What Should I Blog About as an SEO Expert? With Kim Herrington

The "What Should I Blog About?" Series gives you examples of what real business owners are blogging about to promote their work in their industry.  To kick off the new "What Should I Blog About?" Series, we're talking with SEO expert Kim Herrington. If you've ever worried that you can't blog for your business because your field is too technical or boring for the average reader, think again! Kim is revealing her best tips for making a technical blog topic interesting and approachable for your readers.

Kim Herrington is an SEO and digital marketing expert who helps entrepreneurs leave an indelible mark on the world and make the money they deserve. She has worked with clients to triple income with savvy digital marketing strategies, including expert blogger Sarah Von Bargen. Sign up for her weekly SEO newsletter to stay up on the latest SEO news and what you need to do to stay at the top of Google.

Not sure what to blog about as an SEO expert? This interview with Kim Herrington has great tips for anyone blogging in a technical field.
Not sure what to blog about as an SEO expert? This interview with Kim Herrington has great tips for anyone blogging in a technical field.

Tell us a bit about your business and yourself.

Most people know me as an SEO guru teaching entrepreneurs how to get found online and build a loyal audience to make a good living. But I also own a digital marketing agency named Orsanna, where serve more corporate-style clients like lawyers, dentists, local businesses, and corporations. My business is two brands that serve really different audiences! My fiancé is a co-owner in my business that I started on my own about three years ago.

When did you first start blogging for your business? What did you write about as a new blogger?

Although I’ve been blogging since I was a teenager, it took me a while to really understand blogging and how to use it for business. In fact, I started as a lifestyle blogger (before there was such a thing) and used my blog to get a job in a marketing agency. It wasn’t until I launched my own business that I started dedicating time to blogging for my business. It was a core part of my business and I focused on helping bloggers blog better—one of the many blogs about blogging! Needless to say, it was an uphill battle in a space that became more crowded every day.

What does your blog look like these days?

Eventually, I figured out my strengths were in SEO and refocused my blog towards that topic. Around the same time, my fiancé joined my business and we refocused the business and split it into two brands.

My personal brand, KimberlyHerrington.com, focuses pretty much solely on SEO and how to build a business that allows you to leave an indelible mark on the world, whatever that might be. Being hyper targeted has really helped me gain traction and regain the focus on what I wanted to do with my blog that I had lost. I don’t have a regular blog posting schedule and try to write as often as I can—but running a marketing agency keeps me super busy. My goal is to blog twice a month, though I’ll be the first to admit that doesn’t always happen!

Over at Orsanna.com, blogging is much less part of our day-to-day business strategy. I’ll write important updates about our business or about industry digital marketing changes.

SEO can be an intimidating topic. How do you share technical information in a way that’s approachable and easy to understand?

SEO has a reputation of being spammy, difficult, for dudes who live in their parents’ basements, for scammers, or for companies that can just “throw money” at problems until they go away. Not true!

A lot of my blog’s job is to educate my readers what SEO really is, what it’s for, and how they can benefit from using my advice. But SEO is super boring so I try to put it into the perspective of a tool to help you do that big, scary goal to leave an indelible mark on the world and make money while doing it.

Like most things, SEO has a scale of difficulty. I start my readers off with the non-technical parts of SEO to help them get comfortable first with SEO concepts, like understanding your audience better, figuring out why people are coming to your website, or writing good headlines. Then we delve into technical stuff!

My job is to never, ever speak down to my audience. I focus on writing with empathy, patience, and understanding above all else, and I always strive to have a tone of empowerment. Plus, I figure I can never over-simplify, so it’s better to really break things down as much as possible!

What are some of your most popular posts? Why do you think they resonate with your readers so much?

My most popular posts are about Pinterest SEO and email templates to make things easier:

SEO and Pinterest Description SecretsThe Ultimate Guide to Pinterest SEOEmail Templates for Social Media Leads

I’ve had a few posts go viral on Pinterest but I’ve found those are never the ones you think, as the blog owner, deserve to be the ones that go viral!

These ones resonate because Pinterest is a search engine, and when most people discover that, they want to learn how to better use it. On top of that, most people want to be guided through something that’s technical or difficult and those posts do just that. Plus, who doesn’t love email templates?

I’ve found that any time you can make something easier for your audience or answer a burning question they have, it’s going to resonate. This holds true for all the different industries I’ve worked with for SEO, from lifestyle blogging to frozen fruit bars to sales tax software.

Are there any struggles you’ve had to overcome in blogging for your business?

Finding time is the biggest struggle I have. Basically, I’m managing two businesses at once and blogging always takes a back seat. When I have a client that needs something, they come first.

How do you balance creating new content with doing the actual work of your business?

I’m probably the worst person to answer this question in the world but I’ve found a few things that help:

  • I try to wake up early and take care of blogging and social media before heading to the office for the day.
  • I have templates for almost everything. Systemizing my writing process, my blog post layout, my images, and even my social shares streamlines my work so when I do get time to spend on my website, I can use it to get more done.
  • I don’t beat myself up that I don’t blog “enough.” Redefining "enough" was a big, important, and hard thing I had to do. I blog to attract leads and generate income, so I remind myself that if I’m busy serving clients, I’m doing the thing I actually should be doing.

What’s one tip you’d share with other biz owners who aren’t sure what to blog about?

I guide my clients through this process in my one-on-one coaching program, The Indelible Method, which is a super in-depth program. The entire thing hinges on one thing though—your client’s transformation.

Think about your ideal client and their path from the starting point to the place where they end up after working with you. What questions or concerns do they have along that transformation? What needs do they have to have filled to get to the next stage? Blog about those things!

For more of Kim's smart SEO tips that any blogger can put into action, sign up for her weekly newsletter! You can also follow along with Kim on Twitter, Instagram, and Pinterest, and of course, check out her blog for yourself.

Do you blog about technical, "boring" topics for your business? I'd love to hear how you're making it work for you!