If you’ve ever written a technical B2B blog post and wondered why no one reads it, don’t be disheartened. Technical blogging help is at hand.
I’ve written this post for technical people who really know their stuff but are not sure how to write a blog post that attracts high-value readers and get’s leads to click on emails. Technical blogging can be tricky because writing for your audience means writing to their level of understanding, not yours.
Writing a blog post that gets you to the top of the Google search page has become the Holy Grail of increasing website traffic. And as with anything worth achieving, it presents quite a challenge, even to the most capable of content marketers.
I have written lots of blog posts over the past 10 years. I’ve seen the trends in SEO change from short and frequent to the current ideal – long and informative.
What I can say is using the Google algorithm to your advantage today is more achievable, especially for people who know their subject.
Surprised? Here’s why.
People don’t respond to typical ‘sales & marketing language’ anymore. In fact, when they are searching for information, coming across sales copy will often repel them.
And who better to provide prospects with this value than the very experts offering their services?
So let’s jump right in. Here are 7 simple steps for technical blogging that rank higher in Google.
Links to the key steps for writing a winning blog post
- Step 1: Find the right long-tail keywords for your technical blog topic
- Step 2: Write five subheadings for a winning technical blog post
- Step 3: Write three informative bullet points for each blog subheading
- Step 4: Write each paragraph in language that’s easy for your buyer persona to understand
- Step 5: Backlinks, outgoing links and deep links
- Step 6: Optimize your blog post with tags and meta descriptions
- Step 7: Keep Improving and adding to your blog post
This guide contains the top 8 tips that helped my clients the most to write in engaging language. I’ve also thrown in a template for a B2B buyer persona.
Step 1: Find the right long-tail keywords for your technical blog topic
Choose a topic within your area of expertise which you will find easy to write about and is of keen interest to your buyer persona.
You want to educate your reader so they will gain valuable knowledge from your blog and understand that you are indeed an expert in what they want to learn.
To help you choose a topic that is being searched, use keyword search tools like Answer The Public. Then put the keywords through an SEO tool like Moz or SEMRush to find out the rank, volume and difficulty of each of the long-tail keywords.
To increase your chances of ranking, choose long-tail keywords with moderate search volumes and low difficulty.
A lot of people skip this step and just guess what topics they think are ranking on Google. This is the first mistake. As an expert, you see your industry through the eyes of an expert but the terms you might search on are rarely what your buyer persona uses.
People looking for your services may describe your subject matter differently from you, and you don’t want to lose this valuable audience. Use a mix of your keywords and keywords that people within your buyer persona would use.
The highest ranking blog posts are something called pillar posts, which are about subjects specific enough to be written about in 1400 to 3000 words. But broad enough so that smaller more niche topical blog posts can be written within that topic and linked from the pillar post.
For example a smaller post I may write that links to this one may be “How to Create a Buyer Persona.”
Bonus Tip: Check out Udemy and Amazon
So the issue with finding keywords is that you need to find keywords that people are searching for in your field because they are interested in that particular topic.
What if you could not only figure out what they are interested in, but what the people you are targeting are paying for?
Well this fantastic tip from Backlinko suggests that you search the major topics within your industry in Udemy and Amazon. Then look at the courses and/or books with the most reviews. This ofcourse will tell you how good the content is and how many people are not only interested, but will pay money to read this content. Thanks Backlinko!
When you’ve figured out which books and courses are at the top of the game. Take a gander at the contents. And there you will find a list of blog titles. Voila! Pop these into Moz and figure out if the numbers work.
Step 2: Write five subheadings for a winning technical blog post
You may decide to have more than five subheadings, but aim for five subheadings at the start.
Each subheading should cover a stage of your subject matter that is of great value and if you can make it a long-tail keyword, even better.
Word your subheadings in a way that will make them understandable even if the reader didn’t know the title of the blog post. This will increase the chances of people finding your blog post based on more specific searches.
Subheadings shouldn’t be too niche. Niche topics within your subject are better as a separate, smaller post.
If you find yourself having too much to write about for one subheading, it’s a good sign that the subheading should be another blog post.
