If a tree falls in a forest and no one is around to hear it, does it even make a sound?
The same could be said about your blogging platform. If you are creating the most compelling, awe-inspiring blog content—unquestionably putting your competitors to shame—but that copy is essentially hidden on your homepage, then does your blog even make a ripple in cyberspace? In short, the answer is no.
Some of the most impressive, thought-evoking blogs out there often go unnoticed because they are buried so deeply in the website that, as a site visitor, you have to play a guessing game as to where they live. Therefore, as a marketing professional, your job is twofold:
- Ensure that your company is producing rich, insightful copy
- Make sure that your blog is easily findable from your homepage
Since we have spent quite a bit of time talking about how to improve the quality of your writing, today we are going to focus on how to make your blog findable. One of the very first things you need to do as a content marketer is take a good, hard look at your homepage. Do you have it up? Okay, great. Now, try to locate your blog without clicking on anything. Can’t do it? Then you are already setting up your blog to fail.
You should be proud of your blog and its content and display this communications vehicle proudly. Put it in the top navigation bar, right alongside your “Resources” and “About Us” sections. Create a widget linking to your blog and place it right alongside your Facebook and Twitter icons. Create a banner ad for your image carousel beckoning site visitors to your blog. And, above all else, make sure your blog survives at least the one-click test. Just take a look at Whole Foods homepage as inspiration.
So what’s the next step? Make your blog crawlable for the search engine spiders. This means tagging and categorizing all blog posts and weaving your SEO strategy carefully into your blog initiative. For example, if you site is already optimized for three keywords, stay consistent and bring them to your blogging platform. When it comes to tagging, be sure to think about the phrases or words that prospective customers might type into the search engines that could lead them to you. Think like a consumer when it comes to blog creation—not like a marketer.
The final step? Socialize, socialize, socialize. Now that you have great blog content that is easy to find from the homepage, and easy for the spiders to discover, make it consumable for your target audience as well. Find out where they are flocking—whether that is Twitter, Facebook or LinkedIn—and share your most recent entries there. It is critical to share each and every blog post with your social audience; don’t make your audience rely on Googling and weekly checks at your website to discover that you have new, riveting content to share.
Do you have any best practices for making your blog findable? Share them with us below!