In the series “I ask questions”, this one is far from being uninteresting. Creating a blog on your website certainly presents a publishing constraint, but allows you to do SEO.
What is a blog?
It’s a word that has been in fashion for quite some time and will continue to be for a long time, because a blog is not a fashion phenomenon. A blog is first and foremost a communication tool with your customers, extremely used in the web marketing strategy. It has proven for quite some time that it is not to be underestimated.
Imagine your website as an island in the middle of the ocean. How to attract customers to your island and not to your competitor’s? You can make your site known through your products, your services, paid advertising (SEA) or with natural referencing (SEO). A contribution of new contents through the articles of your blog will allow you to position yourself on new keywords or on more complex expressions. Search engines are fans of this because depending on the type of article you bring one or more answers that users are asking.
So a blog improves your reputation and, icing on the cake, can make your site a domain with a high authority score. Simply put: your site becomes a reference.
Let’s detail the objectives of a blog
It offers a valuable contribution on several levels:
- inform your customers
- help you find new customers
- increase the number of subscribers to your newsletter
- sell your products or services through calls to action
- get a long term referencing with :
- new keywords
- answers to questions about a product, a service, a tool, a software
- refresh the content of your website and update your articles to evolve with web practices
- reassure your customers about your skills and knowledge in your field.
You understand that the stakes are high.
But what kind of blog?
Simply on the subject or subjects you are proficient in, you can call on writers to help you with your editorial work.
Be careful though, because it comes at a cost, the bill can quickly rise. Keep an eye on your purchase/return on investment ratio.
Make sure that the editors will not write you content that already exists. To do this, check the text with tools like Copyscape.
What type of article should I write?
Depending on your preferred topics, your service niche, we can define 7 types of articles:
1 – The listicle :
List article, its advantage is undeniable for SEO if you create correctly formatted titles. The goal: to answer a question by listing available resources, websites, video documentaries and to give advice or ideas.
2 – The guest blogging :
Under this name, we find the articles of other blog authors who will intervene on your blog, a great way to enrich your content and get quality traffic. This is a type of article that can be used between bloggers. Be careful to be clear and to put in writing this form of partnership.
3 – The case study:
Perfect for highlighting your expertise, providing a solution and giving value to your services. It reassures the customer if the article is written in a judicious way. The case study should not sound like an enhanced customer testimonial.
4 – The personal viewpoint:
The basis of a blog is to share a point of view on a subject, whether it is personal or newsworthy. The 2 advantages of this type of article: to create an experience with the readers through the comments and to be easily shared on social networks if the content pleases your readers.
5 – The interview :
Very often, it is an article created from a podcast or a video made with Zoom. This interview is transcribed to feed the blog. More and more coaches, for example, are now doing a trio: Zoom video, Podcast and blog post because by doing these three publication formats, they can reach an audience depending on the communication mode.
6 – Tutorials :
These articles are very much sought after by Internet users because they answer questions: “How to do” or “Why to do”, like this example on my blog with the article “how to create your website“. I love writing this genre because it allows me to share my knowledge on a subject. With these articles it is important if you are a trainer to place a call to action to sell one of your trainings in the article or services as in this article: “Why use Fabfilter plug-ins“.
7 – Expert opinions:
The quality and relevance of the information you publish is important for your website, this is a rule of content marketing. Thus, by getting the opinion of several experts through one or more questions on a topic you add value to your own expertise. Sharing the article by the experts on their social networks will quickly generate quality traffic.
Your blog must be dynamic, and for that you must propose quality articles and diversified content. Imagine making a recipe website that only talks about pancakes recipe, it might be a little bit boring, no?
A blog with numbers…
A blog must be quantifiable over time and duration.
1 – Duration
First of all, let’s talk about duration, an article has a lifespan of about 3 years. Beyond that, you should not delete it but update it. Thus, we will continue to benefit from SEO referencing since the creation of the article.
Check its content and the relevance of the article to :
Technical, technological or material evolution.
Links with external resources.
Internal links to review.
Addition of content, text, photo, video according to the evolution of the subject.
I update my articles with a SEMrush tool. Internal and external links are monitored with an alert email in case of broken link.
2 – Time
In the concept of time, there are several factors:
- How long it takes me to write an article, correct it, do the SEO, make the visuals, and publish it.
- The recurrence that you want to set up for your publications. It is important to have a frequency of publication, for example every month an article. This routine will build loyalty among your readers.
- The distribution on social networks once published. This takes time!
- The follow-up of the article: know what the article generates, in terms of visibility, comments management, sales or performance. This optimizes the writing and the relevance of future articles.
Duration, time analysis
An analysis of your blog’s articles will make it more relevant because you will be able to realize which articles are the most popular and thus orient your editorial line. In addition, you will be able to place calls to action in your articles and measure the return on sales.
Be careful not to spend too much time analyzing numbers without considering the content and timing of your articles.
My articles are managed with SEMrush, more info here if you want to save a lot of time!
End of the article “Why make a Blog”?
I think I’ve done the trick. If not, I’ll continue with a second article, maybe more focused on SEO. If you have any questions, feel free to put them in comments.
I wish you a good blog creation!
Best regards, Francis