A blog has become a staple of the modern business website. A blog lets you talk about your specialty in a way that attracts people to your business. A blog gives you a chance to reach people outside your sales cycle so you can draw them into your sales cycle. A year or so ago, I also would have said that a blog lets you use your keywords to boost your search engine ranking. But Google has thrown that idea out the window with its latest algorithm update – Hummingbird. For content creators (and yes, as a business owner you’re also a content creator and publisher) it means that Google cares less about keywords and more about value. Your blog has to be part of a wider strategy. As a result, we need to stop writing web and blog content around specific keywords and phrases. Instead, we need to build tribes around our business. When we put the focus back onto people, the search engine love will follow. That’s what the new SEO algorithm is all about.
Keywords out, people in
When we build a tribe, we’re creating a community of people who want to hear from us. To do that we need to be consistently helpful, knowledgeable, generous, and insightful. We need to be personal and relevant. When we focus our energy on creating and promoting content that answers questions, offers advice, excites emotions and inspires action, we can begin to build a tribe. When we build a tribe, Google notices.
Every topic can have a tribe
Regardless of your industry, blogging can close the gap between your business and your customers. Rather than looking for the phrases your audience are using, find out what matters to them. Think about the questions they are asking you, the challenges they are trying to overcome and the results they are trying to achieve. Think about how your personal experience might create a connection you share. And be generous with your knowledge. When your blog looks after people, Google will follow so in 2014, stop thinking about keywords and start building your tribe. If you haven’t got a blog yet, 2014 is the year to start!
