Episode 373: 4 Myths About What Blogging Will Do For Your Pet Company

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Imagine you've just found the ultimate map to the blogging maze – well, consider this your personal guide to the treasures hidden within!

I am back with digital marketing maestro Bobby Machado, from Signa Marketing to tackle the tallest tales in the blogosphere. Together, we're going to debunk those pervasive myths and set realistic expectations for your content's role in lead generation. Forget the old "post and pray" method; we're talking strategy that works as hard as you do.

We'll dive deep and unearth the truth about SEO and the real impact of fresh content, tearing down the illusion that more is always better. It’s about crafting posts that speak directly to your audience, with long-tail keywords that act like a whistle for your target market – they'll come running!

And for those of you who’ve been led to believe that overnight success is just one blog post away, we're about to adjust that narrative. Blogging is a marathon, not a sprint, and we're here to pace you to victory.

Plus, because every elite pet business owner deserves a head start, Bobby is offering an exclusive, complimentary local SEO audit to listeners – but act swiftly; this bone won't bury itself!

Prepare to walk away from this episode of Bella in Your Business, equipped with the wisdom to elevate your pet business's digital footprint beyond the bark. Are you ready to step up, stand out, and create a blog that benefits your business in ways you’ve only dreamed of?

Topics & Key Points

  • Myths about blogging for pet businesses.
  • Blogging myths and expectations for lead generation.
  • SEO strategies and long-tail keywords.
  • Blogging myths and best practices for businesses.
  • Local SEO strategies and partnerships.


  • [2:24] Myths about blogging
  • [2:58] Expectations for lead generation
  • [3:33] SEO strategies
  • [6:04] Best blogging best practices for businesses
  • [9:04] Local SEO strategies

Notable Quotes

[3:12] “And so that is one big myth, when a lot of people are focusing a lot on blogging. It’s like, yes, you can, but you need to adjust expectations, and really adjust the why of why we’re actually blogging”

[3:24] “There’s this idea that Google says, Hey, we want fresh content, we always want new content, your website, and that’s going to help these other pages rank higher for. And really, that is a myth in the sense that, yes, Google does like fresh content.”

[7:19] “in terms of formats, it’s going to be do they generate leads? Should I put out blog posts? And you know, I’m gonna get leads tomorrow?”

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Welcome to another episode of Bella in Your Business. My name is Bella Vasta. Today, I have my friend Bobby Machado with me and we are talking about the four myths about what blogging will do for your pet business. Yes, there are myths I hear you guys all the time oh, I just need a blog, oh, I just need to post a blog, and it’ll help with my SEO. Well, it’s true, but it’s not true. And today, we’re going to break it all down for you. But first, if you have not listened to the past two episodes, Bobby has been dropping a lot of truth bombs back there. We talked all last week about the dangers of hiring an SEO company for your pet business. Before that, we talked all about the two inbound lead generation channels your website can’t live without. And it was a lot of really great information. And it’s such a treat to have you here, Bobby. So thank you for your time and for helping serve the pet industry.
Oh, absolutely. Thank you so much for having me out here again. And as always, it’s a pleasure.

Absolutely. So if you guys have this diverse time to meet Bobby. Bobby has been in this industry forever. And he used to handle about $300,000 per month and Google ad spending for several auto dealerships in the United States. He has this awesome left and right brain mentality where he can combine the analytical and the creative. And that’s how he was able to launch Cigna marketing. So if you want to go check them out, it’s a signamarketing.com,  signamarketing.com, who he is who we use, he has been introduced and used by mastermind members this summer. And just an all-out stand-up guy and his whole team, quite frankly, we talk to them pretty much weekly. Because I always have projects or things or questions. I am that client. But enough about me. Let’s get into all of this blogging myth. Bobby, is it true that blogging will generate leads for our business?
When it comes to blogging?

Yeah, the expectations, it always comes down to understanding what is the objective of the blog, and what to expect out of it. And so if you are someone that’s blogging, because you expect that it’s going to be found by prospects, you know, potential customers, and then that blog is going to make them inquire about your services, then your expectations do need to be reset because a blog is not to produce leads. That’s not a transactional piece of content. And so that is one big myth when a lot of people are focusing a lot on blogging. It’s like, yes, you can, but you need to adjust expectations and adjust the why of why we’re blogging. And in terms of getting directly, it’s from blog posts, maybe once in a while, it could happen with certain deputies there, but not because it’s designed to do that.

Awesome. That makes total sense. So we’re blogging to help you rank for service-related keywords on search engines, like if I want to do like petsitting in Phoenix.

Yeah. So I see this happening quite a bit with a lot of different small businesses and whatnot, because of the myth that, okay, if I’m blogging, then that’s going to also make my source pages rank because Google likes fresh content. There’s this idea that Google says, Hey, we want fresh content, we always want new content, your website, and that’s going to help these other pages rank higher. And really, that is a myth in the sense that, yes, Google does like fresh content. But the reason Google likes that is because things may change. Like you don’t want outdated information on your website. That’s why Google wants fresh content, not because you need to be updating your content just for the heck of it, or creating new content just for the heck of it. What Google looks at is the best interest of the end user. The end user is the person who goes to Google types in a search query and then gets results. That’s right. They’re the service that Google provides to its end users. So as website masters and website owners, we need to be always thinking about the end user, and what is actually in the best interest of my target audience. If it is writing a blog post, once a month, then great, then do it because it’s actually in the best interest of your users because they can benefit from it. But if you’re just doing it, just because you think that Google would reward you through that. So you can get transactional pages like your service pages ranking higher, well, then you’re not going to see benefit from it. Blogging sometimes can be expensive, and time-consuming stuff, and it’s well worth it if the business objectives are aligned with it. But if there’s no alignment, and it’s just because we think that it’s going to get our service pages ranking higher, well, then at that point, we should probably reassess Those efforts and maybe not have to do it or not do it as often.

