Blogs are no longer digital diaries used to write about your social life. Social media currently fills that role.
Blogs have evolved into powerful revenue-generating machines for individuals and businesses alike.
In this post I will reveal the top 5 strategies Empirical Web Solutions, a Oklahoma City-based science, health, and medical digital marketing agency, uses to design a successful blog content strategy for it’s clients.
But first, let’s start by understanding how your company can benefit from a blog.
How Can Your Company Benefit From A Blog?
There are four ways a company can increase revenue by adding a blog its business model.
Companies can sell advertising space on your blog, either directly to advertisers or through an advertising network. When visitors click on an advertisement, the company can earn money for each click (pay-per-click advertising).
Writing content for a sponsor is another way for a company to make money from a blog. This involves creating content on behalf of a sponsor, with the sponsor paying the company for the privilege.
Sponsored content can be a valuable source of revenue, just make sure that the content is relevant to your blog’s audience and is clearly labeled as sponsored content.
Affiliate marketers promote certain products or services and receive a commission of each sale for doing so. The affiliate marketer is given special links with tracking code from the company they are promoting.
Each click of the link is tracked through cookies on an individuals browser. If the person ends up buying a product after clicking a link, the affiliate receives a commission.
If you want to pimp out your website for some affiliate income make sure you are compliant by adding a disclaimer on each webpage containing an affiliate link and disclaimer webpage highlighting the exact relationship between you and the company you’re promoting.
Selling Products or Services
This last one is a bit obvious. A company can make money from a blog by selling its own products or services.
This could involve selling physical products, such as books, clothing, ebooks, or online courses.
A company can build trust and brand awareness by providing blog post tutorials and cost benefit analyses of their products.
Blog Strategy - Content Roadmap
An SEO content roadmap is a plan for creating and publishing content on a company’s blog or website.
This plan typically includes a schedule for publishing content, as well as a list of keywords that the company wants to rank for on search engines.
Here are the five steps you must take to set your blog up for success before you start writing your blog content.
1. Find Relevant Keywords
Planning blog post content and keywords ahead of time can help a company’s success in a number of ways.
First, it allows the company to organize its content creation efforts and ensure that it is publishing high-quality content on a regular basis. This can build trust with the company’s audience and keep them engaged.
Secondly, planning keywords ahead of time can help the company optimize its content for search engines. By including the right keywords in its content, the company can improve its chances of ranking higher in search engine results. This can help increase website traffic and drive more potential customers to the company’s website.
Finally, having a clear plan for content and keywords can help the company to align its content creation efforts with its overall business goals. By focusing on keywords and topics that are relevant to the company’s products or services, the company can ensure that its content is directly supporting its business objectives.
Collectively, an SEO content roadmap can help a company to be more organized, effective, and successful in its content marketing efforts.
2. Identify Searcher Intent
You must get this right if you want to rank on the first page of a Google search result.
Searcher intent is a term used to describe what the searcher intends to find when the type in a keyword and press “search”.
For example, if a searcher types the keyword “gold retirement account” are they trying to find an article that:
1. describes how to start a gold retirement account.
2. provides a list of the best gold retirement accounts.
3. describes how to invest in gold inside an IRA.
As you can see, searcher intent can vary between keywords.
So how do you know what searcher intent is for a keyword?
Simple. Type the keyword in a Google search and see what type of articles appear on the first page. If the keyword “gold retirement account” provides a list of the best gold IRA companies, then the searcher most likely wants a list of the best gold retirement accounts. Therefore, you write an article on that subject and do not deviate.
2. Identify Cornerstone Content
Cornerstone content describes the most important and valuable pieces of content on a company’s website or blog. This content typically covers a specific topic in great detail and is often the result of extensive research and analysis.
Furthermore, cornerstone content is used to establish the company as an authority on a particular topic, and to provide valuable information to the website’s audience.
Cornerstone content should be written to direct search engine traffic to your website by targeting a high traffic keyword.
Here is how you rank cornerstone content without building backlinks.
Write between 5 and 10 different blog posts related to your cornerstone content article. Internally link each supporting blog post back to the cornerstone content blog post.
Don’t forget to increase conversions on your cornerstone content by writing engaging content and adding calls to action.
3. Identify URL Structure
Planning the URL structure of a company’s blog can help improve the blog’s search engine optimization (SEO) and make it easier for people to navigate.
Having a well-planned URL structure can help search engines understand the content of a website and improve the website’s ranking in search engine results.
By including relevant keywords in the URL, the company can signal to search engines what the page is about, which can help the page to rank higher for those keywords.
