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Blogging for Lead Generation
And Search Improvement
What is a blog?
It’s the Bait!
Blogging for Lead Generation and Search Improvement - slide deck
1. Differentiate you from your competition
2. Build credibility for your business
3. Improve search ranking
4. Provide a reason for people to visit
A Strong Business Blog Will:
Your Key to Content Marketing Success:
The Editorial Calendar
Strategic Blog Planning
• Your blog shows you are willing to share your knowledge
which builds people’s trust
Blogging Builds Credibility
• Your blog builds your business up as a source of educated,
informative opinions on subjects that matter in your field
• Your blog allows you or your team members to become
thought leaders
• Consistent blogging shows the industry you are both
professional and reliable
• Your blog keeps your company top of mind with your
prospects by creating a personal connection with them
Blogging Differentiates You
From Your Competition
• Your blog can illustrate your approach to business
problems and show your (or your brand’s) personality
• Your blog is your own - it isn’t dependant on a specific
3rd party platfom and you are in complete control
• More visitors
Blogging Improves Search Ranking
• More site content
• More click-throughs
• More time on page
• More quality back links
Format your articles for SEO
❑ Page Title
Your page title shows up in the tab of the
browser window. It should be short and
sweet, and on topic.
❑ Blog Post Headline (H1)
This incorporates relevant keywords and key phrases.
❑ URL
Double check that your URL matches the title and
does not contain any odd characters or numbers.
❑ Meta Description
Write your meta description well to entice
readers into clicking your article.
❑ Article Length
You want to make sure your articles are long enough to
help impact your SEO and deliver relevant content to your
reader. Aim for at least 400-600 words, but we’ve found
that 1200 words is the sweet spot.
❑ Paragraphs
Avoid large or bulky blocks of text.
Blog Formatting Checklist
www.kayakonlinemarketing.com
❑ Links within a paragraph
Best practice is to include two links to relevant
site pages or material (1 near the top and 1 near
the bottom of the article).
❑ Subheadings
Format your subheadings appropriately
with H2, H3, etc.
❑ Inline Image
Make sure to include an Image Alt Tag that
references the page topic and describes the image.
❑ Featured Image
A relevant and interesting image has been
included in the article for visual appeal.
❑ CTA
Include a relevant CTA at the end of the article.
❑ Categories/Tags
Relevant categories and tags are selected
(not too many, usually 3 will do).
❑ Author
Make sure the correct author name has been set.
❑ Proofread
When complete, double-check the spelling,
formatting and layout in preview mode.
www.kayakonlinemarketing.com
Set Yourself Up For Success
• Let Personas guide you - they are your 

best prospects
• Use professional imagery that catches 

the eye and makes you look good
• Post 1-2 times per week as long as you can
keep up with your engagement
• Proofread but don’t sweat it too much 

if there’s an occasional typo - it can add 

to your authenticity
Publish and share for maximum impact
Extend Your Reach with
Interesting Content
Quality Topics
+
Quality Engagement
=
Relationship Building
Your blog is not a sales tool.
[ It’s a relationship tool that leads to sales. ]
#BlogforEngagement
tweet this
@kayak360
Handout:
Blogging For Lead-Generation
kyak.mobi/2cPUGvJ
Blogs About Blogging
Blogging, Engagement, and Editorial Calendar Strategy
kyak.mobi/2cEfXJa
15 Business Blogging Mistakes
kyak.mobi/1pHBEw3
Empowering you and your online marketing to succeed
KAYAK Online Marketing
www.kayakonlinemarketing.com
Bonus Material:
Marketer’s Toolkit
kyak.mobi/2cEgE5f

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Blogging for Lead Generation and Search Improvement - slide deck

  • 1. Blogging for Lead Generation And Search Improvement
  • 2. What is a blog?
  • 5. 1. Differentiate you from your competition 2. Build credibility for your business 3. Improve search ranking 4. Provide a reason for people to visit A Strong Business Blog Will:
  • 6. Your Key to Content Marketing Success: The Editorial Calendar
  • 8. • Your blog shows you are willing to share your knowledge which builds people’s trust Blogging Builds Credibility • Your blog builds your business up as a source of educated, informative opinions on subjects that matter in your field • Your blog allows you or your team members to become thought leaders • Consistent blogging shows the industry you are both professional and reliable
  • 9. • Your blog keeps your company top of mind with your prospects by creating a personal connection with them Blogging Differentiates You From Your Competition • Your blog can illustrate your approach to business problems and show your (or your brand’s) personality • Your blog is your own - it isn’t dependant on a specific 3rd party platfom and you are in complete control
  • 10. • More visitors Blogging Improves Search Ranking • More site content • More click-throughs • More time on page • More quality back links
  • 12. ❑ Page Title Your page title shows up in the tab of the browser window. It should be short and sweet, and on topic. ❑ Blog Post Headline (H1) This incorporates relevant keywords and key phrases. ❑ URL Double check that your URL matches the title and does not contain any odd characters or numbers. ❑ Meta Description Write your meta description well to entice readers into clicking your article. ❑ Article Length You want to make sure your articles are long enough to help impact your SEO and deliver relevant content to your reader. Aim for at least 400-600 words, but we’ve found that 1200 words is the sweet spot. ❑ Paragraphs Avoid large or bulky blocks of text. Blog Formatting Checklist www.kayakonlinemarketing.com ❑ Links within a paragraph Best practice is to include two links to relevant site pages or material (1 near the top and 1 near the bottom of the article). ❑ Subheadings Format your subheadings appropriately with H2, H3, etc. ❑ Inline Image Make sure to include an Image Alt Tag that references the page topic and describes the image. ❑ Featured Image A relevant and interesting image has been included in the article for visual appeal. ❑ CTA Include a relevant CTA at the end of the article. ❑ Categories/Tags Relevant categories and tags are selected (not too many, usually 3 will do). ❑ Author Make sure the correct author name has been set. ❑ Proofread When complete, double-check the spelling, formatting and layout in preview mode. www.kayakonlinemarketing.com
  • 13. Set Yourself Up For Success • Let Personas guide you - they are your 
 best prospects • Use professional imagery that catches 
 the eye and makes you look good • Post 1-2 times per week as long as you can keep up with your engagement • Proofread but don’t sweat it too much 
 if there’s an occasional typo - it can add 
 to your authenticity
  • 14. Publish and share for maximum impact
  • 15. Extend Your Reach with Interesting Content
  • 17. Your blog is not a sales tool. [ It’s a relationship tool that leads to sales. ]
  • 20. Blogs About Blogging Blogging, Engagement, and Editorial Calendar Strategy kyak.mobi/2cEfXJa 15 Business Blogging Mistakes kyak.mobi/1pHBEw3
  • 21. Empowering you and your online marketing to succeed KAYAK Online Marketing www.kayakonlinemarketing.com