Creating educational and informational pages on websites has been around since the Internet started. Blogging is one of the best ways to create informative pages that helps websites rank higher in Google and grow organically while providing value to customers and prospects.

Why do I need to blog? Blogs bring more awareness and thought leadership to your company and helps prospects find the information they are looking for. And help your website rank organically!

Remember: websites do not rank in search engines, web pages rank in search engines. Saying websites rank is collective shorthand for “individual web pages rank”. If you want to rank for more keywords and phrases, you need to create more pages dedicated to those exact phrases and topics. Those pages also bring more thought leadership and education to your prospects.

What should I write about? You should write about what you and your customers care about and ask about!

Start here: think back over the last week of conversations with clients or prospects. Write down 3 of the questions or comments they made. Maybe they were curious about how a manufacturing process impacts their device performance? Has there been a recent change in a government standards process? Do your customers love your product but don’t know how to use a specific function of it? All these are great topics to write about. 

How long should my blogs be? The standard answer is that blogs should be as long as it takes to answer well the question or primary purpose of the blog. 

A blog can be 300 words and answer very well a “How To?” type of question, or it can be 2000 words and answer a more indepth question such as why a process exists. “How to Make a Grilled Cheese” will be a shorter post than “How to Assemble a Combustion Engine.”

What keywords should I use? Use the keywords and phrases that your customers and industry use to explain what they do or sell to others. 

When possible, use explicit words, rather than shorthand; don’t assume your readers (or Google!) share a common shorthand or just understand what you are talking about. Google needs the specific phrases in order to rank your pages so that 

If you are looking for a good keyword analysis tool, we recommend Google’s Keyword Planner

What should I consider when blogging?

  • Don't write like you are writing a term paper. Break up paragraphs and sentences for easy readability online. Your readers are scanning and looking for key points, just like this one.
  • Use headers. Headers, like book chapters, break up content but also help your blog rank better when they include related keywords and phrases to the page topic.
  • Use links. Hyperlinking your blog to other blogs, especially your own, gives readers more information options and helps connect your page to other pages, which Google loves. Look at Wikipedia for great examples.
  • Publish at least once a month. The more good quality content you can publish, the better.
  • Share your content. Blogs grow your website organically, which takes time. Sharing your blogs with your email marketing list, using advertising dollars on Facebook or Linkedin to push your blog, and emailing it to your client list increases your blog's value.

If you’re looking for more direction, our post on Business Blogging Strategy and Checklist will walk you through more detailed steps. Have you been blogging for years but want to improve? We recommend you go through Ahrefs Blogging for Business course.

I need help writing because I don’t have time. We understand. Creating valuable content takes time and a certain level of knowledge. 

We partner with companies to manage their content and SEO strategy, working alongside your engineers and marketing team to create the messages that educate prospects and grow search traffic. We point you in the right direction of services that can help expand your writing and creative capabilities, guided by the strategic thinking our teams provide.

If you want your website to grow organically, creating new pages is a necessity, and blogging is the easiest way to accomplish this. Blogging is communicating through the written word the same ideas and thought leadership that you share in-person with your prospects and customers. 

If you’re looking for a partner who understands blogging, thought leadership, and can provide guidance, talk to one of our Strategic Account Managers today.