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Speaker: Jacob Andra
Blogging has become a buzzword in the world of digital marketing. But is it always the right strategy for everyone? In this article, we will delve into the insights shared by Jacob Andra during his presentation at the Midday Connec. We will explore the criteria for effective blogging and discuss how to structure your blog content to enhance your search engine optimization (SEO) strategy. Let's find out if blogging is worth your time or not.
Understanding the Purpose of Blogging
Jacob Andra, an SEO expert, highlights the need to evaluate the purpose of blogging.
Many companies feel pressured to blog because it's a common recommendation, but they often don't assess the underlying reasons.
When Blogging is Effective
Engaged Community: Jacob emphasizes that blogging is crucial if you have an actively engaged community, such as influencers or brands with a dedicated following. In these cases, consistent content is necessary to keep the audience engaged and satisfied.
SEO Strategy: Blogging can be highly effective when integrated into a structured SEO strategy. However, it's not about casual or piecemeal blogging; it requires a systematic approach.
Is SEO Relevant for You?
Jacob recommends first determining whether SEO is a relevant strategy for your brand. Some businesses may not benefit from SEO due to extreme competition for certain keywords.
He gives an example of a search for "corporate consultant," showing how challenging it can be to compete with high-ranking competitors. In such cases, alternative marketing strategies may be more effective.
Structured Content Production
Topical Clustering: Jacob introduces the concept of topical clustering, where you identify the main topic you want to be an authority on. This could be a broad area, but it's essential to consider realistic entry points within that area.
Keyword Research: Utilize tools like Ahrefs, UberSuggest, and "People Also Ask" to identify relevant keywords and questions related to your topics. Jacob mentions using sources like AskThePublic.com and Google's "People Also Ask" feature.
Content Hierarchy: Create a hierarchy for your content, starting with your highest-level topic and branching down into subtopics. This structure helps your content flow logically and be more SEO-friendly.
Linking Strategy: Link your content to one another using relevant anchor text. This interlinking showcases to Google how your content is related and forms a comprehensive structure.
Conclusion
Blogging can be a powerful tool when used strategically. However, it's not one-size-fits-all. Determining if blogging is right for you involves assessing your brand's needs, your community, and your SEO strategy. Jacob Andra's insights provide a valuable framework for those considering the benefits of blogging. Remember, the key is to approach blogging systematically and structure your content for SEO success.
Q&A
Q1: What do you think about integrating various platforms like TikTok or YouTube with your blog content strategy?
Jacob explained that while different platforms and blog content may not have a direct correlation, they can indirectly influence each other. He emphasized the importance of creating connections and linking back to blog content from various platforms to drive traffic and improve SEO.
Q2: Do you have techniques for picking out the easiest keywords to rank for when focusing on long-tail options?
Jacob highlighted that search intent is crucial when selecting keywords. He pointed out that long-tail keywords with more specific search intent can be easier to rank for compared to broad terms. Jacob suggested looking for a balance between search volume and competition when selecting keywords.
Q3: Can you clarify why you're converting these videos into text and who the intended audience is?
Taylor responded by explaining that the videos are being converted into text for internal training purposes and to engage a community interested in the topics. He mentioned that Jacob Andra's insights from this discussion would be valuable for training team members and potentially assisting portfolio companies.
Q4: If you're starting to blog today, what are the first three steps you should take?
Jacob outlined three key steps for starting a blog. First, he advised determining what one wants to be an authority on and ensuring it's achievable. Second, he recommended mapping out topics and subtopics based on keyword research. Third, Jacob emphasized creating a structured content hierarchy that links topics together to maximize SEO benefits.
Q5: How can multiple platforms like TikTok integrate with your blog?
Jacob stated that although there may not be a direct relationship between platforms like TikTok and a blog, maintaining a presence on these platforms can indirectly benefit a website's SEO. He explained that increased brand recognition and traffic from these platforms can positively impact SEO efforts.
Q6: Do you have any thoughts on the impact of sharing blog links on platforms like TikTok or LinkedIn?
Jacob noted that platforms like TikTok may not favor links that take users away from the app. However, sharing links on LinkedIn and other platforms can positively impact a website’s SEO, especially if they drive traffic to the site.
Q7: Have you noticed any impact on website traffic after including a link in your LinkedIn bio?
Eric shared that he experienced a significant increase in website clicks after adding a link to his LinkedIn bio. He noted that it’s an effective way to drive traffic from LinkedIn to a website.
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