Yesterday I watched a digital version of my heart pump. We could see each chamber and valve as the heart muscle contracted and the technician took measurements, sound recordings, flow measurements and more to provide a thorough report of how my almost 60 year old ticker is working. The ultrasound check was a routine follow-up prescribed by my cardiologist and part of ensuring that we're keeping my afib under control.
Experts provided me the diagnosis years ago of why I could feel a heartbeat tango in my chest, and they continue to monitor me and adjust treatment as needed.
And similar to my ticker, our blogs can sometimes use some diagnosis. Is it providing a steady supply of what we seek? Referrals, comments, clicks, consumer calls, pick your measurement of choice, but are your posts performing or underperforming?
If your blog is underperforming, there are some key factors to examine.
1. Have you picked the right audience with your topics? If you want consumer calls, ranting about Z or some (as determined by you) unprofessional agent isn't likely to get you found or called. Give them real estate specific information to YOUR market (market reports, subdivision summaries and searches, new construction news, etc.).
2. You're trying to take away a big dog's bone. How many millions do you think the big dogs (Z, R.com, national brokerages, etc.) spend to get top placement for terms like "__________ homes for sale" in places like Atlanta, Dallas, Los Angeles? How many millions do YOU have to spend? There is a reason we have emphasized so many times to go after long tail results (e.g. Lebanon Ohio patio homes for sale) instead. Smaller and more specific has less competition AND finds consumers closer to making a decision.
3. You write for the bots and not humans. Using your keyword 5 times in the first 20 words is borderline unreadable. And the bots are smarter than they used to be about keyword stuffing, so it's a lose-lose. Yes, you need to follow good SEO practices, but don't go overboard either.
4. Your posts are written for humans, but they're still unreadable. Small size font with no breaks for the eyes. The "wall of words" might have good content, but just too bleepin' hard to maintain eye focus and people move on. Some eye candy doesn't hurt either!
5. Your blogging platform has no Google juice. To be frank, ActiveRain isn't the powerhouse that it used to be when there was much, much less competition. Now anyone with a handful of dollars can set up their own website. That doesn't mean that ActiveRain still can't be effective, it's just not as easy as it used to be. Again, long tail search terms have been where it's at for us.
6. Blogging just isn't your thing. Some people do better at Instagram, videos, Facebook, etc. If creating content is painful and requiring way too much effort, maybe another way of generating engagement is better for you.
7. Your posts are unoriginal. There's a place for purchased canned content, but if 1,000 other agents are POSTING THE EXACT SAME THING, how can you gain any traction with the public? Again, be original and specific to YOUR market for best results.
8. You've ticked off your potential audience. I understand some people live and breathe politics, but putting your opinions on blast has real potential to alienate readers. Substitute politics for any other divisive subject matter and the net effect is the same. PEOPLE LOOK TO BOND AND THEY DON'T BOND OR WORK WITH PEOPLE THAT MAKE THEM ANGRY. Your opinions might be spot on, and still your net paycheck will be ZERO.
9. Your posts are too long! (or too short!). Both extremes can be ineffective. Too short and the bots don't consider you. Too long and humans won't read you unless your content is compelling and offers them exactly what they seek.
Okay, I'm pushing 700 words, I've probably already hit TLDR territory :)
Until next Tuesday, just Ask An Ambassador if you need help!
Bill & Liz aka BLIz
P.S. If your heart does some strange pitter patter and it's not because you just fell in love, you might want to see a doctor ASAP. You only have one heart, don't break it! Looking back, my symptoms had displayed for over a decade before finally getting diagnosed. Intermittent problems can be a challenge to figure out!
Fortunately white coat syndrome isn't one of my issues. Liz on the other hand has to measure her blood pressure at home if they want a true reading.