Blog Posts Require More Than SEO

Written by Nick Stamoulis

After conducting keyword research and implementing targeted keywords onto the existing static pages of your website, one of the biggest components of long term SEO success is creating fresh new content on a regular basis. The best way to keep your website “fresh” is by implementing a blog that is updated regularly.

A blog post is like any other page of your site. It can rank in the search engines over the long term for whatever keyword or keyword phrase that you choose to target. If you are looking for content inspiration, check out the Google AdWords Keyword Tool and see what kinds of search terms people are looking for that are related to your industry or even start typing some “How to” type queries into Google to see what Google suggests. If it’s suggested, people are looking for it and if you write a blog post with that title and answer a question, it will be found. Blog posts also help to fuel a link building/content/social strategy. If you’re creating quality posts that share lots of good information people are going to link to it naturally within their own website content and share it in social media and boost your social signals.

All of this is great as it will help SEO and get traffic to your blog posts, but then what? Ultimately you want blog post readers to take some sort of action after reading your blog right? If they just read a blog post and then leave your site they aren’t doing anything that will ultimately improve your bottom line. That’s why you need to do more than optimize your blog posts, you also need to turn them into lead generation tools.

So how can you do this? The first thing that is an absolute must is to include call to actions somewhere on the blog post page. This is really a matter of preference if you want it to appear at the bottom or on the side of the post. Either way, it has to be there. The call to action can be a button that says something like “click here to learn more about our (whatever you do) services” or “call 555-1234 to speak to our sales team”. Or maybe you want blog visitors to download your recent whitepaper. Whatever you want visitors to do, point it out to them! You can’t assume that people will come across a blog post of yours and then take it upon themselves to check out more of what you have to offer.

If the purpose of your website is to generate leads, that lead form should be on every page of the site, including on each blog post. Don’t scare the visitor away with a complicated form that asks for too much information. Keep it simple and only ask what’s needed. If you want people to sign up for a newsletter, only ask for an email address.

Another tactic to use that also helps with internal linking on the site is to link to interior pages of your site within the blog post content. For example, if we were talking about full service SEO in a post, we’d link to that page on our site. See what we did there? Of course, you don’t want to do this too often or more than once or twice within a post. A post filled with links looks spammy.

Remember, getting someone to click over to your blog is just a first step. Ultimately you want them to take the next step by taking action and becoming a legitimate lead.

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