If the blog articles on your website are 3-4 paragraphs covering a current event and telling people if they ever find themselves in that situation to call your firm…then please stop writing blogs. They aren’t actually providing value. Your blog isn’t supposed to be an SEO graveyard full of keywords that you hope will get you on the first 10 results of a Google search. It needs to provide value and actual information to your audience. Here’s how to do it:
1. Write Articles for Your Audience
Have you ever been hired by one of Google’s indexing bots? No? THEN WHY ARE YOU WRITING FOR THEM?!?
Of course, humans use search engines to find answers, but SEO is trending more and more toward rewarding quality content that answers the search queries people are typing in rather than a set of keywords.
Additionally, unless you get 100% of your referrals from other professionals in your industry, you don’t need to write your blogs for them, either. Write your articles to the people who will be hiring you!
2. Know What Your Audience Needs
What’s keeping them up at night? What questions do they have that you are qualified to answer?
Alternatively, what questions are you constantly answering from prospects? What cases are you handling most often? From there, you can pick nuanced issues/subjects from those questions and create even more content.
3. Keep It Short
Your audience doesn’t need to know EVERYTHING. They just need to know enough to see that you’re capable of handling their issue for them. Keep your content surface level and avoid getting into the weeds and every possible if/then scenario. Instead, keep it to roughly 400-600 words and explain the general concept. From there, your audience can choose to take further action.