Mastering the Art of Online Visibility: How to Get More Visitors to Your Website

Using Consistent Blogging To Drive Brand Recognition and Traffic

Where’s the best place to hide a body? Page two of Google.

Yes, you've heard it before. It’s an old joke. But that doesn’t make it any less true. And if you want to get your website out of the shadowlands and in front of your next customer, you’re going to want to embrace the art of consistent blogging.

SEO might be part science, part dark art, part technological wizardry, and part secret sauce, but there are some key practices you can improve to significantly boost your brand's visibility and drive traffic to your homepage. Regular, engaging, relevant blog posts are one of them. So let’s dive in and explore the role of canny content writing in attracting search engine crawlers and improving your Google ranking for your targeted keywords.

If you’re consistently publishing relevant, authoritative, useful, high-quality blog content, you’re taking huge steps towards attracting new visitors to your website – and keeping them engaged when they get there.

Understanding the Role of Consistent Blogging in Brand Visibility

​Blogging is – or should be – an essential part of any brand's content marketing strategy. Why? Lots of reasons. 

• It helps you establish your industry credentials and shows you know what you’re doing
• It’s an opportunity to connect with your target audience and demonstrate your understanding of their needs
• It keeps your brand visible and engages the search engine algorithms

In short, if you’re consistently publishing relevant, authoritative, useful, high-quality blog content, you’re taking huge steps towards attracting new visitors to your website – and keeping them engaged when they get there.
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Better still, while you’re connecting with your target audience’s needs, you’ve got the perfect opportunity to show how your products and services address their pain points and solve their common issues. In the process, you’ll be building trust by giving them the information they need to make informed decisions – and establishing yourself as a thought leader in your industry. Win/win.

Regular blogging is an opportunity to connect with your customers and show them you understand their needs

How Blogging Impacts Search Engine Optimisation (SEO)

Google’s exact algorithms might be a mystery for the ages, but one thing we do know is that they actively seek and reward fresh, relevant content on the sites they crawl. If you’re regularly posting high-quality content on your blog, you’re not only adding value to your clientele – you’re also keeping the Google bots happy. Plus, great content gets social shares and backlinks, further moving you up the rankings.
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Blogs also help you keep your keyword game on point. It’s one thing to know which search terms are delivering your competitors to page one of a search engine results page (SERP). It’s another thing to keep those keywords front and centre on your website. By staying on top of the issues that matter to your customers and actively posting content that helps them solve their problems, you’re actively seeking to match searcher intent. Google loves that.

Blogs help you keep your keyword game on point. 

How Search Engine Crawlers Interpret and Value Blog Content

So, no, we don’t know the nitty gritty of all the metrics Google uses to rank websites. But we do know the following:

• Well-structured, user-friendly content is highly favoured by search engine crawlers
• Crawlers are getting better and better at picking up on searcher intent
• Keyword-stuffing gets you penalised but strategic, intuitive use of keywords increases your visibility

​What that means in practice is that your content strategy should do these things:

• Seek to understand what motivates your customer base to search out the products or services you offer
• Post content that actively resonates with the kinds of problems your customers are looking to solve
• Incorporate both short and long-tail keywords so that crawlers can understand how your content matches searcher intent
• Use internal and external linking strategies to make it easier for crawlers to navigate

​Again, it all boils down to quality. We know that Google actively seeks to prioritise high-quality content. By regularly publishing high-quality, keyword-optimised and user-focused content, you’re increasing your chances of being crawled and indexed by search engine crawlers, which increases your chances of a higher ranking on SERPs. That way visibility lies.

Regular, helpful content gives customers a reason to connect with your brand

How to Create High-Quality Blog Content

Creating high-quality blog content starts with a solid understanding of your target audience. What are their pain points? What’s likely to catch their attention? What’s getting in the way of them deciding to purchase what you’re offering? Specifically, you’ll want to determine what search terms they’re using to look for products or services like yours, and make sure your content is keyword-optimised to include those terms and as many synonyms as you can incorporate without disrupting the flow of your prose.

