How To Rock Your SEO with a Business Blog!
When it comes to getting ahead online, a solid website that represents your company and is designed to attract and please your ideal target customer is the most important step.
But most business owners dive in and get their website only to realize later they should have stepped back and spent some time on the strategy. What do I mean by that? Let's take a look…
Signs you skipped the strategy…
- Your website isn't generating new leads for you.
- Customers are telling you they couldn't find you when they looked online.
- You aren't using your site to help you close sales.
- You aren't promoting your site or telling people about it.
- You aren't getting compliments from others after you launched it.
Of all of those, #1 is the most troubling… and for most of you, you assume that #2 is the cause.
Getting Your Website Found
This is probably the most confusing and troubling problem to have. You spent money, time. You thought you made a good investment based on lots of people telling you a website was something you had to have to increase sales and legitimize your business.
You didn't exactly expect to “build it and they would come” but you didn't anticipate it being a ghost town either.
So, you figure that you need to optimize it for SEO. You either do it yourself or hire help. But that isn't quite doing it either.
Wanna know why……
You Built & Optimized, but You Still Didn't Have a Plan
And I don't mean some big complicated mess or org charts, diagrams, sketches, blueprints, and squiggles. (Not that a few good squiggles ever hurt anything…)
I'm talking about stepping back a second and thinking about how your ideal clients will want to use the site. Then making sure that you meet their expectations and provide the information they want to see.
And organizing it in a way that’s logical and makes the information easy to find and read.
Putting the Customer First Ranks You Higher for More Searches
The reason that blogging is so huge is because it helps you put the customer/visitor first.
Think about a what a typical website without a blog looks like. It generally contains info about:
- Who you are
- What you do
- Who you do it for
- And how to hire you to do it
(And if it doesn’t do at least that, then you have bigger problems than rank…)
When it comes to showing up in a search result for your customers, the problem is that all of that information is generally going to apply to someone that's already identified their problem and is comparing companies to narrow the decision.
Which is not exactly a bad thing.
But what about alllllll the things they do before they get that far.
The decision to buy is about 70% figuring out what’s wrong, what it’s called, and who or what can solve it. And only about 30% around actually narrowing down the decision between who to hire.
So if your website is only providing content for the 30%, then you are missing out on a lot of people and being left out of a lot of search traffic.
Capturing the Other 70% of Traffic
Blogging helps you address the other 70% of searches that are being done. But how you ask? Let’s take a look…
- Let’s say that you are a chiropractor located in Chattanooga, TN.
- Your website probably includes your company name, some info about you and your doctor(s), a list of services or treatments that you provide, and info on how to contact you.
(this is all good and necessary info to have by the way…)
- And you are probably looking to rank in searches for things like:
- Chiropractor Chattanooga
- Chiropractic Chattanooga
- Chattanooga Chiropractor
- … you get where I’m going with this…
The problem with that is that you’re fighting with every other chiropractor in town for those same terms. Some of them will have sites that have been around longer, have more traffic, etc., etc. So ranking for those keywords will be hard - and only 30% of the people with problems you can solve are typing in those keywords anyway.
So… bring in a blog…
When you add a blog, you can address problems and concerns that your customers have in the 70%. For example…
- You could write articles about how regular chiropractic care can treat or reduce ailments like migraine pain. (Think about this a minute… and run a list in your head about how many ailments can be treated and improved… then imagine that you write a blog article for each one… pretty easy to come up with quite a few articles very quickly, right?)
- For people on the fence about chiro docs, you could write articles about how chiro works with traditional medicine. Or how chiro was the original traditional medicine.
- For customers that are still dealing with symptoms and haven’t yet given a name to them, you could write up articles about certain ailments and diseases and what some of the common symptoms and treatments are. Like chronic wrist pain for example. Long before they know it’s called carpal tunnel, they are searching for the symptom - the wrist pain.
I bet at this point - you could easily come up with 10+ articles that you could spin up pretty quickly couldn’t you?
Each Article is a New Opportunity to Rank
And here’s the super cool part. Each one of those articles is a new page on your website. And each one gives you a new chance to be found for a new keyword.
Take the article about chronic wrist pain as an example. Assume you titled it “How to treat chronic wrist pain.” And you wrote about what the symptoms of chronic pain are, some typical causes, and treatments that you can help with.
Now when someone searches for “how to treat wrist pain”, they are likely to find your article.
Then once they get to your article, they are introduced to your company and because you are helping them and educating them, they are starting to learn to trust and respect your authority on the topic. So when they are ready to seek treatment, they are more likely to come to you and get help.
Know Your Customers
When it comes to writing your blog, it’s important that you know your target. You need to understand the language they will use when they are typing in searches. What a day in their life is like. And how they like to get their information… among other things.
This makes sure that when you write, you are reaching them in a way they will respond to.
So take a few minutes and develop your Buyer Personas. This helps you picture the people you are targeting so you can speak to them better.
Do you want to know more about making your blog work for you?
If you still want to know more about fixing you SEO and making your blog work for you leave me a comment with your questions.
One of my first jobs was running a cash register in my grandmothers diner. My job was to talk to customers and and to keep everything in my area neat and organized. Now years later those lessons I learned help me in managing client files and projects. Making sure our team is working to help our clients reach their business goals is what drives me everyday.
I am a strong believer that to succeed in life you have to work hard and never let roadblocks stand in your way. You have to read and study but you also have to experience life and all that it can teach you.
My mission is to help clients and our team have the materials and knowledge they need to make every project a success, while making sure to spread some of the information I learn around for others to enjoy.