As a business owner, having powerful content for your customers to engage with your brand is an important part of your online presence and customers relationships. This step-by-step guide will help you create, write, and optimize your blog content to drive more traffic and increase conversion.
In this blog post you will receive 17 ways that if followed can turn your average blog post into a piece of important content on your companies site and that will drive your customers to convert Within this post you learn about:
Not having ideas for blog posts can slow down the content process. In order to find the right topics there are a variety of places you can look.
Determining what keywords you should be writing your post around is the most important aspect when it comes to content creation. A few great places to determine what keywords you should be using include:
Example of a Featured Snippet:
Use search console, google analytics, and other data research to see what words people are searching for to find an answer to their question. You want to optimize your blog post for what they are trying to find the solution for. You also want to meet the customer where they are in the buyer’s journey. Depending on if they are a brand new customer who has never heard of you before or already familiar with your brand you want to make sure the content you are presenting to them is relevant. A strategy you can use to create content made for your buyers journey is TOFU, MOFU, BOFU:
The initial sentence should be short, punchy, and create lots of curiosity. Remember you only have 2.7 seconds to grab your customers attention before they click off your page. Out of all the content they view everyday make sure yours stands out from the crowd and the intro is the most important part.
Five classic ways to open a blog are:
The title should always contain the primary keyword. Headlines should make the reader “have to read the rest” This is similar to your introduction. You want to make sure that when the reader sees your headline they want to read the paragraph underneath. When writing headlines think about the following:
Examples of well written blog post titles
Look for opportunities to (naturally) include your keywords in the page heading. That includes anything that has a <h1>, <h2>, or <h3> tag on the page. These are special headings that are larger than the normal text and tell Google that this is what your post is about. You can see the image below for examples. Headings are often a good place to add in similar core words that your blog post is about (see words highlighted in yellow as examples).
Examples of headers:
<H1> or Primary Keyword: Winter Activity Injuries: What Can Happen to Those Who Aren’t Careful Outdoors in the Cold
<H2>: Injuries while playing winter sports
<H3>: Who really likes winter weather?
Examples of different headings:
Image from SEOranking
Use Relevant Internal Links
Each time you write a new post, think about any blog posts you’ve already published that are relevant to what you’re writing now. Wherever it makes sense to do so, add in those links and If you can do so naturally, use anchor text that relates to your target keyword for the older post you’re linking to. Another part of internal linking is driving your reader to convert on your website. Add a call to action link that drives the customer to a landing page where they can schedule an appointment.
Make sure to use your target keyword in your title tag and meta description. Your title tag and meta description are what is displayed when your web page is displayed on Google. The goal of your title and description is to motivate someone finding your page in Google search to click on your link and drive them to your website. In order to get people to click through to your page make sure your meta description has a clear call to action or answer to their problem – how are you solving what they need. Make a compelling offer that will make them click to your page and is different from the competitors title and description.
Your title tag should be within 50-60 characters long and the meta description should be between 50-160 characters. Sometimes Google does not show all of the meta description in searches so you want to make sure that the first three lines of the meta description are the most important thing that will make a reader click to your blog post. These sentences will tell the reader what your post is about and if it relates to what they need make them click on it.
Blogs allow you to create tags and categories that help you group related posts together. This is both a useful navigational aid for people browsing your blog and a tool you can use strategically for SEO. Every category or tag you use creates a new page that will include the name of the tag or category in the URL, along with a lot of relevant content and links on the page.
Give a cliffhanger to the audience by opening loops in your blog posts that poses a question or points to giving more information later in the article.
An easter egg acts as an inside joke the target audience would bond too, something the reader doesn’t need to understand but would make your target audience think this piece of content was made specifically for them.
A good blog post should always have images associated. Images should have proper image alt tag and image description that relate to the keywords your blog post is trying to rank for. Also make sure to always use commercial use images in your posts. Try not to use free stock images. Google is looking for unique images that do not appear anyplace else on the web.
If you are trying to outrank your competition for a specific blog post topic make sure you are using more text than they are, more images than they are, etc. If they have 500 words you should have at least 501 words.
When it comes to rich media there are a variety of different types you can add to your blog posts to increase the value it brings to your reader. Some types of rich media include videos, infographics, GIF’s and Guides/PDF’s.
You always want a call to action when closing your blog post that can drive them closer to scheduling an appointment or learning about your clinic. Leave them wanting more – linking to other posts that have a relevant topic is a great way to drive customers deeper into your site and thinking of your business as providing value.
At the end of the blog post make sure that you give the reader a summary of the entire post with the most important information you want them to walk away with. Once you provide your summary you will want to end with a compelling ask which will try and drive the reader to schedule the appointment or contact your clinic.
5 Examples of blog post closings:
Make it easy for your customers to share your content. There are a variety of plugins or tools that you can use to add this to your blog post easily and cost-effective. One of our favorite plugins for social sharing are the Socialwarfare plugin.
Nobody wants to read a massive paragraph of text. The easier you make the blog post to read the easier it will be for google to read as well. A few ways to structure your blog post is:
Your blog post is what got the customer to the page but how can we take advantage of that? How can you drive the customer towards a purchase or staying on your site?
In order to do this you want a clear CTA. This can be placed in the following locations:
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