If you're relatively new to digital marketing, search engine optimization can be a bit overwhelming with all of the terminology: search engine marketing, meta-tags, link building, keyword strategy, pay-per-click--I get it.
But I want to make one thing crystal clear for you. Blogging helps search engine optimization and improves traffic.
Blogs Add New Pages
If you're using a reputable web hosting platform, then typically, each time you add a new blog post you're adding a new page to your website. And this excites search engines. By maintaining a blog, you're continually adding new content to your website.
Google implements a "Freshness" algorithm, which places greater emphasis on returning fresh web content for certain search queries. Freshness can be determined by: inception date, page updates, the rate of page changes, new page creation and visitor behavior.
The goal of a search engine is to return the most relevant results to users. So, be fresh, be relevant and be useful.
Blogs Help You Optimize for Keywords
It's great that your site has a blog component, but don't forget to take advantage of their huge marketing potential. Each post can be optimized for both short and longtail terms in your industry.
Here's 3 ways to optimize each of your blog posts:
- Do your research. Keyword research is ESSENTIAL. I bet you're using top performing keywords without even realizing it by simply providing useful and quality content, but tools like Google AdWord's Keyword Tool and semrush.com both offer great tools. You can find keywords related to your topic and spy on the competition a bit to see which words they're targeting to drive traffic.
- Utilize keywords throughout your post. Once you've created your list of keywords, utilize them in the following key places: title, headings and subheadings, intro sentence, concluding paragraph, anchor text (text you hyperlink to other related pages)and title tags and meta descriptions. Word to the wise: don't practice keyword stuffing. It will jumble your message, irritate your readers and Google will penalize you!
- Optimize any images used. When you upload photos to use on the blog and website (which you should!) be sure to include keywords in the file name and fill out the alt text field with a brief, keyword-rich description.
Blogs Increase Your Inbound Links
After you're recognized as a "publisher" of sorts in your industry, people will notice. Other bloggers from around the web will notice your increased visibility and will link back to you.
Although you can't specifically build links with your blog alone, you can promote it. "Build and they will come" doesn't apply here. So, aside from creating content that is worth linking to, you should: include a link to your blog/website on each of your social profiles, guest blog for other influencers, submit your blog to RSS directories, syndicate your blog articles or even try distributing press releases.
For more promotion tactics, read my post "The Ultimate Guide to Blog Promotion"
Got specific questions about blogging? Please leave a comment below and we'll get back to you. Throughout the month of September, we'll be focusing on "Back to Blogging" basics and related topics.