In the mad rush to attract audiences, many bloggers fail to realize that not every reader is of equal value. It’s true that blogs are a great way to drive traffic to your site, increase your SEO, improve customer relationships, and enable your brand to be seen as a trustworthy source of information. But it’s important to understand that even if you receive a large volume of visitors every week, that doesn’t necessarily mean you’ll receive a larger volume of quality leads. If you want to attract customers, you need to make your blog relevant, functional, and above all, tailored to your target audience. This article looks at a variety of ways you can make some simple changes that can help your blog attract the right crowd.
If you’re creating high-quality content, odds are you’ve already spent time including several relevant keywords in your posts. However, there’s still a fair chance that your content is lacking in valuable keywords and phrases that you haven’t considered. With the aid of Google’s free AdWords tool, you can discover many of the most relevant long-tail keywords for your niche, including those that your competitors are currently targeting. Remember, the point of your content isn’t to just get tons of visitors, but to attract relevant audiences. Popular keywords might offer larger audiences, but more relevant keywords will give you the visitors that will ultimately convert.
It’s also worth remembering that it’s important to spread your keywords evenly throughout your content. It’s particularly important to place them in titles, headlines, introductions, conclusions, and meta descriptions. More is typically better, just be sure not to become guilty of keyword stuffing. Not only will that reduce the quality of your content, but Google may also end up penalizing you for it.
Blogging for Businesses vs. Consumers
For a business to consumer (B2C) content, it’s considered the best practice to focus on creating content that’s perceived as trendy and engaged with current events. Articles with shorter titles and more succinct messages generally perform better due to the relatively short attention span that you can expect of the average consumer. Images and visuals also have particularly weighted importance for B2C content, and it’s important to post at least once or twice every day.
For business to business (B2B) content, things are slightly different. Business audiences are more interested in useful content that can be immediately applied to solving a concrete problem. That means there’s a premium placed on content with relevant statistics and sources. When using images, you should prefer infographics or other data-rich media. Above all else, remember that B2B readers expect you to help them solve problems rather than simply entertain them, even if the problems you’re solving aren’t directly related to the services your brand offers.
Interlinking Your Content
The practice of interlinking content is when you connect two or more of your blog posts together. This allows you to link your new content with your older content, keeping your entire archive in circulation as relevant and productive material. When you’re selecting anchor text to pin a link on, you should prefer anchoring on keywords that you already rank well for. This is because it’s much easier to improve existing rankings than to try and rank for a totally new keyword. It’s also worth remembering that you should only interlink the same content once in any given article because search engine algorithms only count the first time a link is presented.
As with any other website on the Internet, images make your content more exciting, engaging, and digestible. Large walls of text can detour readers, even if the quality of the content is very high. Research has also shown that text is more believable and trustworthy when accompanied by a professional-looking image.
To make the most of your SEO with images, be sure to name images with keyword-driven descriptions in file names, like Marketing_Tips.jpg. You should also avoid using very large images because they can result in slow download times, particularly on the mobile platform. Most people are only willing to wait four or five seconds for a page to load before giving up and trying another site. Often, all it takes is one or two large images to create those kinds of load times.
These days, the most common method for promoting a blog is with social media. However, rather than relying on one or two big networks like Facebook and Twitter, consider using as many networks as possible to promote your content. Of course, you should prefer the networks that your audience prefers, but less popular networks can still help you expand your reach considerably.
Finally, a few remarks about promoting your blog on sites like Twitter. As you probably know, whenever you publish new content, you should send out a tweet to alert your followers. What you may not know is that it’s also a good idea to schedule several posts throughout the week directing people back to that blog post. This is because the shelf life of a tweet is only a few hours. If you don’t promote the same item several times throughout the week, it’s very likely that only a tiny fragment of your total audience will ever see your promotion. Multiple promotions also give you an opportunity to test what kind of keywords and what times of day your content performs best with, which can help you reach new audiences both now and well into the future.