Over the last six years, or so I’ve personally reviewed literally hundreds of bloggers’ websites, and if there’s one mistake that I think most bloggers make most commonly, and that holds the most people back.[bg_collapse view=”link” color=”#4a4949″ icon=”arrow” expand_text=”Show More” collapse_text=”Show Less” ]
It’s. This one it’s, writing the content that you want to write. Now. I want to dive into that in a lot more depth, but first, I’m afraid that maybe this couch doesn’t have enough pillows. Well, that looks about right to me, but where do I sit all right now when I say writing about the things you want to write about? I’m, not talking about niche selection when picking a niche or just an industry for your business.
For your blog picking, something that you’re, really interested in actually has a ton of value. You’re, going to likely do more original research. You’re, going to get more into that topic yourself and therefore have more experience to talk about it’s better if it’s, something that you have an interest in.
What I’m talking about is, when you first start blogging and your first 20 blog posts are just those things that you just needed to get off your chest without at all, considering three of the biggest questions in marketing and an SEO, those questions Being who is your audience? Where is your audience, and what does your audience want? Then where is your audience? Question is really the same for all of us.
If you’re blogging, your audience is probably using a search engine. If the point is to drive traffic from search to your content, that’s, where they are, they’re, the type of people who are searching for this kind of information on the web.
But who is your audience that’s, a bigger question, and what does your audience want? Well, we can dive down into that and break that into a bunch of sub-questions in just a few minutes. To give you an example of the type of content that I’m talking about, though, the mistake that I see more bloggers make than any other mistake, probably at all, I want to show you an example of this.
We often give bob’s blog a really hard time on this channel. So today I went out and actually found bob’s blog. Unfortunately, it’s a perfect example of what it is. I want to show you. This is you know, one of bob’s blogs, I guess um, and it is for a specific fly shop in a specific location.
Now the approach that they’re taking to this blog, is really the kind of original intent behind blogs, which is to be a weblog, a log being just kind of a series like a journal or a diary. A series of information that you post, that’s, kind of how blogs started today, though, when we talk about blogging to earn an income, we’re.
Talking about writing content like articles more like a journalist, would do that’s, going to give people information that they’re, searching for and drive traffic to the website through organic search.
As we look through this blog or really a blog-style blog, we see that this is not created that way at all. So look at this first article. This is the most recent article on bob’s, blog warm water. That’s.
The title now, if I am bob’s friend, and I like reading through his blog or let’s, say I’m one of his customers locally at his fly shop. This might actually be valuable, helpful information for me, but for the broader searcher on the web.
What search is actually going to lead me to this article and even if it did warm water? What does that give me if I see that headline on the serp on the search engine result page? Why would I click on that? I have no idea what that article is about based on that headline this next one.
How late can this run? Be I mean we’re talking about the weather, we’re talking about um, you know rain and patterns and stuff. There uh flow through the river in that particular location on this particular day that’s, not gon.
Na help with the google search and it’s, certainly not very evergreen. We could go on and on and on with this because again, this is a blog style blog. This isn’t, probably not intended to drive a whole bunch of traffic from organic search here’s, someone who really screwed up big time where their intent was to drive traffic from search.
That person was me when I first started blogging here on income school. I started by writing the stuff that i felt like everybody needs to know this. If you’re, going to start a small business, whether it’s, an online business with a blog or any type of business, there’s some stuff.
That would be really valuable for you to know. I was just finishing business school. I was in that frame of mind, and so i wrote all about it. There’s this article. That really kills me the headline: where does your business fit in? Well, what google search is going to lead anybody to that article and even if it did, if somebody saw that they wouldn’t know what this article was really about.
If you go into the article you’ll see that it’s, an article about basic business strategy. It talks about Michael
porter’s, theory or model of five forces that impact your business. It’s, valuable information, yes, is it critical? Well, maybe maybe not, but is it the type of thing that a brand new blogger is gonna know to search for or really any blogger for that matter, probably not, and because of that it got very, very little traffic and continues to get very little traffic To this day, there are a bunch of other articles on this website from that time period.
Where i talk about statistics for small businesses, I talk about some different little side gigs, that people were doing um to earn a little bit of money that were kind of inspiring but again not geared toward a search.
So how do we make sure that you don’t continue making this mistake because the reality is at some point and to some extent, you probably have made this mistake before we fix this by looking at a few additional questions.
