Should bookkeepers write blog posts on their websites, pay someone else to write them, or use blog-posts from databases?
Blogging is a popular thing to do. Business owners are encouraged to blog their little hearts out. They are told that if they fill their websites with valuable content, then it will help them to connect with their clients, and improve their Google rank.
Some website developers even offer to write blog posts for you, or give you access to databases of blog posts to you can select from and re-post on your site. Sounds like a dream come true, right?
Think again! Firstly, writing blog posts with no strategy may prove to be completely pointless. And secondly, some blog posts may in fact make things worse for you in terms of Google searches.
WARNING: If any website designer offers you a database of blog posts that you can re-post on your site, or if they offer to develop a site that comes with a full blog already written, you should not accept this. These companies will be posting the same blogs to hundreds, or even thousands of other client’s websites. In SEO terms this is known as ‘duplicate content’ and it’s something to avoid like the plague.
Here’s what Yoast SEO says about duplicate content:
“Duplicate content means that similar content is being shown on multiple locations (URLs) on the web. As a result, search engines don’t know which URL to show in the search results. This can hurt the ranking of a webpage.”
“..in some cases, content is deliberately duplicated across domains in an attempt to manipulate search engine rankings or win more traffic. Deceptive practices like this can result in a poor user experience, when a visitor sees substantially the same content repeated within a set of search results.”
Before you start blogging, the most important thing is to work out what your goals are. These goals should be base on your brand, your value proposition, your niche and target clients.
If you don’t plan ahead you could waste a lot of time and energy, and money. Don’t take the approach of throwing mud at the wall and hope that it sticks! And, please don’t do things that are going to hurt your SEO.
Here’s some questions you can answer to help you get clear about your blogging goals, and if it’s worthwhile:
- Who is your target client, or do you work in a niche? Are your target clients into reading blogs? And if so, where do they find those blog posts?
- Which topics do your potential clients need to learn about? What are they interested in?
- If your target client was needing help or trying to solve a problem, what do you think they might type into Google to find those posts?
- What style of posts will appeal to your niche? Do they like blogs that are technical, serious, light hearted, entertaining, political, professional, casual?
- What tone of voice would you need to use? Are there words that you should use or avoid?
- Have you tried blogging before? What worked or didn’t work, and what can you do differently?
- What are you competitors or colleagues doing with blogging? Is it working for them?
- Who do you know that has a blog that you could do a guest post for?
Blog post strategy
If you like the sound of blogging, but you’re not sure where to start, I can help. My packages are perfect for those who want to write their own posts but aren’t sure about the topics to write about.
SEO Research, Blog Post/Keyword Strategy and Recommendation, which includes;
- Keyword research and planning/strategy,
- 6 or 12 recommendations for blog post topics.
- Excludes writing blog posts*.
This package works perfectly along with my Unique Selling Point development package which includes;
- Development of USP for use on website or other branding.
- 3 versions of up-to-50 word USP.
- Briefing, research, 30 mins of discussion time,
- 2 rounds of changes.
Share below in the comments what you hope to get out of blogging, or if you are already do it successfully (or unsuccessfully).
PS. Want more tips? Check them in the #MarketingFYI Series for Bookkeepers.