by Nelson Toriano, Senior eStrategist, Milestone Internet Marketing
It is no mystery that writing engaging and unique content can help attract new visitors and Internet searchers to your site. The challenge is understanding what people are searching for. SEO specialists use a number of tools to tap into the pulse of online search queries to discover trending topics and write blog posts that are most likely going to attract those users’ eyes. Some of these tools include:
- Google Trends (what are people searching for now)
- Twitter trends (what are the trending hashtags and words in your local area)
- Goolge Adwords Keyword Tool (ballpark figures of actual keywords being searched on Google every month)
Once you have found some powerful keywords and trending topics, it’s time to write up a quality blog post that users will find informative. Below we have provided a couple examples of strategies our hotel clients and Milestone’s corporate blog have used to assure strong blog posts and large audience numbers.
KYOTO Grand Hotel Blog:
For Kyoto Grand Hotel, located in downtown Los Angeles, some of the most frequent keywords driving traffic to their blog are non-branded keywords (more Internet users are searching for terms like “Los Angeles” than “Kyoto Grand Hotel”). Understanding this, their strategy is to write the majority of their blog posts about local attractions and events. Because Los Angeles offers a wide variety of events and interests, the hotel used this to their advantage. For example, they blog about events at the Staples Center, Dodgers Stadium, downtown festivals, and museums. Their blog posts about events are timed to be posted a week or two before the date of the event. They have even found that some of the top referring keywords are phrases like “things to do in…” or “what’s going on in…”.
With this information, the hotel can plan upcoming blog posts to incorporate these phrases. Possible posts could be “Things to do in L.A. this Christmas” or “What’s going on in LA for Halloween”.
Milestone Corporate Blog:
On our corporate blog, we have been experimenting over the past few months with posting a blog once a week that focused on very timely pop-culture trends (such as the new Harry Potter movie, inflated Netflix subscription rates, etc). We have found that these posts receive on average double to triple the amount of page views when compared to other blogs posted a couple days before or after.
The reason for the spike in page views can be attributed to a number of reasons:
- More people are likely searching for the hot and trendy keywords you are currently writing about. (For example, there probably were more people Googling “Harry Potter Movie” on July 15h than “Hotel SEO techniques.”)
- Readers are more inclined to share your blog post socially by clicking on a Facebook “like” or Twitter “Tweet this” button because the post is timely and friends are probably socially sharing similar news on the topic you wrote on.
- Other bloggers, publications, and online channels are much more likely to provide a link to your post since they too may be posting some information on that topic.
In conclusion, when drafting up a blog post, you should absolutely spend the first five to ten minutes researching what the most powerful topic would be. From there you can begin to let the creative juices flow.