Keyword tools like Ahrefs’ Webmaster Tools and Free Keyword Generator, or Google’s Keyword Planner can help you develop your keyword strategy. Ahrefs also offer a SERP Checker to get an idea of who’s ranking for the keywords you’re after and how difficult it might be to knock them out of their current spot.
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Once you’ve got your keywords in hand, it’s time to put together a content calendar. This should include the topics you’re planning to cover, your posting frequency, and the type of content you plan to create for each post. For example, you might find that a how-to guide works well to address one pain point, while an infographic or short video is better placed to meet searcher intent elsewhere. Changing up your content type is a great way to keep your audience engaged and interested. Guest posts and user-generated content also help you broaden your reach.

Creating high-quality blog content starts with a solid understanding of your target audience. What are their pain points? What’s likely to catch their attention? What’s getting in the way of them deciding to purchase what you’re offering?

Establishing a powerful content strategy with limited resources

All well and good, you may say, but that sounds like it’s going to take a chunk of time. And it’s true that creating consistent, high-quality content requires focus and ongoing commitment. The payoff – improved online visibility and website conversions – is too important to leave to chance, but it’s a long-term goal.

If you’re a small business or solopreneur, it’s likely that there’s no dedicated marketing team available to devise and execute your content strategy. Blogs are easy to start but can quickly start to feel overwhelming – according to one study 95% of blogs are abandoned within the first six months. So, if you’re in it for the long-haul, it’s important to be clear about how you’re going to resource your content creation.

You can absolutely DIY your website’s blog, and, to be fair, there’s no greater source of knowledge about your business than you. You’ll just need to be realistic about what you can commit. Including keyword research, image optimisation, writing, proofing and posting, even a 1,000 word blog is likely to take around four to six hours from start to finish. You’ll need to schedule that into the diary on an ongoing basis, and resist the temptation to deprioritise it when time is tight.

Alternatively, you can outsource your content to a copywriter – and it probably costs less than you think.

With regular, consistent posting you could drive as much as 30% more traffic to your site. 

While it’s true that there are bloggers charging in the region of $2,000-$5,000 per post, they’re typically going after highly competitive keywords on behalf of big brands targeting a global audience. There’s nothing stopping smaller brands or solopreneurs from going after the first SERP for those terms, but you’re looking at that kind of money at a minimum.

But if you’re, say, running a small floristry business that specialises in creating bespoke wedding displays, you more than likely don’t need to be competing for rankings at that level. You want to be visible to potential customers, sure, but you likely have geographic restrictions on that customer pool. You’re not necessarily planning an internet face-off against InterFlora, is what I’m saying.

And that’s where a small investment can produce big results. My rates for a keyword-optimised blog start at just £150 per post, and with regular, consistent posting you could drive as much as 30% more traffic to your site. It ends up paying for itself very quickly – and it’s time that you get back for your business, with the reassurance that you’re actively building your visibility, month by month, where it matters most.

Achieve global visibility for your website through consistent blogging

Measuring the Impact of Consistent Blogging on Brand Recognition and Traffic

There’s really nothing like the feeling of seeing your website jump up the rankings. As a copywriter who has developed and executed a SERP-winning content strategy for numerous small businesses and brands, I can vouch for that. I’ve put my clients on Page 1, over and over, and I think I get almost as excited about that as they do.

The bottom line is that blogging is a powerful tool for brand visibility and engagement. Whether you’re going it alone or in partnership with a professional content producer, it’s a long-term strategy that pays huge dividends for your business.  By understanding the role of consistent blogging in brand visibility and SEO, the connection between blogging and improved SERPs, how search engine crawlers interpret and value blog content, and using this knowledge to inform your content creation strategy, you’ll raise your organisation’s profile ahead of your competitors.

​And if you’re looking for a little help along the way… give me a shout. I’m ready to get the world excited about your brand.

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