Regular blog posts allow trades to provide helpful advice and news updates to their customers whilst simultaneously adding fresh, engaging content to their website. But how do trades get their blog posts to rank?
Engaging blog content
First and foremost, choose a subject that you and your readers will find interesting/informative. As a general rule of thumb, if you don’t find it interesting to write, readers wont find it interesting to read. If readers don’t read it, it won’t rank. Also, try and aim for 300-600 words per post, we’re now living in an age where attention spans are relatively small. If readers see a long post, it’s likely they’ll just click off, ultimately increasing the bounce rate.
Once you’ve got your subject, create an inviting title. For instance, “Benefits of a regular boiler service”. The title is short, snappy and it contains important keywords, which brings us onto our second point…
Choose the right keywords for the audience that you’re trying to attract. In terms of SEO, keywords are the words that searchers enter into search engines to find your website.
You can use short-tail keywords, which are more generic and highly competitive to rank for or you can use long-tail keywords, which are more specific and therefore less competitive to rank for. An example of short-tail keywords in action might be “Decorating ideas”. An example of long-tail keywords in action might be “Decorating ideas in Aberystwyth”.
Once you’ve selected your keywords, integrate the keywords and related keywords into the blog post naturally and avoid stuffing them. It’s important to perfectly blend SEO keywords and user experience.
If you’re struggling to think of keywords, undertake Keyword research. Start by using the Keyword Planner by Google.
Internal linking is a safe way to getting backlinks to your own site, ultimately helping it rank higher. Internal links can also be used to help drive traffic to otherwise dying pages on your website.
Our advice: Link to posts that are related to the blog post itself and increase the traffic to that page. Using the same example as above, if you’ve written a blog post about decorating in Aberystwyth, link to your service page about decorating.
When you create a new blog post, make sure to share it on social media. Whether that’s a share on your personal Facebook profile, a share on your Facebook business page or a share in a related post, all will help boost traffic to the blog post and to the website. As long as the readers interact with the post and your website, the blog post will rank higher on Google.
You might also use Facebook Ads to boost the distribution of the post to others that are not within your network. Set a Facebook spend budget and go for it.
Important points to note
If you choose to blog, make sure you keep it a regular thing, whether that’s a weekly, biweekly or monthly blog post, keep it regular. According to HubSpot, marketers that blog regularly are 13x more likely to get a positive return on investment.
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