November is National Blog Posting Month – and to celebrate this, we are giving you our top tips on how having a blog can boost your ranking on search engines and ultimately increase your occupancy levels!
What is a blog?
A blog is an online page, usually connected to your website, which you regularly update with news, advice or information. Having a blog allows you to share knowledge and generate interest, with the aim of giving parents a good reason to keep returning to your website.
Why is it important to have a blog?
Having a blog for your nursery or pre-school plays such a large part in increasing awareness of your setting and attracting prospective parents. The term ‘blogging’ simply means adding and updating regular content to your website which brings a huge range of benefits for not only your current parents, but those actively looking at childcare options.
Improve online visibility and occupancy
Posting content on your blog is the single best way to attract new visitors to your website, increasing your online visibility to parents who are looking for childcare providers using search engines like Google.
Every update you make to your website affects the way search engines interact with and rank your site. Frequent updates with fresh, original content will help your site rank much higher on Google, helping parents find you more easily and keep visitors coming back. This same content can be used for your social media channels too!
Provide content parents will find useful
The content you write for your blog should reflect your business’ tone of voice, which should be both friendly and professional. Either way, every blog post you produce is an opportunity for you to draw your target audience to your nursery website with relevant information. If you’re writing for parents, be sure to generate posts based on topics that would interest them. It can relate to a specific area of the EYFS and how parents can support their child’s learning at home. Whatever it is, use your own experience, make it informative and ensure it is appropriate for the audience. The more relevant it is, the more it will drive visitors to your website.
Show your personality!
Blogging allows you to connect with your target audience and share information about your nursery. It’s also great for showcasing your personality and showing your ‘human side’ - something that will appeal to existing and prospective parents. Your professional image will also be enhanced if you write about and comment on interesting and thought-provoking articles that focus on industry topics. Not only will this keep you and your readers up-to-date, it’ll also show parents that you’re a knowledgeable business and you take a real interest in what’s going on in your sector, helping you to build a strong relationship with them. The great thing about blogging is that it actually enables you to be your own marketing department – people can easily read all your stories and successes - past and present - 24/7! If a prospective parent reads your blog, likes what you have done and the way you present yourself, then they are far more likely to enquire about enrolling their child at your setting.
Blogging on your website is certain to convert visitors into leads and ultimately these leads into customers. It’s been said that 60% of businesses who blog acquire more business than those who don’t, so content is key!
Each blog post you write should generate or encourage a response, whether it be a parent leaving a comment, a prospective parent enquiring about your nursery or simply gaining a new following of return visitors. Either way, the aim is that your posts need to achieve something, so make sure that they follow a clear idea and end with a question, statement or a ‘call to action’ which prompts visitors to do something, such as booking a show-round at your setting, or asking for more information.
Keep the content updated and promote it as much as you can. The more new content you have, the greater the possibility of increasing your visibility and reaching more prospective parents. Also, utilise this content on your social media channels as much as you can. It will definitely improve engagement and send more traffic to your website – win/win for you!
Creating and maintaining a blog for your setting is the perfect opportunity to show parents that you run a professional and knowledgeable business and are in touch with recent developments in childcare. All of these things are desirable in a childcare provider, and will provide parents with reassurance that you’re doing your best to provide great care for their child.
Top Tip: Google favours websites that are updated often – try to post 200-300 words fortnightly.