on from the last point, don’t name your blog – just ‘blog’. It’s a very generic thing to do and your URL will look like this – mydomain.com/blog/.
This tells a search engine that you have a blog, and users don’t search for blogs, they search for information. Pick a few keywords and decide on a better name. For example, if you run a marketing blog, you can name it –Marketing courses or Digital Marketing Tips. This way, a search engine will have a better understanding of what you offer.
You may be giving so much focus to content and SEO that you might miss out on the smaller detail – web design. Your website impacts your SEO as much as content does. Sure, search engines can’t ‘read’ visuals on your website, but if you don’t have a good, responsive website – you’re missing out on SEO.
– Does it load within 5 seconds?
– Is it clean and uncluttered?
– Does it have a limited number of buttons?
– Is it mobile-optimized?
These are my 4 basic standards of a good web design. How does a poor web design impact your SEO? Visitors will leave your website if:
– It has a poor loading speed.
– The content is not presented in a structured and easy-to-read format.
– Too many buttons confuse the visitor on what to click on.
– It is not well-portioned on the screen of a portable device.
And, the higher your bounce rate, the poorer your SEO rank!
Have SEO-Friendly SEO Architecture
Frequent blogs will increase the size of your website. You have to ensure that a search engine is able to find and index all these pages.
– Make your website crawler-friendly.
– Canonicalize your URLs and get rid of duplicate ones.
Airbnb Case Study
Started in 2008, Airbnb is a platform where people could rent out rooms, apartments and homes to travelers. Originally, Airbnb had a poor SEO rank. However, by the end of 2012, it had increased its SEO greatly and was receiving massive amounts of traffic.
What it did differently was that the content it offered switched focus from offering people places to stay (their services) to offering Neighborhood guides (interesting information).
It totally worked for them. They got visitors who then read their content and then learned about the services they offered.
So, when you’re building a blog, don’t just do it for SEO and sales; do it to benefit your users.