Ultimate guide to blogging on your website

Blogging is a core part of your brand's online visibility. In this article, I detail how you can make the most out of your blog.

When recommending improvements to a clients search engine performance, convincing them to begin blogging is always a challenge. It’s a common misconception that blogging is a pastime for millennials or teens, but if done effectively, it can massively impact your businesses performance online. If you’re not familiar with the term, a blog is just an article on your website. The great thing is, you can blog about anything that you want and there probably is an audience to read it. You are an expert in your industry, and there will be people who can benefit from the content you produce. There’s no simple solution or one-size-fits-all approach. You can use these blogs as a device to overtly advertise a product, but we prefer the more subtle educational method (and so do most humans). Blogging is a wasteful exercise if it doesn’t produce a return on your time investment, so this guide will explain how to write and publish successful blogs that will increase both your website traffic and how to engage your audience to increase your conversion rate.

If you’re not technically inclined, I recommend you take a look at my Simple Guide to Common Agency Jargon where I untangle some of the common geek-speak in the realm of digital marketing. This should help you get a better understanding of the guidance on this article. All of the techy jargon in this article has been clearly defined in my guide.

Blogging is incredibly important for SEO because it presents a more extensive “surface area” for your business to be found online by search engines by including lots of primary and secondary keywords. In other words, it gives you extra opportunities to get your business found online. If you do it properly, blogging can change your game and help you rank much higher on Google than your competition! Furthermore, writing an informative blog that people can learn from will establish you as an expert in your sector, and will therefore create a lot of brand credibility. Before you read on, understand this, blogging does not pay off in the short term. When you start blogging, you are working towards the longterm success of your marketing! If conducted effectively, the results of blogging are monumental. In some cases, I’ve seen clients double their revenue by implementing a blog on their website.

Keywords

There’s no point in spending your valuable time and energy on a blog if it’s not paying off. At the end of the day, your blog needs to be a device to draw traffic into your website and then convert that traffic into paying customers for your business. As mentioned in my introduction, blogging is a potent marketing tool because you can include loads of industry-specific keywords and “increase your surface area” of your website to get found online. With this analogy, I’m referring to search engine indexing. See, Google uses an algorithm to scan the content on your website and index it. Then, Google displays this content in order of relevance to any search conducted by the user. When you include keywords within your post, Google will show your content on search results pages – the more relevant, the higher it will likely rank and the more likely your target audience is to find your website. You can use the free Ubersuggest tool to identify the best keywords to use in your articles based on your industry and competitors.

When it comes to keywords, I suggest that you use them sparingly. If you keep repeating yourself, not only are you going to bore your reader but you will be penalised by Google too! Ensure your keywords are included in a readable sentence. Using keywords strategically can be the difference between search engine success or wasting time writing pointless jargon.

Length & Format

I often get asked how much should you be writing on each blog. I would always prioritise quality over quantity, but in our experience, you need more than 300 words for a search engine to index your post effectively. It would be best if you used a clean, simple typeface in a point size of 12 or above. It’s a proven fact that difficult to read content results in a loss of content readership. I advise against brightly coloured lettering and would undoubtedly avoid mono or decorative font styles.

Your blog title should make your content stand out. You need to structure your title using keywords so that Search Engines pick-up on your content, but also so that you engage with your target audience. 90% of people admit to “judging a book by its cover”, so be careful how you label your content. I would be wary of using timestamps, as these can quickly become irrelevant due to the evolving needs of your readers. 

It’s good to use images in your blog, as images things interesting from the readers perspective. Including images also presents additional opportunities to include alternative tags, LSI’s and keywords which contribute to your organic search performance. Including your logo and branding on images also works in your favour, because they are recognisable on Google Image results pages. 

The crucial thing when it comes to formatting each post is your tone. If you’re overtly selling, you will not sell. To keep them interested, you need to educate your reader. They must get value from your content; otherwise, they will not return. 63% of the time, website visitors are just “browsing” and do not intend to become customers. If you can establish yourself as a source of reliable information on their first visit to your website, then they are far more likely to become customers in the future. 

Lastly, you must be original with your content. Plagiarism is not the solution. Copying content from other websites will cause Google to decrease your online visibility, and your readers are more likely to “bounce”. Add some creative flair and a personal touch to your content to keep your readers interested and eager to learn more. Google will also take note of this and rank your content for relevant search terms if users are finding it useful. 

