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This article was written by Alex Sixt, a member of Entrepreneur NEXT supported by the Assemble Content team. Entrepreneur NEXT is our Expert Solutions division that leads the future of the work and skills-based economy. If you're struggling to find, review, and hire the right experts for your business, Entrepreneur NEXT is a platform that allows you to hire the experts you need, exactly when you need them. From business to marketing, sales, design, finance to technology, we have the top three experts ready to work for you.
Social media. Newsletter. Video. They call it. When it comes to marketing a brand, there seem to be thousands of options to choose from. While every digital channel has something unique to offer, the first thing brands should consider when improving their marketing strategy is blog. Believe it or not, blogging is one of the most effective ways to increase brand awareness and reach your audiences by creating content that is relevant to their searches.
Before you run to your computer to hit the "Get Started" button in WordPress, there are a few things you need to outline, starting with completing your topic and focus. When you set a topic, you can determine the niche your blog fits into and showcase your brand as a leader in the industry. Keep your brand's purpose and audience in mind to keep your blog looking to succeed from the start. This will help you identify the right keywords and phrases to ensure that your blog is driving readers to your website.
Even with the right blog positioning, search engine optimization (SEO) is a difficult topic for many entrepreneurs and business owners as trends and algorithms are constantly changing. Regardless of your SEO experience, blogging is an excellent, user-friendly step to driving more organic website traffic.
If you're still skeptical about how blogging can add to your SEO, here are the top ways blogging can add value to your brand:
Keep your website up to date.
If you're like the majority of the population and come across a website that hasn't been updated in years, chances are you'll quit right away and never return. Google is the same way; If a website or its content has not been updated for a long time, it will be redirected to find the next best search result for the user. Therefore, updated websites are much more likely to rank higher as a search result than outdated pages.
Keeping a website updated doesn't mean you have to implement 24 hour reporting on content. However, it is recommended that you post content at least once a week whenever possible. By posting new content, users can be more confident that your brand is on the cutting edge of the industry and therefore more trustworthy. If a user thinks your content is believable, they are also more likely to share it through digital channels. This will greatly improve your SEO by generating more views for your post.
Related: SEO needs to be separate from your PR strategy
Increases the residence time.
Dwell time is defined as the time a user spends looking at a web page after clicking a link on a search engine results page (SERP) before returning to the SERP results. This is an important metric of your website's performance and can provide valuable insights into what your audience seems to be most interested in. The dwell time doesn't just give you feedback, however. Google likely uses this metric in its algorithm to decide where a website ranks (this is not confirmed, but heavily speculated by SEO experts). The longer the dwell time, the more likely it is that your website ranking will increase.
The content that you post on your website plays a big role in increasing the dwell time, as users spend much less time on a page they think is out of date or out of date. It takes approximately 50 milliseconds (0.05 seconds) for users to form an opinion about your website that will determine whether they like your website or not, whether they stay or leave. What can you do to make the best impression in such a short time? Publish content that is relevant and tailored to your specific audience. Most users get to your site through some type of content, likely a blog post, and stick around if they think the content answers a specific question or piques an interest they have.
Related Topics: How To Earn (And Keep) Your Client's Trust
The biggest problem entrepreneurs have in common today is finding, reviewing, hiring, and maintaining expertise.
Identifies long-tail keywords.
For those just starting out with SEO, it can be tempting to find only the most relevant and obvious keywords for your industry. For example, a hair salon would likely use the keyword "hair salon" to appear in related results. However, this technique neglects the value of using more specific keywords that can benefit smaller businesses that may not come first in general searches. These are known as long-tail keywords.
Long-tail keywords are keywords that are more specific and have less traffic, but have a higher conversion rate because they are more likely to fit into a niche. Although blog posts should include relevant keywords, long-tail keywords that are specific to a single brand rather than an industry are incredibly valuable. Because of the incredibly competitive nature of SEO, your content has a higher chance of reaching your target audience with more specific keywords than more general ones.
While content that includes long-tail keywords may not attract as much traffic as more general keywords, the users who land on your website should be more likely to convert. Long-tail keywords can help you identify exactly what your target audience is interested in and determine their needs by performing more targeted searches.
Related Topics: How To Identify The Best Long Tail Keywords
Learn more about your audience.
So you've done your research and created a blog that caters to your audience's interests. This is great, but learning doesn't stop once you hit publish on your blog page. When you start creating content, it's important to resist the urge to set and forget about it. Even after you've published content, you need to be careful which blogs are getting the most hits and approvals, as these topics provide important clues as to which topics are likely to drive your SEO and get more conversions.
The more you are able to improve your SEO with blog content, the higher the rank of your website (after all, this is the goal of SEO). When you deal with topics that are performing well, more users will land on your website and become followers, which will increase overall traffic. Bonus points: Creating outstanding, SEO-driven content also helps you to build a loyal brand following (* Cue Happy Dance).
Related: 5 Ways To Grow Your Business Through Blogging
Get help from experts.
This all sounds amazing, but let's face it, it's difficult to run a business and finding the time to create SEO-focused content doesn't always make the cut on the to-do list. If the thought of creating and maintaining a blog still feels like a daunting undertaking, there is good news: you can hire someone to look after you.
As the business landscape continues to change and evolve at a rapid pace, there are multiple platforms that can help you find the expertise you need without the burden (and high cost) of hiring a full-time employee. Platforms like Assemble can match you with a perfect expert to help you with blogging needs and improve search engine optimization.
Related: 5 Ways A Digital Marketer Can Increase Your Online Reach
Regardless of your industry, a blog is a powerful tool that can help your website get higher rankings and generate more organic traffic. Whether you take on the job of blogging yourself or hiring an expert, you will quickly reap the benefits that quality content can bring to your business.
Visit next.entrepreneur.com to hire the experts you need, when you need them, and make an appointment with our Expert Solutions team.