What should you blog about?
You can’t blog without ideas, and you’ll need lots of them to maintain a successful blog. Whether blogging is your site’s main purpose, or you use your blog as a marketing tool: you need to think about which topics you want to cover. But where do you look for inspiration?
You’ll have to decide which terms you want to be found for before you start writing your content. To decide that, you need to get inside people’s heads and find out which words they use while searching for your type of business. When you write, you’ll use these exact terms in your content to make sure you start ranking for them. Keyword research is the first step in SEO copywriting and an essential part of any successful SEO strategy.
Targetting the right search intent with your blog
As you’re doing keyword research, it’s not just important to know which keywords your audience uses, but also, what they want to find. People use search engines with a specific goal in mind, so they have a particular intent for each query. The results pages give you some insight into the intent of a query. In many cases, people are purely looking for information, so the search engines will want to show them informational pages. That’s where your blog could come in handy as a marketing tool, for instance, as an online shop. Your product page will target commercial and/or transactional intent, but you also want to rank for informational intent, as that’s more common. You can use your blog to write relevant, informative articles that’ll get more people to your site.
Which intent to target will differ, depending on your niche, and your site’s and blog’s goals. In any case, it’s a good idea to look into this when you’re deciding what to write blog posts about.