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Tips for SMEs to Increase Blog Visibility on Google

Ian Blair

So after hours of reading on the internet and thinking about the effectiveness of blogging you excitedly start a new business blog and want it to reach out to your audiences in a heartbeat. But the question is: how do you know for sure if Google is going to show it in the top ten? More importantly, how do you make certain it shows up on Google to begin with?

Well, here’s a little trick: your blog is not just a blog, it’s a business. Take it seriously and put it high on your list of priorities and incorporate these “quick tips” to gain traction.

Note: We’re not going to touch on the technical side but let’s explore some etiquettes and rules of business blogging that can beat all the scary Google updates and will make you stand out.

1. Choose the Right Topic

What you write about should be something you’re really passionate about and can educate others as well as build your brand awareness. Blogging about something you have little to no interest in will only leave your readers in a “ho-hum” state and chances are they won’t be returning to read more and this will directly make an eternal impact on your brand’s image.
You could start writing about:

  • Your story and how your company formed
  • Reflect your vision and mission statements
  • Personal insight into your business by posting videos and images
  • Thought leadership articles on industry topics
  • Showcase industry event participations
  • Your workflow process
  • Your employees and their achievements
  • Conduct market researches
  • Give your feedback on the latest market research and reports
  • Produce how-to’s, tips, hacks and tricks content
  • Feature interviews with industry insiders
  • Resource lists
  • Your quarterly and yearly performance of your business for transparency and building trust
  • Job openings
  • Your customers and their experiences in videos, podcasts or as a text post
  • Allow industry experts and bloggers to guest post

Through regular blogging you can build brand credibility by sharing your expert knowledge and what you’ve learnt along your business journey.

In any case, don’t be hesitant when it comes to competing with a popular blog, nobody’s saying you have to be the best or end up on Google’s first page rankings. It’s an amazing feeling to see yourself among the top three on Google, however, it isn’t mandatory in order to find success with your blog.

Consistency overrules every time and as long as you stick to it, you should be able to outlast the competition and start raking in hundreds, maybe even thousands of readers to your blog.

2. People Do Not Want to Read Anything Less than “Great”

This may take some experimentation initially, depending on your audience, but again, you should let your passion be your writing compass.

Buzzfeed style articles, or listicles have proven very popular format recently. Top lists, how to’s and advice posts invite the reader in to read what this great knowledge is that you’d like to share. Use your imagination and put yourself in your readers’ shoes; what do they like reading the most? Will they find this helpful?

It’s important to be genuine and let your brand’s personality shine throughout the blog. The reason many people love going back to blogs is because they get a glimpse of the brand from a personal standpoint. Establish that connection and do a little research into what’s popular in your chosen topic and what kind of concerns or questions people have; forums and social media are great places to conduct this.

3. Engage Regularly

Writing content on a regular basis does not only show your readers but also Google that you’re serious. It doesn’t make much sense to publish 4 to 6 articles one week and nothing at all the next 2 weeks.

Instead, write whenever you’re inspired and you think it’s gonna project your brand or will be helpful for the readers. Prepare write-ups in advance and schedule them to be published on designated dates. Regular intervals are always better, even if you’re publishing 1 to 2 articles each week; at least you’re publishing every single week, and Google loves that.

It’s always better to have a content calendar that is shared internally with your team so everyone knows what will be published each week and all marketing activities can be aligned accordingly. Remember, a trick to rule on SERPs and going viral depends heavily on timings; in fact, timing is everything. So keep a close eye on the latest industry news and trends and also encourage people in your team to reactively write about it so you can hit the publish button right away.

4. Utilize Email Marketing

Email marketing will never be old school. Blogging and email marketing serve entirely different purposes but if you’re looking to touch new heights of success from your blog then it’s a good idea to combine the two.
Blogging is also an essential channel to help build a targeted email list. If you’re regularly producing interesting content, a good percentage of your email list will ultimately convert to be your potential customers.

Bonus Tip: Get Response is the best tool for this. It allows you to create newsletters, build lists, responsive email designs, auto responders and tons of other features to sky rocket your content marketing campaigns.

5. Attract a following on social media

You can’t expect your following to grow by just writing compelling stuff on your blog on a regular basis. It needs to get out there to be seen, sharing posts on Twitter, Facebook, Google Plus and LinkedIn will spread the word and increase your social following as well as engagement.

There is a strong speculation that Google favors the content that shares well on social media and it’s been proved that sharing links on social media also improves the crawling and indexing rates. Remember, if your content is powerful, unique and interesting, people will share it which will get your blog the appreciation it deserves plus a sacred spot in SERPs.

Posting content according to hashtags also increases your post reach tremendously. For example, if you run a real estate business, it’s a good idea to include popular hashtags within your posts. Such as #Listing, #Property, #Homes and #RealEstateInvesting

Bonus Tip: To search for the best hashtags relating to your industry, try Hashtagify.me. It gives insightful data that contains popularity, correlation, weekly and monthly trends for each hashtag.

6. Build a Rapport with Other Bloggers

Do a search on other active and popular bloggers within your industry. Start by commenting on their blogs, leaving helpful insights and linking their most helpful posts in your blogs. In most cases, they will gladly do the same for you, particularly if you are providing their blogs value time and time again.

Bonus Tip:
Followerwonk is the ultimate tool for finding niche bloggers and influencers.

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7. SEO Will Always Matter

Last but no means the least, SEO matters a lot! Your blog will never be able to succeed if you’re not following latest SEO standards. These are the things that can help you out:

  1. Choose an SEO friendly CMS (Content Management System) to handle all the things under single tab
  2. Checkout your Google webmaster tools account daily for any errors or issues
  3. URL structure should be short, simple and user-friendly
  4. Blog title and H tags should be catchy and contain your targeted keywords
  5. Never publish duplicate content
  6. External links should point to the right sources
  7. Get links from your industry sphere

A word on back links: paying for links is never a good idea, neither is getting involved in link exchanges. These tactics might work to give you short-term results, however, Google has teams working to prevent this kind of artificial growth. In the long run, the best thing to do is create a solid resource for your target audience, because the end-goal is to stay listed on Google.

 

Ian Blair

BuildFire Co-Founder. I'm a digital marketer by trade and an entrepreneur at heart. I'm here to help businesses go mobile and build apps more efficiently than before.

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