Ask any marketing pro the best way to boost your business’ online search rankings, and chances are the conversation will shift to SEO, blog posts and your company’s overall choice of verbiage. It’s true — that blog housed on your company’s website (or that you’ve talked about launching but haven’t pulled the trigger on) can have a substantial impact on getting your business seen by the masses. Semrush notes that companies with blogs generate about 67% more leads than those without them. Of course, anything worth doing is worth doing well — and that includes your online content. Here are a few simple tips to help you poise your blog and overall company for success.
Use Your Words (in All the Right Ways)
An online blog is a great way to improve search engine optimization (SEO), draw people to your site and rank higher in online searches. That is, when you incorporate the right phrases. You’ll want to choose a unique focus keyword for each blog post, and place it in a few strategic places. As for that focus keyword itself, it should be something your customers are searching for — and shouldn’t be too broad or overly specific. “Insurance,” for instance, would pit your company against millions of other companies jockeying for that same keyword, making it difficult for your post to stand out. “Houston insurance” will narrow that down some, while “Houston insurance agents” will do so even more. “Independent West Houston insurance agents,” though, might be stretching it. There are a number of online tools (both paid and free) that can help you determine the best phrases to go after.
Think About What Your Customers Want to Read
Keywords alone aren’t enough to draw people to your site. You need to present information they want to read. Do you have industry insight that can help your clients plan for the future? Tips and tricks to help them operate more effectively? Online resources that just make life easier? All of those things make for great topics that generate goodwill among current and potential clients. (And they’re a lot more interesting than a 300-word ad for your company.) Of course, your customers aren’t the only ones who want to read quality content on your blog. Google wants that, too. The search engine has cracked down on keyword stuffing in recent years, instead ranking companies higher for offering good content that makes sense. So, the better your content, the better your potential search result rankings!
Keep the Content Coming
Much as with social media, consistency is key with a blog. After all, you’re trying to position yourself as a company that knows what it’s doing and is there to help your clients. Stagnant posts that never get updated can send the message that you don’t have any ideas — or that you don’t care enough to share the ideas you do have. Set up a schedule, perhaps planning to blog once or twice a month, and stick with it. It helps to have a list of pre-planned topics at the ready. In addition, consider taking previous posts and updating them periodically. Doing so can give you an SEO boost (traffic increases up to 106%!) and can help keep your content fresh and relevant. Talk about a win/win!
SEO, blog posts and related marketing efforts can feel overwhelming, but having guidelines in place like those above can really help. And if you want to make the process even easier, consider working with an outsourced marketing firm. Seasoned marketing experts tackle blogs each day, and they’ll know the best ways to get your company noticed online. If you have questions on any of the above, or if you’re ready to get rolling on an optimized blog all your own, contact the Design At Work team today. We’d love to work with you!