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BloggingFor
Authority
Wedding Market Expo 2015San Antonio, TX.
Presented byShea & Cheryl
BaileyWedding Industry
Rescue
[email protected]@weddingindustryrescue.com
512-317-8571
What we will be covering:2
1. Should I Blog?2. Where do I start?3. The Foundation – Blog Structure4. Content Ideas5. Anatomy of a Blog for SEO6. Blog Distribution (Marketing)7. Tracking your Visitors (Google Analytics) 8. Tools
Should I blog?3
Absolutely, and here is why:
1. You will be found organically on Google2. You will be seen as the Authority3. Increase your perceived value4. Answer questions your Ideal Client are asking5. Marketing is SEO and SEO is Marketing6. There is no longer just one 1st page of Google (Increase your online
presence)7. Marketing is your first business
You really own a Marketing business that happens to offer a product or service in the
Wedding Industry.
Blogging Statistics4
1. Leads generated through SEO close at around 14.6 percent while leads from other channels close at an average of 1.7 percent. (Hubspot)
2. Companies that blog receive 97% more inbound links and 434% more indexed pages than businesses which do not blog (HubSpot)
3. Small businesses that blog get 126% more lead growth than small businesses that do not blog (ThinkCreative)
4. The average cost to generate a lead through inbound marketing techniques such as blogging is about half the average for traditional outbound marketing, such as cold calling. (Hightable)
5. The #1 organic result gets nearly twice as many clicks as the #2 result. (Chitika/ Search Engine Land)
6. 60% of all organic clicks go to the organic top 3 search results. (Business2Community)7. 62% of companies outsource their content marketing. (Iconsive)8. More than half (53%) of marketers rank content creation as the single most effective SEO tactic.
(NewsCred)
Where do I start?5
Before you start you need to know what your Blog is about!What do you currently write about?
What would you like to write about?
What are you most passionate about?
Develop a clear objective and strategy.Why did you start blogging?
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Why don’t you currently blog?
Develop your voice1. Who am I?2. Be open & honest (transparent)3. Show your personality
Who are you blogging for (your Ideal Client)?
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What do your Ideal Clients want to know? (Google wants you to answer the questions your Ideal Clients are asking)
The Foundation
Blog Structure8
This exercise serves three purposes:1. It helps Google index your blog after it crawls your website by adding context to your blog.2. It improves the user experience for your visitors.3. It keeps you on track for writing content.
Here is an example:1. Name your Blog
1. ABC Wedding Planner2. Pick one main theme
1. Destination Wedding Planning3. 4-8 Sub-topics
1. Mexico Wedding Venues4. 4-5 Categories
1. Cancun Wedding Venues
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Content IdeasThe #1 asked question is….
“What should I blog about?”Examples of Blog post ideas:
1. Lists2. How to’s3. Interviews4. Predictions5. Industry Secrets/Trends/Glossary of Terms6. Videos7. Infographics8. Cornerstone Content9. Guest Posts
Brainstorm Blog Ideas: Use your Blog Structure for ideas
11 ways to make your Blog post better.
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1. Choose one topic that supports the purpose of your blog post.2. Create a great attention grabbing headline.
a. Be specific as to why the reader will benefit from reading the post.b. Don’t use a clever headline. They are confusing and offer no benefit to the reader.
3. Write a strong first paragraph.a. Use this to draw the reader further into the post.b. This sets the stage for the topic and must grab the reader’s attention.
4. Use short paragraphs. They’re easier to read.5. Add heading to make the post visually scanable.6. Write like you are talking to your Ideal Client.
a. Use small words and everyday language.b. Write for your readers, not for Google.
7. Use bullet points and numbers.8. Add images.
a. Make sure they support your topic.9. Link to other resources that will support your topic.10. Connect with the reader emotionally.
a. Emotion – Logic – Emotion11. Summarize and give a strong Call to Action.
Create a Content CalendarThis will give you a schedule and keep you consistent.
