Do I Really Need A Blog?
The short answer here is, yes. The long answer here is, it depends. The effectiveness of your blog really depends on whether or not your blog is done the right or wrong way.
Here is what you need to consider to make sure your blog is done the right way.
Think about your most asked questions that you receive from your clients.
The easiest way to do that is to start with you most asked question and then branch out into different topic clusters. This way, you are covering different questions that your clients might be googling. In order to make sure that information is reaching your clients on the top page of Google answers here are a few tips on how to achieve that:
Your blog posts should be between 2000- 3000 words in length.
Google has about 200 different factors that go into their algorithm, one of which is comprehensive content. Questions that are answered more thoroughly are given higher authority by Google and thus rate better on the search page.
Your blog post should provide the user with quality information.
While 2000 words may seem like a lot and you might think why not just push this content out, Google has another feature built into its analytics that considers bounce rates. This means Google will rate those blog posts lower in its search results if they have high bounce off rates. If your users are clicking out of your content without spending any time reading it, Google will rank your content as not useful and thus make it less visible to potential clients.
Your blog should use crosslinks.
Remember when said to start with your top question and then branch out into other topic clusters? When you start writing about related topics that all have to do with a particular topic, such as legal advice or marketing advice, Google starts to view as an expert in your field, thus also ranking you higher. Always think about what’s the main subject when writing one piece of content as well as, what else think about related topics that might arise as a tangent to the initial point.
Some business when thinking about starting a blog get concerned that they will be sharing too much information. A simple guideline to writing blog posts is sharing the “what” and not the “how” in what you do. Clients want to know what you can do for them, the “how” on the other hand might only be interesting for your competition.
Google doesn’t care who is reading your blog post, that is not a metric that they evaluate. As long as people are clicking on your content and are staying long enough to absorb the information, you are getting an SEO benefit out of it.
It is up to you what you want to share with your readers and how much of your insight are you willing to disclose, but the important part here is that you are sharing and people are now able to find you because they are searching for answers to the topics that you are answering.