Content is widely considered the top factor in search engine optimization. After all, search engines need to parse through words in order to determine what your site is about. If there aren’t very many words to look at, how will they be able to draw conclusions about its relevance?
But that doesn’t mean you should start churning out pages and pages of content stuffed with the keywords you want to rank for — quality matters, too.
If users come to your site but don’t find engaging and relevant content, they will leave quickly. This is referred to as a “bounce”.
But if instead they found all they wanted and more, they’ll stick around for a while, increasing their “time on site.” These are metrics that search engines consider when ranking sites.
Remember: the ultimate goal of search engines is to give people the content they want — and isn’t that what you want, too?
Even if you can “trick” a search engine into listing your site for a particular keyword, it won’t do you much good if the people who visit simply click away; you want them to hire you, buy your product, sign up for your services, or subscribe to get more information.
So how do you go about providing good, on-going content?
For most sites, the answer is a blog that is updated on a regular basis.
Give your customers what they want.
If your blog is just an endless stream of posts about your products and services, it’s unlikely to be meeting anyone’s needs except your own. Who wants to subscribe to an advertisement?
Instead, think about the problems your potential clients have.
For instance, as a divorce lawyer, your target audience probably has a lot of questions about the effect their impending divorce will have on their finances, their children, their property, and other aspects of their lives, so these would be great topics to tackle on a blog for your firm.
Assign someone to the task.
As a business owner, setting aside several hours every week to write blogs likely isn’t the best use of your time. That’s why many blogs start out strong… and then quickly fizzle.
Don’t let that happen to you: find someone who can make the task a priority.
You can do this either by locating someone within your organization with the skill set and free time to take on the responsibility, or you can hire an outside blog writer.
That doesn’t mean you have to be hands-off. You can approve topics ahead of time, send along ideas for posts, provide articles to use as reference, and give the final okay before anything goes live.