So you’ve got a blog! That’s great. I’m sure people like to read your thoughts.

But while it might be impressing certain readers, why is it not attracting potential customers?

Almost every site seems to have a blog these days, and they are a useful part of the site for the sake of offering content to your publics, and building a rapport with those who read it – fine so far, yet for many this is where the usefulness stops and the blog is not so much a business tool but an add-on.

Even professional writers sometimes create blogs that create no traction – here’s why:

There is no set goal in mind for the blog.

It might have an interesting topic, but no business utility. No SEO goal. You should be able to say in one sentence what you want the blog post to achieve – is it “I want to grab the attention of people looking for a vacation in Surfers Paradise”? Or “I want to invite people to try my delivery service”?

For this, as smooth or florid as your blog might be, it needs the right SEO to work for your goal. Not just in the text, mind – there are meta-tags, image alt-texts and Google snippets that all serve to bump up your Google ranking without cramping the flow of your article.

The same applies to your choice of topic. Let’s say you run a website selling dietary supplements. Relevant topics might be education on certain nutrients, vitamin deficiencies, advice on supplements for bulking or slimming, etc.

So what happens if you write about yoga? Healthy people like yoga, don’t they? Wouldn’t yoga enthusiasts also want to know about nutrition? Won’t I reach a broader audience that way?

Well – you might reach them, they might visit – but briefly, since as soon as they take a look, they will realise that you are not a yogi, and even if they do like your material, you have nothing to offer them in the way of yoga, so they will move on.

Meanwhile, this has happened at the cost of diffusing your focus away from your core aim – no longer specialized enough to cut through the crowd, you become a ‘master of none’ and slip off the front page in the rankings on each topic, making it harder for any one search to find you.

A content marketing audit is an invaluable tool for finding out what your best SEO strategy is – exactly what to focus on, what goal to set for your blog posts, and the best keywords to include to draw the right people from the right publics.

Let our human experts in the lead of SEO principles help you find where you might be off-target, and how to sharpen the focus of this valuable business tool. Just having a blog is not enough – you need it to be consistent and direct to work for you.

Book yourself a content marketing audit today, and let your blog work for you.