5 Best Practices to Profit From Business Blogs
2. Focus on Search
Blogs are frequently updated and can beat your homepage in terms of winning organic search results. To organize your content, and provide focused results, Baggott advises looking at each blog entry as a search landing page. “Just like if we were doing PPC [pay-per-click] ads, we’d have a specific landing page for a keyword phrase. You know where [visitors] are coming from, so you provide a page that directly reflects what their search query was,” Baggott says.
Specific content will get the best results. “The more content the search engine sees that is specific to a topic, the more likely they are to serve up that page,” Baggott says. To achieve focus, he recommends organizing blogs around topics—not authors—and to create precise page and blog titles. Most importantly—keep updating. “Search is a content-driven business. The more content, the more likely you are to be found,” Baggott advises.
3. Convert With a Call to Action
Whether you’re an e-commerce retailer driving online sales or a B-to-B company generating new leads, it is vital to include calls to action throughout your blog. “What good does it do a business to have readers if they don’t convert?” Baggott asks. The content and the call to action go hand in hand. “If the blog is interesting, has useful content and fulfills the prospects’ need, they will click back to your homepage and say, ‘They seem to be leading experts on this product—and what the heck—I will buy my product from them,’” Weil explains. Therefore, there should be clear links back to your homepage or online product pages throughout.
Weil believes that some of the best calls to action on blogs are content-driven premiums such as whitepapers, webinars, reports and demonstrations. She advises marketers to put an employee’s contact information on the digital premium to drive any potential sales. Another benefit to offering premiums is building your e-mail list by requiring a valid e-mail address for each download.