At Local Marketing Group, we see firsthand how a well-maintained blog can transform a small business website from a static brochure into a lead-generating machine. By sharing your expertise, you not only improve your Google rankings but also build trust with your Brisbane or interstate customers before they even pick up the phone.
Why Your Australian Business Needs a Blog
In the Australian market, local SEO is highly competitive. A blog allows you to target long-tail keywords (like "best plumbing tips for Brisbane summers") that your competitors might be ignoring. It positions you as an authority in your field and gives you valuable content to share on your social media channels.
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Prerequisites: What You’ll Need Before Starting
Before you dive into the technical setup, ensure you have the following ready:
- Administrative access to your website backend (WordPress, Squarespace, Shopify, etc.).
- A clear list of 3-5 'Content Pillars' (broad topics you want to be known for).
- Your first blog post written and ready to go (at least 500 words).
- High-quality images related to your business or industry.
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Step 1: Choose Your Platform and Location
Most modern websites already have blogging functionality built-in. If you are using WordPress, the 'Posts' section is your blog. If you are on Squarespace or Shopify, you may need to 'Add a Page' and select 'Blog' as the collection type.
Screenshot Description: In the WordPress dashboard, look at the left-hand sidebar. You should see 'Posts' located directly under 'Dashboard'. Click this to see your blogging hub.Step 2: Define Your Blog URL Structure
Consistency is key for SEO. Decide if your blog will live at yourdomain.com.au/blog or yourdomain.com.au/news. We generally recommend /blog as it is universally recognised by search engines.
Pro Tip: Avoid using dates in your URLs (e.g., /2023/10/my-post). Keeping URLs short and descriptive (e.g., /how-to-fix-leaky-tap) makes them 'evergreen' and easier to share.
Step 3: Create Your Categories
Categories help readers and Google understand how your content is organised. Don't overcomplicate this. Start with 3 to 5 broad categories. For a local landscaping business, these might be 'Garden Maintenance', 'Design Trends', and 'Brisbane Plant Guide'.
Common Mistake: Don't use 'Uncategorised'. It looks unprofessional and provides zero SEO value. Always assign a post to a specific category.Step 4: Configure Your Permalinks
If you are using WordPress, go to Settings > Permalinks. Ensure your structure is set to 'Post Name'. This ensures your blog links look like yourdomain.com.au/blog-post-title rather than a messy string of numbers like ?p=123.
Step 5: Design the Blog Feed Page
This is the 'hub' where all your posts will live. Most themes allow you to choose between a grid layout or a list layout. Ensure your feed includes:
- A clear, catchy headline.
- A 'Featured Image' for each post.
- A short excerpt (the first few sentences).
- A 'Read More' button.
Step 6: Create Your First Post
Click 'Add New' in your blog section. Paste your content from your Word doc or Google Doc. Use Heading 2 (H2) and Heading 3 (H3) tags for your subheadings. This makes the post 'scannable' for readers and helps Google understand the hierarchy of your information.
Screenshot Description: Look for the 'plus' icon or the 'Add New' button at the top of your Posts screen. Once clicked, you'll see a large text area with a 'Title' field at the top.Step 7: Optimise for Local SEO
Since you are an Australian business, mention your service areas naturally. If you're a mechanic in Geebung, mention how your tips apply to drivers in Brisbane’s northern suburbs. Add 'Alt Text' to your images describing what is in the photo, including a keyword if relevant (e.g., "Brake repair service in Brisbane workshop").
Step 8: Set a Featured Image
Every blog post needs a hero image. This is the image that appears when you share the link on Facebook or LinkedIn. Use a tool like Canva to create a consistent look. Aim for a landscape orientation (approx. 1200 x 628 pixels).
Step 9: Add a Call to Action (CTA)
Never end a blog post without telling the reader what to do next. Do you want them to call you? Download a guide? Book a consultation?
Example: "Need help with your garden? Contact our Brisbane team today for a free quote."Step 10: Review and Publish
Hit the 'Preview' button. Check how the post looks on a mobile phone—most of your Brisbane customers will likely be reading on their devices while on the go. If everything looks sharp, hit Publish.
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Common Mistakes to Avoid
- Inconsistency: Posting five articles in one week and then nothing for six months. It’s better to post once a month, every month.
- Over-selling: A blog should be 80% helpful information and 20% sales pitch. If every post is just an ad, people will stop reading.
- Ignoring Page Speed: Uploading massive 5MB images will slow down your site and hurt your rankings. Always compress your images before uploading.
Troubleshooting Common Issues
- My images look blurry: Check your theme's recommended image dimensions. You may be uploading images that are too small for the container.
- My post isn't showing up on Google: It takes time for Google to 'crawl' new pages. Ensure you have submitted your sitemap via Google Search Console.
- The formatting looks 'wonky' after pasting from Word: Word often carries over hidden styling code. Try pasting as 'Plain Text' and then re-applying your bolding and headings within your website editor.
Next Steps for Your Blog
Once your blog is live, your work isn't finished! To truly see a return on investment, you should:
- Share your post on your Google Business Profile and Facebook page.
- Email your database with a link to the new article.
- Monitor your results using Google Analytics to see which topics your audience loves most.
Setting up a blog is a marathon, not a sprint. If you find yourself too busy running your business to keep up with content creation, the team at Local Marketing Group is here to help. We specialise in Australian-focused content strategy that drives real results.
Ready to take your digital presence to the next level? Contact us today to discuss a custom content strategy for your business.