For a business, blogging shouldn’t be seen as “writing some stuff for people to read,” it should be used as a tool to reach customers based on targeting and content strategy implementation. If done correctly, blogging can have a serious impact on your bottom line. So how do you use content to reach these targeted customers? Most importantly, how exactly can a blog increase traffic of qualified leads to your site? It’s all done with a little thinking, research and knowledge.
Targeting with content
Content marketing is a term commonly used, but it’s not often fully understood or utilized. Content marketing is a technique used to create high valued information (content) that is relevant to a grouping of targeted customers and/or a specific audience. The objective of this technique is to convert these targeted qualified leads into paying customers.
Using your blog as a bridge between your website and individual search results (Google searches), you can focus on exactly what individuals aim to solve in order to capture those leads.
An example of an individual search result would be typing “responsive theme” into Google. As you can imagine, CyberChimps.com is the top organic search result – proof that we practice what we preach. The question to ask yourself is “if I were searching for my products or services, what would I Google?” That is content marketing.
Ranking higher on Google
Using search terms as your title and giving a concrete description of your post is a good start to getting some good “Google juice.” But what about search keywords?
Wait… what are keywords?
Keywords are the topic and/or premise behind your post. They are the words that will be used most often in your post – because that is what the post is about.
Now I know what you are thinking, “I will just put in 100 keywords and claim all search results as my own.” But that’s not how it works. You want to target a couple of solid “long-tailed” keywords, so Google’s mathematical and calculated algorithms can appreciate what you are writing about and give you the high rank you are looking for.
If you are reading this article, you are more than likely a small- to medium-sized business owner who aims to capture more qualified leads or a marketer who needs to catch up with the new day and age.
Lets say you own a furniture store. With such a highly saturated market, searching the word “furniture” and having your website pop up is an extremely slim probability. But let’s say you have a niche, like “custom handmade wooden furniture.” Now we’re getting somewhere. That’s a long-tailed keyword. Well, actually it’s a keyword made of several descriptive words.
Focusing on “custom handmade wooden furniture,” you have a specific audience that you aim to reach and a long-tailed keyword you intend to use. Incorporating this keyword appropriately throughout your post and in the description will gain recognition in Google’s system.
Next time someone searches “custom handmade wooden furniture” your post will have a fighting chance to gain that click and a qualified lead.
Here’s what you really need to remember:
- Use a couple of keywords per post
- Keywords should be used a few times throughout your article (but don’t make every other word a keyword, Google counts that against you!)
- Use long-tailed keywords like “custom handmade wooden furniture”
- Use appropriate titles based on “if I were searching for my products or services, what would I Google?”
- Incorporate keywords into the description and title, if possible
Frequently Asked Questions.
How long will it take before you see results? While your actual website’s rank (you can check at alexa.com) does play a part in performance, a well executed content marketing strategy can have immediate results – depending on your industry and level of saturation. More often than not, it may take a few months and several posts for Google to really appreciate your content. (Look at it as a point system, a good post earns +2 points, a bad post can be -1.)
Can this same approach be used for writing content on the rest of your website? Yes, and we suggest you do so. You should have more than one long-tailed keyword that you’ll want to promote (for instance “custom built wooden furniture”), so you can work those in on various pages. And if your products or services are available everywhere, but you only serve one location? Simply include your location in your keyword, e.g., “best hair salon in Atlanta, Georgia.”
So what is the best platform for blogging? Hands down, it’s WordPress. WordPress can be used not only for blogging, but for your entire website. On it you can set up an e-commerce store, get a blog ready to go, and best of all, it’s all SEO-friendly. Choose any of the great themes at CyberChimps for your website and blog to start getting traffic heading your way today!