Business Tools

Blogging for Social Media Findability

Heather Lutze

By Heather Lutze, Findability Group

Join us for the next SEMA Webinar, entitled "The Psychology of Search & the Findability Formula—What Is Really in the Mind of the Online Searcher?" This webinar will be led by Heather Lutze of the Findability Group, August 30, 2012, at 10:00 a.m. (PDT).

Does blogging really qualify as social media? Some say yes, some say no. The fact is, it doesn’t matter. Social media or not, this popular form of communication should be a part of your Internet marketing strategy. I can already feel you squirming and moaning, “Yeah, yeah, but I have no time, nothing to say, no one will read it, I’m not a writer, yada yada yada.”

Frankly, if you are not blogging, you’re missing a golden opportunity. Here’s why:

Search engines are on the lookout for fresh, updated content. They regard blogs as a more relevant, continuous source of content than websites. You’ve most likely invested a ton of money into your website, and that’s ok. But, it’s important to remember that things change rapidly in the world of search-engine marketing.

Look at it this way—having a blog allows you to continually freshen and update your content and give search engines, such as Google, what they’re looking for without constantly having to change your website. However, it’s important to remember that blogs are about worthwhile content that someone actually wants to spend time reading.

So, always consider your readers first and search engines second.

Advantages to Blogging

There are a number of advantages to blogging. Here are a few to consider:

  • You can show off your expertise.
  • You can demonstrate what your company stands for—how you are different, what you’re great at. 
  • It enables you to provide in-depth information of real value.
  • It allows you to present thoughts and concepts in a lengthier and more detailed format than Twitter, Facebook and LinkedIn. Each post can immediately be announced or presented on each of those three sites.
  • You can connect with readers who will become your loyal customers. When they need the service or product your business provides, they will automatically think of you because they already know and trust you.

Do not underestimate the power of connection, relationship and trust in this social media age.

A Few Blogging Tips

As you build or fine-tune your blogging strategy, consider these key tips:

  • Keep your optimal keyword density between 2% and 5% for a blog post. (Repeating keywords over and over may annoy readers.)
  • There are many sources for great blogging ideas already at your fingertips—upcoming events where your company might have a presence, press releases, new products, cost-saving techniques, industry news and events, guest interviews, etc.
  • There is great value in adding links to other sites—Google expects experts to link to experts.
  • You should monitor your comments carefully and delete spam immediately.
  • Have a crystal-clear understanding of whom it is you are trying to reach.

It is critical to consider what your readers will love and find useful. This is the key to blogging success. Over time, if you are putting out relevant content, you will attract more readers, generate interesting discussions and comments and, hopefully, at the end of the day, build a growing, loyal group of customers.

Join us for Lutze’s SEMA webinar, entitled "The Psychology of Search & the Findability Formula—What is Really in the Mind of the Online Searcher?" August 30, at 10:00 a.m. (PDT).

Also, don’t miss Lutze at the SEMA Online Marketing Conference, October 29, 2012, at the Las Vegas Hotel.