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How to Align Your Blog with Your Organic Search Conversion Funnel

Business blogging is an interesting concept. A business blog is usually an island within a company. Many businesses have a blog, and yet, in most cases, there isn’t much planning going into how those blogs fit into larger business goals. Someone on the team is just assigned to publish content regularly, and that’s what they do. Business blogging is an interesting concept.

A business blog is usually an island within a company: There’s likely, not much measuring, so no one has any idea if it is generating any traffic, sales, or rankings.

And yet, despite a lack of planning or measuring, there may be some good traffic coming.

Blogging is a good way to achieve “aссidental rankings” (those you didn’t necessarily plan for) and discover more search-driven sales channels. But many business owners or marketing managers have no idea what their blogs are ranking for. Consequently, there’s no buying journey set up for someone who lands on a blog post.

Step 1: Identify your blog’s current rankings that may bring sales

In other words, let’s see if there’s anything to worry about in the first place. Normally, the good old 20/80 rule works for blogs as well: About 20% of your content will bring 80% of your traffic. So, you need to know what 20% of your blog content actually does bring traffic.

Step 2: Plan your buying journeys from your blog

Make sure your blog makes it clear that this is a business blog and you are selling something. Define the major conversion funnels for your readers to follow.

At the very least, there should be a site-wide call to action (CTA) inviting readers to check your product or products, but the best idea is to create contextual  CTAs and lead generation forms, which could better align with the searchers’ intent.

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