The current state of the web seemingly offers a different business oriented website for every individual niche imaginable. Some provide quality content and others are clear attempts at generating revenue through webspam. Successful blogs answer the questions users have when they punch their query into a search engine. To succeed, you must be able to efficiently answer as many questions and solve as many problems as possible.
Focus – Your goal should be to generate as much useful content as you can, in as little time as you can afford. While you always want to publish the highest-quality content you can produce, and don’t want to give your readers the impression that you are purely in it for the money, you shouldn’t act as if you’re writing for a Pulitzer Prize. It’s easy for bloggers to get bitten by the writing bug and go overboard on their efforts by wasting away their days searching the thesaurus for flowery language. You should try to avoid the urge to get bogged down by writing single pages or posts. Be clear, concise, and get to the point. Effective business blogs understand their true goal: engaging and building customer relationships. After all, you probably started your business to help meet customer needs. Why not make your blog serve the same purpose?
Time Commitment – Writing a purposeful and meaningful blog takes dedication. It’s not as easy as simply writing a few posts, building a few links, setting it, and forgetting it. You must actively engage your readers by delivering fresh and relevant content on a regular basis. If you don’t have the mandatory time required for successful business blogging, outsource it to someone who does.
You must also actively monitor your blog comments. Once your blog has reached critical mass, you will start to earn quality comments from real readers. Make no mistake, you are likely to begin accumulating comments in the early days of your site, but I emphasized the word real for a reason. Spammers and bots have a tendency to bombard new blogs with garbage comments with the hopes of earning a link back to their sites. Don’t be fooled or flattered by their deceptive attempts at kindness. Within days of launching your blog, you’ll probably see a few of these:
“Thank you for this fabulous post!”
“This is great and useful content!”
The comments on your posts essentially become part of the content itself. You must edit your settings so that these kinds of phony high-fives must be approved by an administrator. If not, you will risk displaying a poor impression to your legitimate users, and risk affecting your search engine rankings. Spend a little time sifting and sorting through blog comments to separate the wheat from the chaff.
On Site Basics – Like it or not, readers will gather an instant and lasting impression of your business based on the look and feel of your website. If your blog hasn’t been updated in months, or the design looks like it was made on the first edition of Microsoft Front Page, you will find your company in an instant hole. Your content may be amazing and your writing prolific, but if your web design is poor, your audience may not even give you a chance. Stay on top of internet happenings, and make it a habit to update your blog design every couple of years.
About Us – If you operate a typical B2B website, you may have noticed that your “About us” page gets a significant share of traffic despite probably low SERPs. These pages get traffic because readers want to learn more about you, your company, and your background. Create a detailed page that puts your best foot forward and gives readers bonafide reasons they should pay attention to what you have to say.
FAQs – Another common page to which business webmasters see significant traffic is the frequently asked questions resource. FAQs should be seen as not merely just a means to answer questions, but an opportunity to create additional quality content that will rank in search engines. However, if you choose to create a unique page for each common question, you must support the idea with rich content. Take this time to expand your content with detailed information that may have been left out of posts on primary pages. Frame uestions differently for different types of customers.
Meta Tags – A large number of B2B blogs get lazy when it comes to writing meta tags. Sure, most marketers now understand that search engines ignore the black-hat, meta tag keyword stuffing tactics of the 1990s. These webmasters might write brief descriptions for their primary pages, and ignore the rest of their sites. This is a mistake. While the meta keywords tag has gone the way of the brontosaurus, meta titles and meta descriptions still make a difference. Title tags directly influence keyword rankings, and descriptions affect your click-through-rate, which will in turn, influence your rankings.
Author bio: Adam Shore is a former call center outsourcing executive, and blogs about Texas Rangers baseball in his free time.