Blogs have served as a popular communication channel for just about anyone wishing to express their thoughts. Many no-nonsense bloggers have successfully monetized their efforts featuring advertisements and affiliate links, but hardly any conscious effort has gone into systematic optimization of content created via blogs.
Do blogs help in SEO? Yes, only when the content is engaging, structured and optimized, very similar to content featured on other pages of a website.
How can blogs enhance the effectiveness of your SEO efforts? Read on.
Google’s ranking algorithms evaluate websites on several criteria before assigning them a specific rank /position on its search engine result pages. While the exact weightage of these parameters are not known, making sure to address them is bound to increase the chances of a better rank.
Blogs prove valuable in ensuring that your website effectively meets certain key criteria that determine website ranks, if they are optimized right.
Unique, Fresh, Relevant Content
Google always features websites with fresh, relevant content on its result pages when responding to search queries. Interestingly, corporate / business websites spanning multiple pages have no reason to update content across the website on a regular basis, unless they drastically revamp their operations/offerings every week. This simply means that even reputed companies may not rank high on search results, if their website content is outdated.
A business-specific blog page on the site comes in handy for companies to systematically feature fresh content, without otherwise disturbing the stable site. It is possible to build a vast industry-specific content repository that helps assert subject authority and expertise as well.
Each new blog post with quality content of 300 or more words is indexed and when optimized well can directly be accessed by users if it ranks high enough to draw attention.
Blog posts must in fact be enhanced with images, infographics and videos all neatly optimized with right mix of keywords, company/product/ brand names, alternate texts, and descriptions to get noticed by the search engine and search users alike.
How interesting and relevant is the content featured on your website? How long do visitors stay on your website? Do visitors immediately exit your site in search of a better alternative?
Google keeps a close watch on such metrics to evaluate the appeal of a website, which in turn influences its ranking. It is only natural for visitors landing on your site’s blog to spend more time perusing interesting content even if the website otherwise may not be one they are looking for. If your offerings and content are compelling enough, you may gain a regular visitor or customer, who may share a post or more, or even link back to your website.
Original authoritative blogs on company or business websites are known to spike traffic by over 50%, drawing regular visitors who are interested in offerings and developments of the company as well as the industry in general. Each blog post must focus on a specific topic / purpose in order to reach out to niche customers, more so if the company has a wide portfolio of offerings.
Long Tail Keywords
Blogs serve as an excellent way to create content that includes long tail keywords that your company may find it difficult to rank for otherwise. These keywords /phrases of at least four words most often cannot be used effectively to optimize product pages. They however fit well into blogs that detail the use of products.
Again keywords must blend with the flow of language and the content must answer common queries or concerns that readers may have on a specific topic / offering or concept. Many short posts focused on a single topic are easy to create and easy for readers to follow as well. Titles/captions however need to be creative and must contain keywords or synonyms in order to get noticed on the SERP.
Both keywords and links still are key factors that influence website ranks, but with strict limitations. Keyword stuffing and link spamming are penalized, but leveraging long tail keywords, linking out to authoritative sites and gaining quality backlinks are still important to establish the credibility and reputation of your company / business.
With every single blog post being considered as a fresh page, you can create multiple posts that complement each other, and judiciously use internal links to direct visitors to other related posts on your blog or to your product pages or even to relevant external sites with related content. Optimizing anchor texts on the links is of course necessary.
Interesting and useful information on your blog most likely will encourage readers to share the content on social media, earning more viewership and backlinks in the process.
We do know that SEO efforts are definitely not one time projects. Blogs allow you the opportunity to optimize existing content to make it more search engine friendly and interesting for new visitors as well.
You can spruce up existing blog content with relatively minimum effort by:
- adding new images or videos that are related to the content
- optimizing the existing tags, meta descriptions and alternate texts of images,
- including links to newer content on the blog or new products / recent company
Apart from adding fresh content probably say every week, you can make appropriate changes to existing content to enhance the effectiveness of your SEO initiatives.
All SEO techniques applicable on website content apply to blog posts as well. Remember to mark up your blog posts aptly so that they get noticed by Google and earn high ranks on the SERP.
Any reputed SEO agency in India can help you improve your SERP rankings with the right techniques and create blog content as well.
Leveraging the influence of blogs is much easier when working with an SEO agency, in India or elsewhere, as agencies have dedicated teams of cross-functional experts who work together to deliver the best results. While SEO consultants analyze and offer insights on trending keywords, expert bloggers regularly update your blogs with aptly optimized fresh, exceptional content that is bound to be noticed.
Does your website have a (optimized) blog yet?