Blog posting is more than just adding content to your website—it’s about creating valuable, relevant information that resonates with your audience and helps your business get noticed online.
Simply having a website isn’t enough; you need to ensure that it’s populated with the kind of content that search engines like Google can read and rank.
Evergreen and Topical Content: Two Paths to Success
We generally take two approaches: evergreen and topical. Evergreen content is timeless—it addresses the fundamental questions and problems that your audience faces, and it remains relevant long after it’s published.
For example, a blog post explaining the basics of website security will continue to attract readers for years.
On the other hand, topical content focuses on current trends or events that are happening in your industry.
While this type of content may have a shorter lifespan, it’s great for capturing immediate attention and showing that your business is up-to-date with the latest developments.
We often suggest dividing these into separate categories—perhaps calling the long-lasting content “articles” and the more immediate pieces “blogs.”
Both are important because they help build what’s known as topical authority on your website.
This simply means your website becomes a go-to resource for specific subjects, which search engines like Google love.
Focus on Your Audience: Writing for Your Persona
A key part of our strategy is to always keep our target audience, or persona, in mind when crafting blog posts.
This means understanding what they’re searching for and providing solutions to their problems or answers to their questions.
The more closely your content aligns with what your audience needs, the better your website will perform.
For example, if your business offers accounting services, your blog posts should focus on common accounting challenges that your potential clients face, offering practical advice or insights.
By doing this, you’re not just posting content for the sake of it; you’re building a relationship with your audience and positioning your business as an expert in your field.
Building Topics and Clusters: The Power of Topical Maps
To ensure your blog posts contribute to your website’s overall SEO strategy, we use a technique called topical mapping.
This involves creating clusters of related content around a main topic or “pillar page.”
Each blog post acts as a supporting piece that links back to this pillar, helping to build a comprehensive resource on that subject.
For example, if your business specializes in digital marketing, you might have a pillar page on “SEO Strategies.”
Your blog posts could then cover specific aspects like “Keyword Research,” “Link Building,” or “On-Page Optimization.”
By linking these posts back to the main pillar, you create a well-organized, easy-to-navigate resource that search engines can clearly understand and rank highly.
Conclusion: Blog Posting is an Ongoing Effort
Blog posting is an essential part of a successful website strategy.
It’s not just about filling up space on your site; it’s about creating valuable content that serves your audience, enhances your SEO, and ultimately drives business growth.
By regularly posting, updating content, and building well-structured topical clusters, you can ensure your website remains relevant, authoritative, and effective in attracting the right kind of visitors.
