A blog about blogs? I know what you’re thinking. Blogception.
We’re going to break down the benefits of blogging and give you first steps to launch your own. Then we’ll wrap up with strategies to turn blog traffic into conversions.
Whether your website focuses on a company or a person, it should have a blog. The positives strongly outweigh the negatives, of which there are virtually none. Including any additional, relevant content on your site is a great idea and a blog accomplishes just that with many added SEO benefits such as additional traffic and targeting long-tail keywords.
What is a Blog?
A blog is a section of a website that includes a sequential series of articles. Whether or not the articles are related to one another is up to you, but it’s best to find a niche and stick to it.
If your website is tied to a business or company, write about the company’s industry. If you’re just trying to build your personal brand, write about something that you’re passionate about.
It’s important to always host your blog on the root domain of your site. It may be tempting to use a free blogging platform such as Blogger or Tumblr, but you’ll be missing out on all of the SEO benefits related to blogging. For more information, check out our tutorial on optimizing URLs for SEO.
Don’t let your hard-earned traffic go to a free blogging platform. Host your blog on the root domain of your site.
The Benefits of a Blog
As mentioned at the beginning of this article, there are many benefits to having a blog on your site. While some of them may seem obvious, there are probably a few that you haven’t thought of before.
Additional Pages are a Positive
Generally, the more pages that you have on your site, the better. With more pages, you’ll have more chances to end up on a SERP and gain organic search traffic.
And keep in mind that I’m talking about blog pages here, not site pages. There’s definitely such a thing as too many pages on your site, but I can’t think of a time when someone had too many blog posts. So, if you have a lot to write about, knock yourself out because it’s only going to benefit you.
Targeting Long-Tail Keywords
Long-tail keywords is a phrase that gets thrown around a lot in the SEO community and for good reason. Long-tail keywords are phrases that people search for containing three or more words, making them much less competitive to rank for in SERPs.
As mentioned previously, it’s a part of targeting a niche instead of a broader audience. While the long-tail keyword may not have as many searches, you’ll be more likely to rank higher and gain qualified traffic from a very specific set of people.
For example, instead of trying to rank for gardening, you can shoot for protect garden from wildlife. By honing in on a specific audience, you have a much better chance to rank and get qualified traffic from people looking to save their gardens. Bonus points (and money) if your company sells something to protect gardens.
Additional Benefits of Hosting a Blog on Your Site
- Improve your Writing Skills – Websites require words to persuade people, so becoming a better writer is always a good thing to do.
Practice makes perfect, so, writing blog posts will hone your skills that will help not only your business skills but your personal life as a communicator as well.
- Position Yourself as an Expert – Writing a blog grants you the ability to position yourself as an expert of your specific niche.
These users are looking for information about a topic, and you’re the one teaching them. Take advantage of that and write like the expert that you are. That way, your visitors will remember you as such in the future.
- Long-term Benefits of Blog Posts – Sure, writing may take a good amount of time and effort, but it will pay for itself over time. Once you write a blog post, it doesn’t go away as long as you maintain the domain.
It’s not unreasonable to expect traffic years after the publish date, assuming that you wrote about something timeless like the previous example of protect garden from wildlife. Wildlife will always be attacking gardens, so people will always be searching to stop that from happening.
Tips for Writing a Blog
Answer the User’s Question
Find Your Company’s Niche
Finish with How You Relate (The Pitch)
Outsource Writing When Necessary
Virtually all blogs are meant to be answers to a user’s question. Once written, go back through your article as if you were the user and make sure that the question gets answered sufficiently.
Make sure that you’re writing about topics related to your company’s industry or product.
This will build trust between you and your audience. You will also gain the most qualified traffic for potential conversions.
End your blog posts with a call-to-action, telling the reader to learn more, contact us, or shop our products.
Explain how you can help the user with whatever problem they’re having.
With enough effort, almost anyone can write a blog, but I understand that some people don’t want to put in that time or effort. That doesn’t mean that you should abandon a blog entirely.
Consider outsourcing to a colleague or an online marketing company if you’re on a time budget.
How to Organize Your Blog Posts
We’ve taken the time to create the following framework of questions to help you better organize your blog posts.
We believe that after answering these questions about your idea, you’ll have a clear and concise layout to write your post.
How will valuing this benefit the reader?
insert persuasion, interesting fact, or tutorial framework here
How do you identify with this value?
What would you like to have your reader do next?
End Your Blog with a Call to Action
If we were wanting to sell you something, this is where we’d do it.
We’d say something like, “All of this stuff is good to know, but we can just do it for you. Contact us so we can work together.” But, we’re not trying to sell you something. We just hope that you find this useful. Have fun blogging!