Blogs. What’s the point?

What on earth do you write about and how often should they be posted?

Having a blog, news, insight, knowledge hub or whatever you choose to call it, is hugely important for SEO in 2019! 


When I talk about blogging I’m referring to the blog on your website, it might be called blog, news, insight, knowledge hub – whatever you call it, the purpose it has is the same.

To understand why you need a blog, you need to think about the purpose of Google which is to serve us with the most relevant content that matches our search.

Google is continuously updating its algorithm to display the most relevant and useful content at top of its search engine results.

So that well-known phrase ‘content is king’ is still very relevant today.

Your blog content should aim to deliver a thorough answer to a question, better than anyone else.

How to blog the right way:

Start by creating customer personas, also known as buyer personas.  

Paint a picture of your customer(s) –  give them an age, location, marital status, interests and include information about their pain points and challenges they face. What are the problems they’re experiencing that you can help with? What would be a barrier to using your product or service?  These are applicable to B2C and B2B.

I like to give my personas names and photos so I can visualise them when I’m writing content for them.

To get ideas for your blog, Answer the public is a great tool I use to assist me in coming up with ideas for blogs for our clients.

You simply put a keyword into the search bar and it will show you all the questions asked around that keyword.  

Once I have my short list of questions, I look at how well this question is being answered online by simply Googling it and looking at how many search results appear and how recent they are.

If a question is being answered well in lots of articles and lots of recent articles I will ditch that idea and go for something else that doesn’t have as many or very recent answers.

Researching your topics like this is vital, as it lets you create content which is likely to be read and shared and has potential to rank well in Google.

Make sure when you’re posting blogs that you have added all your on-page SEO, so your page title tag, image tag and meta description.

How often you blog depends on what you can manage or what your budget is if its outsourced. Aim for once a week, with once a month as a minimum.

The key is to add a blog regularly and consistently, so on the same day each week or month.

Share your blogs on social media and submit to Google via your Google Search Console for your new blog to indexed quicker.

Every time you write a blog post, it’s one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website.

Don’t expect results overnight with this strategy. Your blog posts won’t start ranking immediately. It takes time but you’ll reap the rewards long-term.

If you’d like help with your content marketing, whether it’s to get you on the right track with a content strategy or to take care of the whole shabang, get in touch – call 01273 241 061 or enquire via our enquiry form.


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