Are You Laying a Brick or Building a Brick Wall with Your SEO Blogging?
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When I started blogging several years ago, I blogged on all kinds of topics for all kinds of audiences. Some were related to my business and my keywords, but most were not. It’s tempting to think of something that interests you, that you think will be of interest to your readers, and then write a post about it. But that assumes that you have readers — that you have a following of customers and prospective customers who are waiting for your next article and will read what you write. That assumes that these customers and prospective customers will find your blog on the Web.
For the great majority of bloggers, those assumptions are not valid. And if search engine optimization is a goal of your blog, you probably won’t be making much progress toward your goal. Using that bricklayer metaphor, if your blogging strategy is to create diverse blog posts that will attract an audience interested in your thoughts, you’re laying random bricks across a field. Each brick may be perfect, but by itself it will never be part of the SEO wall that you should be working on.
By its nature, building a wall is a constrained art. The bricklayer doesn’t have much freedom to choose where the next brick will go, but the wall becomes an object of beauty and function as each new brick is added to it. Blogging is like building an SEO wall! It is also constrained.
SEO Blogging Should Have a Target Audience
The blogger should be constrained too! In creating a new blog post, the blogger should be thinking about who the audience is. For this blog, my audience is small business owners and website developers interested in search engine optimization. All of my blog posts have been written with this audience in mind for the last several years. If you’re a child care center, your blog posts should be written for parents. If you’re a plumber, your blog posts should be written for homeowners. If you’re a website developer, your blog posts should be written for your potential business customers.
SEO Blogging Should Be Constrained by Keywords
The other constraint a blogger should keep in mind is keyword usage! In this post, I’m focusing on blogging for search engine optimization or SEO. You should have a couple of related keywords in mind before you start your blog post, and then you should work them into your article as you write. Hopefully, you’ll be able to use long-tail variants of your keywords in your blog post. If you don’t have a keyword in mind before you start writing, your keywords will not be part of your new blog post and your post will not be contributing to the search engine placement of your website.
The two constraints of writing for your audience and writing with a few keywords in mind will ensure that each new blog post contributes to the building of your SEO brick wall. I’m not saying, “don’t make your blog posts interesting,” and I’m not saying, “don’t make your blog posts engaging.” What I’m saying is that you should put some thought into an SEO blogging strategy and then stick to it when you write each new blog post.
If you have questions or opinions about business blogging and blogging for SEO, please leave a comment or contact us.
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