The purpose of blogging weekly is to keep Google happy and attract new visitors to your website who will convert to leads or clients.
What does Google want? Google wants fresh, relevant content written for the human reader.
What do your potential customers want? They want answers to their problems, information, advice or to be entertained – and the want it now!
The last thing Google or a potential customer wants to see is that your last blog post was March of 2012. OK, you may not be that bad. But even a month old is too old.
If you’re not blogging? How are people finding you?
First, if you haven’t updated your site in years, it won’t come up on Google search. Over 83% of searchers are on a mobile device. If your site is not mobile-friendly and responsive, you absolutely won’t come up. Basically, the only traffic you’re getting to your site is from someone who clicked on the link on one of the social media networks or they have your business card. Too few, I bet. Or they Googled your business name exactly. Most all business will come up for their name. But if there’s another business with a similar name, and their content is more recent, they’ll come up first. Not good.
Now, lets look at it from the potential customer’s point of view.
Let’s say it’s an entrepreneur looking for a contractor in a specific city because she’s opening a new business. She goes on LinkedIn and searches for “commercial contractor my city”. She sees that the 2 folks that come up are not in her network. But, they have the links to their respective websites. The searcher clicks on the links and goes to the websites. Contractor 1 has a website that looks dated – old fashioned. She clicks on About Us to read about the company, who are they, how long have they’ve been in business, etc. Then she clicks on Blog. The last article was in 2012, just text, long paragraphs and no pictures or videos. Under Portfolio, there are pictures with no descriptions. You can’t tell where the projects were, how long it took to build, was it under budget?
Over at Contractor 2’s site, there are high-quality graphics with their last 3 projects on the home page. Each are linked to a blog post describing each project in detail. At the bottom are tags and categories with links to other similar blog posts by type of project. The person seeking will look for articles about projects like what she’s planning to build. She thinks, “This company has experience doing projects like the one I’m planning. I’m calling them.”
Also on their site are testimonial videos showcasing recent projects from start to finish with the happy camper client opening the door of their redone place. Yes, like the “reveal” on those home improvement shows. Ah, but before the entrepreneur makes the call, she’s going to check their Facebook page to see if there are any reviews and updates. (The first company didn’t even have a Facebook page. Oh, my!) There she finds 5, 5-star reviews. She’s sold.
Wow! That took maybe an hour. Which is how long it should take you to write a blog post.
Blogging regularly builds trust and credibility. People buy from whom they know and trust.
What should you blog about?
- Tell Stories – people like to identify with people in stories; use pictures of people like your target audience.
- Don’t let this happen to you! Hypothetical situations
- FAQs – anticipate what a potential customer will be asking
- Industry news – careful with the industry jargon, though. Remember your audience is not the expert. You are. Write for an 11-year-old.
- Offer advice, useful information
- Blog about what you know