6 Reasons Why You May Be Wasting Time and Money on Blogging

Internet Marketing for Attorneys, Surgeons, and Dentists

By Bill Fukui, Director of Sales & Marketing
 
Are you paying an agency or staff member to post blogs with the belief that if you post enough, it will magically push your listing ahead of your competitors on Google?
 
Unfortunately, most practices invest in blogging as an SEO strategy, yet never see their listings improve or organic traffic increase.
 
The fact is, blogging can help.  
 
But keep in mind; you aren’t the only practice in your market doing it.  The key is to do it more effectively with strategy and execution. To help you get more out of your blogging investment, here are 6 Reasons Why You May Be Wasting Your Time and Money Blogging:
 
1) Post Blogs To Simply Add More Content – Many practices believe that having a bigger website with more pages and content is the primary purpose of blogging.  However, in the case of SEO, more is not necessarily always better.  Adding content with the goal of simply making your site bigger with more pages only dilutes the value of key pages and creates a more bloated website. In some cases, it may make more sense to streamline your blog and repurpose/update older blogs into new ones. 
 
2) Blogging Without Goals – Writing and posting new content without goals or objectives is a waste of time and resources.  Identifying strategic topics of interest, keywords and phrases to be included, and the value to target users should all be part of a blogging and content marketing strategy.  Whether the intent of the blog is to address a commonly searched question or support specific pages or practice areas, writing blogs with a purpose will deliver more verifiable results. 
 
3) The Missing Link(s) – The majority of failed blogs efforts is partly due to the fact that they are written, composed and posted as stand-alone pieces of text.  They do not include links to helpful resources or drive traffic to key pages, all of which adds credibility in the eyes of consumers and search engines. Blogs should be developed as part of a more comprehensive content marketing strategy, and links play an important role in elevating your SEO results.
 
4) Assume Visitors Don’t Read – Many practices assume that website visitors don’t spend the time to actually read and only scan through content.  Thus, they typically write blogs with the belief that users will only read the headline, and maybe the first paragraph.  Consequently, many of these blogs are short and written more like a social media post.  And although the goal is not to write longer blogs simply to add more content, your blog should be written to the appropriate length to address the topic and provide useful information, unique insights,  perspective or guidance.  In some cases, it may make sense to develop Long Form blog content. 
 
5) Text Only – Another common blogging mistake is to not invest in high quality, relevant images, photos, graphics, videos or other visual support for you blog content.  An important element to effective blogging is boosting user engagement of your content.  By incorporating more thought and creativity into visual aids to communicate more thoroughly, your blogs will provide visitors with a more useful and rewarding experience. This includes visuals such as graphs, charts, infographics, and real-life photos.  Studies also show that useful visual support increases the comprehension of your content.
“Based upon research outcomes, the effective use of visuals can decrease learning time, improve comprehension, enhance retrieval, and increase retention.” 
– Haig Kouyoumdjian, Ph.D.
6) Fail To Promote – A blog, even if it is well planned and thoughtfully crafted, can only be effective and bring value to your website, your target audience and Google if people are able to find it.  Probably the most important and overlooked step in effective blogging is promoting your posts.  This is particularly true for high-priority blogs that focus on your key practice areas and incorporate more graphics, resources and thought leadership.  Check your Google Analytics page data.  If your blogs get no traffic, how valuable and authoritative can any blog post be if no one ever sees, much less reads it?  Repeatedly blogging in a vacuum generates very little, if any substantive impact and return on your SEO investment.
 
If you want us to evaluate your blogging campaign, or would like additional insights to improve your content marketing strategy, call us at 303-386-9910, or email us.
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