Blogs

Blogs have become an important aspect of Search Engine Optimization. SEO helps us rank higher in the results of Google searches. When we rank higher in a search, that brings us more potential customers. When we write blogs and post them to our website, we show Google that we are adding content which gives us points. We are also reinforcing the keywords of our business so that Google will refer to us when people search. Both of these actions make our site come up naturally in searches (instead of having a paid ad). This is also called “organic” traffic. We want to be the number one on any local jewelry-related search.

There are some basic rules for blogs to make them the most Google-friendly, and the most customer-friendly for us. Remember, we are not blogging to be personally famous and entertaining, or even solely to educate the public. We are blogging to promote our business and the product we sell. Yes, we do educate people with our writing. However, educating people is the camouflage for getting people to respect us as experts. If they respect us as experts, they feel good about buying our products. This is the essence of marketing.

RULES OF BLOGGING

• All blogs are written in the “voice” of Leo, and signed by Leo
• Always include 1 internal link to another blog of ours
• Always include 1 external link to some other related website, but NOT to a competitor.
  • For example, we wouldn’t link to Tiffany & Co. because they also sell to the public.
  • We would link to GIA since they do not sell to the public.
  • Also, be mindful of not linking to websites that show paid advertising from competitors.
  • The best external links are to websites with content closely related to our business.
• The title of the blog cannot have more than 60 characters
• All sentences must be limited to 20 words or less.
• The subject of the blog must be about some aspect of our business.
  • For the jewelry store, it would have to do with jewelry, watches, accessories, etc.
  • For the gym, it would have to do with personal training, HIIT, HIRT, ARX, PNOE, Vasper, and the science that supports these types of exercise.
• The blog does not mention competitors or send customers to buy elsewhere or clients to exercise elsewhere.
• The blog does not speak negatively about anything that we sell or services that we provide
• Speak positively about us but not negatively about competitors
• The content is directed to our customers. It is about helping the reader to solve their perceived problems and be happier. As you’re writing, always think, “What is in this for the customer? How am I helping to solve their problems?”
• Remember when you blog, you are speaking to our target demographic of customers. For the jewelry store it’s people aged 45 and up who are relatively affluent. Affluent people have disposable income to spend on jewelry and watches. Remember that what is important to your peer group is not necessarily what is important to this target demo. If you’re not sure what is important to this target demo, research on Google. You can also ask Leo or Robin, or ask the salespeople what their customers think, like, and buy.