There’s a very simple strategy to follow when it comes to running a highly productive small business blog. This same strategy can be used for producing content that ranks well in Google as well. The strategy is nothing more than producing informative content that answers questions about your business, products, and services.
The 5 W’s of Highly Effective Small Business Blogging
The 5 W’s are the ‘who? what? when? where? and why?’ that people are asking about products or services. If you run a business, then it’s guaranteed your customers are asking some questions during the buying process. And these questions, ironically enough, represent the richest source of content for growing your small business blog. Answering questions is also a highly effective SEO strategy for driving your website into the top search results in Google.
One additional question to add to this list is ‘how?’, but unfortunately it doesn’t start with a “W” :-)
But I digress…
The most successful blogs in existence are those that answer questions and solve problems through the use of highly informative content. And the better you get at producing this type of content, the more your audience will grow with people who come to your site looking for answers.
If you are writing a small business blog about products, for example, it isn’t necessary to an write indepth thesis paper covering every intricacy about your product. All you need to do is answer some of the most common questions that customers are asking in the buying process, or after making the purchase.
It’s these types of questions, and informative answers, that drives a growing audience of high quality traffic to your website.
The Q&A Strategy to SEO Success
Google, in a lot of ways, is an answer engine. People turn to Google when they have questions about something and are looking for answers. The better you are at addressing your customer’s questions, the more value your customers will see in your website and the more likely they are to think of you when it’s time to make a purchase.
Here’s a great ‘real world’ example of this strategy in action:
Kyle Smith, an employment lawyer from Los Angeles, runs a blog that focuses on answering individual’s questions surrounding legal issues in the workplace. He doesn’t take the approach that most lawyers follow in with SEO strategies in building landing pages that target [practice area + city name] . Instead, he focuses on writing high quality, informative content that answers questions surrounding his unique practice area.
Here’s what Mr. Smith said about this strategy in a recent post on JDBlogger.com:
Clearly, my clients are not simply googling “[Location] [Practice Area] [Lawyer].” Instead, most of my traffic comes from informative blog posts that seek to answer our prospective clients’ questions. My top ten posts, for example, account for 9,317 visitors in the past month—a substantial majority of my traffic.
Not only do we receive a lot of visitors from articles, rather than landing pages, many of those visitors contact us. When my partner and I receive phone calls from new clients, it is usually immediately apparent that they found us through one of our informational articles. They are trying to fit the explanations in our articles to their specific facts.
Getting into the head of your clients is more complicated than simply targeting the things you care about, like practice areas or geographic locations. You have to figure out the kinds of questions your clients are asking.
As you can see, Mr. Smith takes the approach of answering questions instead of focusing on optimized landing pages. And he does this in the form of writing informative content on his law firm’s blog.
In conclusion, whether you are writing a small business blog in order to build an audience, or you are writing to attract high quality traffic from Google search, the same strategy applies – answer questions, provide solutions, and be a leader in your space by providing informative content.
Don’t just brush over your content and leave your audience hanging, wondering what the next step might be. But provide indepth information in the form of answers, and you’ll be well on your way to a growing audience of fans, along with top search results in Google, through the effective use of small business blog.
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