The Banana Skins of Blogging!
Knowing where the common pitfalls are when it comes to blogging will help your business hop, skip, and jump past them.
Developing a solid base-knowledge of common blogging mistakes, as well as the benefits, is the first step towards developing a content strategy that will drive some serious traffic to your site.
Company News Overload
Using the business blog for company updates is completely fine. However, blogging guidelines suggest that company news should form only around 20% and the majority should be made up of industry news and opinion pieces.
Creating content around industry news topics enables you to appeal to the interest of your target audiences. Once engaged, you can then direct them to other parts of the website to find out more information.
If you provide your target market with information they value, then they’ll build up a greater affinity with your brand. Similarly, industry topics have wider search volumes around them which enable you to drive larger amounts of traffic through search engines.
Keeping your company news updates reserved for only the most important an interesting events, such as recent campaigns or successes, will help keep you blog fresh and relevant.
Ensuring your content returns the best results possible is essential. Often excellent articles are created with strong marketing potential, but which are neglected after publishing.
If you’ve created a fantastic piece which includes original research, opinions and insights then why not outreach it to journalists. If you’ve got a punchy short-form article, then post it on social media. The more eyeballs you can get on your content the more effective it becomes.
Developing a feel for which channels are best for promoting different types of content will help in the post-publication stage. Some channels, such as search engines, offer a slow but consistent influx of traffic.
Others, such as paid social media advertising will provide a burst of traffic once posted and promoted. It’s possible to re-promote evergreen content that has performed well in the past so don’t think you’ve only got one shot!
Letting Content Gather Dust
Don’t neglect old content. Search engines love updated content because it demonstrates that the page has been reviewed and was deemed good enough for re-posting.
For example, if you launched a competition hosted on your blog in 2016 and you want to re-run it for 2019, then updating the landing page is a much better alternative to creating a new one.
If you create a whole new page which you want to gain traction, then search engines will struggle to know which one to rank. If your 2016 competition page ranked well and/or gained a lot of backlinks , then capitalise on that SEO power by simply updating the information on it for the new competition.
The same can be said for articles; if you want to write about a topic in detail that you’ve already written a short blog post on, then update the old one rather than starting from scratch.
The page gets a refresh and becomes relevant again plus you maintain the SEO power from the page which gives the new content a head start.
Tip: Avoid adding dates into URLs to make them easy to update at a later date.
Keyword Targeting Tragedy
Companies which aren’t utilising the SEO potential of content creation are shooting themselves in the foot. One of the main SEO benefits of blogging is increasing the amount of overall traffic to the site, as well as the amount of traffic through that the specific blog.
Therefore, keyword targeting should be split up into two categories – ‘internal’ and ‘external’.
‘Internal’ refers to the keywords your business as a whole is targeting. They might be referring to your product or service offering, or perhaps wider search terms relevant to your business.
‘External’ refers to the keywords that particular page is trying to rank for. It might be keywords most relevant to the overall topic of the page. Ensuring your content includes these two categories of keywords will improve your sites overall SEO health, as well as increasing traffic through that particular article.
Infrequent is Insufficient
Generally speaking, the more your business is able to publish content the better. However, it’s important not to sacrifice the quality of content your produce in order to improve frequency.
Google favours sites which publish and update content on a regular basis. It shows they’re active and providing up-to-date information for users. However, Google also rewards sites with a high number of quality pages.
Having a large number of useless pages for the sake of high publishing frequency isn’t good practice. Therefore, your publishing frequency target needs to realistic. Ideally, businesses should aim for three to four articles per month.
Using Freelance SEO copywriters is an affordable way of ensuring your content hits the sweet spot between engaging users and supporting your website’s overall health.
A second plus-point for frequent publishing is it increases the amount of new and returning visitors to the site, but also provides content to support other channels like PPC and Social Media.
Eagle Copywriting are experts in creating high quality optimised blog content designed to increase the amount of traffic to your website. Get in touch for more information.