Tired of writing blog posts for your business that are too general and few people see? You’re not alone. Most of my clients came to me with this same frustration. And because they are sensitive solopreneurs who don’t want to spend time hustling on social media, they want to know how to get their blog posts (and website in general) to become more searchable AND actually help them attract new clients to grow their online service business. That requires A LOT of decision making!
Understanding the context of your decision making process:
Let’s step back to briefly review the context for the decisions you’ll make when you write blog and website content for your online service business.
- A person (the ‘searcher’) enters something into a Google search. Many search results show up. All they see is the headline and short description (meta description). Based on that, they decide whether to click on a link, keep scrolling, or enter a new search.
- Let’s say they decide to click. They will very quickly scan your post (or page) and decide whether to spend their time reading.
- If they decided to read, at some point they will have to decide what to do next.
At each stage of that process, you have a different job to do if you want your blog posts (and website in general) to help your business grow (vs simply take up your time).
In effect, you can approach this task as helping the 'searcher' to make a DECISION each step of the way: Is this for ME or not?
But first, you need to make a number of decisions yourself so you can actually show up in search results to attract your good-fit visitor.
SEO and content decision making tips that will also help your ‘searcher’/’visitor’ make decisions:
Which ‘searchers’ are you trying to attract? I know, you can help anyone. But if you want to make your life easier in terms of your marketing, niching is the way to go! In fact, this helps you to make every other tip more effective.
All traffic to your site is not equal. You want visitors who are a good fit, and they’re searching for answers that are a good fit. It’s about creating opportunities for a good match.
When you write specifically to speak to your ideal client, you’ll see better conversions with your good-fit visitors.
Show up in search results and then write in a way that resonates by making a decision to narrow your niche. Learn more in my post: Remember your target market.
Decide what to call yourself
This one tends to be challenging. You might have come up with some wonderfully creative sounding job title for yourself, but you will want to be strategic about this in terms of what your ideal potential client might be searching for (if you’re hoping to be discovered based on ‘what you do’ in a search).
I like using Google Trends to help with this, before doing a more detailed keyword search for the exact combination that might work best.
It allows you to compare several different terms that you are considering (for example, coach, mentor, consultant, guide, practitioner etc.) and shows you which one is trending highest (based on the location you’re targeting if that matters to you).
This can also be helpful when you’re deciding between a number of potential blog topics/themes.
You would want to go with the option that makes sense for your niche (not necessarily the highest trending) and then proceed with the keyword search process below.
For example, as I write this, ‘guide’ is trending higher than ‘coach’, but most of my clients would be better off choosing some keyword string that includes coach instead of guide – because their people would not search for a guide to describe the role – more likely, the guide would be a tangible resource they would be looking for, not a person).
Choose more rankable keywords
When you understand who you are trying to attract in your marketing, you can set yourself up to be more searchable (and findable) by choosing better (more rankable) keywords.
Think about what your ideal client would be searching for EARLY in the process, when they are still trying to understand how to resolve their challenges and take a step toward their goals. Pay attention to the questions that your ideal potential clients are asking (either you directly or online in groups etc. – notice the ‘how’ and ‘what’ type questions).
When you choose a niched topic and keyword that answers a question that they’re searching for at this early stage (before they are ready to buy a specific solution), you’ll have a better chance of showing up in the search results. Why? Because these multi-word question type keyphrases have less competition and are easier to rank for when you’re starting out.
Learn more about finding keywords in my post: Show up on Google: A simple method to choose SEO keywords.
Optimize for search engines (SEO)
The easiest way to optimize for search engines so you show up in search results is to add a free SEO plugin to your website. You’ll be able to find instructions for how to use each tool. After you come up with a topic and choose a keyword (that your ideal client might be searching for AND that you have a chance of showing up in search results for), you’ll also add your meta description, SEO title, headings, image alt tags, and links to format for the best optimization. By adding SEO to your blog post (or web pages), you’ll know that you’ve done your part to help your site get found online.
On my site, I use Yoast. Learn more in my post: Tips for Blog SEO keyword placement (Yoast).
Decide on your best call to action
If your visitor actually made it to the end of your post, you want to help them decide what to do next. Don’t assume they’ll know. Make it easy for them to stick around and benefit from the various forms of support you provide.
Remember that you’re not selling widgets. You’re selling services, delivered by a human to help another human. So add a call to action at the end of your post that makes sense AND also works well for you in terms of connection and conversion.
Decision making is an important part of the process when you want your blog and website to help you reach new people and attract more clients.
The more decisions you make about your business, niche, and marketing in advance, the less overwhelming it will feel each time you sit down to write. I know that it seems like a lot right now. But you’ve been writing all this time and not seeing the results of your efforts. Perhaps it’s time to decide to get a bit more strategic about it!
|Do you need MORE SUPPORT with this than you can get in a blog post?|
That’s exactly what I do in my Blog SEO Mentoring.
Check it out!