It's no longer enough simply to have a nice looking website, especially with over 50,000 cleaning companies in the US, and most of them having a company website. That's a lot of competition for organic searches.
A great looking website, that people can find, can be your most valuable and affordable asset to driving leads to your business.
So what can you do so people actually find your website? Of the dozens of things you can do to build website traffic, by far the one most important actionable item you can do is: Write blog articles and post them on your website. Once you start, stay focused, because you'll eventually see the ROI from your labors.
In another article, Commercial Cleaning Marketing: The Importance of Blogging, I listed some how-to points. In this article, I cover the structural elements that should be included in every business blog article. "Content rules." These key items will help your content to get found.
Key #1: Optimize your blog title
Your blog title is the first thing visitors and search engines will see. It's the most important part of the article (that's why it's #1!)
- Keep your title under 70 characters. After about 55 characters, your title may be truncated in Google searches. Want to preview how your title may look in Google searches? Check out this title preview tool from Moz.
- Include a keyword in the title. a keyword is your title is like putting chocolate syrup on chocolate ice cream. It amps up your chances of getting found through organic searches.
Key #2: Use target keywords in your blog post
- Even before you start writing, you should have at least one good keyword in mind. Check out this article: Internet Marketing for Commercial Cleaning: Mastering the Long Tail. Long tail keywords allow searchers to drill down to find exactly what they're looking for.
Key #3: Use internal links
"Internal links" are links in an article to other posts or pages on your website. According to Moz, internal links:
- Allow users to navigate your website.
- Help establish information hierarchy for the given website.
- Help spread link juice (ranking power) around your website.
Once you get going with blogging, you can build a link strategy. It's important to link to other blog posts you've written and to static pages on your website, such as your services page.
Key #4: Use calls-to-actions (CTAs) on your web pages
A call-to-action is a button or link to a landing page that promotes an offer, such as a free inspection. CTAs are the only way to convert visitors to leads and will turn your website into a commercial cleaning marketing machine. Since CTAs also are links, they help build internal link authority too, as in Key #3.
Key #5: Don't overly repeat keywords
Generally, we say don't use the same keyword or keyword phrase more than 5 times in a typical blog article that's 500 - 800 words long. If you overdue it, you may get penalized for "keyword stuffing."
Key #6: Use good formatting: an image, white space, sub-headings
Time to get creative! Dress up your blogs a little.
- Use a relevant image to add visual impact to what you're trying to say.
- White space means text is not jumbled together. You're not writing a book, but something that in today's fast-paced world, needs to be a quick read.
- Sub-headings (h2, h3, h4 tags, etc.) help break apart your thoughts, making the article easier to read.
Key #7: Use "alt" text for images
Since Google can't "see" your images, you get to say something about them using an "alt" tag. Google says, "Tell as much as you can about your images." For SEO purposes, consider adding the subject blog title to an image's alt tag, plus a descriptive phrase about the image.
Key #8: Use a meta description
Metas are not a hitter regarding any really great SEO juice they'll provide. BUT it's still good to write a short, descriptive phrase about your topic. It's up for grabs whether or not Google will pass your meta tag to search results BUT meta descriptions are searchable so do use them.
Key #9: Use a keyword in the URL
If you're using a keyword in your title, most good CMS website platforms will parse the URL including the title automatically. Beware of some web platforms that produce non-SEO-friendly URLs, such as: mywebsite.com/eR539jy, etc.
Key #10: Use a keyword in your meta description
When you write your meta description (key #8), make sure you use a keyword. That's because when someone searches for that keyword, it will show up in bold in the search results, making it more likely someone will click on the link bringing them to your website.
Key take-a-ways from this blog article:
- Because of Internet competition, content needs to be optimized to get found.
- The fastest path to getting leads from your website is through good blog structure.
- CTAs provide the best path from website leads to customers conversions.
Want more help with your blogging? Click the graphic below, or get our free e-book on Internet marketing!