If you’re reading this, you probably already have a basic understanding of search engine optimization. You’ve done everything you can to boost SEO on your business blog. You’re already publishing a few blog posts a week, but you aren’t seeing the results you want. You’re fed up with blog posts that aren’t getting read, increasing sales, or delivering new traffic to your site.
Unfortunately, publishing regular content does not guarantee that your blog will be a success. Your business blog content has to be strategic to win new readers, sell products, and earn the preference of Google’s search algorithm. If you really want to boost SEO on your business blog, try implementing these six simple tactics you may have overlooked.
1. Write About the Topics Your Audience is Really Searching For
You know what they say about assuming? Well, it goes for content creation, too! The topics and keywords you think your audience is obviously searching for may be completely off-base. Let’s say, for instance, that you sell pants. It seems safe to publish content about popular pants materials or trendy pants fasteners. While you definitely need this type of foundational content, you might find that content about fashion in general, celebrities who wear your pants, and color palettes for the year perform better. Because this is what your audience is actually searching for and interested in.
Guessing at which topics interest your audience can result in plenty of wasted effort, marketing spend, and time on your part. Instead of basing your content strategy off of assumptions, consult Google’s Search Console, Google Analytics, and other free tools to boost SEO on your business blog.
2. Invest in Evergreen, Educational Content
While your audience may love to search for and find trendy content on your site, it’s also important to have those foundational or “evergreen” pieces on your blog. Think of evergreen content as the base of your content pyramid–place links to strategic sales pages throughout. Evergreen content consists of the strong, timeless, educational topics that help answer your audience’s most important questions and sell, sell, sell your product. Let’s return to the example of a pants retailer. Evergreen content might explain how to find the perfect pants fit, how your pants are special, and where you source your materials and labor.
You’ll use evergreen content like this to interlink on your website. When you publish a trendier article that you know will capture organic search traffic, make sure to link within it to evergreen articles. By using this tactic, you can send new eyes that might not normally seek out your content to your core, evergreen blogs…which contain links to your sales pages and could result in conversion!
3. Strategically Choose Keywords
When you wrote your website copy, you probably had an SEO audit. Within that audit, you should have received some keywords for your brand that you can incorporate into your content to help boost SEO for your business blog. This list should, at the very least, contain some broad keywords that you can research to find long-tail keyword and keyword phrase variants. This sounds very technical but, basically, it just means a phrase or group of 3 or 4 words that includes your main keywords. Let’s say “pants” is your keyword. You might use “khaki chino pants with pockets” or “best pants for casual weddings” as your keyword phrase.
You can (and absolutely should) use your list of keywords to frame your blog content. Make sure to use these keywords and keywords phrases enough in your blogs that you’ll rank, but also make sure your content still sounds approachable and not too obviously written for SEO.
You can also choose a focus keyword for each blog post you publish. This is the keyword or keyword phrase you want to rank for with the post. For this post, for instance, I want to rank for the phrase “boost SEO for your business blog”. You’ll notice that phrase peppered throughout this post–or, hopefully, you won’t because it’s used naturally enough that it isn’t obvious I’m trying to rank!
4. Incorporate Video and Designed Visuals
Search engine and social media algorithms favor blog posts that feature video and designed visual content. The reason it pretty obvious–it’s what audiences want and it takes a bit more effort to produce! While video and design can seem really intimidating, they’re actually quite easy to incorporate into your content strategy. No need to get fancy. Most smartphones are more than capable of shooting high-quality video. Invest in a studio lighting kit (you can get one on Amazon for under $100), buy a decent mic, and find a neutral space you can shoot! For each blog post that you publish, upload a corresponding video that summarizes your post.
Designed visuals can also help to boost SEO on your business blog, not to mention making it look super polished. There are free design programs like Canva that can help you create professional-looking blog banners for your posts, as well as simple infographics, graphs, and other supplementary visuals. You can also hire a designer to create awesome visuals with Adobe–we would suggest this for larger projects like case studies and infographics you plan to distribute to the press.
5. Make Your Content In-depth and Longer
The optimal length for a blog post is 1,0000-2,000 words. If your posts are much shorter than this, you probably aren’t getting optimal SEO value from them. What’s the point in wasting effort on a post that isn’t going to boost SEO on your business blog? Search engines increasingly value high-quality, well-researched, and educational blog content. If someone reads your blog, will all of their questions (or at least most) be answered about your topic? Will they find relevant links to related content that might help them learn more about the topic? Or…will they find a 400-word fluff piece that took you 20 minutes to write and is not helpful?
With longer content comes the risk of :
- Losing the attention of your audience
- Making it hard for your audience to find the exact information they’re looking for
- Your content becoming visually overwhelming–a huge lump of text on a page
To avoid this, use bullet points (see what I did there) and numbers, images or gifs, creative formatting, and color variance to break up your content and help readers find what they’re looking for quickly.
6. Set Long-term Content Strategy and SEO Goals
One of the most important steps in boosting SEO on your business blog is setting long-term goals and checking in with them throughout the year. Do you have a yearly content strategy plan? Have you taken the time to craft a content calendar with important holidays, promotions, and blog content you’d like to highlight? Do you have a strategic plan for distributing the content you’ll create to make the most of it? If not, your SEO content might not be doing your website as much good as it could!
Witty Kitty helps each of our clients craft a yearly strategy and stick to it, including content buckets based on target keyword goals, planned evergreen content, and a distribution strategy that makes sure content is shared where it will have the most impact. We also perform in-depth SEO audits that will help you get the info you need to slay your content strategy and make sure your technical back-end SEO in on-point. Reach out to us if you need help!
Credit to Giphy for letting us use all these awesome Gifs! If you’re looking for a gif for your blog post, look no further!