Some of the questions I hear most from small business owners when I speak to business groups are about blogging.  Why is blogging important? What should I blog about? How often do I need to blog?

Blogging for SEOWhy Blog?

In the world of search engines, content is king.  Google is in the business of supplying the best answer to user search queries, so creating answers is a great way to show up in Google. The world of search is based on pages on your site providing specific answers to queries.  Even more in 2017 for small businesses, traffic is moving away from the home page and more to deeper pages that provide more specific answer to exact search queries.

Blogs are an easy way to add a page to your site that addresses a specific topic or question without having to adjust the site structure or navigation. Just add a blog post and you have a new page addressing that specific topic. This is a great way to address content or topics that may not have even existed when you first had the site built or target in a more pinpoint manner, specific products or services that you offer.

What Should I Blog About?

  • Be Specific
    • You may already have a general page about your product or service, but with the proper targeting, a blog post can target specific jobs in specific locations.
    • If you are a local business and want to show up a little better for searches in the next town over, blog about a project you did there and aim it with title tags at that location and that specific service.
    • For example, a contractor doing a deck in Anytown, USA, which may not be where their office is, and thus a little less exposure, can blog about a deck they built there, and target the post toward “Deck Contracting Projects in Anytown, USA” with their titles and just blog about what they did.  Now you suddenly have a highly targeted, and very specific post (making Google happy) that can get you more exposure in search for projects that you already do and you can showcase something you have already done
    • If you have a new product or service that you are offering and people are looking for it, blog about it.  You suddenly have a page about this new service without having to make major changes to your site structure.
  • Organize Your Post Properly
    • When you have created that content, aim your page at those core concepts as I alluded to before with your title tags.
      • This is an example of how title tags look with the Yoast tool, but you can use other tools.  Yoast SEO Tool Blog TitleCreate a 55 character or less title tag that tells Google exactly what that post is about and targets what you are trying to target, such as “Service Offering in Anytown, USA”.  
    • Make your content thorough (at least 350 words) and digestible (break it down with headers, bullets, and images) so users don’t run away.
    • Users want all of the information available, but they want it very clear where the most important piece to them can be found. Often though they want a thorough article, they only want to actually read a couple of sentences. Make it easy for them to find those two sentences.

How Often Should I Blog?

I blog once a week, but I think as long as you blog “regularly”, you will be ok.  Imagine if you showed up on a blog site and they hadn’t added a post in a year.  Would this lower your opinion of them? If you are going to have a blog, I believe you should blog at least once a month if not more. Not every post has to be specifically for SEO targeting. In fact, you should have other types of activity.

What if I Can’t Think of Anything to Blog About?

Some industries deal with change more than others. In my industry, Google seems to be changing things on a weekly basis, but even in my world, there are slow weeks for blog content.  You should have varied types of posts anyway.  Below are some ideas you can use for blog posts when you aren’t quite sure what to blog about and don’t have a specific target in mind per my suggestions above. I even linked to some examples I’ve used.

  • Your take on a recent industry or local business trend
  • A recent activity your company took part in
    • new equipment
    • new accreditations, etc.
    • new membership in an organization or hosting an event
  • Your thoughts about future trends in your industry
  • Have fun with a pop culture news or event and put a little spin on it for your industry
  • Include something about your personal life. You are often a part of your brand and it is often good to let people see the human side to you.

Hopefully this article will make having a blog a lot less intimidating. Sometimes people get so hung up on having to blog regularly that they don’t incorporate what can be a great tool for expanding your presence and building your business. Use this as a tool. Every post doesn’t have to be for SEO, but think about where you want to show up in search and aim at it with pinpoint accuracy and great content.

What should I blog about for SEO? - SEO Blog Targeting
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What should I blog about for SEO? - SEO Blog Targeting
Google Certified Partner and SEM Specialist
Key answers about blogging for SEO. Why is blogging important? What should I blog about? How often do I need to blog? 
Jeremy Skillings
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