The first is: what are the earliest and most painful pain points that somebody in this industry is likely to encounter whether it’s a hobby, maybe a medical topic, a financial topic weight loss pets whatever it is there’s, questions you’re, going to run into along the way that you need answers to be able to proceed forward.
If we can identify those issues that are earliest on in the niche, when somebody’s getting into it, then we can figure out what the highest search topics on the web are going to be. So let’s say that you’re that your audience, your demographic it is.
It is in the pet’s space and maybe it’s even about a specific type of pet. Let’s, say it’s about birds. What are the earliest questions? The earliest pain points that people are going to have when they’re getting into birds having birds, keeping birds by doing that.
What we’re doing is we’re targeting the base or the widest part of the inverted pyramid? This is the sort of the model that we use when we’re, looking at search analysis to identify topics for our blogs, the base of that pyramid is really kind of where the most people are and it’s.
Sort of the entry point into the niche by focusing there what we do is we target a very wide group of people and therefore very high search volume. But then the next thing we have to ask ourselves is: what are the questions that those people are going to know to ask? So what we have to do is identify what are the things when they run into those pain points.
What are the things that they’re actually going to want to go search for? They’re, going to know they need to search for by identifying those. We identify a list of topics that we need to cover on our blog.
If you can win for some of those, those are going to be fantastic entry points for people onto your website. So then, what do we do with the wealth of knowledge that you have that you want to share, but that people don’t actually know to search for until they’re way down the pyramid there’s, somebody that’s been in this industry for a while, they know the vernacular and all that.
How do we get that information in front of them? Well, the first thing that you can do is to combine search, queries to form query groups, but those query groups, needn’t, necessarily be a bunch of search queries that are all at the base of the pyramid.
Let’s. Go further down the pyramid, so let’s find some related topics that we could put together into a single blog post and try to win the searches here here here and here in that inverted pyramid. If you end up winning up here and driving a bunch of traffic, you’re, still going to give them the information that they would have gotten if they had searched somewhere further down the pyramid, you’re, going to get the information In front of them, and it’s going to be a really really valuable resource that people will be grateful that they have the next approach.
If that additional or deeper or better information really does require its own piece of content. It’s, a little more standalone, or maybe it’s more substantial and just needs that depth of content. Well, now, what we do is we um find other search queries closer to the base of the pyramid that are based on searches, that people know to make questions that they know to ask, and then what we do is we give them a flavor for the additional information we have for them and then we do a good job of selling.
A good link that points to the other article that you’ve written on your site. So we use some articles on our websites as entry points. You’ll find over time that some of the content on your website drives a lot more organic traffic than the other content on your website and that’s, usually because those are highly searched.
Entry points for a lot of people as you identify those you can point people to other articles on your website by just interlinking from those really valuable blog posts. But if you can do that from the start, if you cannot wait until further down because you can identify those early entry points, then you can start gaining that traffic across all of your website early on, rather than waiting for a year to pass and to Have to battleship that content.
The last thing that you definitely need to make sure that you do to be able to ensure that your content is going to be found in search by those people. That may not know exactly what to search for is to identify the language that your target audience is likely to use.
Now we know that Google is using semantic search now. Bert, is their whole, their whole program, their whole system, that’s based upon trying to understand the meaning behind somebody’s, search, not just the words that they used.
That works really well, but not always and the more specialized you get in any industry, the less it’s going to work. So if you can understand the likely terminology, somebody’s going to use in searches, then you can write your content in such a way to include that terminology.
I’m, not talking about keywords. I’m, not talking about stuffing keywords into an article, but i am talking about using the types of phrases that people are likely to search if they don ‘ T really quite know.
The industry jargon, use the industry jargon and explain it, but also use the more common terminology that people are likely to search it’s, going to help google get your content in front of other people and it’s going to help Those other people to find the content that you have available for them in those last six years.
Since I first really started blogging, I’ve come a long way. Fortunately, I was able to identify early on that. The approach that i was taking wasn’t working and that i needed to do something a little bit differently, so learn from my mistake: learn from mistakes of literally hundreds and even thousands of other bloggers who i’ve worked with over The years who have made the same mistake and don’t, do it on your blog write, the content that your actual target audience is actually searching for and you’ll gain so much more traffic to your website.
But you’ll also be able to get that helpful, valuable and important content in front of them way better than you could. If you just focused on that content that you know is valuable, but they don’t know to look for.