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Why is a blog so important for SEO?

A 5 minute read

SEO in itself is daunting, and when Google starts changing its policies and algorithms regularly, things become even more challenging for everyone.

In reality nobody knows every variable that Google employs to manage their rankings, however one rule that will always be vaild is ensuring fresh, good quality, original and relevant on your website.   And the best way to ensure you are constantly delivering on this is to set up a blog on your site and populate with articles, videos, latest news, case studies and anything else relevant and interesting to your audience.

There are many reasons to blog. You might want to talk about the latest product that you have launched or share some important information about a particular topic.   Blogging positions you as an expert in your field, helps build relationships and trust amongst your visitors and portrays you as a company that can be relied upon. 

Blogging regularly also can have a major impact on SEO and your search engine rankings.  Here are 7 things that should be considered when blogging.

Ensure your content is original, fresh and relevant

Search engines love fresh and unique content and you should aim to add fresh content as much as possible or update existing blog articles with new information. Creating content is not only great to ensure that people who are searching for the type of products and services you offer find you, but it can also be used for social media posts and email newsletters.

When you blog, you should write with your audience in mind, so it should be content that would be relevant and interesting to them.  But also think about which keywords you want to rank for and write content around those phrases.  Ensure your target keyword is in the URL of your blog article link, is included in the title and is regularly used in the body copy, without ‘keyword stuffing’.

Focus on keywords you want to rank for

Before you start writing it’s important to think about the keywords you want to rank for.  This can start with writing down all of the keywords that you think your target audience would use when searching on Google for the types and products you offer.

You can then use Google research tools to find keywords that will drive a decent amount of traffic but have a relatively low level of competition.  A good tip when you are starting out is to go after ‘long tail keywords’ which are generally quicker and easier to rank for.

Once you have your shortlist of keywords you can then start writing engaging content around these topics.

Add images and videos

Adding images or video content to your blog can help to break up the content and make the article more engaging and interactive.  With each image, you should name the image and an alt-text. Alt-text allows search engines to ‘read’ the image so is important for SEO so thing about what title you give and make it relevant to the article.

Push out across social media

To get maximum reach you push your articles out across all of your social media channels and encourage, colleagues, friends and family to like and share.  As well as increased exposure this is also good for SEO and generating the social media links back to your website. When you link your blogs on social media platforms, like Twitter and Facebook, the search engine will show those as separate results. Ensure to use search terms both in the meta description and title. This will boost your SEO too from those social media listings!

Popularity

The better your blog content and more articles you write and promote, the more popular your site will become and the more traffic you will drive.  This will all ultimately helping your site to rank better on search engines. Make sure you write fresh and unique content without any grammatical and spelling mistakes, ensure that your blog is providing valuable information to the readers and push out your blog content via all channels available to you.

Internal Linking

One area that is often overlooked but can add a lot of SEO value is internal linking of your content and blogs.  If you create relevant links from one piece of content to another within your own site then it helps the search engines crawl your site more effectively and index all of your pages.  Having anchor text linking to a relevant article also helps Google understand what the linked page is all about.

Frequency of posting

There’s no magic number when it comes to the number of times you need to create another piece of blog content.  You should focus on quality of content rather than quantity and ensure that each blog post is optimised the best it can be, is relevant and of interest to your audience and is promoted as much as you can.  The key is to ensure discipline and write regularly, even if that’s just a couple of times a month.  To ease the burden ask colleagues if they would contribute and you could even ask business contacts if they would be interested in guest blogging for you too.

Here are just seven areas to consider when blogging.  There are plenty of other considerations but they thing is to just get started.  Do it properly and consistently and it will have an impact on your website traffic over time as well as offering valuable information to your clients and prospects and useful content to share across your social media platforms.

 

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