BUILD A WEBSITE, AND THEY WILL COME…
Well, that is what a lot of people in business believe, anyway. Unfortunately, without advertising (either offline, online (PPC, ads etc) or organic search hits your website will NOT be found.
While it is true that Google, Bing (and Yahoo) and others are trying to crawl the web to find as much content as possible, if they do not find out about your site (through links from other websites, or site submission), your website will not be in their database. You want as much content (links) located in the major search engines as possible. One of the best ways to accomplish this, is to write articles on your website (blog posts).
In this article, we are going to discuss what Posts are, how they are different from Pages, what to think about when writing them and SEO (search engine optimization) features.
What is a Post
A post, also called a “blog post” or web article, is a short to medium length (300-700 words) discussion on some subject.
For many bloggers, the subject might be whatever their thoughts on the latest trends in fashion, their children, politics or whatever muse hits them.
For businesses, your post should be relevant to your company, industry or subject your clients and customers find compelling, insightful and / or interesting.
All Posts have a title, an image (preferably) and the content which can be created in WordPress under the menu selection “Posts > Add New” on the left hand side.
WordPress has a great WYSIWYG editor built in. Use this feature from within any browser or use any of the many apps on smart phones, iPad, and computers. Due to the many applications available, there is freedom to work from any place and at any time.
How is a Post different from a Page?
When we discussed Pages in our last article here, one creates a Page almost identically as one creates a Post.
This confuses many people since there doesn’t seem to be a difference how they are created, so how are they different?
Well, Posts are effectively date stamped ordered by their date descending and created more often than Pages. As mentioned before, Pages are for static – long term information. As you write more posts, your earlier efforts get pushed ‘down’ the list, your most recent post stays at the top of the list, typically.
However; your goal is to allow clients, customers and prospects to understand more about your company, people, beliefs (both professional and altruistic), capabilities etc. To accomplish this, you engage people into conversations and posts facilitate these conversations.
There have been studies that people need to be touched on average 7 times before a sale occurs, through the use of Posts, you can make this happen more quickly, effectively and efficiently.
What to think when Writing a Post
First, you need to be interested and knowledgeable about the subject. Unless you are a very creative fiction writer, your readers will know when you are faking your interest and have no clue what you are writing about.
Second, pay attention to sphellng and punkuation. It will seriously draw aware from the readers experience if you are consistently misspelling words or have incorrect punctuation in your posts.
WordPress has a built-in spell checker, make sure you use it.
Third, if you have no ideas what to talk about spend a little time with Google’s Search Keyword tool (www.Google.com/sktool). Type in a one or two word phrase which is relevant to your industry and then see what people are searching for. The higher the search count, the more interest people have in the subject.
For example, one of my clients (home loan industry) typed in “mortgage” and found that most people were searching for “mortgage calculators” by almost 4 times more than the next most searched phrase.
When you write an article, if you are working to get your article ranked higher on search engines there are basic items you need to be aware of that help.
1. Title – Your title (and keyphrase in your title) is very important. Make sure your title has a phrase which also connects with the content in the body of your post.
2. Post filename – WordPress allows you to change the filename of the post. Make sure that your phrase you are looking to promote is in your filename.
3. Content – Your content needs to promote both the phrase you are looking to have people find your post with, and ‘near phrases’. What this means, is do not spam your post with the exact same phrase too many times as Google will score you lower for this. If you would like to understand how to write effectively, load Scribe (www.ScribeSEO.com) into your WordPress and use the free 10 checkups to give you a better understanding. Also, they have a great white paper on how to write, as well.
4. Write for People – Write for a person to read and understand, but be aware of how to tweak the parts for Search Engine Friendliness.
5. Submit to Google immediately – install and use the Google XML Sitemap plugin. This tool is one of the most important pieces in an Artificially Intelligent Website to integrate with Search Engine Optimizations.
6. Be Consistent – Don’t write four articles in one week, and then nothing for three weeks. It would be better to write four articles and use WordPress’s ability to publish the articles at a later date (say two a week) than push all four out in one day, and nothing for two weeks. This is also a benefit with Search Engines, as well.
Hopefully, this post has helped you grasp some of the differences and benefits of writing Posts. I work with my clients in the beginning to just get accustomed to writing posts consistently. Let the Artificially Intelligent Website handle all of the rest (Search Engine submission, Email distribution, Twittering / Facebook / Social).
If you get on a standard 3’sh posts a week, in just 3 short months you will have created 40 new pages of content, submitted new Sitemap.XML pages 40 times to Google, Bing and Yahoo, created and delivered 12-13 new weekly emails and minimally Twittered 40 times about your company.
All of this when you just write 3 posts a week.
Consider it fishing with forty new lines of bait, instead of just one.