How does Santa know what everyone wants for the holidays? Simple, the children tell Santa very specifically. Whether they are sitting on his lap, or writing letters in crayon, Santa’s “customers” make it very clear to him what they are looking for this holiday season.
You have the same advantage. Grownups use search engines to tell you exactly what they want. You simply need to show up, no matter what or how they are asking.
If Santa were dishing out corporate blogging advice for marketers this holiday season, I’m sure it would sound something like this:
Blog for search
Recognize that blogging is a terrific search marketing tool and embrace it early. Blogs give you an easy way to quickly tell lots of stories frequently. The reality is that most blog traffic is coming from first-time visitors. They don’t know you yet. What searchers do know is what they want or the problems they are trying to solve. Developing specific blogs targeting specific products or services is a terrific way to target these self-qualifying prospects.
Do your keyword research and take advantage of the space that your blogs give you to talk about your products and services using the words your customers use.
GoalGroup is an industry leader in protecting investors and funds against losses and retrieves them money after class action lawsuits. It sells its services through a worldwide network and is monitoring and reporting on class actions to its global network of clients and partners. It targets hundreds of specific terms through blogging, using keywords such as “class actions” and “class action lawsuits”.
For GoalGroup, targeting search through class action focused blog articles not only helps dramatically increase organic traffic, but such traffic also converts at a very high level — which is a clear indication that the search audience is happy to have landed on one of the company’s blog articles.
Example: Today Translations
Language Translation agency Today Translations has embraced targeted blogging to drive searches. By empowering its language translators in the markets (in London and financial centres worldwide) it serves to tell stories about their business, the company is able to target people in those markets the very moment when they need the services of a language translator the most. Targeting terms like “language translator”, “English to Chinese translation” or “English to Russian translation” shows up well because of the local stories the language translators tell.
The biggest miss in multi-channel merchant blogging is the conversion. Just like any other web page in your inventory, your blogs need to have clear, relevant, and effective calls-to-action. If a searcher lands on a web page about a Property in Wimbledon or a Private Detective Agency, they sure better have a way to buy that service.
Many companies do a wonderful job on PPC landing pages and totally fail on their blogs. You have to think of your blogs as organic landing pages. The goal is conversion — get your searchers to take the next step in the relationship.
Every kind of business can benefit from search-optimised blogging. By following the advice above, you are putting your organization in front of people who have expressed their intent to find a solution to their needs, whether it’s for information, services, or products.