The content within a subheading is best kept to between 100 to 300 words.
Step 3: Write three informative bullet points for each blog subheading
Technical blogging can be tricky. So imagine you are going to describe the entire topic in just bullet points. It’s an easy way to start.
It will give you the chance to organise the structure and the flow of all the valuable education you are going to put into your blog post.
Each bullet should be one valuable piece of information. If you find that there are too many bullet points for one subheading, find a way to split that particular section into two subheadings.
Don’t Hold Back on the Information
Don’t hold back on information because you worry the reader will learn enough and not hire you.
Because there are three kinds of readers in the world:
- DIYers who succeed and will never pay to outsource no matter how qualified the expert
- Readers who succeed and thus trust your expertise
- Readers who don’t succeed but have seen clear evidence of your expertise
As long as your content is valuable, helpful, and usable for free your blog post will position you as a sage in your field and this does a few very important things:
- Prospects move further along your sales funnel
- Your audience starts sharing your useful content with other prospects
- Your readers engage with your content with likes and comments
- You get more organic website traffic
- You start conversing with valuable prospects who can turn into leads
- Other experts in your field will link to your content without you asking
- Backlinking becomes easier
- You rank higher on Google
Step 4: Write each paragraph in language that’s easy for your buyer persona to understand
This step is probably the most challenging part. Technical blogging in a language your buyer persona understands takes practice and a very deep understanding of who you are talking to. Without the right language, you can lose your reader with just a few sentences.
I’ve trained a lot of different business owners to write well for their audience, I gathered all my top tips and put it into this downloadable.
Download the 8 Tips for Writing Engaging Content here.
Step 5: Backlinks, outgoing links and deep links
When it comes to SEO, experts place great emphasis on backlinking.
Why is that?
Backlinking is an indicator to Google that your content is valued. So valued, that other websites link to it as a reference.
Backlinking can only be achieved after a blog has been published. Once you have published, find some websites that are likely to publish similar content and send them the link to your content. Suggest where they might find it useful to link to your content, and hope for the best.
As mentioned before, if your content is valuable, helpful and easy to access. Backlinking can happen on its own.
Deep links can be done straight away, find other blog posts you have written that are related and link them to the post you are writing, and then link back to them within your post. Make sure it is as relevant as possible and doesn’t distract from the experience of reading your blog.
Outgoing links are best used when the meaning of a technical word you’ve used is explained well on an external website.
Step 6: Optimize your blog post with tags and meta descriptions
Make sure that before you publish your blog, you have used your H1, H2 and H3 tags on your subheadings throughout your post.
Don’t just format them as bold.
Your blog template should format your subheadings for you with the appropriate use of you H2 and H3 tags.
The Title tag is usually just the title of your blog post. It needs to be 50 to 60 characters long and contain the main long-tail keyword of your blog post topic. It shows up as the heading on the Google search page, so it needs to make sense.
Meta descriptions show below the title tag on the Google search page and is your 155 character chance to show that your content contains the answers to the title tag text.
Keep it short, understandable and place valuable keywords at the front of the sentence where grammatically possible.
Tag your post with all the relevant keywords. This will increase the chances of your post being found through search terms besides the main long-tail keyword you have used in your title tag.
Use images and diagrams throughout your post that are relevant to the content and help with the understanding of relevant paragraphs.
Google can’t read images, so place relevant keywords in the alt tag. These aren’t seen by the reader but can also help with search engine visibility if prospects search for diagrams related to your content.
Step 7: Keep Improving and adding to your blog post
A good blog post doesn’t stay stagnant. Read it every few months and update it with:
- Improved language
- New higher performing keywords
- New findings within the topic
- Additional information you didn’t think of before
- Links to related blog posts you may write later
Keeping your blog updated increases the likelihood of you maintaining a higher rank on Google, with possibilities to improve its ranking with minimal work.
That’s it. I hope you found this helpful. I’m always looking to improve my blogs, so if you have any helpful ideas or questions about technical blogging, please comment below or send me an email.
A marketing and PR strategist dedicated to helping companies leverage greater customer engagement, brand visibility and profits through tried and tested digital methodologies.