In a world that’s becoming increasingly digital, it can be challenging for businesses to build awareness online, particularly via search. One of the key ways you can do this, is by blogging regularly.
Recent statistics show that Google is the most popular search engine worldwide. From a marketing perspective, this means your potential customers will likely be keying their questions and search terms into Google to find companies like yours.
To be found, your website needs to ‘rank’ well (ie appear high up in search results). A key way to do this is through regular blogging. However, as blogging becoming increasingly common for businesses worldwide, your content can quickly become a ‘needle in a haystack’.
So, amongst all the accessible content and digital noise on the internet, how can you make your blog successfully stand out?
Here are four useful recommendations:
1. Relevant content
Start by doing your research.
Keep up to date with relevant news and topics being discussed in your industry. Subscribing to email newsletters or following authoritative social media accounts, for example, can help you to keep your content relevant and engaging for your audience.
You could also conduct consumer research and analysis via social media. For example, you can look into trending hashtags to gain an insight into what your audience is talking about. Using these findings within your blogs can help you to target new website visitors who are searching for content based on these popular topics.
2. Keywords and questions
Once you’ve decided on the topic for your blog, take the time to research the relevant keywords and questions associated with it. That is, the things your audience are actually searching in Google. This will help search engines, like Google, to categorise your blog, putting it in front of a relevant audience.
You can use tools like AnswerThePublic.com to help you find all of the different questions people are searching for based on your keywords. Once you’ve got the keywords and questions, incorporate them into your blogs – such as in titles, subheadings and throughout the body of the text. Be careful not to keyword ‘stuff’ your content though, as Google can penalise this.
It’s also important to learn from feedback and understand how your blogs are performing. That way, you can make changes to help them perform even better in the future.
Checking your blogs performance using tools like Google Analytics can help you to see what’s working and what’s not. For example, you can see how long people are spending on your blogs, which blogs are gaining the most traffic or where people are going after reading your blogs.
By learning from this insight, you’ll be able to continually optimise your blog content and slowly increase your organic reach.
Focus on building relationships.
Interacting with your audience by asking questions in your blog, or including a comments section, for example, can encourage engagement. Also, enabling blog sharing will promote new visitors and potentially loyal readers.
Improving interaction with your content can help you to get richer feedback on what you’re blogging about. It will also help you to build and maintain trust with your viewers, leading to potential advocates via word of mouth.
In order to grow your business, you’ll need to put your audience at the heart of your approach. Blogging is a key way to show you understand your audience, as well as how you’re willing to offer helpful and engaging content to support them. Over time, this will help to build trust and stronger relationships with your website visitors.
To understand how you’re blogging is currently working, book your free communications review with Kinetic today.
Alternatively, call 0121 212 6250 or fill out the form below to speak with a member of the team.