It’s true that getting your website found online can be very challenging. First, you must overcome the hurdle of ranking high enough in search engines like Google to be found and then overcome the hurdle of making your visitors stay long enough to find what they are looking for or contact you.
The most effective way to get customers looking at your products and services on your site is through inbound marketing, or content marketing. You may be thinking, “That sounds great, but what is that and how do I do it?” Let’s take a moment to walk through the process of how to create blog content that people and search engines will love.
Does that mean I have to blog?
According to Think Creative, small businesses that blog get 126% more lead growth than small businesses that do not blog. However, when you mention blogging, one of two things happens: you get a “deer in the headlights” look, or you hear an audible groan. Believe me, we get it. We go through the same thing at times, but there is no denying its effectiveness.
Do you know why blogging is so vital to a healthy website? Let’s use a simple illustration. There is an astronaut just floating in the zero-gs of space, halfway between a small planet and a bigger planet. Which planet will he be attracted to?
Gravity is increased by the mass of a planet. The bigger planet has more mass, and thus, more gravity pulling the astronaut towards it. Your website works the same way. A visitor (astronaut) searches for a certain phrase and is deposited in a constellation of search results. Search engines like Google use a few things to determine the relevance (mass) of your search result.
- Quantity – how much content does your website have about the subject.
- Locality – Is there enough content that defines this site as being local to the searcher.
- Connections – Do other sites link back to your content.
Two out the three require some action on your part, and the other can happen naturally as you have more quality content and the mass of your website increases. According to HubSpot, on average, companies that blog receive 434% more indexed pages.
That’s quite an impressive gain in mass, wouldn’t you say? Your site can have a major competitive advantage simply by adding more quality content.
How to create an effective blog post
Two-thirds of your needs are met by the single act of writing about your business and company as often as possible. So, why don’t more people do it? It takes effort and not everyone feels comfortable writing. Most business owners would much rather focus on running the business itself. Here’s a few simple steps to get it done as efficiently as possible.
1. What is the goal of your post?
Make sure you know the purpose of each blog post. A great example of this is the article you’re currently reading. We realize how challenging blogging can be, but we also know how necessary it is for our clients’ websites to succeed. The ultimate goal is to help your reader in some way, or give them knowledge they can take away and use in their life or business. You also want to make sure that every post has enough words and keywords to be relevant to Google and other search engines. If there is an entertainment factor, then that’s a bonus.
2. Outline and Plan
Start out your posts by listing the keywords or phrases you are targeting. Ideally, just one keyword will have the most impact. The idea is to showcase your expertise, inform readers about your business, or answer existing or potential questions. The outline doesn’t have to be long. Three to five bullet points will due.
3. Start writing
Expand on your bullet points, and include your keywords in a natural way throughout the post. Without running on and on, try to get more than 300 words if you can. Traditionally, search engines love longer content.
4. Proofread Your Post and Publish
Make sure you read your post for grammar, spelling, and ease of reading. Then you are ready to go. Publish your post on your blog, share it to your social media accounts, and plan to write another post as soon as you can.
If you are going to create content, make sure that you are going to do it often. We do recommend blogging once a week, though twice a week is better. This process may seem daunting, and you may need some help. You may need to add a blog to your site. We would love to help you. Contact Absolute today to get started.
Also published on Medium.