You may have written the best blog post in the entire world but if nobody sees it it’s not worth anything. To get some eyeballs to view your posts there are three tactics that you can employ:
Search Engine Optimization (SEO)
The principle of SEO is to tell search engines, i.e. Google or Bing, what your blog content is all about. Once they know this they are able to feature it in their search results once a user searches for a related topic. Many books, blogs, and videos have been produced on how to do perfect SEO. While there are some technical tips and tricks to doing this, it all boils down to one thing. In the eyes of Google, is your content useful to a Google user who searches for answers related to the info you provide in your business blog post? That’s it. If you write a quality post that provides value to a reader then Google will pick it up and feature it prominently. The days of ‘tricking’ Google into ranking your content are long over. Provide value, and Google will reward you with a good position in the search results.If you want to get a bit more technical, there are some added functionalities (= Plugins) for WordPress that will help. The plugin we use is Yoast SEO, although there is a bit of a learning curve to use this one for its full potential. An SEO plugin is nice to have but certainly not necessary in the beginning.
Remember, earlier I said ‘don’t rely solely on social media to post your content’? That is still true, but popular social media platforms can play a vital role to get your blog posts in front of potential readers. The way we do it is to post an exciting image from the post (or a good video still in case of a video post) on the most appropriate social media platform, together with a very short but intriguing teaser. The image is there to stop a social media user from scrolling through their timeline. If the image is good it will make the user stop scrolling and reading your text. This text should be short, no more than four lines in a social media post. The last part of your written text is a link to your blog post, something like “Want to know more? Click here: [followed by your blog post link]. Not everybody will click, but the people who do automatically show an interest in your content, and those are the ones you try to reach.
Using SEO will take time – Google has to find your content, index it and present it to its users. This can take weeks. Social media ‘teaser’ postings have the disadvantage that your content competes with lots of other content on someone’s timeline. It has also limited reach in terms of the number of eyeballs that to can attract organically.If you want to get many people fast to your new blog post you will need to spend some money. Advertising via Google Ads and i.e. Facebook ads will give you instant visitors. This works very well, but to do this cost-effectively it is necessary to learn how to do it best. You can easily spend a lot of money without getting the desired results.
Most digital advertising platforms allow your ads to be highly targeted. If done right only people who have an interest in your content will be seeing your ads. This cuts down on the numbers of wasted eyeballs and clicks that you otherwise would have to pay for. The best practices for this are too complex to be covered in this post. A good starting point is Google’s own educational section here: Google Ads Support.If you prefer a faster and more direct way to learn about online advertising, I can train you and your colleagues on how to start out with the best practices. If you prefer some help and guidance on how to get started please contact me here at our Contact Form for a no-obligation chat.