Last Week Kevin ‘Jon’ Lennon wrote about how important a blog is to your business, with some insights into how and what to write about to help engage and interact with your potential customers. I thought I’d expand on that a little further in relation to the success we’ve had from our blog here at Search Factory.
When looking at our Google Analytics, I’ve found that 6 of our top 10 pages that are driven through organic search are actually blog posts. The reason for this is that we try to engage with our target market and provide knowledgeable and informative content that is actually relevant and sought after by businesses/webmasters/digital marketers (all who fit in to our target market). We’ve integrated blogging as part of our overall marketing strategy because the traffic that is driven to our website is generally more qualified, leading to a higher conversion rate.
Looking at Moz’s search demand curve, we learn that the ‘fat head’ or more generic terms that most businesses target in their SEO are the most competitive, but least qualified. If someone searches for something very generic, such as ‘seo‘, this is a research term and the consumer has no real idea of what they are looking for, so they are in the research phase of their consumer decision making process. If the search is ‘seo brisbane‘, this is more specific and has some general intent. This falls under the ‘chunky middle’ section in the demand curve as it is more specific. However if you really want to leverage this demand curve and drive the highest quality traffic, we should be providing content with longer tail keyword emphasis. The best way to do this is through blogging!
See the Search Demand Curve below:
We can see from this diagram that the ‘fat head’ terms contain the most search volume, users searching through shorter keywords. However the conversion rate is much, much lower as it is so competitive and less qualified. Looking at the other end of the graph, the longer tail terms, even though they drive smaller amounts of traffic, are much more qualified which leads to a higher conversion rate. Basically less traffic but more sales!
Last Friday I also attended my good friend Jon Hollenberg’s, from Five by Five Creative, presentation on ” The 3 Steps to Website Success” which had an emphasis on blogging and how we should provide more important and valuable information to our target market to generate more engagement. Jon’s 3 steps include:
You can access Jon’s book ‘Love At First Site’ by clicking on the above image.
Be sure to leverage your blog and provide knowledgeable, insightful and sought after information to your target market. Remember – Content is King! Put yourself in your target market’s shoes. What do your customers want? What are they searching for? Within your blog post, be sure to include other internal links navigating to other relevant pages of your website, even external links where to other sources when relevant. Blogs are also the best and easiest way to update your website’s content, as well as integrate with social media strategies.