Writing by Brick Marketing in SEO
Operating a blog is a great way to market your business online. It’s a way to share your knowledge with current and potential customers and clients in an informal way to gain their trust over time. In addition, blogging can be very beneficial to an SEO program as long as you are doing it correctly. If you are spending the time necessary to write up great posts, you might as well get some SEO benefit too right? The search engines love content and reward websites that are publishing quality content on a regular basis. Each new post that goes live is an additional opportunity for a web page to appear on the SERP (search engine results page).
Each time you write a new blog post, consider the following to improve the quality of the post for SEO purposes:
If you’ve optimized your website (which hopefully you have!) you should know which keywords you are targeting. It’s also possible that there are plenty of other relevant keywords that you weren’t able to target on the main pages of the site. A blog is a great outlet to target some of these more long tail type keywords. Once you’ve selected a few keywords, write the content. It’s likely that the words will be incorporated naturally as long as the topic is related. Never “stuff” the keywords in there. It’s obvious and it ruins the experience for the reader.
Getting a visitor to your site through a blog post is great, but what’s even better is getting them to click around your site and learn even more about your business. You don’t want a blog post to be full of links but adding one here or there is a great way to encourage people to click to another page. It also improves your inner linking structure and usability.
Utilize H tags
People typically like to browse or skim blog posts as opposed to reading them word for word. This is why many posts are broken up into separate categories or sections. Instead of bolding each section or just spacing them out, add h tags (like h3 or h4). These are more noticeable to the search engine spiders.
Install an SEO plug in
An SEO plug in, like Yoast, is great because it makes it easy to optimize each blog post just as you would any other page of content. Be mindful of character limits (up to 70 for the title and up to 150 for the description). Anything longer than that and it will be cut off in the SERP. The title of a post is extremely important for SEO, so it should be keyword focused.
Edit the URL
Keep the URL as short and focused as possible. Don’t just leave it as the full title of the post. Shorten it to two or three key phrases that incorporate keywords if possible. So instead of the URL of the blog post being “www.mycompany.com/blog/how-to-manage-your-money-effectively” shorten it to “www.mycompany.com/blog/manage-money”.