We’ve all heard the term blogging before. But what does it actually mean? And what does it mean, specifically, for contractor leads? The definition is somewhat dynamic. To many, a blog post, is an informal write-up regarding a trending topic or current event. For others, blog posts refer more to how-to articles, DIY write-ups, and step by step tutorials. Regardless of what formulates the content, all posts should share these common objectives:
- Brand Establishment
- Customer Outreach
- Search Engine Optimization
- Traffic Generation
If you are wondering how any of these things contributes to lead generation, allow us to explain. Fresh blog content influences multiple search engine signals. Moz’s 2017 local ranking factors, lists link signals, on-page signals, and social signals as factors in local search results. A well written, and well marketed blog post contributes to each of those signals and therefore increases the likelihood of ranking well on results pages (SERPs). Call 800-775-1250 for blogging services.
Internal vs External Blogs
Once contractors concede that blog posts are important. The next question is about what type of blog to start. There are two types of blogs, in general. They are; internal blogs, and external blogs. While both methods of blogging can be effective, internal blogging, in particular, is most advantageous to contractors. To compare and contrast internal, and external blogs, see the differences below:
- Domain Consistent
- Funnel Optimized
- Search Optimized
- Free Hosting
- Less Controllable
- Less SEO Potential
- Separate Domain
Because of their affect on SEO, internal blogs are more beneficial to contractors. They are hosted on the same domain as your website, and are interpreted as new pages by search engine crawlers. The more channels through which websites can attract relevant, convertible, traffic, the more leads they will generate. Though popular external blogging options exist; WordPress.com, Blogger, Tumblr, etc., none of them serve a purpose for contractor websites. Keep your domain name consistent and drive traffic to a common destination.
Producing Shareable Blog Content
In addition to SEO, internal blogs also influence social media. Why? Because they provide content that can be shared on social networks like Facebook and Twitter. But what type of blog content works for social media? Consider some of the following topics:
- Contest / Giveaway: Posts can promote a contest or giveaway, which you can then share on social media
- Customer Testimonial: Write a post about a satisfied customer, and how your services met or exceeded their standards
- Frequently Asked Questions (FAQ): Answer a series of common questions that are asked about your services, and / or industry
- Step By Step Tutorial: Post a tutorial that relates to your industry, perhaps encouraging readers to test an element of their home for damage
A variety of additional topics exist as well. Engagement is a top priority on social media, so sharing content that catches the eye of the user is important. Accomplishing that task, however, should not come at the expense of authority and reputation. Misleading titles, deceptive content, or unethical reader manipulation will do nothing for your company, other than destroy its value. For reputable, shareable, blog posts, give Contractor Webmasters a call at 800-775-1250.