It used to be that five years ago, organizations had to be convinced to get a blog. Now companies are aware of the value blogs bring. The problem is, they don’t execute blogs in a way to maximize growth.
There are many reasons why brands should have a blog. It helps them communicate their brand identity, create new business opportunities, execute online reputation management, educate their customers, and help establish themselves as their industry’s leader.
But when executed by the best SEO agency New York has in the city, your blog can be a key component in your growth. In other words, it can rank the right content, for the right kind of people, and convert these visitors into paying customers. This article will show you how to do just that!
So Just How do Blogs Convert Sales?
Creating a blog that converts to sales involves understanding your buyers, creating content that ranks well in the search engines, writing articles that resonate with human readers, and using portals that funnel traffic to landing pages.
This may sound familiar; like the general partial-principles of an inbound marketing strategy. And that’s because it is just that. Nurturing leads through a funnel is a central part to inbound marketing. But shouldn’t this methodology have elements key to any marketing service, considering that today’s buyers no longer rely on sales people but instead conduct their own research to make purchasing decisions?
An SEO strategy designed to draw organic traffic and convert people into buyers needs a blog that nurtures readers, encompasses the ability to rank content for targeted buyers, provide a clear solution to their needs, and helps navigate them to a page where they can make a purchase. Instead, most blogs are “salesy” and try ranking for high-search volume keywords while giving their consumer audience little love.
An SEO-Enriched Blog is Grounded in Understanding Buyers
Before you can rank content and convert readers to buyers, you must first have a deep understanding of who your buyers are. Most SEO services don’t touch this; they simply jump into keyword research and base their finalization on high-search volume keywords relevant to the client’s products and services.
An SEO-friendly blog designed to help organizations hit their revenue targets is rooted in understanding buyers, and how they consume information relevant to the brand and its industry. Start by constructing buyer personas–semi-fictitious representations of your actual customers. Buyer personas typically reveal information such as age, family status, job title, job duties, how success is measured in their job, tools needed to do their job, where they consume information relevant to their job, and much more.
You will need to touch bases with your client’s sales team to uncover information pertaining to why people buy, why they don’t buy, their common objections and pain points, and what ultimately caused them to buy from the brand as opposed to going somewhere else (or vice versa). You can also comb through the client’s email database looking for telling , and send out questionnaires to current customers, and those who failed to convert.
Once you have buyer personas, segment them, and use these as guiding maps towards creating a blog strategy that resonates with the deeper issues that influence their buying decision making process.
High-Conversion Blogs for SEO Need the Right Keywords
We already talked about those subpar agencies that attempt ranking for high search volume keywords. First, this takes oodles of time, and second, broad keywords attract wide audiences where specific needs are ignored.
Example: let’s say you sell flooring solutions. After a year or two of constant blogging and link building, you finally rank on page one of Google for a flooring page.
Now let’s say you create individual landing pages for the various floor types you sell, and each landing page has 10 blogs written about it that link to this page. First, people aren’t “truly” looking for “flooring” or even “hardwood floors”. They are looking for “hand-scraped hardwood” or “porcelain tile that looks like hardwood”, or “wide plank oak flooring”. Then you can get more detailed and add keywords like “hardwood floors ideal for pets” or “stain-resistant flooring”. Here are the benefits to using these types of keywords with lower search volume, as opposed to shooting straight for the high-search volume varieties:
- These keywords convert more people to buyers (psst, they make you more money)
- These keywords take significantly less time to rank for
- They allow for audience targeting
- They empower blogs that speak to individual buyers
- They touch on buyer pain points
- When used in a robust strategy, they rank those high-search volume broader keywords much faster BUT do so ina way that lends context.
Make sure your keywords are product / service specific, and use longtail variations to show how they connect with a buyers true pain points. Also, create keywords that testify to the product’s ability to be the solution to the buyer’s problem.
SEO-Friendly Blogs Use a Cluster Model
A blog cluster model is a series of blogs that apply to a single product, service, and popular talking point that revolves around the industry. Each blog addresses a unique topic, has an original title, speaks to a certain buyer persona, touches on the stage of their buyer’s journey, and links to a supporting blog relevant to the same topic. The context of each blog is also hyper particular, and the each blog links to a pillar page.
Pillar pages are almost always going to be your homepage, or primary service page. As your blogs receive user engagement signals, the “SEO juice” is passed on to the pillar page thus improving rankings and domain authority. It is a very complex strategy often requiring the best SEO agencies to piece together a robust model truly rooted in understanding your buyers, and the world of search engine optimization at an in-depth level.
Google also loved cluster blog models because they create structured content making it easier for the search engine to crawl. This means Google has an easier time understanding what the content is about, who the content is for, and who its not for. Readers love it because it speaks to their needs, helps them make educated buying decisions, and provides easy navigation for finding similar content on different subjects.
Closing the Sale Through Blog Content
Once you start ranking blogs, you will want to give readers more food for thought. You can create a CTA that leads them to another piece of content that will move them on to the next stage of the buyer’s journey. These are three stages buyers go through that include the Awareness Stage, Consideration Stage, and Decision Stage. Remember, you can have an amazing blog, but if the buyer isn’t fully aware of their true needs or how to truly resolve that need, they aren’t going to buy. This is why blog content needs to nurture readers through this three-step journey.
Once the readers lands on the blog meant to feed them the right kind of messaging, place a CTA at the bottom or in the middle of the page (your SEO agency will know the appropriate positioning based on many circumstances) that leads them to a landing page where they can make a purchase.
This entire process may intimidate business owners, but when executed by a growth-focused SEO agency in New York, or anywhere for that matter, the strategy is a cakewalk to piece together (it just takes a bit of time, as does any other winning strategy).
Compile all of these things together, and you have a blog strategy that will rank individual blogs high up in the search engine, increase rankings for your website as a whole, and boost your conversion rate because you are feeding people the right kind of content that touches on their intimate points.
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