Consistency

Like with everything SEO, you must understand there is no one-size-fits-all solution to blogging. Take a look at your competitor’s blogs and see if there are any emerging patterns. Different industries will benefit from different approaches, but consistency is vital. If you discover that bi-monthly posts work well for you, then stick to it. Readers will begin to expect content and may lose faith in your brand if you fail to deliver. Some trial and error might be necessary to understand what works best. 

Advertising your products or services

If you’re honest, the goal of any digital marketing effort is to generate more revenue. That’s why agencies like mine are doing so well right now. With that in mind, remember there is no shame using internal links or product links in your blogs. If you are writing about a “how to look as sharp as Ryan Reynolds” then, of course, add a link to your shaving cream or hair product, this will likely drive some sales and provide “airtime” for your product. Just keep in mind that people don’t enjoy being overtly “sold-to”, so try and be subtle with your advertising. 

Guest posting

Guest posting is when you contribute content to another blog or website, generally in return for a backlink to your content. This will provide you with a platform to share your expertise with a broader audience, and backlinks are crucial to establishing a strong domain authority, leading traffic back to your website. If you can get your content onto a popular website within your sector, then do it! This is a sure way to get some brand exposure and potentially even take customers away from your competitors.

Facts and Statistics

It’s ubiquitous for people to search for specific facts on Google. For instance, “how many people are unemployed in my area”. If you’re a HR firm and you quote this statistic or fact in respect to this question, then Google will likely index you, and you will notice more traffic flooding towards your website. Top tip: Make sure you verify the accuracy of these facts, as you will look like an idiot if you provide inaccurate information on the sector that you operate within.

“Vlogging”

Vlogging includes video within your blog. At the moment, video is dominating the marketing world. The average conversion rate of a “vlog” is more than 80%. It doesn’t even have to be expensive. You can get a professionally animated video on Fiverr for less than £100. The worlds top brands use video, and it’s part of the reason they remain at the top

Adding a call to action

As mentioned above, you mustn’t come across to your audience as too “salesy”. With that said, try to add a call to action to your blog. At the bottom of my articles, I include a newsletter signup form with the hopes that readers who found my content useful will become customers based on the content I publish via email. Because my readers have already read my content and taken something from it, they are much more likely to convert at this stage. From each blog, I usually net between 15-20 newsletter signups per week. 

You can use a great free tool like Poptin to add an exit-intent popup on your website to capture more sales, offer a discount or include a newsletter signup form. These work well as they appear on top of your content, and users need to close them consciously. I some cases, you can lock content on your page until your reader has entered their email address; however, we tried this with a telemarketing firm and noticed people kept entering spam emails like 45safasdaf4a@gmail.com to access the content without having their inboxes spammed, so it doesn’t always work. To mitigate this, speak to a web developer who should be able to implement some validation to make sure that a genuine email address has been entered. I also think that it’s essential to create a simple user journey. It’s likely your readers will want to get to know your brand, browse your past products or get some information on the services you offer. Make this easy for them by including buttons or links to the relevant pages. 

Thanks for reading. If you’d like some additional help with your blog, then feel free to contact me. Alternatively, you may wish to signup to my mailing list below to be emailed when more content like this drops.

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Written by Luke Tarbuck, Director.

I began Tarbuck Digital in 2019 after too many bad experiences with too many agencies. Built on the principles of good old fashioned customer service, paired with modern technologies and strategy. My job is to help businesses realise their potential and grow according to their goals and budgets through the use of Web, Design + Marketing. I enjoy a personal relationship with each of my clients and thrive working with a diverse range of businesses’.

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Newsletters suck, right? There's nothing worse than a business you've hardly engaged with fills your inbox up with completely useless jargon to try and sell you something. I learned this simple, yet vital, fact back in 2019 when I set-up Tarbuck Digital and decided to create a newsletter that was actually worth reading. If you subscribe, you will receive short emails a few times each month providing invaluable insight to help grow your business. No hard-selling, no advertising and no data collection. Just me, writing engaging content to un-tangle the "geekspeak" that agencies use to baffle clients and providing actionable advice that you can use to win business. If you decide it's not for you, then you're free to unsubscribe at anytime. Although, you will be a part of less than 2% of my audience that does. Trust me. If you'd like to know more, click here to read my privacy policy.

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