In addition, having a clear and organized URL structure can also make it easier for people to find and navigate the website. By using descriptive and concise URLs, the company can make it clear what each page of the website is about, helping visitors quickly find the information they are looking for.
In summary, planning the URL structure of a company’s blog can help to improve the blog’s SEO and make it easier for people to find and navigate the website. This can help to increase website traffic and drive more potential customers to the company’s website.
4. Establish Content Silos
A content silo is a term used to describe a group of related pages on a website that are organized around a specific topic or keyword.
Content silos can be created by optimizing the internal link structure between blog post articles can help a company’s blog rank higher in search engines.
By organizing the pages of a company’s blog into content silos, and linking to other pages within the silo using internal links, the company can signal to search engines what the pages are about and how they are related. This can help search engines to understand the content of the website and improve the website’s ranking in search engine results.
Internal links can also help improve the user experience on a company’s blog. By linking to other pages within the blog, the company can help visitors find related content quickly and easily. This can keep visitors on the website longer, and encourage the exploration of more blog content.
Creating content silos and optimizing the internal link structure between blog post articles can help to improve a company’s blog’s SEO and enhance the user experience. This can help the blog to rank better in search engine results and attract more potential customers to the website.
5. Prevent Keyword Cannibalization
Keyword cannibalization is a term used to describe a situation in which multiple pages on a website are competing for the same keywords, resulting in confusion for search engines and a decrease in the overall ranking of the website.
Keyword cannibalization can occur when a website has multiple pages that cover similar topics or use the same keywords. This can make it difficult for search engines to determine which page is the most relevant for a particular keyword, and can result in the website’s ranking for that keyword being diluted or decreased.
To prevent keyword cannibalization, it’s important to carefully plan the content and keywords for a company’s blog. This can involve conducting keyword research to identify the most relevant and popular keywords for the blog’s target audience, and then organizing the blog’s content into silos based on those keywords.
By creating a clear and organized structure for the blog’s content, and avoiding the same keywords on multiple pages, a company can prevent keyword cannibalization and improve the blog’s overall ranking in search engine results.
How Long Does It Take To Appear in Search Engines?
There are several factors that can determine how quickly a company’s blog can rank (well) in search engines. These factors include:
- The quality and relevance of the blog’s content
- The use of keywords
- The blog’s internal and external link structure
- The website’s overall design and user experience
The quality and relevance of the blog’s content are important factors in determining how quickly the blog can rank well in search engines. Search engines want to provide the most useful and relevant information to their users, so they will tend to rank websites that have high-quality, well-researched, and up-to-date content higher in their results.
The use of keywords is also an important factor in determining how quickly a company’s blog can rank well in search engines. By including relevant keywords in the blog’s content, the company can signal to search engines what the blog is about and improve its chances of ranking for those keywords.
The internal and external link structure of the blog can also impact how quickly it can rank well in search engines. By including internal links to other pages on the blog and external links to reputable websites, the company can show search engines that its blog is a valuable and authoritative source of information.
Website Design and User Experience
Finally, the overall design and user experience of the website can also affect how quickly the blog can rank well in search engines. Websites that are well-designed, easy to navigate, and provide a good user experience are more likely to rank well in search engine results.
Overall, there are many factors that can determine how quickly a company’s blog can rank well in search engines. By focusing on creating high-quality and relevant content, using keywords effectively, building a strong link structure, and providing a good user experience, a company can improve its chances of ranking well in search engine results.
Domain authority is a term used to describe the strength and reputation of a website. It is a metric that is calculated by search engines, and is based on a variety of factors, such as the age of the domain, the number and quality of external links (a.k.a. backlinks) to the website, and the quality of the website’s content.
Domain authority can influence how quickly a website can rank in search engines. Websites with a high domain authority are generally more reputable and trustworthy, and are therefore more likely to rank well in search engine results. This means that a website with a high domain authority may be able to rank well in search engines more quickly than a website with a low domain authority.
However, it’s important to note that domain authority is not the only factor that determines how quickly a website can rank in search engines. Other factors, such as the relevance and quality of the website’s content, the use of keywords, and the website’s overall design and user experience, can also play a role in how quickly a website can rank in search engines.
By focusing on creating high-quality and relevant content, using keywords effectively, building a strong link structure, and providing a good user experience, a company can improve its chances of ranking well in search engine results, regardless of its domain authority.
Blogs are no longer considered digital diaries. Thanks to social media, those days are long gone.
Instead, blogging has transformed into a powerful way to increase a company’s revenue and clientele exposure.
If you own a science, health, or medical website and would like to incorporate a blog into your business model do it the right way by letting Empirical Web Solutions design, write, and optimize for optimal exposure in search engines.
Contact us for a free consultation today.