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Why create a blog in a content marketing and Google SEO strategy
Blogging in a professional setting is a content marketing strategy that aims to boost the visibility of a company. Through the writing of articles around its services, themes of its subject of expertise or broader topics, the holding of a blog help to attract a targeted audience, at several stages of the purchase cycle, with the aim of to turn part of that audience into customers.
The articles of your blog and the production of content, provided you work on its SEO on Google, will be displayed for months, see years on the search engine on a multitude of keywords related to your professional activity.
By multiplying the items, you multiply your chances of draining a large stream of visitors. It is not uncommon for business blogs to capture tens of thousands of visitors every month.
This targeted traffic will, in the long run, be a much more profitable source of visit than keyword purchases and much more effective than mailing campaigns or other methods of cold marketing. Knowing how to write for the web will be essential to retain your audience and obtain an editorial line that enhances your brand image.
By addressing issues specific to your industry, you will be attracting a flow of visitors potentially interested in your products and services. However, the goal of the blog is to give before receiving. The corporate blog does not usually involve direct promotion of your products and services, but that does not mean that a blog is not an effective and more subtle marketing activity. Promotion is just a more passive way, by first answering questions and giving information to your readers.
The blog must provide its readers with new and intriguing content to keep them interested. If a reader is interested in your blog and begins to follow it regularly, you potentially get a long-term client.
Articles in your blog can demonstrate your expertise in a particular area by sharing relevant and high-quality information with your readers. Authoritative corporate blogs respond to common questions from their readers and potential customers.
You can become a must-have resource by providing consistent and useful information to help your readers discover new tools and resources, solve difficult problems, and advance their own businesses.
Blog articles help you in your sales process and demonstrate your expertise:
By giving relevant and expert information, answering the questions and problems of your audience, you will centralize on your blog a community of regular readers who will become ambassadors of your blog, and indirectly of your company, your brand, your products, your services…
Concretely, this sharing will be symbolized by the relay of your articles on social networks, quotes in other articles of blogs, covers in traditional media …
The communication, collaboration, and sharing that can occur in comments are some of the benefits of a successful business blog.
Blogger is a good marketing strategy to position quality articles on specific queries related to your professional activity and promotes brand content. When your blog is regularly updated with high-quality articles covering topics relevant to your audience, this can have a huge impact on your site’s performance in Google’s results.
By bringing a regular activity to your site, you indicate to Google that your website lives and that it does not bring obsolete information and that it is not abandoned like certain professional sites on which nothing has been published for years. In the long run, the return on investment is positive in most blogging strategies.
The company’s website or e-commerce sites generally focus on the products and services to be presented. It is difficult in these spaces to develop one’s expertise and to talk about the various subjects thoroughly.
The blog is the perfect space to tackle the topics of your sector in a wider way. It also allows a lighter tone and more easily gives way to humor than the professional website.
By writing articles on topics of substance, showing your expertise and using the appropriate semantic field, you will give Google all the quality signals it seeks to rank content.
The blog makes it much easier for the professional website to organize content by theme, to link them together and to develop them.
A quality blog with good editorial content gives other sites more reasons to link to your site, backlinks.
Netlinking (links received by your site from other sites) is one of the 3 pillars of SEO. In order for Google to see your website as trustworthy and authoritative, other sites must link to yours.
Difficult and expensive to implement, not linking will be greatly facilitated if your blog articles are successful and shared by other sites.
When writing a blog post and following the basics of SEO, this article should answer a search that a visitor from your target audience might be looking for.
Beyond the main keywords on which you want to position your article, its total number of words and your ability to develop other keyword combinations will allow it to position itself on different and longer search phrases than those initially targeted.
These longer expressions are called long-tail keywords and are extremely important for any SEO strategy. Half of Google searches are for terms of four or more words.
This strategy is much simpler to set up on a blog than on a commercial site.
A blog with interesting and in-depth articles will keep its audience, make it want to read more articles and send positive signals to Google with a lower bounce rate and a longer presence on the site.
Google’s priority is to provide searchers with relevant information. If a person doing a search click on the first link, finds it useless and immediately quits it to return to the search page, it tells Google that the first result was not as relevant as he thought. On the other hand, when someone clicks on a result and stays on the site for a while, it sends Google the opposite signal.
The setting up of a blog is only the first step of a strategy to develop over time that will require rigor and continuity. Your editorial strategy must be part of a strategy to optimize your SEO.
How to make the most of your blog to position it at the top of Google on targeted keywords and reach your target? Here are some highlights that we will develop further in other articles as each subject is a subject in its own right.
The purpose of your blog post is that it is visible in search engines and arouses interest . You must position it on keywords that generate significant traffic and address a topic that makes readers want to click to read.
It will, therefore, be necessary to establish a list of keywords important for your company on which you would like to position yourself to obtain important visibility.
From the keywords initially selected, you will be able to create longer keywords, called long-tail keywords. These expressions will correspond to research that deepens the initial subject and allow to position oneself on less competitive queries while multiplying the subjects around the same theme.
From these generic themes and sub-themes, you can build thematic groups of articles and find more easily the topics of your articles.
By grouping the topics and developing them you will give Google the signal that you master the subject and that you address it in detail, which will give power to your SEO.
Web writing and SEO optimization are specialties in their own right. They respond to precise techniques in terms of readability, ergonomics, and semantics.
You need to structure your pages to get your message to the reader while giving search engines the necessary information to understand the topic in your article.
Using professional writers is usually the best way to go. If the subject is too sharp and needs to be written by someone inside the company, it can be supported by a specialized company like ours.
By giving the possibility to easily share your articles on social networks (Twitter, Linkedin, Instagram, Facebook …) you will increase the visibility of your articles and stimulate the signals sent to Google who will likely take them into account to better position them in his results.
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