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How Can I Keep My Company Blog Relevant?
Hey business owners—quick question. Are you coming up with quality, up-to-date content for your blog posts?
If you answered yes, good for you. Great for you, actually! But if you answered no or if you simply shrugged your shoulders, it’s time to change that—stat.
In a world where we can type every single question we have into a search engine only to be answered with pages upon pages upon pages (you get the picture) of results, it can be hard to figure out how to stay relevant. What do I mean by that, you ask?
I’m referring to that first page of Google. Now that’s relevance. Exciting, I know—but how exactly can you stay relevant when new content is being posted across the internet daily?
Answer: Your company blog.
A blog is the prime spot for pages that can help your Google rankings skyrocket and keep you at the top of those pages of search results. Whether your company starts creating new and exciting content or decides to hire the services of a trusted marketing company for help, your blog may become the secret key to website traffic, leads, and sales.
Write About What’s Happening NOW
When you are brainstorming ideas for your company blog, think about what people are typing into a search engine right now. Okay, this one may seem obvious, but you’d be surprised by how many companies don’t keep up-to-date and seasonal content on their blogs.
Think about it. For example, if you run a landscaping company, the perfect time to bring attention to your summer landscape service pages is during the months leading up to the summer. How many people are going to search for services to get their lawns ready for outdoor festivities?
Answer: A lot.
Let’s face it; when you realize your lawn is looking a little neglected, you probably turn to Google and search for a landscaping company to give your yard a makeover.
If a company’s blog post “5 Ways to Get Your Landscape Summer-Ready” is ranking well on Google, you’ll probably feel inclined to click it. Chances are you’ll be more likely to hire their services after you read their expert post.
Whether you are a home improvement company, a fire protection service provider, an HVAC company, or a general business owner, it is vital that you stay on top of the current trends in your line of business. This keeps your company relevant. Sure, blog posts that address common customer concerns with repair, maintenance, and other general information will likely gain the most traction, but discussing seasonal issues and current events will show that you are an expert in your field.
Need proof? Just look at our Blue Corona blog! Even though a good deal of our posts focus on marketing and SEO topics, like “10 Common Digital Marketing Mistakes You’re Probably Making”, we also blog about relevant marketing news (like the fact that Google is now a concierge—what?!). Take it from us—having authority in your designated line of business is important. Blogging gives you a chance to prove it!
Keep Up With the Competition
Blogging is one of the keys to succeeding in the world of content marketing. Of course, it’s important to keep your competition in mind.
Take a look at your competitor’s website. What sort of blog posts are they writing? Now type your business and service area into Google (example: HVAC company in Gaithersburg, MD). How are they ranking compared to you? Are they at the top of the first page? Are they in the local pack? If your competitors are higher than you in these categories, then it is time to create a new SEO plan—including your blog!
Remember this (very important) fun fact: Google does not rank websites—it ranks website pages; the more relevant, quality content you create, the more Google first page visibility you’ll likely receive.
What does that mean? Every time you write a blog post, it gives you even more opportunity to rank for keywords that prospective customers are putting into search engines. Additionally, Google has a “freshness algorithm”—a time-sensitive dimension based on when your webpages were created. Updating your website with new pages will keep your “stale factor” in check!
So, if you’re writing more quality blog posts than your competitors, you have a better chance of ranking (and then, for example, those potential customers who are searching for “air conditioner tune-ups” will find you instead of a company who isn’t keeping their blog as updated). Thus, Google will love your website, and you’ll maintain that authority we talked about earlier. It’s a win-win situation.
Get Readers, Keep Readers
A blog allows your company to upload creative content that focuses on engaging readers rather than simply informing them about your industry. Think of it as a casual, conversational letter to a friend. Of course, you want your readers to see YOU as their go-to in your industry. So how do we do that? Hint: it’s in the title of this blog post.
If you guessed “relevance”, 100 points to you! So how do you stay relevant in the fast-paced world of the internet? Here are a few tips:
- Long tail keywords.
Long tail keywords are longer, more specific keywords that will accumulate less traffic as well as less competition with head keywords. If you can consistently create blog posts that target these lesser searched keywords, you’ll likely get more page views.
- Optimize, optimize, and optimize some more.
This means all of your pages have unique title tags and meta descriptions. Also, make sure that your webpages have functioning code and structure—otherwise search engines will not be able to crawl and index your pages—and if search engines can’t find you, here’s the sad truth: you’re 100% irrelevant!
- Engage your readers.
Whether you’re appealing to their emotions, helping them solve a problem, or selling your services, it’s VITAL to keep your readers interested. Using a call to action allows you to directly tell your readers what you want them to do, whether that be linking to another page on your site, inviting them to leave a comment on the blog itself, or filling out a contact form.
Keep in mind who your readers are. If you’re an HVAC company, your target audience is someone in your service area—and they are probably looking for service when they turn to Google. So, when you’re deciding what to blog about, think about what those people are searching! This is where hiring an online marketing company can come in handy—we can track who visits what pages on your site (and we can create your site content, too)!
But how do you keep your readers coming back time and time again? Continue to make pages that answer questions in your field. Create relevant infographics. Optimize old blog posts and keep writing new ones—and decide how frequently your company should post a blog! In no time, you’ll likely see a difference in traffic on your website.
Need Help Blogging? Let’s Talk.
Are you ready to commit to keeping your blog consistent and relevant? By utilizing the tips and tricks listed above, your company will have a leg up on the competition.
Of course, there is much more to a content marketing strategy than just content. Between analyzing and tracking your website’s data, utilizing SEO, and more, it may make more sense to hire an online marketing company to handle all of this for you!
Remember that call to action I talked about earlier? Well, I have one for you: check out the services offered at Blue Corona. If you want to generate more business through online marketing (including a plan for your blog), contact us today!
About The Author: Haley is a content marketing specialist at Blue Corona. Outside of SEO, she enjoys coaching high school swimming and playing with her dogs.
View more blogs by Haley Weaver