Spoiler alert! I'm going to overshare some details about my updated website before you even have a chance to click on it:
- I've updated my fonts and logo.
- I've updated my target audience.
- I've condensed my portfolio page.
- I've re-written my services page.
One of the reasons I made the update is this.
I've experienced immense success with my SEO writing in just 3 years as a full-time freelancer. So I decided to focus on SEO blogging as my core service. Some stats are now available on the portfolio page of my website.
Let me know what you think!
Now I'd like to leave you with 5 important basics to help improve your blog's SEO.
5 tips for SEO blogging
- Avoid keyword cannibalization: If too many pages compete for the same keyword(s), your SEO efforts will self-destruct. Each blog post URL should target a different keyword. This is why it helps to brainstorm keywords in the form of a mind map. Each keyword should branch out from core pillars and become increasingly specific. You should center blog posts around highly specific keyword clusters.
- Target main keywords in URLs: Each blog post URL should be formatted to include the target 1-2 keywords--and not much else: (/climate-action-plan).
- Target keywords in headings: Include your target keyword in the title of your post (H1). Include your target primary keyword and secondary, related keywords in your H2 and H3 headings within the post. Don't forget to format your headings correctly.
- Use keywords and synonyms throughout the post: You don't have to "stuff keywords" into your content. Search engines recognize and understand related synonyms through semantic search algorithms. Use keywords and their synonyms both naturally and often in the text. Your target keyword should be the central theme of the blog post.
- Anticipate and provide responses that will satisfy searchers' intent: It can be tempting to provide novel insights and hot takes in SEO blog posts, but that doesn't really satisfy the searchers' intent. Oftentimes, searchers are looking for authoritative answers to specific questions, such as a term definition. This is why Wikipedia does so well in search. Identifying the right keywords for your audience is the goal.
Taking the long-view of audience building
This last point is key, but clients who don't understand the value of SEO often resist a search-intent based approach. This is because they often haven't seen significant increases in blog-based organic traffic.
Remember your blog should provide value for what readers find valuable first, not your sales pitches, or "me-"centered updates. SEO is more about providing intrinsic value.
If you're worried that SEO doesn't produce warm leads as fast as other methods, just remember that cold leads can become warm leads over time. Plus, your leads from organic traffic are completely new leads. There isn't usually much crossover with people who already know about the brand via press or social media.
What SEO and Sustainability have in common
One of the principles of sustainability is long-term thinking--and the same goes for SEO. Your website visitor today may be an interested student, but tomorrow, they can become a business owner. Developing the right awareness base around purpose-based topics is important, especially for emerging clean technologies. Your blog can slowly grow a base of engaged brand advocates.
SEO blogging works best as a very soft top-of-funnel sell. You provide value searchers actually want to read first. After that, the reader can engage with your brand further by clicking through to other pages on your site.
It's a classic inbound method. Deeper sales-oriented engagements can include more pointed pieces of content like downloading a piece of thought leadership elsewhere on the site.
I've had success using this method myself. For example, I published a book review on my blog, which one of my readers found interesting. The book review was on Doughnut Economics by Kate Raworth. That blog post reader became a client.
My blog post had literally nothing to do with my business, but it demonstrated my skills as a writer and engaged my audience around a shared purpose.
B2B Climate Tech SEO blog topics
Finding relevant search keywords for B2B audiences can be a challenge, but I recommend the following categories (also listed in the services page of my website):
- How tos
- Policy deep dives
- Science and technology updates
- Leadership and innovation stories
- Problem and business solutions guides
- Business strategy concepts
- Trend and strategy overviews
- Money flows and financing opportunities
- Community impacts
- Emerging solutions
- Book reviews
- Terminology explainers
- Law or regulation updates
- Historical framing of a problem, figure, or solution
- and more!
Like what you just read? Please share this newsletter if you found it helpful.
I'm also looking for new blogs to manage and grow through comprehensive SEO blogging packages. I'm specifically looking for:
- climate tech companies
- organic traffic growth opportunities
- long term engagements
- clients willing to adopt my SEO blogging strategies
If you know of a company that may be interested, your referral would be much appreciated. Please send them my way via my contact page.
Thanks for reading :)
Sustainability Traffic is a (mostly) weekly newsletter written by Erica Eller. I am a content marketing strategist and writer who works with climate tech, ESG, and sustainable companies.