When you search online, you often have a problem. So when you google, ‘whatever happened to white dog shite’ the answer is nearly always found in a blog. Why is that? Because that’s where websites publish their helpful content. Your business is solving a problem so why not solve problems with blogging?
Here’s what we’re covering:
Keywords with informational intent.
When you’re bothering Google with your problems, you’re searching with informational intent. You seek answers to the burning questions you have inside. Why is the sky blue? And why would Steven Seagal release a ‘dancehall’ track called Strut????
Smash your keywords with user intent.
Your potential clients want you to solve problems with blogging. They’re looking for solutions that centre around your expertise. They pop queries into search engines, hoping to find insights. In that case, you’ll be researching keywords (on the desired topic) that offer informational intent. And as long as there is enough demand for those keywords (a half-decent monthly volume), your blogging efforts will be worthwhile.
4 different keyword types for SEO.
Create solutions from Google searches.
Once you’re satisfied there’s enough demand for the subject, google your researched keywords to see what content is already on offer. Take a look at the results. Check out the structure of the page snippets (the titles and descriptions that land on the first page). What clues do they give you, why are they landing on the first page? How well are the articles constructed? How relevant is the content? Does it sufficiently answer the query? Could you improve on it by offering further insights and/or more detail? Is there another angle to be had?
Solve problems with blogging for existing leads.
Blogging for search traffic is grand. It allows you to introduce your business to new leads. Thing is, you have existing leads who already know who you are. They’re likely loitering on your email lists and LinkedIn connections (or wherever else you do your business… gross). They’ve no doubt been eyeing you for some time. However, they might not be convinced you’re the one for them and that’s when you solve problems with blogging for the sitting on the fencers.
But how?
Ideally, any content you publish is answering questions for clients. It should certainly be qualifying prospects, for example, if your pricing is displayed, it will immediately discourage price buyers (unless you’re cheap, if so, stop that!). They’ll peruse your costs, realise they can’t afford you——or refuse to shell out that much, and they’ll leave. That’s great, you’ve successfully disqualified the tightwads. You can happily assume the ones left aren’t obsessed with money (not always true but still, ignorance is bliss).
So why aren’t the ones left, buying? They’re holding back for other reasons. You can brainstorm the reasons but there’s nothing like actually asking them. Sounds a bit scary, doesn’t it? That way uncomfortable feedback lies. It’s much more likely to lead to helpful blogging ideas though. And how do you get that feedback? Send a quiz/questionnaire to your email list or post it on the socials. If you want honesty make it anonymous.
In the meantime, there’s no harm in creating blogs that detail your process and explain the value of what you do. Go ahead and define the short-term/long-term benefits and say hello to whitepapers and case studies.
Article updated, 20th June 2024.
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