Why Blogging is importing to your business
Companies who blog get 55% more website traffic than those who don’t.
More website visitors equals more opportunities to convert them into leads. More leads mean potentially more sales and blogging is where everything starts.
Every time you are creating a blog post you are creating a new page on your website which can be crawled by search engines. The more content you have indexed and considering your content is relevant to your audience the better your website can be found.
Blogging is a way to regularly share industry updates as well as offers of your company.
Most importantly though, people are searching for content that solves their problems. So, you can strategically promote offers after giving them an answer to their question or their problem.
Finally, blogging can help you stand out as an expert in your industry. It creates credibility and authority with your target audience.
Pick the right topic based on long-tail keywords
People are searching for information online. Write about your industry, not yourself. Brainstorm a list of topics you can write about. Ask your sales and marketing team. What are industry leaders talking about? Which problems can you solve for our persona?
Pick one topic to focus on per post and craft a sexy title. The title is one of the first things people will see. Include a long-tail keyword in your title. Make the value clear in the title to set the expectation, e.g. is it a list post or a how-to article? Try to stay within 50-60 characters per title.
Write and optimize for humans and search engines
Format and optimise your blog post in a way that humans and search engines can easily read your blog post. Use white space to make the post more easily digestible. You can also use section header and subheader to break the post up.
Highlight or bold important information to make text stand out. This makes it easier for readers to skim the text and understand the information at a glance. Images can also help to break up the text. Make sure the images are making sense in the context.
Optimise the post around long-tail keywords and break it up over the article. Include internal and external links. Google webmasters appreciate this as it shows you have done your research. A call to action should appear on every post.
A blog post without a CTA is a missed opportunity to liaise with the website visitors. Don’t forget to ask your visitor to subscribe to your blog. You might want to insert a CTA after the first few paragraphs. This saves the reader who is not prepared to read the whole article time. Your visitor is there to get information so give him something more to research on or learn about.
Promote your offers for lead generation
You can use your blog easy to find on your website. Link internally to your blog posts. Readers who are interested to learn more about a topic can click through and learn more.
The more frequently you blog the more often you can get found and get an opportunity to showcase your expertise to your target audience. The better the quality of your blog posts the more likely it will be that your blog will be influencing your lead generation.
After you publish a blog post analyse the performance of your blog over time. The most important metrics to watch are the monthly traffic to the blog post as well as the time spent on the post.
In addition, you might be monitoring how many click-throughs you got on your call-to-action and if you got any inquiries from an offer you had embedded on that post. Over time you will get a good feeling which offers work best for lead generation.
Creating great content is not enough for search. Google cares how interesting your content is to other people and measures this with backlinks. The more backlinks and the higher the quality of backlinks, the better the ranking.
Link building is the process of manually encouraging people to link to your website from theirs. But this sounds easier than it is. These days people are more likely to share a good post or website via social media rather than embedding your link in their blog posts on list your link on their website.
How many links do you need to rank high in search results?
There is no magic number but as a rule of thumb you need to get approximately the same number of backlinks as the result you can see on number 1. You can calculate the backlinks by running a link through a link-checking tool.
This will give you a good idea of how many backlinks you are competing against. In order to compete with the link you have chosen you need to create a similar page with similar content that covers the same themes.
In case the top search result you want to compete with is a video-based article, then it is recommended that you also create a video about that topic and add it to your written content.
As Google is serving up videos in the top results for the topic you have chosen, it believes that this is what a searcher would want to see and start preferencing this. However, including well written content on top of your video is to your advantage and shows Google you have done your research.
How do you get websites to link back to your site?
Relationships are the key to link building. Link building doesn’t work with blind outreach or sending out cold emails. Because webmasters need to go through effort to publish your link, you won’t get far just by pitching your awesome content.
Instead, you will need to build relationships with people who can bring you further. We found freelance journalists are a gold mine. They make a living of pitching stories to media outlets all the time. Having them on your side and having your story published on their website or blog can be worth gold.
The best way to build relationships with journalists is to respond to press request alerts. Journalists are sending out these requests every day through various services. If you respond quickly enough and give the journalists exactly what she wants, there is a great chance your link will be published on their site.
Responding to press alert requests can be a good way to get quality backlinks to your website. You can use sites such as www.sourcebottle.com or www.haro.com