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How To Get Your Blog Post Nationally Ranked & Racking in Views

small business online marketingWouldn’t it be nice to rank your website nationally for keywords relevant to your market?

That would be excellent. Everyone wants high levels of exposure online, but most don’t even know how to approach online marketing.

Today, I’m going to run through a case study of how we helped a small truss manufacturing business rank top 3 on Google for terms like “how much do trusses cost?” and how they’re now drawing nearly 300 views to one blog post a week.

Let’s jump in.

It Starts with the Right Questions:

People in the online marketing world say you need great content…. Great, but what does that even mean? Let’s take a step back first.

Start with this one question—what are your customers/clients asking questions about?

This is the focal point of everything you do online, especially with content. If you don’t start here, you’re going to waste a bunch of time and effort and have little to show for it.

I asked this exact question to our truss pros and here’s what they came back with:

“The biggest questions are in regards to price. How we price trusses and how the process works.”

So I said, we have to start with the biggest question people are asking—how much do trusses cost? That’s our focus. That fuels our strategy.

Here’s how you determine the biggest questions in your market:

  • Keep a tally of what people ask when they call or email you
  • Consider the most confusing parts of your product or service
  • Ask your clients/customers directly what questions they have
  • Act like you’re the client/customer, and search a few questions online and see what you find

Think It Out, Write It Out, Publish It

Okay, now you have your most pressing question. It’s time to answer it and give people what they want. C’mon, give the people what they want!

Think it out: and when I say “think it out,” I really mean it. Think through the entire question. Think through your entire answer. Is the question referring to something even deeper in the client or customer? Is there more you can address?

For the truss company, I asked for the following: 1. details about price 2. an example of pricing for a home 3. how the pricing process works. 

  • Think of all the specifics
  • Think of deeper issues
  • Think of examples
  • Think of case studies

Write it out: don’t skimp on the words. If you’re not a wordsmith type, find the best writer in your organization. If no one around is a good writer, search for a freelancer who could help you. You don’t want to get this portion wrong.

You need to write lengthy content. It needs to be more than 1,000 words. It needs to cover everything you thought of in the last step. It needs to provide exceptional value.

We ended up writing nearly 1,200 words for the truss pricing blog post and I’m sure we could’ve added even more if we thought a bit harder.

Researchers concluded that blogs with more than 1,000 words performed better than those with less due to the extent of content and useful info included. So, you should aim for the same.

**this doesn’t mean fill up a blog with junk content just to get the word count. Leave that tactic behind in high school.

Publish it: don’t miss out on the importance here either. When you get ready to publish, make sure the post is well organized, optimized and ready for people to find.

How do you do that?

For organization, put the answer to the question at the top and go into detail further down. If people want more info, they’ll dig. If they want the answer real quick, then they don’t want to dig.

I realized this with the truss blog and had to reorganize the content so the dollar figures were at the top and the additional info was more toward the middle and bottom.

Get straight to the point at the top!

Next, make sure you include keywords in your post. For us, it was in regards to “how much trusses cost” so we included that text (or a variation of it) within the title, the body of the post and URL.

This allows your post to be discoverable for what you’re targeting and for Google to scrape it and categorize it correctly. THIS IS SO IMPORTANT!

The Final Product:

So, you’re wondering what the final product might look like. Here’s what we produced for our truss client: http://www.timberlaketrussworks.com/much-trusses-cost-approximate-guide/

And how has it worked?

We published the blog in October 2014 and it started to get a few hits, but not a ton (only 2-3 per day), which is to be expected for a site that didn’t get big numbers.

But…

Since we published the blog, it has now received more than 3,000 views and nearly 50 a day at this point.

small business online marketing

small business online marketing

Let me remind you, this is about trusses. No offense to the client, but not a very exciting niche to write and read about, and it’s getting nearly 50 views a day. What??

This is the power of content, but not content as everybody flippantly says. This is the power of content that actually answers people’s questions. Content focused on the customer or client and their exact needs.

Marketing is all about being familiar with your target market. If you’re not familiar, it’s time to get familiar, ask what questions they have and start answering them through your content online.

Quick Tips & Takeaways:

  1. Understand your target market and identify their questions
  2. Dig into those questions for what people are really searching for
  3. Answer the most pressing questions with articles and blogs on your website
  4. Write full-length content, with the most crucial info at the top and more details at the bottom (more than 1,000 words)
  5. Organize your content appropriately, throw in some photos to break things up, and optimize with your target keywords
  6. Track your content performance with something like Google Analytics

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