Having a blog related to your primary website is an excellent way to provide new content to your users along with building the number of pages to the site. Your blog can be utilized to show of new products or services, mention industry news, brag about awards or accomplishments, and provide help to readers. Search engines love seeing new content being added to a website, and it also gives an opportunity to use keywords within the content.
Before jumping right into building a blog there are some steps to start with. Having a well optimized blog begins with the planning and these steps will help set up a proper blog for a business.
Figure out a domain/URL
How will your blog be linked to your site? Some businesses opt for the approach of a completely separate domain from their business. This is frowned upon for a couple of different reasons. First being you’ll have two different domains competing against each other within the search rankings. Second, moving users from a blog post to a product page is difficult when the user is forced to leave one domain and move to another. The best solution is to set up a URL that is based on the domain, something like www.example.com/blog. Users understand they are on the business’s’ domain and in the blog section of the site.
Build a keyword list
Typically, the business will already understand which keywords they will be focusing on. Conducting keyword research prior to writing content will help determine which topics are being mentioned within the blog. Often businesses believe they know which keywords they want to focus on. Upon further research they may find the terms they believe people are searching for are actually have a low amount of search volume.
Find what people are reading
Coming up with content ideas can be hit or miss. Some industries there’s a plethora of content options, while others may be limited. It’s incredibly helpful to find what users are finding interesting and begin building a content strategy around this. There’s multiple ways to find content ideas, these tools can help expedite the process of coming up with new ideas. Don’t waste your time trying to figure out what people want to read when there’s easy ways to get that information. Use tools like Google News, AHREFs, and social bookmarking sites to see what content is getting viewed.
Who’s your audience?
With any digital marketing campaign, including content marketing, one of the first steps is to know your audience. Create content that is aimed at users who will be using your products or services. It’s easy to generalize an audience to try and make content aimed at a number of groups. However, there may be demographics that are not going to be interested in your content. Don’t target these groups if they are not going to be converting on the site.
Consider how to track your blog’s metrics
You have some awesome content ideas, a solid blog design, great URL, now how will you know if your content is helpful to the site? Tracking! This means utilizing tools like Google Analytics and Google Search Console to see what is working. These tools will help measure the performance of the blog by allowing you to see where users are coming from, what pages they are viewing, how long they are viewing the pages, and much much more. These metrics will help determine how users interact on the site and help you create new content going forward.