Blogging is one of the most powerful tools for growing your online presence, but many businesses are using it the wrong way. Learning how to make a blog the right way will take your online business game to a whole new level—if you do it strategically.
If you’re not blogging with a strategy in mind, you’re missing out on a huge opportunity to connect with new customers, drive traffic, and generate leads.
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How Might a Business Use a Blog?
A business can use a blog as a strategic marketing tool directly on its website. With the right approach, a blog can drive organic traffic using SEO. It establishes you as an authority in your industry and generates leads. Blogs also present an opportunity for shareable content that supports social media strategies and keeps existing customers engaged with your brand.
You can even use blogs to support videos, podcasts, and other similar media, offering different ways for people to discover your content. Simply put, a consistent blogging strategy presents a straightforward way to get more eyes on your website, products, and services while showing that your business is alive and well.
What Is the Right Way To Make a Blog?
To make a blog the right way, you first need to set up a page on your website dedicated to blog posts. Make your blog easy to find in your main site navigation. Platforms like WordPress make this as simple as creating and publishing a new page. After it’s set up, you can create a new post whenever you like that will appear as its own page and in preview form on your blog page.
Once you make your dedicated blog page, you need a solid blogging plan.
This doesn’t mean you need to have all your topics for the year mapped out, but you do need to dedicate some time each month to researching keywords and topics and writing your content. You should also keep in mind the following tips.
Remember Your Blog Is Not a Company Diary
One of the biggest mistakes businesses make is treating their blog like a personal journal. They use it for company announcements or behind-the-scenes updates, assuming their existing customers care about blog content. The reality? Your blog isn’t for your current audience—that’s what email newsletters and social media are for.
Your blog should be a marketing tool designed to attract new potential customers who are searching for solutions online. Blogs can help SEO, but to do this effectively, you need to target low-competition keywords that your audience is actively searching for. This helps new visitors discover your brand, learn something valuable, and engage with your products or services.
Research and Target Winnable Keywords
Making your blog the right way also means choosing winnable keywords, not keywords that are nearly impossible to rank for. For example, trying to rank for a broad keyword like “eco-friendly tips” puts you in direct competition with massive websites that dominate search results.
A better approach? Target long-tail keywords that are easier to rank for and more specific to your audience’s needs. For instance, instead of “eco-friendly tips,” a phrase like “best eco-friendly sponges” has lower competition and is more likely to attract the right audience.
Finding the Right Keywords
There are great tools available to help you identify keywords with less competition. For example, using Semrush’s Keyword Magic Tool, you can type in a broad term and analyze its keyword difficulty (KD) score. (Try Semrush for 7 days free by using this link!)
- High KD (50+): Extremely competitive, hard to rank for
- Medium KD (30–50): Moderate competition, might be possible with strong content
- Low KD (Under 30): Easier to rank for, best targets for smaller websites
By focusing on low-KD, high-relevance keywords, you increase your chances of ranking in search results and driving organic traffic. Be sure to also check out our other blog with more tips on how to find low-competition keywords for your site.
Follow Updated Blogging Advice
Many people still believe that every blog post needs to be 2,000+ words long or a massive, comprehensive guide on a subject. While long-form content can be valuable and help establish you as an authority or expert, not every blog post should be a deep dive.
Instead, focus on specific, intent-driven content that answers one clear question that appeals to your target audience. This approach makes it easier for Google to understand and rank your post for the right searches.
For example, a blog about “5 Quick Eco-Friendly Laundry Tips” targets a clear, focused query, while a blog about “The Ultimate Guide to Sustainable Living” is too broad and likely harder to rank.
Review and Update Your Old Blog Posts
A common oversight is focusing only on publishing new content while ignoring existing posts. If you don’t refresh and optimize your old content, it won’t continue performing well in search results.
Regularly audit older posts and look for the following:
- What keywords they are ranking for
- If the content is outdated or missing new trends
- Whether posts should be updated, repurposed, or expanded
If you do update an old post, always update the publishing date as well. By keeping your content fresh and relevant, you can improve rankings without constantly creating new posts from scratch.
Blog Consistently
Many businesses start blogging consistently with enthusiasm, but they eventually slow down or stop entirely. This is a huge missed opportunity because Google rewards consistency.
Even if you post only twice a month, sticking to a regular schedule will help you build momentum and improve rankings over time. Keep in mind that if your website is new and you only post a couple of blogs per month, it can take longer to see SEO results.
As you grow, you can gradually adjust your publishing frequency to fit your needs. Just remember that being consistent is key.
Can You Make a Blog the Right Way by Yourself?
You can absolutely learn how to make a blog the right way on your own; it just takes time and focus. Blogging is a powerful tool—but only if you do it right. Be consistent, have a strategy that supports your SEO, and remember to give your old content some love, too. By following these strategies, you’ll build a stronger online presence, drive more traffic to your site, and see better results over time from your blogging efforts.
Are you eager to launch a blog to support your SEO strategy but don’t have the time to research, plan, and write the content? Schedule an SEO consultation with one of BKA Content’s SEO experts and learn how we can help take your blog to the next level!
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