If You Matter, You Have Time To Blog.
We’ve all heard it. We’ve all said it. “I have a business to run/job to do/task to finish! Blogging is a waste of my time!”
Stop right there. Stop wasting your time. Instead of complaining and dreading it, just start blogging. It doesn’t have to take that long, and here is one major reason to get started today: You Matter.
This isn’t some touchy-feely hug-circle mantra. This is the core of everything you’re doing as you market your business. You Matter. If you don’t matter, then why are you marketing anything at all? If you don’t matter, then get out there and do something with yourself until you do matter.
This is the first in a series of posts debunking the firmly held myth that there’s no time to blog. In this post, we’ll address how writing blog posts helps raise you up in search rankings.
This post isn’t really about Search Engine Optimization (SEO), except as it applies to creating content. There are lots of tricks and hacks and workarounds that run the gamut from legitimate to shady when it comes to SEO. Depending on the algorithm a la mode (as passed down on silicon tablets by the Google gods), strategies and tactics fall in and out of vogue, and empires rise and fall that hinge on these techniques alone. Content, however, remains king.
Each post that you publish is another opportunity for Google to index you and list you in its rankings. When all of your backlinks through leveraged sites get downranked by a maniacally-laughing adjudicator at Google-central, when your competitors swoop in and shark your local search listings: your blog posts stand tall as pillars of keyword-rich, industry-specific content that tells Google (and, sure, anybody else) that You Matter.
There Are Two Types Of Content in this World
That headline is a lie. There are infinite types of content. But we’re going to focus on the two broad categories that apply to SEO as I see it. You’ve got your Attractors and your Engagers.
Both serve an integral purpose when it comes to walking someone down the primrose path to eternal happiness at the hands of your brand. Both lead a potential client to the undoubtable conclusion that You Matter.
- Engagers – This is the content (typically pages, when speaking in WordPress vernacular) that defines your user experience. Your Home, About Us, Catalog, Services, Contact Us, etc. These are featured prominently and make it as easy as possible for your new potential client to make their decision. If someone is searching for you directly, these are the main pages that will come up in the Google search.
- Attracters – This is content (typically posts, for the WP crowd) that gets people in organically. We’ll talk more about all sorts of things that you can write, but it boils down to being in the right place at the right time. Your potential clients are full of questions. And you have the answers. These pages are attractors, because when the plumber’s apprentice is doing a quick search for the best way to work on a Findlay sprinkler head, he’ll stumble on your page, and get into your site. Let Google know you have the answers by writing blog posts. No matter how trivial, it’s worth writing about. Because if you’re not writing about it, you can bet that someone else is.
For each deep-nested category page that you create that details the difference between a Findlay sprocket and a Findlay socket when dealing with a Langstrom 7” gangly wrench*, you’re building goodwill with Google. And the more specific you’re getting with the questions that you’re answering, the higher chance that your site will come up when someone has that question. You’ll get the sale because you took the time. You’ll get found because You Matter.
Has blogging increased your visibility in search engines? Do you have a success or horror story about SEO? Let us know in the comments!
We can talk about SEO at length another time. For now, get to writing. Because You Matter.