Review the strategy of your Blog. Are you really reaching your potential customers?

MARTA MONFORTE

SEO SPECIALIST

8 March, 2021

Within the SEO department, one of the scenarios that we frequently encounter on new client websites is that they are not taking advantage of the potential of their News or Blog channel. Although it is true that most websites pass the first test and do have this section, very few pass the exam if we analyze their strategy. What's more, a high percentage lack it.

One of the main points to keep in mind is: your company is not a newspaper. That of writing on random sector topics has been shown to contribute little to the SEO of a website and nothing to its potential clients.

But how to know if your News/ Blog section is achieveing the SEO objectives? Test your web with the following 3 questions:

1. Do the written posts follow the funnel of your Buyer Persona?

Possibly the most important question. Being clear about the profile of your potential clients is essential in Marketing, and it is also essential to know who we want to find us on Google (that is, for SEO).

The blog section is a perfect space to be able to solve all the doubts that your buyer persona may have throughout the purchase process, even long before it begins. What we know as a conversion funnel.

Our Searcher persona’s Conversion Funnel

Once we have well defined the profile of our clients, we will establish what needs or doubts they may have until they acquire our service or product. And how does that translate to Google searches:

  • Problem / Idea. Initial search. There is something in your life that worries you and you want to resolve or change.


    This point is essential for companies that offer services or products that are not well known, since the user will hardly search for it by name.
  • Intention / Search. The searcher has already been reading information about possible solutions to his problem and is looking for more details on one in particular.
  • Consideration. The user doubts between several companies, products or services and is analyzing which is the most correct decision in his case. It may be that the same company (web) offers all the services or that competition comes into play.


    The comparators are the kings in this phase.
  • Action. They are in the purchase process but may have very specific doubts, related to data or documents that are needed to make it: payment methods, return time, shipping costs, etc.

It is essential to resolve these blocking points in the moment: on the product card, the shopping cart or on the transaction page.

  • Evangelization. People who have already been customers at one point but could repeat the purchase or recommend it to others. It may be a post that helps to get more out of the service or product purchased. For example, Lekue has a recipe section with its products:
    https://www.lekue.com/es/recetas/por-productos/recetas-para-estuche-de-vapor

These articles are not only important for SEO but for other channels such as Email Marketing or RRSS since they help to build loyalty and create a community.

Let’s see all this in a practical example.


We did this exercise for an English Academy that organizes summer experiences in the UK for children and pre-teens. In this case the Searcher Person is the parent:

IDEA: remember that the doubts that you do not clarify to the buyer persona will go to Google for them and may end up falling on the page of a competitor who has the best working funnel and ends up taking the purchase. So, be that competitor!

Take a look at the Leroy Merlin Community section, they have very well covered the entire purchase process and even include the articles in subcategory pages to answer user questions.

2. Keywords and tags. Are the articles optimized for SEO?

It is almost as important to know what we are going to write as who we have to beat in the SERPS. A good tactic is to do a review to see what is published in Google for that search, for example: if rich content appears, many images, infographics, videos, comparative tables…

Another fundamental point is the optimization of the articles (and we assure you that it goes far beyond the green points of Yoast SEO):

  • Keywords with high / medium search volume. It is always a good idea to do a keyword analysis before tackling each article. Users may call your service in a different way than the “technician” you know. It also serves to know your doubts about it.
  • Meta Titles and Meta Descriptions optimized and attractive, which skyrocket the CTR.
  • Hierarchical headings structure. Always one H1 and several H2’s at least. The more organized the article is, the easier it is for the user to read, which will increase its dwell time and possibly page views.
  • Index. For very long articles it can be interesting and helps to lower the bounce rate.
  • Images with “alt” attribute and optimized name. Not very heavy, the speed of the web will appreciate it.
  • Links. We will leave this for the following point.

Do you have videos and other resources that add value to the subject? Add them.

3. Are the interlinking being used properly?

Before entering, let’s review the three SEO functions that the Blog section fulfills:

  1. Increasing the visibility of the web. Thanks to the periodic publication of posts and by treating informational keywords, we will have more and more positioned words.
  2. Getting “qualified” traffic since we are targeting the buyer persona. And in turn we help you in the purchase process so that you do not go halfway.
  3. Distribute PageRank to the most important pages of the web. Generally transactional services or product.

Interlinking plays a fundamental role in achieving these objectives. It is the common thread that allows the buyer to advance and allows pagerank to be distributed through links.

A post with a good internal link has:

  1. A minimum link to a main Landing of the web to which it transfers the majority of authority. The higher the article, the better.
  2. Links to other pages or articles (from a higher phase of the funnel that we have previously seen) that help the user advance in their purchase process.

IDEA: Use CTAs and buttons to tell the user what to do. If you read the article and it leaves we are missing an opportunity.

How did the test go? Does your website approve the three points? If not, you already have the tips, it’s all about getting started! And of course, you can contact Rocket so that we can guide you in the process of improving your SEO,  increasing organic traffic and conversions.

 

If these results have convinced you and you think that our team of specialists can help you boost the online sales of your business, do not hesitate to contact us!

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