1) Got rid of PPC and decided to focus on earned traffic through blogging. In the early days–when companies weren’t using PPC–the cost-effectiveness was relatively high. As more competitors utilized paid search, pool-related keywords became more and more expensive. For most small businesses, this meant it was time to focus on organic content and traffic.

2) Used its blog to educate many potential customers at once. Before blogging, many people would call a company simply to ask for information. Without knowing if these people had any intention of buying, these one-on-one conversations were not leading to sales. By educating many potential customers at once through the blog, copanies could now funnel people through the sales cycle.

3) Blogged consistently, writing two posts per week. This consistency held subscribers’ interests and engaged new subscribers. By having an ongoing stream of published content, it also increased the probability the company would get found online.

4) Used questions from prospects and customers as fodder for blog posts. Company’s have prioritized the questions it received most frequently and considered often-used keywords in prominent components of the blog article–like the headline! 

5) Optimized for long-tail keywords. Companies found out it was best to target easier keywords when just getting started, and very specific words–or long-tail keywords–worked best. For example, ‘vinyl liner pools’ was a long-tail term the company targeted.

6) Made sure its blog was on the same domain as its website. Make sure your blog is on the same domain that host the company website so that all inbound links to blog articles also gave SEO credit to the primary domain. That way, non-blog website pages could rank well too.

7) Shared blogging responsibility throughout a team. Blogging is hard work. Team members compiled a list of topics or questions they could answer and rotated who would publish what article next.

Answered questions publicly that its competitors were afraid to talk about. For example, competitors never published information regarding pricing for others to see, now lots of companies are braking the mold and published market prices are on their blogs.

9) Encouraged conversation by responding to all comments–even negative ones.  Responded quickly to comments which make readersfeel welcome to share their ideas too, creating a collaborative environment.
 
10) Added calls-to-action on all blog content that led to conversion forms. These CTAs are what help a Company’s  blog subscribers eventually filter down the sales funnel by giving readers an opportunity to raise their hand and potentially engage in business!

Gustavo A Viera CPA

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