To Blog Or Not To Blog

That is the question. Or is it? If you have a website, then chances are you want it to be deemed as relevant to Google and other search engines. You want your content to be interesting and worth sharing. If the question is to blog or not to blog – the answer is always – blog.

Photo by Plush Design Studio on Unsplash

Regularity

Having a blog is all well and good, but if you are only posting new content on your website every few months, you are signally to search engines that actually you aren’t really keeping that website up to date. You really need to be posting a few times a week, as a minimum. 

SEO

Not all content or websites are created equal. It might be the case that you have exhausted all of you inhouse options, and you’re going to have to seek out an SEO agency that will be able to give you that boost you are looking for. 

In general, for the content you are creating, you should look to hit specific markers:

  • Keyword searching – work the keywords into the content and use tools to keep track of how many times you are using them
  • Placement – put keywords in the title and the first paragraph as a minimum
  • Length – the longer the article, the more preference it gets on those search engine results, aim for 500 minimum

Outsource

You have access to millions of talents copywriters, and you should make use of them. They have a lot of experience and typically enjoy regular work. If you have a list of content, you’d like to see on your website or ideas for evergreen content but don’t have the time to write it yourself. Outsource it. 

Images

It doesn’t matter if you are writing the content yourself or you have a copywriter on your team, always source free images for your posts. Images break up the walls of text and make the post more appealing. Plus generally, when the post is shared, social media platforms have room for an image. Unsplash is one of the biggest providers of free photographs and have a range of editorial, obscure and so much more – all free. 

Sharing

You can’t just post and leave it. Unless you know for sure that you have hundreds of readers and that the vast majority of them will share the content for you. You will need to work your content into your editorial, social media calendar. Ideally, you are planning a few months content at a time, and you will have multiple places to put your content. 

Evergreen

While there is always a space for seasonal and current event content, evergreen should be your bread and butter. It is share-worth, provides information or a how-to that will remain relevant for years, simple to follow, and gives the reader what they are looking for. Case studies, how-to guides, and interviews are all winners in the evergreen category – so you’d do well to include some. 

Range

Write for a variety of people. From beginners to experts. Of course, you want to position yourself, and an expert in your field and the easiest way to do that is to have content that works for a large number of people. For example, a single piece on taxes or legal business structure can be written for start-ups, businesses in growth periods (experts) and then researchers looking for a deep dive post. 

So if you still aren’t sure if you should have a blog space on your website – you’ll be left behind if you don’t. 

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