Did you know brands with blogs enjoy 13x the ROI (read: profitability) versus those who don’t? Have you ever heard anyone say, “I don’t want to make 13x more money?” I haven’t either.
This also means that if you don’t have a blog, you’re already behind.
Blogging helps you rank better in Google and expand your online reach to potential customers. Plus, it’s free marketing. However, there’s some all too common blogging mistakes you’ll want to avoid. Ones that could cost you big time.
The good news? They’re fixable. Let’s get to it.
Blogging Mistake 1: You Don’t Post Consistently
When was the last time you published a post? If you had to think about it, you’re in trouble. Not with me, I’m not going to make you stand in a corner or anything. But you’re in trouble with your audience.
If you post once and then you don’t write a post for another 3 months, that’s a problem for both people and search engines. It shows you’re not reliable. And eventually people will stop coming to your blog.
And if you’re not posting content consistently, it can also hurt your online rank.
Publishing regularly helps you grow your online presence by establishing yourself as an authority on a topic (and it should be related to your business).
And while it’s a long game, both people and search engines will take notice. Just look at HubSpot. Their blogs come up on the first page of almost any search related to content marketing. They’re a “go-to” for many social media conversations on the topic.
If consistency is an issue, set up a schedule. Put a reminder in your phone or online planner so you don’t forget. And if you’re too busy to write, consider hiring a professional writer to do it for you.
It’s All About You
But…..it’s my business. Yes! But you blog can’t be: “Look at me. I am amazing. I have the things to say.”
Because, quite frankly, no one wants to listen to anyone talk about their own greatness for 2000 words.
Make your content all about your customer or client. Write with empathy for them. Empathy for the reader, not being the best writer of all time, is what makes an effective post.
Most people, according to HubSpot’s Research, go to blogs to learn something. That means people are going to your blog to look for answers. Give them some.
Your posts need to be useful to the reader. If it’s just random, unhelpful rambling, they’ll leave. And that hurts your business’s reputation (and bottom line).
If you’re in permanent makeup, maybe you want to write about how permanent makeup has you Zoom Interview ready all the time, even when your kids are running you ragged. Go ahead, permanent makeup artist, I’m not using that one.
You could write about easy ways to leverage LinkedIn as a freelancer if you’re focused on freelancing or self-employment. But write your blog with your customer front of mind. Always.
You’re Keyword Stuffing
Don’t. Do. It. This is probably the most serious blogging mistake out there.
Obviously, you want to rank well with Google or Bing. But you don’t want to use what’s known as Blackhat (read: unethical) SEO tactics. So, what exactly does keyword stuffing look like?
“When choosing a pet food for your senior dog, it’s important to choose the right pet food brand for him or her. Choose a pet food that’s high in fiber so their pet food nourishes their digestive system.”
Keyword stuffing leads to poorly written copy. Always. No “maybe” about it. Because it’s not written with the reader in mind. It’s written with the intention of gaming the system to solely rank higher in search engines versus providing value to your audience.
And you will get caught. Like Santa Claus, Google knows when you’ve been naughty. And has taken brand websites who’ve tried to game the system and moved them deliberately to the bottom. Like the child copying their classmate’s math homework, you’re in timeout. And that’ll definitely hurt your ranking.
Yes, use your keywords. If you’re writing with the intention of ranking for “career change advice” you obviously want to mention it in your copy. But you need to do it in a way that’s natural. Like if you and I were having a conversation.
Give it a once over. And if you’re worried about accidentally stuffing your copy, try swapping out your target keyword with synonyms.
If you have a business, you should have a blog.
Post consistently and always make sure your posts keep the reader front of mind. This means creating content that is helpful, not keyword stuffing, and uses natural language. It means using ethical SEO practices and writing for people (who are the ones who choose to read or not read your content).
And while blogging is a long game, with persistence, you should see benefits in terms of online visibility and profits for your business.