One of the main reasons for businesses to have a blog on their website is the impact it has on SEO (Search Engine Optimisation). Let’s take a closer look at how blogging can positively affect your ranking in search engines and what’s involved.
Since the latest big change within Google it has become incredibly important to provide valuable, relevant content on your website. Gone are the days where you could simply write anything as long as it had the relevant keywords and tons of links. Nowadays it is more important to write for the reader. You want to engage your audience, you want to keep them on the website and you can only do that with content they are actually looking for.
Time spent onsite
The longer your readers spend on your website, the better for your SEO. High bounce rates (when readers move away from your website after only a few seconds) are detrimental. Again, it is down to good content to achieve this, but bear in mind how else you can keep readers on your site for longer. Linking to relevant content within your website is key. This can be links to other blog posts or to other relevant pages on your site.
Creating content hubs
Content hubs are pages that are linked to for a particular topic or keyword. By creating these content hubs, you are emphasising the importance of that page on your website and the page will rank higher. Content hubs can be pages for main products or services or general information about a particular topic. You can link to content hubs from blog posts as well as from other pages.
Keywords – the old SEO currency
Keywords are still important but be careful not to overstuff them into your blog posts. This is considered spammy and will mark you down in the eyes of Google & Co. Have a unique keyword for each page and each blog post and put them in key positions such as the title, a subheading, the ALT tag of your blog graphic and into the first paragraph of your article. Add them a couple more times throughout copy of the article and you’re golden. You should aim for a keyword density of 0.5% to 2.5%. Any higher than that and you might get penalised on Google.
Link building used to be one of the most important things you could do for your website. Nowadays it’s still important but excessive linking is now just as bad as keyword spamming. Create some internal links to point to relevant pages on your website. This could be related posts or content related pages.
Outbound links are also useful. These can link to sources you might have used in your research or other related content elsewhere. As a business owner you probably won’t want to link to your direct competition, but you could link to related businesses if they have relevant content on their website.
Over to you
As you can see there are quite a few elements involved in Search Engine Optimisation. Make sure you consider all these aspects in your blogging.
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