One of the reasons businesses don’t like to commit to writing a blog is they don’t think their customers will bother reading it.
But content marketing is more than just getting those perusing your website to read your blog.
After all, they’re clearly already aware of your brand. For them, it might just be enough to see that you are keeping your finger on the pulse with regular blog posts, rather than reading every piece of content you produce.
Blogging is arguably more about getting those who know little of your brand to visit your website.
Content marketing facilitates this as it involves writing content which is aligned with what your target audience are searching on Google etc.
The question is, then: how can you improve the search ranking of your blog posts to ensure that people are reading your content and, in turn, becoming familiar with your brand?
With a little bit of help from Social Media Examiner, here are three tips to achieve that:
1. Apply a selection of keywords
Gone are the days where you could get away with applying a solitary keyword to a blog post and still end up in Google’s good books. The search engine giant now looks for a varied vocabulary including synonyms, related phrases and concepts for proof that you know what you’re talking about.
That means applying a selection of keywords to each blog post, which requires you to do your keyword research.
The tools available to us today make keyword research easy, helping expand your keyword lists in no time.
2. Namedrop some “entities”
When referring to “entities”, Google is talking about notable people, places, organisations, brands, etc. Case studies suggest that Google looks favourably on content comprising entities, as long as they are relevant.
Take the case study by Bill Slawski, for instance. Slawski saw some great results – increased referral traffic, return visits and better search rankings – having taken a well-optimised post, making it much longer and adding in some notable events and people.
This seems to indicate that Google pays special attention to entities when trying to understand how concise and useful your content is, so be sure to research related entities that will fit in seamlessly with the topic of your post.
3. Research niche questions
What questions are people asking that nobody is bothering to answer? This is what you should be asking yourself in order to get some visibility.
It makes sense, doesn’t it – Google wants to serve its users with a quick answer to the question they’ve posed; if yours is the only blog post which fits the query, Google hasn’t got much choice but to make it the top ranking result.
The key is to identify popular niche questions, otherwise you will struggle for visibility for another reason – not enough people are making the query.
To find out those popular niche questions that relate to your industry, do some question-focused keyword research.
By applying these three tips, you can expect to see your website traffic increase at a rate of knots, while your faith in blogging and content marketing will also be restored.Ben Hollom
July 11, 2016