Diapers and Groceries? No! Rankings, Leads and Sales! - Will Hanke

Diapers and Groceries? No! Rankings, Leads and Sales!

Written by +Will Hanke on August 26th, 2008

In my recent SEO seminar, most of the attendees were surprised to hear me tell them that starting a blog is a great way to connect with their customers. Since blogging is becoming more and more popular every day, getting mentions on nationally syndicated shows, being quoted in the news, etc, more and more people are getting familiar with the word ‘blog’.

Problem is, once people hear it enough, they go online or ask a friend what exactly a blog is. Most definitions fall in line with something like “an online diary or journal. people post thoughts about news or events that affect their lives”.

That’s a good definition, but we’re missing something there. When people hear that definition, the words that hit home are ‘journal’ and ‘diary’. They immediately pigeonhole the concept into nothing more than an online version of what they did that day.

When I mentioned blogging as a great way for your website to start ranking better, particularly for long tail searches, they were pretty surprised. Why? Well, they were thinking along the lines of “I changed the baby’s diaper today. Went to the store. Got some turnips” instead of “Saw a great opportunity for one of our widgets to help an elderly lady today at the store” or “ten great ways to use blue widgets when cutting the grass“.

There are plenty of reasons to start a blog for your business, no matter what the industry. Blogging about industry trends will help get you noticed as an industry leader. Blogging about some of the bigger competitors will get you ranking for their name. Blogging about upcoming events and products (in a non-salesy way) will lead you to more customers. Blogging about local happenings, concerts, trade shows, whatever, will get you noticed in your community.

Think beyond the diary mentality. There is an endless amount of material right there on your desk. Keep it fresh, don’t give up, and you’ll see positive results.


Will Hanke is the Chief Search Marketing Strategist at Red Canoe Media, a top St. Louis Search Marketing & SEO firm. In addition to helping some of the city's most recognizable brands with their online marketing strategy, Will also is an Amazon bestselling author, speaker and teacher.


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