While millions of fierce business competitors are salivating for just a sip of sweet, rich Google juice to quench their SEO thirsts, one small business owner has managed to keep his cup overflowing.
“You can bolt to the top of Google’s search rankings by consistently publishing fresh, authoritative content that other people want to read and link back to,” shared one of my favourite bloggers Bob James, president and chief storyteller of Bob & David James, from whom I first heard my favourite marcom term: Google juice!
The secret, he advised, is to not fill your posts with industry keywords that are too competitive. Instead, hone in on keywords that are niche-specific to grow a targeted fan base.
With more than 10,000 loyal blog readers, Bob should know. For the past 10 years, he has blogged everyday, minus a vacation day or two, to enhance his small business profiles. In fact, several of his long-term customers started out as fans of his blog, or friends of fans.
“If you’re looking for an audience of prospective customers searching the web, blogging is one of the best, if not the best, ways to do it,” he said.
“They may never do business with you, but they will know who you are, and influence other people.”
Credibility at no cost
There maybe 1000s of bloggers in your industry, but probably very few with the same niche, which gives you a tremendous competitive advantage, according to Bob.
“Your only real investment is time,” he explained, “and your payoff is the opportunity to differentiate yourself as an expert, and establish credibility in your area of specialty.”
Know your niche
It helps to determine in a word or two what your blog is about, Bob advised, but it isn’t easy.
“I blogged for five years before realizing my blog is about persuasion, as in the phrase, ‘the art of persuasion’,” he admitted.
Knowing what your blog is about helps you stay “on course,” he added, and makes it easy to explain the value of your blog to others.
If you’re wondering how Bob finds fresh story ideas to share with blog followers 365 days a year, he shares his inspiration on LinkedIn.