Got it that makes so much sense, as you were saying that there’s a phrase I keep hearing, can you tell us what it is? It’s long tail keywords. What does that mean?

So to break down the two types, there’s going to be your regular types of keywords like say, for example, pet sitter, right, that pet sitter is a keyword. Now, the best pet sitter in San Antonio is long tail. Now, there are a lot of descriptive words there around pet sitter, we’ve placed the words TOP and best, and we’ve now added a geographic identifier to it with the San Antonio. And so that’s a longtail keyword Does that make sense?

That makes total sense. So it’s longer. So then should we expect those to rank for our blogs quickly? I don’t know. Like, I mean, did they rank the same as the shorter ones? Are there advantages or disadvantages?
I mean, the internet has been around for a while we got decades now the internet been around, there’s a lot of content out there, which means most likely someone has already written about the topic that you’re thinking about writing about. And so we producing content, you have to be creative in finding angles, because there are always nuances and sub-topics of major topics. And so what you would want to do is, once you’ve decided blogpost topic, you want to ask yourself deeper questions, and see if there are subsets of it. So you can get more narrowed into it. And then find nuggets of these longtail keywords of people that are asking these questions, there’s just probably not as much search volume for it, which means there’s not as much competition. But when you find these niches of the content of these questions, these pain points that people are searching, if you can answer those pain points through the form of a blog post, well, then you have very high chances of ranking high for those longtail keywords because you have narrowed in on a specific subset, a specific pain point that people are asking on Google and answering it directly. And so those types of blog posts rank much higher, much quicker because they’re longtail and really niche in that sense. Got it?

Okay, so just to recap quickly, this episode, and make sure we’re giving the people what they want the four myths about what blogging will do for a company, let’s just recap those formats quickly. So in terms of formats, it’s going to be do they generate leads? Should I put out blog posts? And you know, I’m gonna get leads tomorrow? No, that’s a myth, of course, is blogging gonna help my service pages rank higher? Well, straightforward. No, it’s not. It’s not a direct item. Again, it’s always about the user experience. So you want to ask yourself, Why am I blogging? And if you’re blogging for the right reasons, the last thing you want to do is spend money blogging to try to gain Google, Google is always going to win. So you don’t want to fight Google on that. Thirdly, should you expect your blog post to rank for longtail keywords quickly? A lot of times, yes, but you need to understand what a longtail keyword is. And a lot of times business owners don’t know what that means. They’ll go after broad blog posts. And they might think it’s a niche, but it’s not, you have to dig deep to find what’s truthfully a longtail keyword. And lastly, how often you should be blogging. I’ve seen business owners being told that they should be blogging once a week. You could if you wanted to, but it comes down to the business objectives is it needed? I mean, let’s say, for example, a plumbing company, if a plumbing company was blogging once a week, that’s tough. I mean, there are only so many issues that happen with plumbing, and most don’t even care about that. They just want their plumbing fixed. They’re not trying to learn how to do plumbing. Right. All right. And so yeah, I mean, if you’re a local business, and there’s is an educational component to it, then blogging once a month might be great for it. And you might be a find cool ways to repurpose that content, whether it’s like distributing it through your email list or stuff like that. But again, it comes down to like understanding the why and the purpose. Rather than trying to find quick hacks in a game Google, you won’t game Google got it.

All right. And so we’re gonna close out this episode by just letting you guys know the free offer. There are two quick things that you can go ahead and do to work with Bobby, like some of my other clients have already started doing and they’ve been very successful, which is why he’s here with you guys today. He has a free local SEO audit for $150. It’s a limited time only or they’ve got a local SEO service. That’s normally $2,000 a month. But for you guys, because you’re part of the jump crew. It’s only 1000 I invite you to go over to signamarketing.com That’s signamarketing.com to go check that out. And I’m telling you guys, this is something that you’re going to want to know at the very least that strategy session with the local SEO is going to be invaluable just to educate you and understand where Bobby and his team come alongside you and partner with you. They interview they figure out what it is that you’re trying to do and They give you a strategy. And it’s up to you if you want to implement it or not. But it is wildly valuable if you’re looking to dominate SEO in 2024. Bobby, did I miss anything about any of that? Because I just want to make sure I’m not misrepresenting anything.

No, you covered it perfectly. Yeah. All the details. Absolutely. Dina de we’re here to help businesses. To be honest, we work with clients, on average, from four to four and a half years, we still have clients that have been with us since day one, almost nine years. And it’s just because we look at it as a partnership. That’s our philosophy and our approach to our relationships.

I love it. And I definitely can vouch for that after you saved my websites are being hijacked. So thank you, my friend. Thank you for listening. You guys do another episode of Bella in your business. Remember, when life gets down, always keep jumping by now.

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