There are two types of blogs—personal and business. A business blog aims to serve the need of your audience, whereas a personal blog leans towards creativity. And there is a difference between the way you write from a personal level and blog writing for small business.
What are these differences? Today, I will show you the six things you should do if you blog for a business.
- Choose a niche
- Add links—both internal and external
- Add images where necessary
- Commit to a schedule
- Give value to the reader
- Apply SEO principles
By the end of this tutorial, you should have clear guidance as to how you have to approach your blogging activities, particularly on how you will write quality content both for search engines and people.
Before we get started, you may want to download my free eBook about SEO. The eBook is called The Absolute Nitwit’s Guide to SEO. You can get it from my Freebies section.
1. Choose a niche
A niche is an industry or a category of a topic. For example, an aquarium is a niche. A blog about aquariums contains everything there is to know about the hobby.
Why is this important?
What you want as a blogger is to establish yourself as an authority. It is likely that you are working alone, so putting up a general niche or a multi-niche blog may be difficult to maintain. Unless you are a news company, you should not start a blog that covers multiple facets of any industry.
For example, you may start a blog for a game review niche. In this case, will you cover all gaming platforms? It is wise to choose only a few, such as XBOX, PlayStation, and Wii, instead of covering every gaming platform like arcades, Android, and iOS.
But how do you choose a niche?
Choose a niche that meets the following criteria:
Passion – do you love what you are blogging about? If you don’t, I will give you three months, and you will give up. There is no better motivator in blogging than passion.
I get it, blog writing for business means you are doing it for money. But aren’t we all? Money should be the result, not the reason.
Knowledge – you do not have to be an expert, but a basic level of expertise is crucial. How will you blog about aquariums if you do not have one?
You see, you can only drive traffic to your website if you are an authority. Google knows this, and this is made possible by the E-A-T update that happened in 2018. EAT stands for Expertise, Authoritativeness, and Trustworthiness.
You need to be able to establish to Google that you possess these three.
To learn more about this, you can go to SEMRush and read the company’s post: EAT, YMYL, & Beneficial Purpose: What Do Google’s Quality Standards Mean for Search?
Market – does your niche have a market. Surely it does, but is the market size adequate enough for you to make money and sustain a living?
Why would you blog about fidget spinners? Also, do you really want to blog in a highly-competitive niche?
A good example of a blog that is over-saturated and does not make money is a political blog. People do not need to read bog posts about politics from you—there are so many already. Besides, how will you monetize that blog—will you sell t-shirts and campaign materials?
Food is also a great blog, but it is difficult to make money out of it. There are thousands of food blogs in the world, and the last thing you want is to become a “me too” food blog.
I am not saying that a food blog is bad. If you do this, make sure you niche down. For example, just focus on barbecues and sauces and be an authority in that deep niche.
2. Add links—both internal and external
Links to your blog and links going out of your blog are like veins. The internet is an ecosystem, and you need to be connected. It would be nice if other authority websites link back to you, but you must first focus on links that you can control.
A link going to your other blog pages helps a reader stay in your websites. Do not expect a random reader to voluntarily explore your site. Instead, add links to your other blog posts to help your readers know that you have an interesting post about those topics.
Here are some internal linking strategies:
- Program your site to automatically show related posts
- Add a section where you offer blog posts as “suggested reading” materials
- Use anchor texts in your blog post and link them to a particular blog post
Why is this important?
Google measures not only the traffic that went to your blog but also the following things:
- Pages per session – the number of pages a person visited on your site on one session
- Bounce rate – the percentage of visits exiting on the same page
- Session time – the total length of time a site visitor spent on your website
There are more, but these three are related to keeping a site visitor inside your website. Google uses this information to decide how to rank your blog posts on the search engine.
Naturally, Google would think that you are adding value to a user if they spend a lot of time on your blog post, and if they visit other pages. And if Google thinks you are adding value to your users, it will rank you higher on search engine result pages or SERPs.
Because Google wants their users to have the best experience. And to be able to provide this, they should put the best-quality blogs posts about a search term on the top of the search page results.
Now, what about external links, will this not hurt your stats? Yes, it will, but Google also prefers that you link out to authority sites. If you do, Google will think that you are part of an open community and that you are not closing your site visitors’ world inside your blog.
As you may have noticed, many high-authority websites quote their statements and link to other authority sites. This helps them build credibility by showing a reader that they did not just pull data out of the air—that they have a source and that this source is reliable.
3. Add images where necessary
Long texts bore readers. Many people are visual learners, and you need to provide images to help your readers remember you or help them understand what you are trying to teach.
A good example of this is a blog post I write about how an autoresponder works. My blog post is titled What do auto-responders do?
In that blog, I showed my readers how they could build an email sequence for their marketing campaigns. From that sequence, they can write the content of the email, specifically designed based on how a customer reacted to the previous emails.
