Keeping your website up to date with relevant content is a great way to improve and maintain your search engine rankings, and one way to do that is to create a finely tuned blog.
Countless websites will be producing monthly, weekly, or even daily blog content to stay relevant to Google’s algorithm (in fact, you’re reading one of these posts right now), but what are these posts actually doing? blog for your website? Let’s take a look at some of the items you’ll find in the standard blog post and explore why they are beneficial for your search engine optimization (SEO) performance.
Perhaps the most important benefit of creating blog posts for your website comes from incorporating keywords. Each brand has thousands of terms they want to rank for, and incorporating selected keywords into blog content is one of the many ways they can improve their search engine rankings.
The first step, of course, is to use keyword research tools to determine the best words or phrases to incorporate. Try to choose keywords that are both relevant to your blog topic and which are regularly searched for by your target audience. I recommend using Google’s Keyword Planner to gauge popularity.
Once you’ve chosen your keywords, try to find ways to incorporate them into the blog as naturally as possible. Overloading your text with the same keyword over and over again won’t help your post rank organically and may actually hurt it, so be careful not to overdo it!
With this crucial blogging step, each post has the opportunity to rank higher for the keywords or phrases you have selected. This means that when Google and other search engines crawl your website and find several, natural – not forced or stuffed – instances of these key phrases, your site will be algorithmically perceived as a more relevant source.
The act of interconnecting is simply to take the URL from one of your web pages and insert it into the HTML code to form a link elsewhere on the website. Optimizing navigation and other interconnecting structures is a powerful SEO strategy for your entire website, not just your blogs. Whenever relevant, try to link to your website’s product or service pages, or even other blog posts. (See what I did there?)
Interconnecting your website pages improves search engine crawling efficiency, increases the authority of links to those pages, and directs customers to the pages most likely to convert them.
Moreover, the interconnection will also have an effect on the relevance of the keywords. By customizing the anchor text used for your internal link, Google will get a clear message that the page the link is linked to is very relevant to the word or phrase in the anchor text.
While this may seem obvious to some, make sure your blog content is relevant to your brand. Posting articles on irrelevant topics only dilutes the overall contextual relevance of your blog and site. Plus, it attracts traffic that won’t convert for you. For example, if a clothing brand suddenly publishes an article about creatures of the Pacific Ocean, it’s very unlikely that their brand will suddenly start ranking for aquatic keywords.
Try to think of blog topics that are relevant to your brand while differentiating yourself from your previous blog posts. By producing branded blog content with relevant keywords, Google and other search engines will recognize your brand as a trusted source of authoritative content.
Perhaps even more important than its role in drawing readers to your site is the links your blog posts can attract from other sites. Interconnection is important, yes, but external links are the primary search engine method of determining the authority of a site. This, combined with the relevance of the content, is at the heart of the algorithms used by search engines to rank content in search results.
Blogging is not for the faint of heart. It takes time and dedication to think of interesting topics, then write them and publish them. At first, the returns will be low as your blog finds its readership. Over time, and with consistent promotion of social media and email newsletters, your blog can become a powerful force for your SEO program.