Blog Management V “SEO-Integrated” Blog Management

blog management

An Important Difference

Blog management and SEO-integrated blog management have similarities and differences. The key difference is how SEO is implemented on the blog. Before we look at this in more detail, let’s put some background in place.

Advanced SEO Course

SIBM Pilot Learnings 1 of 7 – the video is 50 secs. “A bigger job than expected to tailor AI tools to the Customer”.

SIBM Pilot Learnings 2 of 7 – the video is 1 minute long. “Three to Five months to start generating organic traction.”

SIBM Pilot Learnings 3 of 7 – the video is 39 seconds. “A big issue is images / rich media”

SIBM Pilot Learnings 4 of 7 – the video is 27 seconds. “The customer’s good relationship with its web developer helps matters”

SIBM Pilot Learnings 5 of 7 – the video is 23 seconds. “Pre-existing blog or no current blog – SIBM is still an excellent solution.”

SIBM Pilot Learnings 6 of 7 – the video is 21 seconds. “Full AI advantage passed to customer.”

SIBM Pilot Learnings 7 of 7 – the video is 41 seconds. “Getting good at prompt engineering!”

Why have a Blog in the First Place?

Having a blog on your website is a great way to build your online presence and here are just a few of the many reasons why:  

1. Boosts SEO: Regularly updated and search-optimised blog content improves your search engine rankings across a range of search queries decided by you – not the search engines. Targeting rankings against the right “pre-qualifying” search terms give you greater control over the type and quality of visitor your website attracts.

2. Drives Traffic and Leads: When you can show Google and other search engines that your blog consistently presents high quality content, you’ll be rewarded with higher rankings which, when the traffic is targeted, means convertible enquiries. By including compelling reasons in your posts, for readers to take the next action, you can guide visitors towards your products or services landing pages that can convert these visitors to leads – or transactions if you are an eCommerce site.

3. Establishes Credibility: A well-managed blog demonstrates your business’ expertise and knowledge in your industry. By providing valuable insights and information, your brand messaging, trust and credibility are all enhanced by having a blog.

4. Acts as a Content Marketing Hub: Because a blog is such an easy way to add content to your website, and because of it’s strategic location on your website, it makes for an excellent choice as your content marketing “hub”. As a central hub for your content marketing strategy, it provides material for your social media posts, email newsletters, and other marketing channels, ensuring a consistent and cohesive message across all platforms.

5. Builds “Topical Authority”: Topical authority describes the degree to which a search engine considers the content on a website to be specialist, authoritative and experiential. When this is achieved for a given topic, search engines don’t just reward the posts with better rankings, they reward all content within the topic “silo”. That means that having a high-quality blog on your website will lift all boats – not just the blog itself.

There are many more advantages of having a high quality blog on your website including link development, engagement, opportunities for distribution and more – but that’s for another time.

What’s a High Quality Blog?

In a nutshell, it’s a blog that:

    • Posts only excellent, original and value-based content
    • Is search engine optimised for specific search behaviour targets and SEO-integrated with other relevant parts of the website.
    • Posts consistently with a regular release velocity that is competitive in your industry
    • Is easy to read and engage with; content is broken down into easily absorbable, byte-size chunks with relevant headlines
    • Has a visual impact that is professional and passes a “scan test”.
    • Houses content that is engaging and attracts social media shares and links from other publishers (e.g. infographics, video, tools and other engaging media)

Most blogs comply with just a few of the above and depending on the objectives of the blog, a few only may be enough. In an ideal world, if the required human and financial resources were available, all of the above would be desirable.

Here are some interesting statistics about blogs from Andy Crestodina at Orbit Media:

What is Blog Management?

Blog management, whether internally managed or outsourced, is the act of planning, ideating, creating, quality-assuring, optimising, controlling and sometimes distributing the content that is deployed onto the blog. Some businesses are great at this but most are not. Some have special competencies is some parts of this – but have gaps in others.

Regardless of whether the full spectrum is covered or not, there is one major drawback to blog management. That’s time – the time needed to manage all of these areas effectively. That’s not necessarily when you should consider outsourcing because more often than not, there has been no good outsourcing option available.

This is why we setup our SIBM service – a cost-effective SEO-Integrated Blog Management solution that is tailored to the unique needs of your business. Try the button below to find out how it works.

Some Blog Management Turbulence:

Outsourcing “Blog Management” is not new. Over the years, it has become relatively streamlined in that only the quality content providers with special expertise in your area of business have survived.

Until the recent birth of AI that is. With AI, many of the old problems of fluffy content, inconsistent content release rates and shaky service providers have re-surfaced. But so also have new opportunities emerged.

Businesses that use AI in their day-to-day operations are benefiting from it. Some are using it better than others – but most are benefiting from it. With blogs specifically, AI is heavily used for content ideation and content generation, but that’s not always a good thing (see the 90 second video on AI Content Generation)

What is SEO-Integrated Blog Management?

To have search engine impact, search-optimising Blog posts needs to go far beyond the editing of “metatags” such as page titles and descriptions or H1 headlines. Even adding keywords into the content is of some, but limited value.

With SEO integration, you are competing for a much wider organic footprint on Google than just the keywords you entered. This level of SEO-integration is called search behaviour targeting and it is a different, more modern approach to SEO that targets both the traditional search engines as well as AI search results as they ever grow in importance.

When correctly SEO-integrated, your Post should deliver on several of your organic search goals including adding to the overall ranking potential of your wider website and building Google-perceived topical authority.

Clearly, PraxisNow’s SIBM service is SEO-integrated. In SIBM, that means that we are creating content and optimising that content to target explicit customer pain points in a way that hoovers-up many of the search variations that a searcher might use to articulate that pain. This is not confined to keywords scattered throughout the content; it targets the wider language in a way that aligns to intent rather than individual keywords.

In Conclusion:

SEO-Integrated Blog Management lets you outsource all or part of your Blog management activity in a way that targets your audience’s wider search behaviour – not just a subset of keywords. In the case of our own SIBM service, the term “part” refers to the option of having PraxisNow only focus on a department-level blog or even exclusively on a specific topic area. 

The option also exists to divide the blog management focus by keeping parts of it in-house and assigning other parts to PraxisNow. For example, you could keep a specialist subject matter area in-house and assign  general “category-level” posting to PraxisNow – or, in many cases, vice-versa!

You do of course have the option of passing your entire blog management to us – even the specialist parts. With AI, we can get up to speed very quickly on your industry and your special differentiation within it. With minimum input from you, aside from guidance from time to time on where you would like us to focus our efforts, our intent with SIBM is to, on the one hand, save you real time and resource investment in managing your Blog, and on the other hand, opening up new organic ranking opportunities that ultimately will result in more leads generated.

Please get in touch if you would like to explore SIBM further.

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