Industry leaders agree the very first, and best step to getting more SEO juice out of your website is to blog. Professional services website SEO is fueled by the blogs you post on your website.
- Educate your readers about the questions they have about services you provide.
- Make you a thought leader in your professional services niche.
- Satisfy Google’s freshness parameter, thus increasing SEO.
- Increase the number of pages on your site, enhancing the website size parameter.
Key #1: Start With a Persona
Many professional services companies post blog articles on topics they think are important – translate: They post about their favorite things. Don’t do that.
Every single blog article needs to target one of, or your best, buyer persona. A “persona” is a semi-fictional representation of one of your better customers. You already should know who your best customers are. Before you start to write, get in your head you are publishing content that you want them to find and read.
Key #2: Pick One Keyword
A keyword should:
- Help keep you on topic.
- Give people and search engines something to find.
- Not be falsely stuffed into text. Don’t use your keyword artificially. Don’t use your keyword more than five times per article.
To choose a keyword for professional services website SEO, ask yourself, "What are my customers searching for?" You don’t have to run out and buy high-end keyword research software to get a decent level of success.
For example: Say you’re a legal firm writing about, “Trust Funds for Baby Boomers.” Do you think this is something someone would type into an Internet search field? If so, you have your keyword.
Key #3: Pick Your Title
Start by taking the keyword you’ve chosen, and work it into an attractive title. It’s not too hard. Using the keyword example above, “Trust Funds for Baby Boomers,” just add to it: “Trust Funds for Baby Boomers That Work.” Etc, etc.
A good blog title will:
- Have one keyword in the title.
- Have wording that will attract attention.
- Be shorter than 70 characters (including spaces) to reduce truncation in search results.
Picking a good title also requires a little psychology. The example above is okay, “Trust Funds for Baby Boomers That Work.” But “Trust Funds for Baby Boomers That Will Bankrupt You” will attract much more attention. After all, we want a trust fund that works, but we surely want to avoid getting robbed at all cost.
Key #4: Begin Writing
I think the easiest way to write, is to educate your persona, that is, answer their question. Did you pick a keyword your persona is going to search for? Why are they searching? They’re looking for answers. People are conducting searches using Google at a rate of more than 38,000 thousand searches per second. Would you like a piece of that action?
As you help solve for those who are searching, your website traffic will increase. Traffic equals leads.
Your goal simply should be to supply an answer, not write a book. If you’re beginning to get bored while writing, just think of what your readers will think.
Lastly, keep it concise, not more than 700 – 800 words. When you’re done, go back and edit. “Edit” can mean chop. Cut out redundant or unclear wording. If you’ve got a lot of quick points, put them in bullets instead of a paragraph.
Key #5: Add a Relevant Image
A picture is worth at least a thousand words. A good image will accentuate your article. You only need one image.
Be careful where you get your images. Don’t just go grab something from the Internet or you could run into legal issues. Find a reputable provider that sells royalty-free images, use your own photos, or hire a photographer.
The more attention-grabbing your image is, the better. Creative use of cartoons will attract attention so don’t forget to be creative yourself.
Don’t forget to add a descriptive phrase to the “ALT tag” of your images. And if your CMS allows, add a description of your article to the META description field. Search engines are choosing not to use META tags sometimes, but we still recommend using them.
Lastly, stay on track. If you’ve planned to write one article per week, that’s now your job – forever. Professional service website SEO is enhanced by consistency. The more you publish the better. But since it can take anywhere from two to four hours or more to write each article, you’re going to have time for just so much.
Key take-a-ways from this article:
- The most bang for your buck in doing professional services website SEO is to blog.
- Blogging needs to be targeted to your most desirable customers.
- If you write to provide solutions for your readers, you'll be successful.