95% of people who try to start blogging end up quitting. You don’t have to be one of these people. If you have a business related to boating, having a marine industry blog can help you become an authoritative voice and have better visibility in Google searches.
This guide will talk about the common mistakes people make and how to avoid them. This will set you up for success with your boating themed blog.
Your Expectations Are Too High
All too often, I see small businesses in the boating industry who want me to write “the perfect blog post” that will immediately rank #1 as soon as they post it.
This is illogical and setting yourself up for failure. There’s a reason someone else is ranking #1 right now. You won’t outperform them with one blog post, no matter how amazing it is.
On average, it takes about a year of steady and consistent blogging before you see real results. The results you see will vary depending on how often you post, the quality of your posts, and how well you distribute those posts.
It will also depend on the metric you’re using to measure success. If you’re looking at pure traffic, you’ll see positive effects long before you see an increase in sales.
Set Realistic Expectations
So now we know it’s going to be several months before you start seeing results from your marine industry blog. There are a few things you can do to help this along.
Share your blog posts. This means posting a link to your new post on your social media or sending it to your email list. When I post a new article for this website, I put it in multiple locations.
- Email subscribers list
- Industry related website accounts
I also don’t post everywhere at the same time. This floods people with the same information. It’s like beating your followers over the head, and it’s incredibly annoying.
It also limits your audience. Post about your new article on different platforms on different days at different times. You’ll get your article in front of more people.
Finally, let Google know that you have a new post. The web crawlers only visit your site every so often. This means it could be weeks or months until they come back.
Once you have your new post live, go to your Google Search Console account and enter your new page link. Then request indexing. This puts your new page into the queue for the web crawlers.
It should get indexed in the next 24-72 hours. As soon as this happens, people have the potential to find it by entering a relevant search term. It also lets Google know you have new content, which helps improve the performance of your whole website.
Your Posts Are Boring
The second most common problem I see with client blogs is that they are boring. If you’re writing the same content as everyone else, then you’re getting lost in the crowd.
I see this happen when businesses new to blogging copy their competitors. They look at what other people are doing and then do exactly that on their own blog.
This makes no sense.
Basic business principles will tell you to differentiate yourself. You do this by providing better customer service, a better quality product, or more creative marketing. So why are you swimming with the tide for your blog?
Be a Different Colored Fish
There’s nothing wrong with checking out what your competitors are doing with their marine industry blog. After all, you do this with other areas of your business.
It’s smart to see what keywords your competitors rank for. You can see what they are targeting and what they’re missing.
Once you know this information, you can write two kinds of blog posts. First, write posts that target the holes or low hanging fruit. You’ll see traction a lot quicker by targeting low competition keywords.
The second type of posts you write should target what your competitors are doing. Take a look at their posts, then figure out how to do it better.
Let’s say they write a blog post about types of anchors. It only lists a couple and says a couple of sentences about each.
You can take the topic and write a comprehensive post that talks about all kinds. Then you write an in-depth section for each. You could talk about their origin, sizes, shape, function, how to use them, and where to find them.
Your post is more useful, informative, and authoritative. Readers and Google alike will see your post as more interesting and useful.
Let’s try another one. You’ll find “How to dock” posts all over the internet. So why do you need to write another one?
You could expand on this topic and talk about different methods of docking, types of docks boaters may encounter, potential complications, and how to overcome them, and how their boat will influence their approach.
We’ve taken a short topic and created a post that will inform the reader of everything they need to know. Instead of just giving them a snapshot of information, you give them the whole gallery.
You Fail to Link
What do you do when you want to connect several boats? You start throwing lines. Before you know it, you could have a network of boats all connected together with a series of lines.
You could theoretically walk from one boat to the next without ever getting in the water. Linking works the same way with your website.
The boats are the websites. The lines are the links. Google is the water.
A reader could travel from one website to the next through a series of links and never need to go to Google.
Why does this matter? Well, just like the ocean, when people head to Google, they can get swept away in a tide of search results and never make it back to your website.
Start Throwing Lines
To keep people on your website, you need internal links. These direct your readers to other content or pages on your website.
Let’s say you have that article about anchors, and you mention what type of boats should be used with each. This is your chance to link to your boats for sale pages. Or you could link to your shop where you sell anchors and line. Or you could link to another blog post where you explain how to attach the line to your anchor or tie knots.
See how we provide a rabbit hole of shopping and information for the reader? The hope is that you provide the additional content that the reader is looking for.
There is one caveat with this strategy. Do not over link your posts! Too many links in your post, and it will look super spammy.
You Forgot the Call to Action
What do you want to accomplish with your blogs? Do you want people to contact you? Do you want them to buy your product? Tell the reader to do something.
Look at this blog post. If you make it to the end of the article, then you must like or appreciate the information I’ve provided. That means you’re likely to do what I tell you. So I’ve finished my blog post with a call to action (CTA).
I tell you to contact me, and I make it easy by providing a button that takes you to my contact page. The hope is that this blog post has convinced you that I know what I’m doing and can help your business.
But if I haven’t convinced you yet, I have a second less powerful call to action. Just below the contact button are three related blog posts.
Now you can easily keep reading and learning. At the very least, I’ve kept you on my website for a little longer. Statistically, the longer you’re on my site, the more likely you’ll contact me.
Tell Boaters to Do Something
You can use this strategy on your marine industry website. At the bottom of each post, you should include a CTA that tells people what you want them to do.
Use action words and avoid passive voice. You could even add a sense of urgency to it.
The strongest CTAs will directly relate to the content they just read. The anchor article we just talked about could link to your shop with the anchors or line that you sell. The docking article could link to your boating course or your bumpers.
Put Your Marine Industry Blog in Overdrive
With these tools, you should be able to grow your marine industry blog and see success. You need to focus and commit to long term steady growth.
Take the same approach with your blog that you do with the rest of your business by being better than the competition. I can help you with this.
I have both personal and professional experience in the marine industry. Unlike generic blog mill services, I can provide you with unique and innovative content that speaks directly to your customers.
Send me a message and let’s chat.