Blogging and SEO

Jemma Dormer - Traffic & Project Manager

Blogging can help boost SEO

For many people, SEO is a scary topic - one that should be handed over to the experts. And yes, I suppose you probably should ask us for advice on how to create a successful SEO strategy in order for your new site to succeed. However; there is one thing you can do yourself in order to start improving your websites search performance… simply, get blogging!

Often underestimated - frequent relevant blogging can be used as a great tool to impact many important search engine ranking factors and improve your overall website performance in search engine results.

Firstly, frequent blog posts will help to keep your website fresh and current. I doubt you’d be too interested in reading a site that has old, out-of-date copy - and neither is Google! Search engines will always look to deliver search results with websites that have fresh content, as these sites are more likely to have trustworthy and updated information. Instead of regularly updating your homepage or other key pages of the site (which, let’s be honest, doesn’t make a lot of sense) - adding a new blog article is a great way of getting fresh content into your site on a regular basis. It will also give search engine algorithms a reason to index your site more often, which (over time) will help to keep your site more on their radar. 

You can use blogs on your website to target things such as long tail keywords that may have been tricky to fit into your core page content (long tail keywords are those three and four keyword phrases which are very, very specific to whatever you are selling). Whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy - and it’s worth considering this when writing your content.

For example, if you are a small local shop selling handmade candles - the reality of you showing up on page one for the term ‘candle’ is pretty slim due to its high competition. However, if you were to rank for a long tail keyword such as ‘handmade square candle’ - although you will attract less site traffic overall, the searches you do get will be people that are actually interested in what you are selling. Therefore, in this case, you are likely to get more successful sales conversions from a specific long tail keyword search term than you would for a broader more popular term such as ‘candle’. Creating a blog on how you make your ‘handmade square candle’ would be an ideal way of getting those keywords into your site content.

Another way to improve your websites search ranking is to focus on your internal and external page linking - and (guess what...) blogging can also be a useful tool for this. Whilst I’m sure your site will already have some good internal links between its main pages, adding internal page links (inter-contextual links) within your blog posts will allow you to carefully choose your topics and strategically use anchor text to tell Google what the page you are linking to is all about. The harder part to obtain (and sadly, the most important) are the external site links. In order for Google to see your site as trustworthy and useful, other respected sites have to be seen to link back to yours. By writing blogs with helpful and valuable information, you are giving other websites more reason to point their readers to your site - helping you gain those valuable external links. 

My final reason to encourage you to start blogging - is simply the value you will get by connecting with your audience. Blogs can be shared on your social media to broaden your reach and when people read a post that they’ve enjoyed reading, they will often either Like or Share it - these shared posts will automatically help drive more traffic and potential customers to your site.

Additionally, people that value your blogs are also more likely to return to your site and read more of your content and this shows Google that people like your site and as a result will raise your authority level in their algorithm. While this is all pretty great from an SEO point of view - the fact that people in your target audience are re-visiting and connecting with your website is far more valuable than any top spot on Google; having a continued relationship with the people you want to reach is the whole reason you would want that spot to begin with!

Hopefully this gives you enough reason to get started, but if you have any questions about SEO or need further advice then don’t hesitate to get in touch. Our entire Escapee team are Google Analytics certified and ready to help your website connect with your audiences and, ultimately, perform for your business :)

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