To share valuable content you’ve created? To increase the SEO of your site? To increase your reach to potential customers?
That’s it! More customers. Preferably ones who are ready to buy.
Blog posts have the potential to do all this. They provide instant refreshment to the content on your website. And when they are helpful and relevant and well written they’ll attract you new social followers and potential new customers.
But it is (honestly) a bit of a drag to be writing blogs when you’ve got so much else to do. Like work for paying clients. Some quick attention to these three elements before you publish will give your blog the best possible chance to reach the right people.
It won’t take long, and you’ll be glad you did.
1. Writing a blog post allows you to use new keywords
Include some previously unused keywords in your writing. Blog posts are a fabulous opportunity to include keywords, both short and long tail, which your potential customers might be typing into Google. And if you know your business and you love to talk about it, you’ll have no trouble including lots of juicy search terms in there.
For example, if you’re a florist in Crows Nest, you’ll want to use terms like ‘florist in Crows Nest’ in your article, but you could also try writing ‘florist who sells long stemmed roses’ or ‘colourful flower arrangements’. A blog post gives you the opportunity to write for the more obscure (yet potentially lucrative) searches made by people who are ready to purchase.
Top tip. Write for people first. They are the ones who want the information you’re sharing. And they’re the ones who can share your article with their network. If you know your subject matter and it relates to your business, chances are your writing will feature keywords naturally, you might just want to rephrase here and there.
NEVER EVER stuff your blog post with keywords until it makes no sense to people. No-one will ever be able to read it, let alone share it.
2. Link to relevant articles to illustrate your point.
Writing a blog post and linking to related articles that support and inform your topic, helps add weight to your argument. Linking your post to other knowledgeable authors/industry experts can only improve the SEO of your website.
In other words, it shows you’ve done your research and even if you don’t know your onions as well as the expert you’re linking to, at least you recognise their genius!
As you read relevant articles that interest you, keep note of them, bookmark them or write them down, and use them as fodder for writing your own post. Agree or disagree. Take one element of their post and study it in more depth. Just remember to link to it as a reference. Gold.
3. Share the article on your social networks. More than once.
Don’t just post your article to your blog and send to your email list and leave it at that, share it out. Tweet it. Facebook it. Ask a pertinent question at the end to encourage comments from readers. Blatantly asking people to share it works so don’t be shy.
You can also use tools like Buffer and Hootsuite to set up several posts in advance so your article can be shared several times. This gives it maximum audience exposure and the best chance of being shared across social networks.
Now here’s an important point I think needs to be reinforced.
Being shared on social media will not (according to Google’s Matt Cutts) increase your biz website’s organic search results on Google.
Here’s what Mr Cutts said on the subject.
“Facebook and Twitter pages are treated like any other pages in our web index so if something occurs on Twitter or occurs on Facebook and we’re able to crawl it, then we can return that in our search results. But as far as doing special specific work to sort of say “you have this many followers on Twitter or this many likes on Facebook”, to the best of my knowledge we don’t currently have any signals like that in our web search ranking algorithms.”
Now this is good to know, but it should never stop you being active in social media.
Neil Patel (total SEO genius of the minute) wrote on this subject a few weeks ago. In his article Why social is the new SEO? he suggests you ‘change your idea of SEO to include social search engines’.
We spend a great deal of time optimising for Google, but we discount the value of social media sites as search engines in their own right.
In Short: Even though the official line from Google is that Social eg. how many Twitter followers you have, how many times your Facebook post was shared, is NOT going to effect your organic search results, they will still impact on how your site, or persona or business appears within social media.
People don’t just find your and your business through Google. And social kudos is valuable. Just as you would far rather be given business via a referral from a happy client, you would also prefer to be put in touch with someone via a shared interest or mutual social media contact. More than an enquiry that came via a Google search? Possibly.
In any case, I recommend that you share your head off.
So, you know what you’ve got to do. Get writing. Have a look at the articles that popped into your inbox this morning or yesterday and find some inspiration for your own post. And once you’re done, cover off the three essential elements I’ve talked about and send your latest blog out into the world.