No, you haven’t been transported back to 2010.
Yes, we are still talking about the power of blogging, but more specifically, blogging for business growth in 2024!
If you’ve been toying with the idea of creating blog content for your business, or you have a blog that you’ve maybe ignored for a while, this is a great place to jump start your blogging efforts.
We’re going to get into the nitty-gritty of blogging in 2024 and how SEO is blogging’s best friend!
And the new kid on the block, Google’s SGE, is turning what was once a power couple into a slightly dramatic but still influential throuple.
Let’s get into it…
The Power of Blogging and SEO/Organic Search
Here’s a quick and dirty lesson on the blogging/SEO powerhouse combo.
In 2024, SEO (search engine optimization) and organic search remain the unsung heroes of online marketing.
Even with the insane explosion of AI in the last few years, search engines (Google, Yahoo, Bing, etc.) are still putting high quality, super valuable and audience focused content first.
SGE is going to impact this but more on that to come.
Blogs are prime real estate for that high value content and, when properly optimized, provide search engines with all the content goodness they are crawling for.
But blogging without a strategy is like fishing with an empty hook – yea, you put something in the water but no one is going to find it .
There’s a method to the madness that is SEO blogging so let’s break it down.
Why You Should Be Blogging for Your Business
Like I said, for a lot of people blogging feels like some kind of vintage relic of the early aughts and something we just wistfully reminisce about.
And for certain types of blogging, yes, please, reminisce away.
But when you’re strategically creating blog content for business growth, blogging is just as powerful as it’s always been.
According to a Dec 2023 data report, small businesses with blogs that are consistently updated with high quality, valuable content generate 126% more leads than those who don’t create that long form content.
Blogging isn’t just a been-around-forever marketing trend; it’s a foundational tool for building your audience, brand awareness and, of course, sales!
Your blog is the place you build authority, gain trust and corner the market with the “you-ness” of your business.
Think of each of your blog posts as:
- A complete answer to common questions about your industry
- An opportunity to teach a complete process – transformation content
- The place where you audience can deep dive into topics
- A space of inspiration and community
Long form content, like blog articles, provide the perfect platform for you and your business to truly shine!
(If you’re ready to dive in, I’ve got a step-by-step guide to help you out! Click here to check out the Blogging For Your Business Toolkit)
But gorgeous, high quality, value packed blog posts won’t do much if you’re not using best practices so they rank and get found on the internet.
Enter the ever changing, and sometimes frustrating, Google algorithm!
Don’t let this internet goliath deter you though! By understanding the best practices that work with and not against the search algorithms, your blogging routine becomes easier.
Before we get into it, what is SGE anyway?
It does feel like AI is everywhere and part of everything.
And with Google never one to be left out, they are developing a new, AI powered, way to search for shit on the internet.
SGE – Search Generative Experience – is a tool that aims to make searching online easier and smarter.
Its goal is to understand questions and search queries better, give quick summaries as answers, and even suggest more questions you might have. They want results to be conversational – like taking traditional search and marrying it off to a chatbot.
Google wants its AI bots to answer your questions first, before you get to the organic search results (SERPs) – where blog posts live.
Here’s a great infographic from Moz.com to help you visualize…
But before you throw your blogging hands up and declare defeat – how do we compete with AI? – remember a few things:
- SGE is not fully rolled out and still undergoing development. Lots can change.
- Early reviewers aren’t super impressed – incorrect info, suspect sources and slow speeds
- Overall, human generated content is beating AI content – it’s being studied.
The more important point is that this does not mean blogging and organic search is on its deathbed, but it does mean knowing how to create content that hits all the marks for optimization.
Let’s get into that.
Blogging, SEO & SGE Best Practices in 2024
Google’s always been the maverick who sets the rules of the game, and in 2024, it’s no different.
What matters isn’t just the genius of your blog content but the strategic steps you take to work WITH the algorithms and not against.
Here’s how you can make that happen…
Keyword Research — The Foundation of Your SEO
Keywords – both keyphrases and long tail keywords – along with search intent (scroll down for that) are going to be the starting point of your blog planning.
- Keywords Are Your Start Line:
Brainstorm a list of general keywords related to your business. - Get Specific with Long-tails:
These are the longer, more specific queries people might use – think stream of consciousness typing into the search bar. They’re gold, especially for niche businesses. - Tools Are Your Friends:
Google’s Keyword Planner (you need an Adsense account to use), Keysearch, Keywords Everywhere and so many others are amazing tools to get started on keyword research.
Search Intent — The North Star of Your Content
With all the changes being made to how content is indexed and ranked, search intent has been highlighted as one of the things really driving organic search.
Search intent is the ‘Why’ of what someone is searching for, not just the ‘What’.
- Ask the Right Questions:
What do your users really want when they search for a specific keyword? Information, advice, or are they ready to buy? - Content Type Matters:
Users who look for ‘best of...’ likely want a listicle, while those who search ‘how to…‘ are probably looking for a detailed guide with steps and lots of information.
Blogging Format for a Better User Experience
Google’s main objective is user satisfaction so if your content meets their criteria, you’re in good with the big guy.
Here’s how to tweak your blog format for optimal user experience:
- Clarity Over Complexity:
Use short paragraphs, subheadings, and bullet points to break down content – make it so easy to read. - Visuals Speak Louder:
Use images, infographics and videos to engage and break up large sections of text. - Mobile First:
Optimizing for mobile is non-negotiable. Your content MUST be easy to access, read and consume on a mobile device.
Creating Your Content — The Strategic Approach
You have your focus keywords, you know the search intent you want to target and you’ve decided on the format. Now let’s get to writing!
Start here:
- Quality Way Over Quantity:
EEAT – Experience, Expertise, Authoritativeness and Trustworthiness – is what you should be striving for in every post.
A value packed 800 work blog that answers a question completely, is well written, links to authoritative sites and is easy to consume will outrank a 2,000 word rambly thome any day. - Backlinks and Outbound Links:
Backlinks and the site’s you link to to support your content (outbound links) go really far in improving your site’s overall authority. - Regular Updates and Maintenance:
Write about current trends, impactful topics and things your audience needs now and in the future.
Also, plan to check back on past posts every few months to update and re-optimize. Keep your content pool fresh, relevant, and timeless.
Tracking Your Progress — The SEO Scorecard
Knowing how well your blog content is performing is going to be the best way to plan future content and improve your strategies.
These are the metrics you want to pay attention to:
- Traffic: How many visitors come to your blog post?
- Engagement: Are they sticking around, or bouncing within seconds?
- Conversions: Are your visitors doing what you want them to do?
- Rankings: Where do you stand against your competition?
Using tools like Google Analytics and any helpful website plugins to understand, track and analyze your data.
I know that was a lot to go over (and I’ll be continuing to cover the process so be sure to jump on my email list for post updates) but once you know the basics, the framework and the strategies behind writing blog content that both SEO and SGE will love, it gets easier!
Good blog writing takes time, practice and continued learning, but if you’re willing to put in the work it will pay off.
Remember, it’s not about gaming the system; it’s about playing it smart, valuable and authentic!
Happy blogging, and may the keywords be forever in your favor!
Oh! And if you’re ready to hand this big job off to someone else? Let’s talk!
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