Blogs are an indispensable digital tool in the marketing mix as they help build brand awareness, demonstrate expertise, and maintain ongoing communications with specific audiences. While Search Engine Optimization (SEO) is an important consideration for website content, the same tactics should be used to boost search engine rankings and drive more organic traffic to your blog. Here are some quick tips on how to incorporate SEO strategies into your blog communications.
Meaningful Content
It’s all about the message. Ensure your blog content is original and relevant to your audience so that it gets found during web searches and shows up higher in search engines. Don’t be tied to keywords as leads to content but instead remain focused on providing information that is credible and builds your reputation as experts in your field or the topic of discussion. And to that end, never use a hyped headline that doesn’t tie into content. In other words, don’t mimic the tabloids, or you will lose credibility fast.
Keywords Are Still Relevant
Often, authors of blogs and e-newsletters aren’t marketers and don’t understand the power of keywords to boost search engine rankings. They don’t know that they’re missing out on a crucial opportunity to generate more website traffic and increase the likelihood of getting their content discovered by potential customers.
Without jeopardizing the integrity of information, writers should add keywords throughout blogs in a natural way. HubSpot reports on the importance of focusing on just one or two keywords, even in the headline. Be careful of using broad keywords, as these queries will be extremely competitive, and it will be harder to rank for these terms.
The use of long-tail keywords will be a better way to draw more qualified visitors, as prospects searching for these highly specific phrases typically know exactly what they’re looking for and may be close to a purchase. If they find useful information in your blog posts, they’ll be more likely to come back for more and, eventually, buy your product or services. However, be careful not to go overboard with your keywords. Search engines will penalize you for using a keyword too often, and keyword stuffing will only lead to terrible user experience and high bounce rates.
Short is Not Sweet
You would think, in this instant gratification society where short attention spans are rampant, that a brief blog post would be the way to go. Surprisingly, longer blog posts are well-received. Longer articles show Google that you’ve done your research, so avoid publishing content under 300 words. In fact, Google's Panda punishes website with thin content or those full of links.
But, be careful not to ramble on and on, no matter how intriguing the topic may be, as longer articles will turn away potential readers. Readers don’t want to find a novel when they come to your blog, so we recommend stopping at around 700 words. And of this count, only use keywords in about 1 to 2 percent of the text. When a topic deserves more exploration, you should develop a content offer, guide, eBook or white paper instead of a long-winded blog post.
Design For Viewing on Different Devices
Ensure your blog is readable on different devices, as your potential reader may be viewing it on a desktop, tablet, smartphone or another mobile device. Responsive design is becoming more important for SEO. In fact, 61% of mobile visitors will return to Google to find a site that is more easily readable if your website isn’t mobile-friendly.
Link Internally
If your website contains resources that support your blog post, link to that page somewhere in your blog. Not only will you push visitors to your website, your link also shows additional relevant pages to search engines that only helps in your search rankings.
Publish Regularly
In addition to keeping the interest of your audience, regular posts maintain live play on search engines. Frequently updated blogs tells Google that you are a new source of fresh content and information for search requests. SEO Site Checkup notes that up-to-date, engaging content draws more qualified visitors and increases your traffic.
Looking for a new or refreshed SEO strategy that takes into consideration all your marketing platforms? Stratus can help you optimize your SEO efforts to build traffic and maintain a higher position in engine searches. View our full range of SEO services here.
