Does blogging really help you get found on Google?
Updated: Feb 25
Did you ever read Aesop's Fables as a kid?
You might wonder what Aesop’s Fables have to do with improving your visibility on Google, but bear with me.
Have you ever heard the fable of the grasshopper and the ant?
It tells the story of the grasshopper who sang all summer, enjoying himself and generally lazing around in the beautiful sunshine.
Meanwhile, the ants were busy working hard, gathering food stores for the winter.
The grasshopper couldn't understand why they would bother working when it was so beautiful out!
But as the weather started to turn chilly and leaves fell from the trees, he was stuck with very little food while the ants continued to eat well because of their forward planning.
It's something we can all learn from when it comes to our business’ visibility too.
It's tempting to push aside content creation, messaging, and marketing when the client work is flowing.
In spite of ourselves, many of us become that grasshopper, singing through the summer (or rather, tweeting, emailing, and going live on Facebook all summer).
Content is getting out there, but it’s disappearing just as quickly as we press ‘end video’.
Meanwhile, the ants, who may well be our competitors, are building up stores of content that will last all year. They’re getting the hard graft of blogging done, maximising their SEO and their visibility.
Even when the winter draws in and their existing client contracts end, new leads are being warmed up automatically. These ants will not go hungry.
How long does the process take?
Just like building a great store of food one seed at a time, growing your visibility on Google is a long-term commitment. Not only does your website need to be optimised, but you need to continue adding content as frequently as possible.
This continuous adding of content over time shows Google that your site has fresh new information that searchers might want to read about. And if that content features all the keywords that your audience is searching for, that’s another reason for Google to show your blog to as many people as possible.
On the flip side, though, if you haven’t added anything new to your website for 6 months, Google will assume you have nothing new to add to the conversation about your work. Why would they promote a website that’s not relevant or switched on to the changing times?
The good news is that you don’t need to be savvy about all the tags, keywords, and meta-descriptions. The simple process of adding new content to your site will automatically improve your ranking on Google.
So really, all you need to do is be sure you’re answering the questions your audience wants to know, and that you’re doing this regularly on your website, not just on your social media. Viola! You’re officially climbing the ranks without even knowing it!
What if you’re trying your best but still can’t find the time?
Sometimes, even with the best of intentions to keep blogging, client work just takes up so much time and energy that blogging falls off the end of the to-do list...again!
After a while, the time slot in your schedule that you’ve carefully marked out for writing your blog starts to feel like a slap in the face every time you spot it. “That’s definitely going to happen...not” your shitty committee tells you every time you look over it. It becomes a vicious cycle.
So how can we flip the script, and make sure that blog gets written every time? Here are few ways to do this, even if you’re time-poor.
Create a process for turning social posts into blogs. Nowadays, there are tonnes of free platforms that will transcribe audio for you. Perhaps you even have a VA who can do this for you. By having the transcript of your video, you can chop out the bits that don’t add much, whack in some subheadings, and you’re good to go. By making this a process, you’ll quickly create a library of blogs without needing to think of new things to say or write about. The content you’re already creating is dynamite for google searchers as well as Facebook or LinkedIn connections, so share the love and get those words of wisdom up on your site for all to see.
Make it more manageable When your business really gains momentum, you’ll have to re-evaluate how you spend your time. This will inevitably involve making some sacrifices. So, instead of a weekly blog, why not drop this down to fortnightly? Or monthly? A compromise in how often you blog, but NOT in often you promote that blog, could help make that commitment doable for you.
Outsource to a blog writer If you’re serious about getting found on Google and supercharging your visibility, you might need to get a little bit smarter in your approach to blogging. If this is your number 1 priority right now, outsourcing to someone who can take the burden off of you and produce high-quality content on a weekly basis might be just the thing to help you hit those goals.
Every business is different, and there’s certainly no one-size-fits-all solution to growing your visibility. Remember that whatever you decide to do needs to feel right and be done for the right reasons. The only thing that you do have to do, is to do SOMETHING. Get your face out there and in front of your audience, so that you can keep changing the world in your own special way.
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