People don’t start small businesses unless they are experts at what they do. There are a lot of reasons why people decide to start writing a blog, but in the case of small business, there is a 2 fold reason why you should consider sharing your expertise online.
Why Write Blogs
First of all, a well-written blog helps to establish you and your company as a local expert. It helps you to be seen as the best in the business. Businesses that can gain a reputation as the best in the area, are able to spend less time doing sales and increase their rates.
Secondly, A well written blog helps your business to be more easily found on the internet by various search engines. Search engines are looking for the very best sources for expert information and will reward you with visitors if you contribute your expertise to the internet by developing unique content.
Writing in order to attract an audience and writing to captivate an audience can be parallel goals, so let me offer you a few tips about how to write a blog that both showcases your expertise and that helps to organically improve your ranking in search engine results over time.
Does Your Blog Post Pertain to Your Business and to Your Clients?
This week has been a red-hot week in politics and everyone is talking about the latest stunts our political leaders just pulled. You may be tempted to start writing about your opinions in your blog. Before you start setting your keyboard on fire, you need to ask this important question, “does the latest news pertain to your core business?”
Let’s say that you sell tuxedos and the hottest news is about the latest political fallout. If you write an opinion about your political views related to the news, your post may not be particularly helpful for driving the right kind of traffic to your site. If fact, it may even confuse a search engine and hurt your SEO scores as a result.
A search engine might be left asking, is this a political new site or is it a tuxedo rental site? If the robot is confused, it could avoid your site.
However, if the political fall-out happened at a black-tie event, then it would be appropriate to discuss the tuxedos the politicians were wearing while they were fighting and the do’s and don’ts of formal attire at political events.
Tuxedo rental website should be about everything related to tuxedos and your blog should be tackling the hottest tuxedo news, trends, and styles. Think through all the smallest topics related to your core business and write about those topics.
I brainstormed a few blog ideas for a tuxedo shop:
- Cheap Tuxedo rental
- Tuxedo styles
- White tuxedos
- What is a cummerbund for?
- How to tie a bow tie
You should sit down with your staff and develop dozens of ideas. Then take those idea and plug them into Google trends. That is trends.google.com. Google trends will tell you if people are searching for the things you think they are interested in.
After I plugged in my terms, I discovered something quite unexpected:
- The search term “How to Tie a Bow Tie” is extremely popular
- The search term “What is a cummerbund for” is not popular at all – not even worth writing about
- White tuxedos are trending
- The search term “Cheap Tuxedo rental” is not nearly as popular as I thought. Still worth writing about, but not red hot.
Think before you write a Blog
Remember how your English teacher told you to write an outline
before you wrote your paper? And how many of you actually did that?
It turns out that your English teacher was correct. Poorly outlined and stream-of-consciousness blog posts are confusing to both search engines and to readers.
Think about the message you are trying to communicate.
- What question are you trying to answer?
- What is the purpose of this article?
Know what you are trying to say before you try to say it.
Structure your blog post logically
Simply put, your blog post should have a clear introduction that introduces your topic, Various headlines in the body of the post with no more than 150 words of text under each heading. Then a conclusion that summarizes the most important ideas that you just stated.
An Example from Ties.com
For our bow tie topic, here is a blog post from ties.com
- There is a clear headline of what the article is about “How to Ties a Bow Tie”
- They included a video up top. That’s a nice touch.
- They placed a secondary headline with the key term “Bow Tie”
- They wrote an introductory paragraph and the key term “bow-tie” is the 2nd and 3rd word in the sentence. Several synonyms for “bow-tie” and “knots” are written throughout the paragraph. Google will have no trouble identifying the topic here
- They then put in clear subheadings and wrote step-by-step instructions about trying a bow tie. They included illustrations with their brand worked into each picture
- I would have suggested that they write a concluding paragraph, but instead, they put in a link to explore more knots with the hope of keeping people search their site longer and establishing that ties.com is the authoritative source for everything I need to know about ties and tie knots.
Writing an effective blog post for your small business will help you to get found online and will help you to be established as a local expert as long as you write about the right topics for SEO and write helpful, well-organized, and illustrated articles for your clients.
Writing Powerful Blog Posts Video: https://youtu.be/9NBFl1-yeTo