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To start with, you can use a simple spreadsheet or Word document to brainstorm new content ideas and then use a plugin to create the schedule.
1. Editorial Calendar (WP) - Freea. https://wordpress.org/plugins/editorial-calendar/
2. CoSchedule (WP) - $10/mtha. http://coschedule.com/
Content CalendarMonth:
Date: Blog Idea:
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Anatomy of a Blog Post for SEOKey elements that create a searchable Blog for Google
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1. One Main Keyworda. Pick one main keyword that your post is about. Everything will revolve around this keyword.b. Use it within the first 100 words
2. Related Keywordsa. Pick related keywords that support the main keyword.b. Synonyms – Wedding Coordinatorc. Long Tail Keyword – “best wedding planner in St. Louis”
3. URLa. Add the main keyword in the URL.
4. Titlea. Add the main keyword to the title of the blog.b. Make it an H1
5. Headingsa. These are the sub-sections of your post. They guide people as they scan your blog. b. Insert related keywords here.c. Make these an H2 and H3
6. Images/Videoa. Add images with captions* that support and add to your content.b. Optimize file name, ALT tags and descriptions with keywordsc. Use exact sized imagesd. Reduce file size – EWWW Image Optimizer WP Plugin (Free)
https://wordpress.org/plugins/ewww-image-optimizer/7. Internal/External Links
a. Link to other pages that support and are relevant to what you are writing about.b. This will help build Page Authority (PA) and Domain Authority (DA).c. Link decay
8. Anchor Texta. Create a variety of anchor text. Don’t over optimize the page with keywords.
9. Write longer content (In-depth Articles)10. Call to Action (CTA)11. Meta Title & Description
a. WordPress SEO by Yoast https://wordpress.org/plugins/wordpress-seo/
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This is what the WordPress SEO by Yoast plugin looks like when you are adding your blogs information.
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This is how that page is displayed when I found it on Google.
This feature will automatically analyze the blog post and give you suggestions on what you need to do in order to have good basic on-page SEO.
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Blog Distribution (Marketing)You can create awesome content but it is useless unless you can get your Ideal
Clients to consume it on your website!1. Social Media
a. Facebook – Advetisingb. Google +c. Pinterestd. Twittere. Instagramf. LinkedIng. YouTube
2. Google AdWords3. E-mail4. Guest Blogging5. Repurposing6. Reciprocal Facebook Groups
Tracking Your Visitors 19
(Google Analytics)Collecting data on your website visitors is one of the most important activity
you can perform to help grow and improve your business. And it’s easy!
What can Google Analytics tell me?1. User Experience
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a. Bounce Rateb. Average time on sitec. Average number of pages viewed
2. How your visitors found your websitea. Organicb. Directc. Social Mediad. Other websites (referral)
3. Goals/conversions4. Most viewed pages/posts5. Most popular Landing Pages (where people entered your site)6. Pages where people exit your site
ToolsGoogle Analytics - www.google.com/analytics/
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WP SEO by Yoast - https://wordpress.org/plugins/wordpress-seo/
Editorial Calendar WP Plugin – https://wordpress.org/plugins/editorial-calendar/
CoSchedule – http://coschedule.com/
Google Keyword Planner – https://adwords.google.com/KeywordPlanner
EWWW Image Optimizer– https://wordpress.org/plugins/ewww-image-optimizer/
W3 Total Cache WP Plugin – https://wordpress.org/plugins/w3-total-cache/
BuzzSumo – http://buzzsumo.com/
Surveys/Polls – https://www.surveymonkey.com/
Email Providers:MailChimp - http://mailchimp.com/Aweber - http://www.aweber.com/Constant Contact - http://www.constantcontact.com/
Free Images:Pixabay - http://pixabay.com/Kaboompics - http://kaboompics.com/Magdeleine - http://magdeleine.co/Free Range - http://freerangestock.com/Free Images - http://www.freeimages.com/
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