• Jillian Lawrence

Blogs are Dead: Part 1

You may have heard the #fakenews that blogs are dead.

Well, I'm here to tell you that they most certainly are not dead. They are alive and well, and not just living under a fake name, and sleeping in a hut in the middle of the rice paddies of Indonesia. They are out there and living large, in charge and for all the world to see.

Blogs are the lifeblood of your website. If you have a website, you have a blog, and you need to utilize that blog to drive traffic to your website and service or product.

Blogs are dead: Part 1

Remember Vine?

No? Well, it was an American social networking short-form video hosting service (like Tik Tok) where users could share six-second-long, looping video clips.

But it died.

No, seriously, it's dead. You won't find it living in a cabin deep in the Adirondacks with a pet raccoon and a new identity.

It's dead, dead.

But why did it die?

Because Vine did not want to monetize or take money from many brands who approached the company, and Twitter (who owned Vine) wasn't too keen on that.

So they shut 'er down.

And it could happen to Facebook. It could happen to Instagram, to Twitter, and even to the new and super-popular Tik Tok. We could all wake up one morning, pick up our phones to check the latest on Facebook and find it no longer exists. Our friends are gone, our photos are gone, all of our content--kaput!

Because we do not own any of it.

Your weird uncle Carl might be spouting, "I'm not on Facebook because they own your photos once you post them," and he's not wrong. But there's also more to it. Any app where you have content, is the legal owner of that content, regardless of whether or not you curate it, post it and "own" the rights to the photo. If you put it on their app, they own the content. Which gives them every ounce of power over what happens to that content, including whether or not it stays in circulation or gets taken down.

But ... the only person who owns your blog content is YOU!

That's right. As long as you continue to pay your host provider and for your domain name, nobody can ever shut you down or take away your content. You will never wake up one morning and find it to have all disappeared while you were busy dreaming of white sandy beaches and shady palm fronds.

This is why blogs are becoming more and more important. They're also the best way to drive organic search engine result traffic to your website and get your service or product in front of more eyes. As long as you curate your blog with the appropriate keywords, SEO and have niched down to your ideal client, you will be found. And the most brilliant thing about your blog is that it's evergreen. Unlike social media content which can get buried after a few hours, particularly if you've used heavy-trafficked hashtags, your blog and website can stay relevant and pop up in search engines for years to come.

Here are a few quick tips on how to get your evergreen blog in front of the right sets of eyes and increases traffic to your website, thus resulting in more sales.

1. Niche down your ideal client as best as you can. Be specific.

If you are a personal trainer, but you specialize in helping postpartum women get their strength, stamina, energy and confidence back, then ONLY target those clients.


Your ideal client is Bridget, she's thirty-three, has two kids and she and her hubby don't plan

to have anymore. She works from home part-time as a bookkeeper but finds little time for herself since her kids are close in age and very busy. Her husband is supportive, but he works a lot (out of the house) and they can't really afford continuous childcare. She's down on herself, on her body and needs some kind of fitness routine that she can squeeze into her busy life. She has fifteen minutes in the morning before all hell breaks loose to exercise, but she has no idea where to start.

That's where you come in! Bridget is your ideal client and you are going to curate your website and blog to her, so that when she types in "Fifteen-minute workouts for post-partum women" you blog and website is the first thing that pops up in her search engine.

Having trouble coming up with a persona that represents your target? Try Personapp. It takes the guess work out of figuring out your niche client using real life statistics.

2. Focus on long-tail keywords. Ex. “The best green smoothie with baby spinach and pineapple” vs. “Green smoothie”. Short-tail keywords are harder to compete with, since major corporations and businesses dominate those searches, and the search results will be in the millions. Your ideal client is going to get specific in their search, so you need to get specific for them.


You're a professional organizer. You help people who have too much "stuff" in their life, declutter and chunk out. But you specialize in apartments and condos. You prefer to work with clients who live in the center of their city in a high rise and want more space in their small space.

Your ideal client is Stacy. She lives in downtown Vancouver in a small eight-hundred square-foot two-bedroom condo with her husband, three kids (all under seven), their Boston Terrier and rescue cat. She's developing anxiety over how much "stuff" they have and that it feels like she can't even move around in her own home. They can't afford anything bigger, and since her husband works downtown, they don't really want to move out of the city.

Stacy goes to Google and types in “Minimalism for large families in small apartments.” See how specific she went? That’s how specific you need to get with your keywords.

-minimalism for small spaces

-minimalism for micro-lofts

-minimalism for families in city condos

-make the most out of your small space by chunking out

Get specific.

Niche down. Long-tailed keywords are good. They keep people from wasting their time sifting through countless search results, and they help your ideal client find you faster. Remember to use synonyms for words, too. And if you can offer your services globally, use words that might not be popular in your country, but popular in others. Ex. Mum, mom, mother. Canadians, British and Australians use “mum” a lot, but Americans use “mom.” Search out different synonyms for words and include them all in multiple variations in your keyword list to increase your ability to show up in search engine results.

3. Don’t be shy with those keywords. Pick five to eight keywords that your blog post is specifically about and make sure you include them throughout the post, in your title, your headings, your blog-specific URL, and your keyword list when you’re setting up your SEO. Long-tail keywords are fine, in fact, they're better.


Title: The best post-workout, protein-packed green smoothie.

URL: healthylivingwithdana.com/best-post-workout-green-smoothie

Heading: Looking to add more greens to your diet? Love to drink smoothies after your workout? Then check out below for the five best post-workout, protein-rich smoothie recipes all loaded with delicious healthy greens.

Content: Make sure you include the words: green smoothie, post-workout, post-run, best smoothies, protein-packed, protein-rich, protein smoothie, whey protein smoothie, vega protein smoothie, green smoothie recipe, more greens to your diet etc. Between five and eight times throughout your post.

Don’t OVERDO it though, because Google will see through that and think you’re “stuffing” your blog to manipulate SEO. Do it organically and use synonyms when you can. Ex. Fitness, exercise, aerobics, workout, running, jogging, marathon, training, bootcamp, treadmill, at-home workout, after the gym. You don't know what your client is going to type in, so put yourself in their mind and type in all variations to increase your likelihood of popping up in the search engine.

In summary, take some time to figure out WHO your ideal client is. Give them a name, a hobby, a job. Create a story for Jasmine, Ayla, or Hannah and write your blog as if you are writing a letter to them personally because they are who you want to help. You want them to click on your website in the search engine results and feel like you are speaking directly TO THEM.

So, go forth and write that blog, get specific and niche down to reach your ideal client. Because if you try to reach everyone with your blog, you’ll end up reaching no one.

Good luck!

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