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Why Blogs Fail And How To Make Sure Yours Doesn’t

Did you know that one-third of all the websites in the world are blogs? There are currently 600 million active blogs covering every possible topic under the sun. The unfortunate side of the coin is that most of these blogs fail. Businesses that use blogging as a method to share information are unable to successfully connect with their audience. 


Successful blogs have a clear recipe – capture the 15-second attention span that netizens have and use that to convert them to customers. Clearly, the benefits of running a successful blog page far outweigh the cost, effort and time involved in grabbing the attention of users. In fact, businesses that use blogging successfully received a whopping 13X more ROI. Blogs go beyond revenue as well – they are a great way to raise brand awareness and share valuable information about your industry. 


If you intend to use blogging as a successful avenue to engage with your audience and create more business, it is crucial to examine why blogs fail and how you can avoid the common pitfalls.


Lack of content strategy

Most businesses, while creating a blog page, fail to determine the fundamental reason they are starting one. This gives rise to a content strategy that is loose and lacking in purpose. A good strategy is one that educates and adds value to its readers. This includes information about product features and the benefits of a particular service. 


A tip to help you form a strategy is to create a buyer persona where you decide on the traits of the ideal buyer who would buy from your brand. Once you figure out who you are writing for, it becomes easier to create a strategy and generate content. It is also important to make sure that you post consistently. Using templates for creating a format can drastically reduce the time it takes to write a post. Create an editorial calendar and ensure that you follow through on your blogging plans.


Poorly designed

There is no bigger turn off than when someone clicks on a blog only to be met with poor loading time, low-quality images and an unorganised layout. When people leave your blog page after a few seconds it increases your website’s ‘bounce rate’, a key performance indicator that determines your organic rank in a Google search. 


An important step you can take to improve your readers’ retention is to create a well-designed site-architecture with proper indexing. This can greatly benefit your SEO efforts while making it easy for people to navigate your blog. User experience, or UX, also needs careful consideration including an understanding of human psychology to truly deliver an outstanding experience to your visitors. It also helps if you complement your content with powerful infographics and appealing images.


Not optimised for search

One of the most frustrating reasons why businesses do not invest in SEO is the constantly changing algorithms that make it difficult to expect consistent results. However, completely ignoring keyword research and SEO is another reason why blogs fail. Even if algorithms keep changing, the core competence of a good search engine lies in throwing out relevant results and an important aspect of staying relevant is to make your content searchable with keywords. 


Researching keywords might not be completely relevant but they still improve the intent of your blog and ultimately do improve your rankings. It also helps if the images and videos on your blogs have descriptions. This helps because Google’s crawler bots rank your blog posts well if they understand what the images and videos are about. An additional effort that can go a long way for your blogs is optimising it for voice search. With more and more people using voice-based assistants to help them with surfing the web, optimising your posts for voice search will give you a competitive edge.


Blogging has historically been used to improve rankings, engage with customers and educate prospective customers. Therefore, it is crucial that the best resources are put to the task of creating technically sound and informative content. Make sure that you also factor in user experience and other technical necessities before you hit ‘publish’. If you do not have the resources or the technical know-how to perfect your blogging efforts, we would love to explore its scope for your business. Get in touch with us at [email protected] to know more about our services.

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