Maintaining a blog on your website takes time and effort, and water is wet!
Yes, we've stated the obvious, twice! But, a lot of people senior managers think and (worst of all) say "oh yeah, marketing team - just start a blog". It ain't that easy sunshine! But... it doesn't need to be a struggle with some planning and help from someone with experience.
We've prepared some tips to help you avoid the stumbling blocks.
A blog is a great way to increase traffic and improve your search engine rankings. By regularly posting relevant content to your blog you can potentially improve your search engine rankings and therefore increase your chance of increasing traffic to your website. To optimise your blog posts for search engines you should make sure you use relevant keywords in the title and keep your blog posts relevant to your target audience. On WordPress there are also a range of SEO fields you can fill in when you post your blog, e.g. meta description and keywords.
A blog will improve your credibility by showing people you know your stuff. It gives you the opportunity to write about topics relevant to your business. These topics could include news, tips, facts or informative articles. The more quality content you write the more you demonstrate knowledge and authority in your field. This can increase your conversion rate because when customers see you have a vast knowledge about your products or services they are more likely to want to do business with you.
A blog gives your business a human aspect that allows you to build relationships and build trust with your customers. Rather than just going to a website that has a list of products and services, a blog will give visitors something more personal to read. It gives your business a voice and the option of including comment boxes below your blog gives visitors the chance to interact with you.
A blog allows you to keep your customers updated with the latest news about your business for free. If you develop a new product or service you can quickly and easily write a blog post to inform your customers as well as adding it to your product/service list on the website. You can also post your blog articles to other social media such as Facebook or Twitter to improve the reach.
We wrote a whole blog post about this, so it doesn't make sense to repeat that here. Read that post here:
Think about the steps you need. We follow these separate steps to get the right people, doing the part they're best at:-
This part is almost always ignored by copywriters and marketing managers. When we ask what improvements they've made to past blog posts we get a blank look.
Google Search Console gives you valuable insights into your own rankings in Google. You actually have to verify that YOU are a webmaster of your website before they show you any data.
We use this data regularly.... certainly 6 weeks or 3 months after publishing a post tosee what can be improved. Perhaps there's a keyword that "nearly ranks" i.e. it has a position of 10-30 in Google (use the position). If they're relevant you can do a rewrite or just add some more paragraphs, and you'll likely move up for those queries.
Enjoy! If you want to get some professional help, talk to one of our SEO Copywriting experts.
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