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A DIY Guide to SEO | Part 3: blogging for more business

Blog like your ranking depends on it (because it does)


  • Should my website have a blog?

  • Do people still read blogs?

  • Benefits of blogging

  • How to start a blog

  • Search engine optimisation

  • Getting started with Keyword Planner

  • Search engine optimisation isn't for everyone

  • 5 more reasons to have a business blog

Should My Website Have a Blog?

Blogs are essential. You need a blog as part of your website for two key reasons.

  1. Search engines use them to help people search.

  2. Blogs help people find what they need on your site.

Popular web building platforms, like Wix or Wordpress, automatically include a blog in their basic websites designs. But a lot of small business owners ignore their blog or even delete it. If you are designing your own business website, I'll bet you are a very busy person. You are running your business and helping your customers. It is easy to wonder, "Is blogging worth it?" when you have a long list of other things to do, but deleting a blog is a big mistake as it is one of the best ways to improve your organic SEO.

Deleting a blog is a big mistake as it is one of the best ways to improve your organic SEO.

Do people still read blogs?

Yes. 100% they do. I started a vegetable garden during lockdown and blogs have been my main source of advice and expertise to help this novice know what to do (my courgettes are amazing.) People go on the Internet to find information. If your blog provides the answer, Google will help them find it.


Did you know a new blog post is published every 0.5 seconds? In fact, blogs make up a quarter of all websites on the internet. Nearly 80% of internet users read blogs regularly and 55% of marketers say blogging is their favourite way to bring new visitors to their website. Not surprising when blogging has so many benefits.


Benefits of Blogging

  • blogging tells Google what your site is about Get to know the basics of SEO and help Google understand how relevant your site is. Blog posts are the main source of SERPs - those helpful snippets you see at the top of a Google search page. If Google thinks you are the most relevant answer to a search, you can appear above the paid ads without spending a penny. Not bad, eh.

  • new content ranks more highly Google sees newness as a sign of relevance. If you have a content strategy that includes regular blogging, your website could be seen as more relevant than some of the big names in your industry. It's a long game that pays off. If your website rarely has new content, Google can quickly think it is out-of-date.

  • blogging brings the right visitors to your site Blogging is an excellent way to get more people to buy your products and services because it helps your customers with their problems. During lockdown, the garden centre blogs helped me grow better vegetables. They also linked to products that I needed to fix my gardening problems, such as the right kind of compost, and protection from insects. By helping me with my problem, they are in the right place at the right time to convert me into a customer.

How to Start a Blog

Most bloggers agree that there are two kinds of blogs. One type of blog is about you and your business; the other kind of blog is about people and their problems. Can you guess which type of blog is more successful? The one that gets more visitors and page views of your site? You're right: blogs about people and their problems are more successful at generating revenue than blogs about you and your business. It's all about them, so they are more likely to visit that web page.


Take a few minutes and think about how your business helps people. Here are some good topics to think about for your business blog.

  • What problems do your products and services fix?

  • What questions do people ask when they first talk to you?

  • What don't people understand about your industry?

Once you start focusing on your customer, you can quickly come up with a long list of blog post topics they will want to read. Now you need to turn those ideas into blog posts.


Wordpress is the most popular blogging platform, but I use Wix. One of the reasons I chose Wix is because I love their helpful app. I can save ideas for blog posts in the Wix app no matter where I am. Then I can work on them more comfortably on my laptop another time. Some posts can be overviews of a topic, like this one, but make sure others are really specific: they have the best chance of converting visitors into customers.


Search Engine Optimisation

Knowing how to choose keywords for your blog is a minefield. I recommend starting with Google Keyword Planner. It is the best free keyword tool available. It is insanely powerful and you can learn a lot using it.


Keyword Planner comes with a Google Ad account, so set one up. You don't have to use your Google Ad account, but it unlocks the Keyword Planner for you.

The best FREE SEO tool is Google Keyword Planner

Start by putting in common terms from your industry. Keyword Planner will tell you how many searches people make for that word, so you can quickly see if your idea is worth using in a blog post or on your website. If no-one is looking for it, you don't want to waste words on it.


Getting Started with Keyword Planner

When you start doing keyword research on Keyword Planner, choose 'Discover new keywords'.


Start with common words from your industry, types of products, questions people ask you and see what comes up. Then save these to a .cvs file and build up your list. Delete ones you don't want to focus on and build a list of around 500 words, phrases and questions that are good for your blog.


If you are serious about making your blog work as hard as it can to bring customers to your website, then you need to build key word lists to use in your posts. Look at the keywords that appear in the Keyword Planner and put them into different spreadsheets or lists depending on the topic. Decide on a way to organise them so you know which ones will work hardest for you. Now you have a great source of blog post topics and paragraph headers. Look back through this post at the headings. They all rank well for people who want to understand more about the benefits of having a business blog.


Using the Keyword Planner will help you understand what people are searching for and, maybe more importantly, what they are not searching for. It can be surprising and it can save you writing blog posts about things that people are not looking for. I suggest you keep a Don't Use keyword list. It can be easy to let your knowledge of your industry make false assumptions about what your customers need help with.


Search Engine Optimisation isn't for everyone

Trying to understand SEO is a full-time job. In fact, there are entire businesses based on helping businesses find the keywords they should rank for. If you don't have the time to learn the basics, I suggest you simply write as well as you can about a topic. Search engine optimisation will make your blog rank better on Google or Bing, but Google values well-written content far more than something unreadable that is packed with key words. Alternatively, you can pay someone who knows about keywords to do the research. Finding an SEO copywriter means they can also write your blog for you. As marketing goes, this is a cost-effective way to find more customers online.


5 Reasons to Have a Business Blog

  1. Search engines love them

  2. A blog adds to your website authority

  3. Blogs are a powerful way to really connect with customers

  4. You can email people who sign up to your blog

  5. Blogs make excellent social media posts

My Blog Writing Service

I'm a professional copywriter specialising in digital content and search engine optimisation. I offer blog writing packages and bespoke deals that take the pain out of finding new customers and ranking on Google.


Here is why you should work with me.

  • 1 no-hassle email or call per month frees your time to focus on your business

  • I combine Keyword Planner with paid SEO tools for optimal keyword recommendations

  • I pack over 10 years' of copywriting experience into every post

  • I care: I become part of your team doing everything I can to build your success

  • SEO-boosting blog plans start from only £399 per month. That's a far cry from a marketing manager's salary.



Sources

  1. 99 firms

  2. Optinmonster

  3. Get Codeless

  4. Feedspot

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