Here is the image that I included in that post:
As you can see, it is easier for any reader to follow what an auto-responder does on the image than on text. As such, a reader is also likely to remember the content of what I wrote.
You need to balance your images with your text. Too many images and the reader will get lost and confused. Too little and the reader may leave.
The exception is if you are blog writing for small business about a tutorial. Here, photos are a boon to a reader so he can follow your tutorial step by step.
An example of this is a post I wrote about 9 Effective Ways on How to Drive Traffic with Pinterest. This post has a lot of images which show the readers how to use Pinterest in growing their traffic and analyzing their pin performance.
4. Commit to a schedule
There is no ideal number of blogs to write in a week or in a month. Marketing expert Neil Patel suggests blogging only once per week, provided that you are in a tough competition industry. In his YouTube post, he explains how to determine how many times you must blog.
The key here is consistency. All experts in search engine optimization will tell you that Google loves fresh content. Why is this? Since Google always want to provide the most recent information to its users, it will naturally pick blog posts about topics that are up-to-date.
Here are some more reasons why you need to blog on schedule:
- Social media engagement – more blogs mean more traffic, and more traffic means that your followers have something to share
- Returning visitors – surely, you have followers who cannot get enough of what you are posting; the thing is, they have no reason to come back to your blog if you do not post regularly.
- Authority – more content means you have a lot of things to say; if you have a lot of things to share, you will build your credibility over time
- Content marketing – inconsistent blogging results in one thing: you have no content to share in blogging; you can only increase your traffic if you market your content consistently, but how will you do this if you do not blog regularly?
- Search engine optimization – Google loves blogs that are updated regularly because it means that you are serious in providing fresh content to your users
As you can see, there is a myriad of reasons why you need to blog consistently for your business. As I mentioned earlier, there is no need to blog daily. What really matters is that you are in it for the long term. Consistency beats volume.
5. Give value to the reader
How do you define value? Should you always give something away for free?
Value in blogging is defined as providing information that matters. The blog post must be helpful, and your reader must have learned something new after reading your post.
Here are some things that should guide you as far as value is concerned:
Answered a question – your blog must answer a question, and this type of blog post is called a response post. A response post, as the term implies, attempts to provide clarity or to respond to an inquiry. A response post is usually titled as a question.
Here are some examples: how t become a better writer, how to write copy that sells, how to install WordPress with SiteGround, etc.
Provided options – sometimes, people are inundated by a lot of choices. They do not even know where to start. A good example is a list of phones, or which places to visit in a city or a country.
A blog like this is called a listicle. In this type of writing, you provide a list of options, and then describe why these are the best options, like ten best laptops for 2020, or ten best restaurants to visit in Chicago, etc.
Tutorial – a tutorial is a blog post where you provide your reader with a step by step guide. In a tutorial, the value you offer goes further than basic knowledge. Here, you are showing a person how to get things done.
Here are some examples: how do you create a campaign in MailChimp, how do you integrate the Loox app to your Shopify store, etc.
When writing for value, you need to focus on your reader. Whether you are writing a tutorial or a listicle, you must position yourself as an authority. The blog that you write must focus on solving a problem, not on selling a service or a product.
6. Apply SEO principles
Anyone who tells you that you do not need SEO is giving you bad advice. Yes, there are some people who claim that SEO does not work and that you should not beat your head too much with it.
SEO is an integral component of your blog. Without SEO, the search engines will never know that your blog exists. How will search engines know that you are writing about the best aquarium tips of the word “aquarium” is not on your title?
SEO does not have to be complicated. Leave that to the technical experts. Instead, focus on your on-page SEO. These are search engine optimization best practices that you have to apply on your page.
Here are some things to consider:
- Titles and headers
These four are just for starters. There are several other factors that you need to take care of, and we have not yet touched the subject of off-page SEO.
You can learn more from free eBook, which you can download from my Freebies page.
Search engine optimization is nothing more than a set of activities to let the search engine know that you have a blog post worth showing.
The ultimate goal of SEO is to rank your page so you can get website traffic for free. Investing in SEO is worth it—it is better to invest in SEO and keep that asset forever than to depend on traffic that comes from paid ads.
Learn How to Explode Your Traffic
Blog writing for small business: Summary
Stick to these six principles, and you will have a consistent blogging activity. On top of that, your blog posts will also resonate with your audience. There is nothing sadder than a blog you maintained for years which never really took off as far as ranking is concerned.
Your blog needs traffic. You will only get organic traffic if you publish meaningful posts—posts where you gave your readers and “Aha!” moment.
Your blog should focus on value. By the time a site visitor stops reading your post, you need to ask yourself, did the reader learn anything new? Did your blog post answer the reader’s question?
Always add value first, and money will come later. Your top priority is organic traffic, and you will only see growth if you provide meaningful experiences to your users.
WATCH: Neil Patel's Blogging Formula
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