The 3 Basics to Blogging as a Small Business
Updated: Sep 13, 2018
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Why, What, and How
Overview: The answer to these three questions explains everything you need to know about blogging as a small business. Lets start with the "why." The cheapest and most effective way to get found on Google is to use organic search marketing. Blogging can be the key to using Google's organic search results to your advantage. Now with the "what." Deciding what to write about can be confusing to say the least. Finding a topic where you have a different perspective or where you are an expert is a good place to start. Finally with the "how." People want you to be authentic. Write like you are talking to your audience over a meal and be yourself. Now to the nitty-gritty.
Why Should I Write a Blog?
The simple answer is blogging isn't for everyone, but it can be a step towards accomplishing your goals. For many people, including myself, writing an article seems like a daunting task. Trying to explain a boring subject to someone through jumbled together sentences while attempting to sound smart can be a challenge. Through the process of explaining a complicated subject to your viewer, you have inadvertently improved yourself in a quality that not many people have, expertise. Expertise is hard to describe, but you know it when you see it and it comes from your ability to express your knowledge in a way that is clear, concise, and unanimously accepted. Sharing this knowledge begins with organic search marketing.
Organic search marketing is all about providing content that people want to see (check out my article on what organic search marketing is). If you were to search for "cool spots in Raleigh," the first thing you would find is a blog from Visit Raleigh titled "30 Can't-Miss Things to Do." Visit Raleigh's article is a great example of organic search marketing because its answers a question thousands of people search a week in a clear and concise way. You too can answer a question that people want to know through thoughtful and compelling blogging. Getting to the top of Google's search results list through organic search marketing can be difficult, but by using keywords, creative content, and the Long Tail Concept (which I discussed on an earlier blog post), you can have an edge up on your competition.
Answering questions that people want to know not only improves your blog post's SEO but also your website's overall SEO. Organic search results are the easiest way to get your website found. By answering questions and using personalized keywords, you can appear higher on the results list, but it’s a balance. You should check out Google’s “Search Engine Optimization (SEO) Starter Guide” to help you with this balance. One of the tips Google gives to getting found on their search results is, “Designing your site around your visitors' needs while making sure your site is easily accessible to search engines usually produces positive results.” While saying “usually produces positive results” doesn’t seem that confident, it does come from Google, and since we are trying to get found on their website, we should probably listen to them. Keep reading to find out how to design your site and articles around your visitors.
While getting found on Google is important, becoming an expert in your field is essential when trying to convince people to buy from you, use your services, or to trust you in general. Becoming an expert in your industry takes more than just knowledge. It takes knowledge that can be easily connived and unanimously accepted. Basically, it takes more than just telling people you are expert to convince them you know what you are doing. Which of the following responses conveys a sense of expertise?
I would be glad to help you with creating a website. I have some great ideas to ensure your website appears high on Google’s search results. I think I would be a good fit for the job.
I would be glad to help you with creating a website. If you have any questions about my methods are how effective they are, check out my blogging series on my website on how to create and implement a website that is easy to use and follows Google’s search engine optimization guidelines. I think I would be a good fit for the job.
The answer is clear. Expressing your knowledge in a way that is clear, concise, and unanimously accepted can show people that you know what you are talking about. Having something to point to when talking to potential clients or customers that proves your competence brings you that much closer to becoming an expert. Keep reading to figure out how to make sure your knowledge is unanimously accepted.
What Should I Blog About?
So, let’s say you are a car salesman, you know nothing about cars, but you are a confident people person. Maybe you can’t blog about cars, but you can blog about your people skills. You write article after article about why you like your customers, how much they like you, and about both of your lives. Suddenly you are an expert on people’s need and you have the paperwork to prove it. With the right keywords and other organic search marketing techniques, you will have bolstered your SEO and organically raised your website on Google’s search results.
Let’s do another one. You recently started a construction contracting business, but you know nothing about construction. You deal more the business side and your partner is the construction expert. Just as the first example, you can easily write a series of articles about your customer's results, your appreciation for your customers, or you could write a blog from the perspective of someone that knows nothing about construction. You could write a blogging series on “All you need to know about your contractor, written for dummies by dummies.” Your first couple of blogs could be about contractor “Red Flags” which could be backed by interviews with your customers. The next couple could be on contractor “Red Flags” from the perspective of a contractor such as yourself or your partner. By the end of the interviews and writing those post, you would have expert advice on picking the right contractor and once again, you are the expert and you have paperwork to back it up.
The best part about blog is that no two people are the same. Whether you are a car salesman or construction contractor, your perspective on an issue is different from everyone else’s. Every article you write shows Google that you are an expert on something, lifting up your website above your competitors. Building that notoriety that you and your business needs.
How do I Write a Blog?
First thing is first, stop writing like you’re presenting last quarters numbers to management and start writing like you would talk to your grandma. Does your grandma know what SEO is? What about organic search marketing (maybe I should take my own advice, oh well)? Keep the jargon to a minimum and remember who you are talking to. The same applies to the layout of your articles and your website.
Design your web pages around the users, not yourself. You may be tempted to include how your construction team only cuts wood with the grain to provided the cleanest cut around, but does anyone really care? How about saying something like "using our master cutting techniques, that have been past down for generations, we create the cleanest lines you will ever see." Talk about the value, not the superfluous details.
Provide as many links as possible to pages that back up your assertions. Having links to industry leading websites will help your knowledge be unanimously accepted and also puts your web page's SEO above your competitors. Showing your viewers that what you are saying is backed up and verifiable only enhances your reputation as an expert.
Adding hyperlinks to your own articles are a great way to gain viewership too.
If your goal is to get found on Google, you have to pay attention to organic search marketing techniques. Google runs off of keywords which are read by AI (artificial intelligence). This AI scans every page of your website in search of content that is applicable to what people search on Google. You can use this to your advantage by using specific keywords throughout your articles as a marketing tool. Check out my article on using keywords.
If you would like to know more on how to apply these concepts to your business's blogs or web pages, send me a message and I will happily help you!
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Bluetech Digital LLC
Writer: Van Leaming
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