What Powers a Killer Blog?

A blog functioning at maximum capacity can be a goldmine of new business.

B2B blog posts offer your company the chance to connect with potential customers who are already in the market for your product or service, which means that you’ll be connecting with warm leads who are already qualified.

A successful blog keeps users informed and engaged with your brand, and attracts new search engine users who are already looking for your services. By maximizing engagement, dwell time, and the power of your keywords, entire articles can be built around questions that potential customers are already asking, harnessing the power of the Google algorithm to place your site on the top of the search engine results page as an answer to those very questions.

You can’t update your About Us or Product page regularly, but you can publish blog entries whenever you want on whatever topic is buzzworthy, providing an attractive landing page for readers who will read the article to answer their burning questions, then click through in order to reach your product or service pages because they now have faith in the information your brand can provide them.

A custom blog also empowers sales efforts, as it gives your sales team promotional content they can point to directly. In fact, 90% of North America’s top performing businesses rely on consistent blog content to generate revenue, and count blog articles as their top inbound marketing priority. In a recent survey, 56% of consumers make purchases after reading the company’s blog and 10% of marketers surveyed say that their blog provides the top ROI for marketing outreach.

These stats alone prove that writing a consistent, fresh, buzzworthy blog for your business will generate qualified leads on a regular basis.

But what makes one company’s blog stand out from another’s?

Producing these kinds of results is no easy task, and quality B2B blogging requires a lot of research, reporting, and A+ content production. Below, we’ll explore the approach Sterling Content uses to produce incredible blog management campaigns that produce 5X web traffic boosts, triple client revenue year-over-year, and keep users coming back for more blog content.

What is SEO?

The single biggest component that makes a blog functional online is search engine optimization. SEO includes keyword research, engagement optimization, and top-tier content writing, but for the purposes of this article, we’re mostly going to look at keywords – the precise words and phrases that people type into Google when they are looking for that will serve as an answer to their question or solution to their problem.

Content that harnesses these keywords will position your website as a relevant answer to actual customer queries online. Blog posts that use a variety of on-page SEO tactics can give you more opportunities to rank in search engines and make your site more appealing to visitors.

When the same words and phrases that people type into Google are found on your site, Google prioritizes you as a company that can answer questions these users have. Of course, your site will only appear on the first page of Google’s search engine results page is multiple articles are answering multiple consumer questions.

Google and other popular search engines use a variety of ranking factors to determine which websites will show up as a result of somebody’s search query. The more you optimize your site for Google’s ranking factors, the more likely a potential client is to find you when they have a specific question in mind.

Index Coverage Helps You Rank

Google can’t rank a page that it hasn’t indexed. In simple terms, indexing is the process by which a search engine finds content and adds it to its index. Later, the page can be retrieved and displayed in the SERP (search engine results page) when a user searches for keywords related to the indexed page.

So, it’s important to create relevant and link-worthy content to encourage Google to crawl your site pages regularly. If you don’t update your site with new blog articles regularly, Google will not index your site.

The single best way to do this is to constantly add fresh, keyword-empowered content to your site. A blog gives you a reason to post new content to your site on a regular basis, which encourages more frequent indexing.

Internal Links are Vital for Attracting Clients

When you link from one page on your site to another, you’re creating a clear path for users to follow. Internal links are how you explain to Google that your article on “car maintenance” is actually a beneficial read to someone who is looking for a mechanic.

Internal links can also make it easier for people to find the content on your site they’re looking for — essentially providing a road map to your product page.

First the users find the article that answers their questions, then they see the links that lead to the actual services they’re looking for. These links also help search engine crawlers figure out the organization of your site.

You’re currently reading the Sterling Content blog, but voila! I’m now providing an internal link that will send you directly to some of our incredible case studies so you can see the good work we do. That’s the purpose of a keyword-infused blog … to send readers where you want them to go.

The Power of Relevant Keywords

Blogging helps you create relevant content to target more relevant keywords and to apply more long-tail keyword queries — allowing you to target phrases people are actually entering into Google.

Let’s say you’re a townhouse rental company in Toronto. Targeting the keyword ‘condo rentals’ doesn’t help your business much because you might attract a person searching for ‘townhouse vs. condo rentals.’ That’s a bit of wasted effort. The longtail keyword “2-bath condo rental in Toronto” is a much better keyword to target because it shows user intent.

Longtail keywords just mean longer, question-length keywords — and they indicate a user well on the road to conversion, and that alone is a pretty strong reason to use them in your content.

If we’re going to put work into SEO-targeted content, we want to make sure we’re attracting users who are already looking for your product or service.

Find the Right SEO-Savvy Blog Management Company

If all this information is a little overwhelming, don’t worry. The right team of experts can not only explain the whole process to you, but will put in the hard work and man hours to develop a blog strategy that works for your specific company’s needs.

Sterling Content is a full-stack digital content provider. We use SEO data to identify and target the top-performing keywords in your industry and build blog content around topics your prospective clients are already searching for — and that users actually want to read. And our content packages are completely flexible, because we tailor them to your specific needs and budget.

Our keyword-focused articles identify product or service destinations and create a content road map to get customers where you want them to go.

The science of SEO content brings more targeted visitors to your site because we build buzzworthy, keyword-infused, evergreen articles that boost your Google rankings and keep you relevant as your industry evolves.

Is there a reason you aren’t already operating a keyword-enhanced blog? If not, get in touch today and we can start harnessing the power of SEO-infused blogging for you right away.