“Start a blog”, they said, “it’ll pay off”, they said... but is it? If your blogging investment doesn’t seem to be paying off in terms of pushing your site to the front of search engines or in inquiries or engagement, maybe not.
Start by asking yourself, “what's the goal of the content I’m creating?” If it’s to enhance SEO, are you integrating keywords that have both a healthy monthly search volume, while also having low enough competition that you’ll have a fighting chance at seeing a return? Do you know how to identify those keywords?
Here’s a little food for thought... while we all know our businesses and industries and markets, we may not know what people actually search for when they’re looking for our offerings. For example, let’s say you sell blue light glasses and want to write a blog that addresses what they are and why people should buy them. I may think about writing an article called ‘The purpose of Blue Light Glasses,” and weave in that phrase into my content and tags. But, if I look at the data, I find the following:
Knowing that ‘volume’ means the number of searches for this phase monthly over a 12 month period, and 'keyword difficulty' is a measure of the challenge in ranking as one of Google’s top 20 for that keyphrase, I’m going to change course. I’m now going to write an article on ‘The Benefits of Blue Light Glasses,” and weave the term “blue light glasses benefits” into my content. The keyword difficulty is middle of the road for the terms we’re targeting and the volume is 7 times that of my initial instinct.
If you’re going to invest in creating content, do it wisely.