Google search is a powerful thing, and for almost all of us it has completely replaced the yellow pages, our rolodex and any need for business cards. It is our go-to source for shopping, eating, entertainment and even dating. There are people looking for you or the services that you provide right now, but can they find you?
While in a meeting, I have heard the question ‘can you make me number one on Google’ more than once. The answer is always the same, ‘it depends.’ Google’s job is to take a search term and pair it with websites containing the most relevant information to that term. So, the real question is, is your website relevant to the search terms that your customers are using?
How blogging can help
The key to matching your website with good search terms is learning to think outside of the immediate borders of your product. You may come up perfectly for the name of your product, but will you come up if someone is searching for general terms in your business sector?
For example, if you sell snow shoes, you might rank number one for your particular brandname, but how well will you rank if someone searches for buying advice on new snow shoes?
What if you had a blog post titled “What to look for when buying new snow shoes.”
Now, you just grabbed that search and exposed a potential customer to your brand.
The reason that blogging works so well for Google is because it is perfectly tuned for catching perimeter topics like this. Since blogging is a more casual type of writing, your copy is much more likely to hit on the writing style of your customers. On top of that, blogging demands frequency and the more frequently you post, the more you are driven to start covering some of the perimeter topics that you wouldn’t normally include in your sales copy.
Blogs live forever
Once a blog post, always a blog post. Often times, we treat our blog like a news feed. We post very timely announcements that are dead and useless in a mere matter of months. This is fine every once and awhile, but if it becomes your go-to effort it probably isn’t going to serve you very well. You see, Google doesn’t really have the same sense of time that we do when it comes to a blog. If Google finds a matching term in your blog, it will link to you. So, writing blog posts for eternity rather than currently is a pretty big deal.
There are so many great reasons to be blogging, but Google page rank and search term capture are amongst the top benefits. In the end it all comes down to understanding your core marketing and your core audience. Your blog should be written for them and should be focused on connecting the pain points of their lives or jobs to your product.
In closing, I would like to send out one last reminder that today is the last day to register for our social media workshop. If you have been thinking about it but haven’t committed yet, now is the time. We will be covering more on blogging there and better answering that pesky question of ‘what should I be blogging about.’