Frank Schulte-Ladbeck

Writing quality content may not be enough if no one is looking for a post on your topic.

I used to write an informative post without concern if the post would be read by users or found by the search engines, because the post served my greater writing goals in regards to my business. With a website, this can be an error. Each written post should add value to the site. Value will be defined as bringing in users to the site; users who will hopefully convert to being your clients. Yet maybe you still need a post on a topic that will not add value, so how can you craft your writing to meet the goal of adding value?

    I faced this situation with a recent post. I knew that there were searches being conducted for the term; however, the topic was not trending, meaning that users were not looking for this information. To explain, I know of a general topic that I want to be part of the site. I type in my general term into a keyword discovery tool. In my case, I use semrush.com. The report will tell me searchers are using for keywords and phrases for that topic, and I will find the volume of traffic for those terms. The most popular ones become the basis for my post writing.I then go over to Google Insight  and Google Trends to check out my general term. What I found for one post was that I would not be obtaining many visitors for this post. You are an industry expert. You know that your post topic will be vital for the user, but the user does not know that this data is vital, so he does not look for a post on that topic. How do you create buzz to make the post something that the reader wants?
    I discovered that a competitor has been scraping my content. She has rewritten the posts some. She is also reads this blog to find out my strategies, so forgive me for not giving concrete examples, because I want her to think on her own. Delving into a made up example, we find that people are concnerned with the energy efficiency of Component A. Their ultimate goal is to save money. You ultimate goal is to write a post that will show them how to save money effectively. Turns out that by adding more Blue Widgets to Component A will save the users money; however, there is a problem that arises when more Blue Widgets are added. You check to see if any of your competitors have been writing about this issue, and you discover that they have not. Great! You have a post that you can write which will put you ahead of the trend, a news item. The solution is simple too. The user can add more Blue Widgets as long as they add a Red Widget. Your writing job will be easy.  However, no one realizes that there is a relation between the Blue and Red Widgets, and you need them to read the post now.
    From the Google reports, I now what terms searchers are using when looking for posts on the Blue Widget. I take these phrases an incorporate them into the first paragraph of my post. In my writing, I introduce the idea why Blue Widgets may not be the best solution. I describe the problems that can occur. Users may know that Blue Widgets are great, but they will have a nagging concern about problems, so they come to see your writing. In the body of the post, I bring up the topic of Red Widgets as a resolution to future issues with Component A due to the increased use of Blue Widgets. Blue Widgets pull the visitors into the site, and Red Widgetes can bring them back. Follow up this post by writing another one that is more focused on Red Widgets. Tie the posts together with a link. Visitors may not come with a post on Red Widgets, but they now have a reason to read your informative writing.
    Eventually, visitors will be looking for posts on Red Widgets, if there is a problem to Component A due to overuse of the Blue Widget. By being the first, you will benefit from a rise in traffic. What I have found in my own posts is this may not always last. Once other sites realize that a phrase has become important, they will want to have their own posts. About half of my posts stick to stay on the top, while others drop off of the first page. If your site needs to maintain the value of a post, then you will have to go back to rewrite it. I mention this fact, because tracking how posts do can benefit the overall authority of your site.

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