Over the last week or so, I have been conversing with many marketing managers and company owners about blogging and in general digital marketing practices and I thought I would come up with some tips and share with you what I think is good to keep in mind when blogging and also offer some useful advice on how you may be able to get others in your company on board more with the idea of digital marketing and the benefits. Maybe many people are not able to get your company excited about digital marketing, but at least have a go…
Here at The Quad Group, we specialise in high-quality digital marketing providing the whole digital experience. Consequently, we understand how important it is to optimise every aspect and page of your business’s website. One part of your site that you should prioritise when carrying out optimisation is your blog. Your site’s blog has the power to attract prospects with unique and interesting articles while also providing a constant stream of fresh content that search engines will love, in fact, you are on our blog now so it must be working right?
Your blog can be one of the most powerful digital marketing tools at your disposal if you use it correctly, so don’t let it go to waste. I have put together some guidelines for optimising your blog that you should find helpful.
1. Short keywords are for the title, long-tail keywords are for the body
Every blog entry you write should include both long-tail, highly-specific keywords and shorter, more general keywords. We recommend using short keywords in the title. This is because using long-tail keywords can make it too complex and clunky. In contrast, using shorter ones allows you to keep your title snappy and attention-grabbing. Meanwhile, you can easily integrate long-tail keywords into the main body of your blog entry, because they can be used as part of longer, more information-rich paragraphs.
2. Bounce rates matter: reduce them by getting to the point
Potential customers are likely to quickly leave your blog entries if they feel they are too discursive or long-winded. This can drive up your bounce rate, which search engines hate. A high bounce rate leads to a plummeting page rank. It’s therefore advisable that you use your opening paragraph to lay out the purpose of the blog entry and then make your points as rapidly and clearly as possible. This should keep your readers’ interest piqued and stop your bounce rate from rising.
3. Don’t let keywords overwhelm your content
It’s important to prioritise your reader when you write any content: you need to put their experience above the requirement to include keywords. Nowhere is truer than in blog entries. The main purpose of blog entries is to inform and entertain, because this will ultimately help convert viewers into customers. You can’t inform or entertain effectively if you only worry about keywords. You should always fit keywords into your text, not build your text around keywords.
This now moves me on to my second point of this blog which is to get your company ready for the benefits of optimisation!
In many companies, digital marketing is a concept restricted to one or two departments, with workers optimising the site and working quietly behind the scenes. This is not the most proactive use of digital marketing tactics and can be detrimental to staff members in the long run. However, is there a way to make digital marketing practices a habit across all workers?
We take a look at some of the most important aspects and what can be done to ensure that all employees think about optimising their work and improving the performance of the site.
There is a common misconception when people hear the phrase search engine optimisation. Naturally, many people only associate the topic with one search engine, which is, of course, Google. It is natural that people associate optimising their site with standing out on Google, however, a good way to engage staff is to surprise them or shake up what they know about digital. One way of doing this is to find a topic that changes the way they look at marketing and optimisation. A good example of this, is looking at the different search engines they have in other countries such as in Russia and China, or even here at home; Bing.
Show them the results
Many people won’t believe something until they’ve seen it and are aware of the difference it can make. Whether in a monthly email or through chats about digital, showing how search engine optimisation can make a difference is a good way of ensuring that all users remain focused on optimising their content once it is finished.
Regardless of what incentives are in place, it is vital that all staff are motivated to carry out digital marketing work. Sending out emails for those excelling in digital and positive reinforcement of an aim can make all the difference.
Carry out training
While it sounds blatantly obvious, one of the main ways to ensure that all members of a company are aware of digital techniques and are engaged is the process to carry out company-wide training. Perhaps you could put a funky engaging presentation together for the sales / commercial team and demonstrate with digital marketing and optimisation how many more leads you can gain with effective strategies? Maybe this will help you get your company excited about digital marketing.