Does Blogging Work For SEO?

By | August 26, 2019


Welcome back, this is John Locke, and
today we’re talking about why blogging works for SEO. I was inspired to make
this video today by a question that I saw in a SEO forum. I go through SEO
forums every day looking for questions. This person, they run a dental office, and
they were saying that they had tried blogging, and they weren’t seeing any
traction. They weren’t seeing any extra traffic, and their question was, “How does
blogging help with local SEO? How does it help with ranking in Google Maps? How does blogging help with
overall SEO?” Now, this is a different dental office than the one yesterday. I
know this is like two in a row. We’re a little off track, but I think this local
SEO stuff is important to talk about. So I did want to touch on it. As far
as Google Maps and the three-pack map, that’s not really going to be affected by
blogging. The only things that are really going to affect (ranking in the three-pack map) are the how
close you are to the actual person searching, how close your business is to
the center of the city, the number of local citations, the number of Google
reviews (and third-party reviews), and overall links to your site. Things like that. A lot of it is
going to come down to, are you a halfway-decent
local business that Google can recommend? Are you close to the city
center? And are you close to the person searching? If they’re
searching in a city with the city in the descriptor — blogging
doesn’t help there. But where blogging does help, is when you’re talking about trying to
to win in a competitive field, and in any mid-sized city, there are a
lot of dental offices. Obviously, dentistry can be a lucrative business.
So how do you win that? One of the ways that you can rank higher — and this applies to any local business at all — is by showing your
knowledge. By blogging. This person said that they hadn’t
seen too much traffic from it. Sometimes they would send out those
blogs on their Facebook page, and they would get a few bits of traffic here
and there. But not too much. The whole goal with with the blogging thing is to
get outside links — external links (to your site). If you’re a local business, and you have the
basic five-page business card site, and you’re just listing
your location, and your services, and this and that,
you’re not going to get a whole lot of links beyond your social
profiles, your Yelp, maybe some third party review sites, your local Chamber of
Commerce, maybe some business directories. Outside of that, you’re not going to get a
lot of links. The only way to go out and get a bunch of links is to
write content that people are going to link to. What I have seen — and I’ve seen
this with all different clients that I have underneath my watch, on my client roster —
and I’ve seen this work for people with auto repair, I’ve seen this work for people
with HVAC, I’ve seen people in health care that do this and it works, I’ve seen
people do this in industrial machinery and it works — if you actually
put a lot of effort into blogging and don’t look at it as something (that dosen’t matter) — where you
put any old content out there, and expect to see a return — but if you actually
treat it like a serious marketing tool, then one of those blog posts is going to
get some traction. Now, not every blog post that you put out is going to be a
linkable asset. Not everything that’s out there is going to end up ranking. But
you’re not going to know until you actually put out some high-quality, well-researched in-depth content . (Elaborate on) things that you’re trying to put out there now (that you know about). The type of content that I’m talking
about is not blogging content that’s like “Here’s like some topic that
we’re putting out, because at the end of it, we just really want to pitch
you our services.” Or some blog topic that’s like “Here’s five paragraphs,
and then, go hire us.” Because that kind of content is not going to rank.
That kind of content is not going to draw any links. What I’ve found is
between 10 and 20 percent of the content that you produce — if you’re producing
in-depth blog content — about 10 to 20 percent of what you produce is going
to end up being linkable assets. If you’re in some kind of non-marketing
type of industry. Anything that’s a blue-collar business, service industry,
or health care — put some effort into
it. Make those blog articles long. Make sure that they answer questions
that people have. Maybe people want to know, “What’s the best toothbrush to buy?”
Do a comparison of all the different toothbrushes. “How
do you prevent kids from getting cavities?” That’s something really important. People research that (sort of topic). Maybe
they’re looking at page one of Google for what’s already up there. Maybe they’re looking
for an article that talks about these things, and they can reference your article. This
is what I’m talking about with blogging. You must look at these
things from the perspective of not only, “We want to sell people stuff”, but
what are people actually looking for that we can educate
them about. Blogging — whether you’re selling industrial equipment,
whether you’re an HVAC, whether you’re a auto repair shop, whether you’re a
dentist, or a doctor, or whatever — blogging
is going to pay off (for SEO). But you have to commit to it, and you must
put some effort into it. Ideally, whoever is writing articles is on your
staff. Whether it’s you or your staff — maybe you don’t have time. Maybe somebody
on your staff is doing it. But put some effort into it. Don’t just produce a
400 word article and expect to get results. That’s not really
blogging. That’s just putting stuff out there to put it out there. If
you actually publish articles with the intent to educate people, and help
people answer common questions — and I guarantee you have heard every
question from your patients over the course of the years you’ve been
practicing (10 to 20 years, I’m sure). I know that you have a whole list of the questions that
people have asked, or things that people say to you. Things that people
email you or ask you over the phone. These are all questions that could be blog
posts. Like I said, the the key to this is making sure that they have depth.
Now I know that there are plenty of dental SEO companies out there, that will
help you with this. That can help set up your site. If you’re not seeing
any traction, there’s places out there that will put effort
into to doing that for you (creating content), and blogging on dental topics. I’m not going to do it (not my forte).
But somebody else can. There are companies out there that specialize in it. But I
say, try and write it from your own perspective, and with your own voice. Draw from your own
experiences, or have someone on your staff help you, if you don’t have time. You can also hire
somebody that’s experienced in dentistry and have them commit so much time
for a month to blogging. That might be a good idea. Like I said it’s a long term play.
It’s not a short-term play. If you’re looking for short-term results, you can
spend money on AdWords. If you’re looking for a long-term play, and wanting to rank
in SEO, then look at it from a long-term perspective. Once you get these
blog posts up there, and you get one of them that’s ranking, and you get
some of them that are attracting links, what you’re going
to want to do is link to your service pages (from the lined article). Once you
get a page that’s got some traction, once you’ve got blog posts
that are getting traction, and they’re getting links from other places, then
you should link to your services pages and your home page. Because
what happens — remember PageRank flows from page to page. So when a
third-party website links to you, some of that PageRank splits off and flows into your
site. It’s like a vote saying, “This is an important page.” So then you’re going
to want to link to your money page, your services page for that city, or for the
service that you want to sell. That’s how it works. so like It’s a long-term
play. If you commit to it, blogging will work for SEO. My name is John Locke. My business is
Lockedown Design and SEO. Normally I’m not here talking about dental SEO two
days in a row. But I found these were intriguing questions for local SEO.
Normally we’re talking about industrial and manufacturing SEO. But I’m here every
day, publishing videos. I’d love to see you subscribe. That’s all I have for this
video. Until next time, peace.

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