SEO

Want to Rank Higher in Google? Here’s How To Create Compelling Blog Content for an Organic Boost

Blogging is one of the very few digital marketing tools that has the potential to generate leads, build your business’s brand and boost your SEO ranking all at once. According to Hubspot, marketers who are consistent with blogging are 13 times more likely to get a positive ROI. It’s true that blogging is an inbound marketing strategy that absolutely works! And sure, anyone can create a blog and start creating content, but that won’t necessarily help drive leads for your advisor business.

Before we move into how you can organically help your firm rank higher in Google through blogging, let’s go over search results briefly. There are two main types of searches: paid and organic. Paid searches are online advertisements that you pay for. In other words, it is when you pay to get your business to rank higher in Google. Today we’re going to dive into organic rankings and how you can optimize your blog content to heighten your organic rankings.

So, what does it mean to rank organically?

You may now be wondering what it means to rank organically. Ranking organically is when there are the web listings that most closely match the user’s search based on relevance and what the user is looking for. They come about “naturally,” and it is not something that you are paying for. Ranking organically is something you want to do well in when it comes to your firm’s online presence because you ideally want to drive more people to your site and convert them into clients.

Now that we have covered what it means to rank organically in Google, let’s cover 4 tips to creating captivating blog content for an organic boost to your site!

Tip #1: Create valuable content

Let’s face it – your readers are sick and tired of reading generic blog posts on finances. Instead, they want something that is useful and relevant, not just content that will help answer their questions but that will also inspire them. When creating blog content, it’s crucial to always keep your blog subscribers, viewers, and anyone that may be browsing google in mind! What type of information will they be searching for? Is the content on your website relevant to them? Put yourself in the reader’s shoes, and see things from their point of view.

Often times when it comes to blogging, people think more information is better. Wrong! Keep your blog short and sweet and to the point. Do not fill your blog, website or landing pages with useless information or long words that don’t actually bring anything pertinent to the table. Google has affirmed that they will penalize any site that doesn’t bring anything new or useful to the table. They want sites that will give value to readers, not just something that will take up space.

Tip #2: Place a focus on your headline

The headline of your blog post is obviously the first and foremost thing that grabs your visitors attention as well as Google and searchers. Be sure that you are using keywords in your headline, as they will help you rank higher. If used correctly, headlines can be immensely helpful for SEO.

Here are a few pointers to help make your headlines more attention-grabbing:

  1. Use odd numbers: Research studies have shown that headlines with numbers generate 36% more engagement, on average than headlines without numbers. The study also showed that odd numbers will get 22% more clicks than even numbers, improving search engine ranking.
  2. Target your long-tail keywords: By using tools like Google’s keyword planner you can generate a ton of great ideas for long-tail keywords to use in your headlines to lure your readers in to read your blog.
  3.  Help others: Research shows that the most viral headlines use words like “you” and “yours”.  Remember – your primary goal when you are writing your headline is to speak directly to searchers and help them fill a need. Remind your viewers and readers why they should be reading your blog by addressing a need that they need met!
This blog post from Dorsey Wealth Management illustrates all three tips from above. 

Tip #3: Organize your content

Once you have hooked your reader in with your catchy headline, keep them engaged by organizing your blog’s content so it’s easy and enjoyable to read. Studies show that on average, your visitors will only read about 18% of your blog post, due to short attention spans. To combat readers’ short attention spans, keep the flow of your blog eye-catching and viewer friendly.

Here are a few tips to help make you organize your blog content so it is more visually pleasing to readers:

  1. Use headers: Utilizing headers is a great way to organize your blog’s content for your readers so that they can easily digest and understand the content your sharing. However, don’t get carried away with your headline. According to Outbrain, headlines with eight words had a 21% higher clickthrough rate than the average title.
  2. Incorporate large featured images: It’s no secret that images are the most engaging. According to Jeff Bullas, articles with images get 94% more total views than articles without images. Putting a large image at the start of your blog gives your reader a good idea of what they are about to be reading about.
  3. Use a large enough font. Often times the font size of blogs gets overlooked. However, there’s nothing worse than reading a blog with illegible and small font. So, don’t overlook the importance of the font size! IMPACT suggests that when it comes to body font, somewhere in between 17px – 21px is best depending on what font you are using.
Build a Better Financial Future’s blog is a great example of utilizing large feature images, legible font size, and headers. Remember that your blog should be aesthetically pleasing and easy for your readers to navigate!

Tip #4: Knock your introduction out of the park

Aside from your headline, your blog’s introduction plays a crucial role in your rankings. Ultimately, Google wants to provide the best results it can for its searchers and they’re keeping an eye on what happens to your visitors when they visit your site. Google wants to know how much time your visitors spent reading your post and whether they visited again or abandoned your site for another. In turn, your search engine ranking will be impacted by this data. Your blog post’s introduction is one key way to hook your visitors and get them to stay and read your content.

When writing your introduction lead with these ideas for a more engaged audience:

  1. Lead with a catchy story. Starting off your blog post introduction with a memorable story is a great way to catch your reader’s attention. Keep in mind that your blog is supposed to entertain your viewers and readers! According to the LinkedIn Technology Marketing Community, “57% of what makes content compelling is storytelling.”
  2. Explain how the post will help them. If your blog post is about driving more website traffic, then make sure that it is clear in the introduction that you have the expertise and capability of helping your viewers do so. Address what your viewer needs and wants. Make sure you make it known that your blog post is here to help fill a need of theirs!
  3. Ask questions. There’s no better way to captivate someone’s attention than by asking a pertinent question. Asking questions will also in return increase your viewer’s level of curiosity in what your blog has to say. By asking questions, you are showing your viewer that you understand their concerns and questions, AND you are here to help them in your blog post!
This blog introduction from Engaging Women In Wealth, tells the reader how the blog will help them. It also gets the reader thinking about their own money mindset.

Key Takeaways

Blogging is such an essential part of your advisor website! It increases your SEO rankings and makes you much more preferable to search engines. If you aren’t seeing the results that you want, be sure to try these four tips to enhance your blogging efforts and strategy. 

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