Why blogging is still a thing (it's got a lot to do with SEO!)
Despite what you may have heard, blogging is still very much a thing. In fact, blogging is one of the best ways to make your mark on the WWW. It positions you as an authority AND sweet-talks the Google machine. Not only that, blogging is a great way to educate your ideal clients.
Disclaimer: This is a ‘do as I say, not as I do’ situation. It's true — I haven't blogged since the Olympics — but that's because I spend so much time beefing up my clients' blogs! This year, I'm planning to make blogging a habit and I'd love you to join me.
To the blog-mobile!
Here's how to make blogging your boo
If you're looking to please the Google machine (and, let's face it, we all are) blogging is a great place to start. That's because consistent, targeted blog writing tells the algorithm that you know your stuff.
See, the whole point of Google is to connect users with useful, helpful information. So the algorithm prioritises high quality content written by subject experts — content it knows users can trust.
Get thee some keyword research — GO
Talk to an expert and get some help to come up with a list of core keywords that will get your website (and offerings) seen by the right people.
Use these keywords to identify content pillars (3-7 is good). Your friendly neighbourhood SEO will identify target keywords for each page of your site, of course. But did you know that many SEOs will help you choose your content pillars and identify suggested blog topics?
Remember, when it comes to SEO, consistency is key. And getting professional help to identify your SEO keywords and content pillars will help you stay on the straight and narrow.
Create a blogging plan
If you’re blogging twice a month (you legend) try for 50% primary pillar content and 50% secondary pillar content each month.
Map out the year (or at least the next few months) so you know what you need to write and when. Keep special occasions, offers, and holidays in mind as you plan your content, and don't forget to repurpose that shiz on socials and on your email list.
Use SEO keywords strategically
Once you've got your blog keywords, you've gotta know where to stick'em. As a rule, you'll want to pop your keyword in the following places:
The title (and title tag)
The URL
The meta description
The first paragraph
Naturally through the text
Naturally. Did you get that? The trick about copywriting is that your content needs to be appealing for human being and the Google machine. That means no keyword stuffing, people. If you read your work out loud and you annoy yourself, it's back to the drawing (writing?) board.
Hit the links
Obviously this is not a golf reference. Because golf is horrible.
Creating internal and external links across your site is a must. That's because links (done correctly) help you rack up brownie points with the Google machine. And blogging regularly gives you a great opportunity to do it.
When it comes to blogging and SEO, your internal linking structure matters. Basically, you're going to link each blog to a relevant services page on your site. Start with posts that are less important and link to posts that are most important. That way, Google can figure out (by following links) which ones you want to pop up highest in the search engines.
But Martha, I hear you say. What about external links? You know I'm not going to tell you that #alllinksmatter, but I will say this: it's important to link to authoritative external sources. While it may seem counter-intuitive, linking to external sites lets Google know you're active (and a team player). In fact, some SEOs believe that external links are the most important source of ranking power.
When you add trustworthy and relevant links to your content, it improves the credibility of your website. Not only that, it positions you as an expert.
Be consistent
Bottom line: Google loves an active website. Not only that, long content is Queen. Try for blog posts over 700 words for best results. And if you find the schedule too hard to maintain, I can help.
See what I did there?
Encourage engagement
Round up each blog with a sweet call to action (aka. CTA). It helps if your CTA answers the question 'so what?' and tells the reader what to do next. Not only that, it helps turn your post into a conversation and encourages reader engagement.
It could be as simple as:
'Can't be bothered? I can help! Book a call to find out how I can take blogging off your plate.'
Promote your blog on socials
Believe me when I say that it's nearly impossible to over-promote your blog on socials. That's because honestly? Most people aren't going to see your content (thanks again, algorithms). So go ahead and promote it all over the shop.
After all, you've gone to the trouble — now shout it from the rooftops!
Don't forget your email homies
Blogging regularly can actually take some of the cringe out of emailing your subscribers. Highlighting your best content is a great way to get users to your website without trying to sell them something.
Make your list feel special by adding a bonus tip or a bit more backstory. But whatever you do, be sure to let your email subscribers know you've blogged.
Got the blogging blahs?
Understood. Lucky for you, writing great blog posts is one of my mild super powers. Just choose a package that works for you and I'll take your blog from blah to brilliant in no time.
Martha Barnard-Rae is a Denmark WA-based SEO copywriter. She supports businesses in Denmark, Albany, the Great Southern and beyond with all the wordy things they need to stand out in the best possible way.
Her words live on the websites, blogs, videos, emails, and socials of businesses all over Australia. An accomplished speaker, Martha helps brands, business owners, schools, and Government Departments understand what they need to do to find their voices.
Martha holds an Honours Degree in English and a Master’s Degree in Education — communication truly lights her up. When she’s not crafting delicious words, you’ll find her walking two giant pooches, practicing her ukulele, or wrapped around a cup of tea, planning out her next Instagram reel.
To stay up to date, join the Word Candy crew on Instagram, or connect with Martha on LinkedIn.