5 activities that will boost your blogging and seo campaign
As of Thursday 26th January 2017 there are approximately 4.7 billion pages in the indexed web. That’s an intimidating number for any website owner who wants to leverage the internet to find customers. And you might be left thinking, “where do I start?”
Writing blogs on a regular basis gives you the potential to build brand and reputation (if your efforts are applied to the right activities) and the SEO benefits are often underestimated. You’d be forgiven for feeling overwhelmed by the range of activities needed to get things going, but the key is to put a plan in place and keep it simple.
Focus each piece on the needs of the audience and not seo
From the outset you should create ideas for blog posts around the profiles of your target audience.
How things have changed!
In days gone by, SEO and content marketers would diligently go about searching for keywords with high volume searches, and artificially stuff popular keywords throughout their blog posts and other web pages. This sort of activity is not as widely used as it once was but there are a number of SEOs who are using old school tactics.
Creating compelling blog content is hard work and requires that you gather ideas and insights directly from those who would be your ideal customers. We recommend surveying your readers via emails and polls and using tools such as Buzz Stream to understand what they’re searching for – and sharing online. You can then build the insight into your campaign.
Use keywords in the right way
Keywords are really important to your content creation and SEO efforts, but whatever you do, don’t be tempted to stuff each blog post with your target phrases.
Keyword stuffing is a dodgy, short-term tactic that is likely to help blogs to rank in search engines because the likes of google are able to easily discern the subject matter for each post. And that might explain why the cycle of over-optimisation continued and still does in many cases across the internet.
Today this short-term approach is not a good idea and in some cases, Google penalises websites with over optimised blogs and pages.
The best approach is to balance your content with keywords in the right places, and that’s where optimum keyword usage is really important.
As a minimum requirement keywords should be placed:
- In the body of the blog content
- In the main title
- Within the page’s URL
- The H1 tag
- Meta descriptions (although this will not impact your ranking in SERPs)
- Media (eg image alt tags, descriptions and file names)
Now that you’ve made a plan and decided on your content ideas and target keywords, you’re nearly ready to get started.
Pick a style that resonates with your audience
Do you have someone in mind to write your blogs? If not, be sure to delegate the work to someone whose first thought is understanding the needs of your audience and providing content, not only that they want to read, but in a style that they can easily consume.
For example readers of a travel website might not want to read a 5000 word dossier on their holiday destination of choice. So you might choose a list-style blog – with concise headings, short paragraphs and relevant imagery because they’re quick to read and easy to consume.
And you should categorize your blog post so that your readers can easily find and navigate to related content. After all, the better your categorization, the longer they are likely to stay on your site and consume (and possibly share) your content.
Link to other blog posts and landing pages
Maintain an excel spreadsheet – or a Google Docs spreadsheet – to list of all of the blog posts that you have written to date, as well as all of the posts that you intend to write in the future.
Add a category heading to your spreadsheet and organise each blog post according to its subject matter.
This is important because as your blog grows, you will need to start to add internal anchor text links from one blog post to another and from blog posts to web pages.
If you can get your internal linking up to scratch visitors are likely to view more pages and spend more time on your website.
That’s because the anchor text that you create within a blog post will enable your readers to easily find content and navigate to related pages with a simple click. And you will be able to link to articles and direct them to product pages deep within the site’s architecture.
Internal linking also spreads ‘link juice’ which is essentially the passing of equity from one page to another.
For example, if you link from a pages or posts of high quality to one of lower quality ‘link juice’ spreads the equity between pages to improve the website as a whole.
Internal links also enable Google to crawl and understand a blog post which means that your blog post is more likely to be served and ranked for appropriate searches in search engine results pages.
This may sound self-explanatory but starting to blog on a consistent basis is a genuine hurdle to overcome. We know that it can be a real effort to write blogs that are focused on the needs of your audience because you need to do your research, devise your plan and then find time to actually write the thing.
But research shows that if you’re able to provide valuable content, it’s likely that you will receive some return on investment in the form of links back to your site and a boost in your site’s performance.
According to social media today, companies that blog have 97% more inbound links than those that do not. And links have a direct bearing on your website’s ranking especially if you’re earning links from a variety of quality sources.