How Blogging Can Help SEO
Whenever you’re looking for an answer to a question, chances are you pull out your phone and type your question right into Google. If you’re a business owner, you’ve probably looked into how you can get your website to be there in a person’s time of need. This is where SEO comes in to play.
The higher your website appears in the search engine results pages, the more traffic your website is going to attract.
So how do you ensure your site ranks high on search engines? One of the best ways to improve your search rankings is to start a blog. Having a blog itself doesn’t get you right to position number 1 of the SERPs, but it helps with other important ranking factors.
This article outlines the benefits of blogging and how your business blog can ensure you rank higher in web searches.
Connect with your audience
Google considers website traffic in its search algorithm and though traffic isn’t an exact ranking factor, it does contribute to your website’s overall authority. High authority shows Google that you’re a trusted site.
Blogging enables you to connect with your customers and give them a reason to return to your website regularly. Customer loyalty helps drive consistent traffic to your website. Loyal customers are also more likely to share content on their blog or social media channels, increasing your chances of your content being seen.
You are not only widening your audience, but you are creating a community of your loyal customers.
Hausera, an online kitchen and bathroom faucet supplier, has a great blog dedicated to offering their audience the best tips and advice. Whether you’re a contractor, interior designer, or a parent looking to make your home more family-friendly, they connect with individuals by creating high-quality content they know their readers are searching for.
Helps you to target long-tail keywords
Long-tail keywords are queries with four or more words. They are longer, more specific queries related to your business. For example, instead of searching for “artificial intelligence”, a user might search for “pros and cons of using artificial intelligence in healthcare” or “how health care companies use artificial intelligence”
Users who type long-tail keywords are searching with intent. They are either ready to make a purchase or looking for specific information.
Long-tail keywords are often difficult to fit into your website, but blogging gives you more opportunities to target long-tail keywords while making them appear more natural.
While long-tail keywords don’t attract as much traffic as shorter keywords because they are so specific, they are easier to rank for because there is generally less competition in organic search. Because they will appear at the top of SERPs, you’ll likely get more traffic with long-tail keywords than you would with broader and more competitive keywords.
TIP TO FIND LONG TAIL KEYWORDS: To determine long-tail keywords to use in your blog, look at the questions your customers ask frequently. A great free tool to help you do this is Google Search Console.
Links – both internal and external – are one of the most important ranking signals and blogging gives you more opportunities for linking to other resources besides your home page.
Internal links point visitors to other content on your website. They are the easiest to get because you create them. However, one of the biggest SEO mistakes is forgetting internal links. Blogging is a great way to incorporate internal links into your content and help you maximize the traffic from your most popular pages. When visitors discover more of your content, it increases the amount of time they remain on your site.
In this example from TransUnion ShareAble for Hires, an employee background screening service, we can see how they incorporate internal links back to their blog page within the content on their “how it works” page. This allows the reader to easily move to the blog content for more information regarding the given topic.
Earning external links is a little more difficult but having blog content makes it easier for people to link back to you. If you create high-quality useful posts, other sites may find this content valuable to their audience. The more trustworthy sites you have pointing back to your domain, the more authoritative you appear to Google.
Keeps your website fresh
Blogging keeps your website current and gives Google reason to index your website more often. Google doesn’t want to deliver outdated information so it’s so if your site hasn’t been updated in a very long time, its algorithm will not pick up your content. Blogging lets Google know you are still up and running.
Google likes fresh content and rewards sites whose content is shared frequently. Read more about Google’s expectations and content standards here. While there aren’t many reasons to update your home page or other parts of your website regularly, actively producing content on your blog helps your site remain relevant and fresh.
Every business wants its website to appear at the top of SERPs. While it can be challenging to improve your search engine rankings, creating a business blog can help you get there. Blogging is one of the best things a business can do to improve SEO and put your business at the top of search results.
Use the ideas in this article to maximize your rankings and continue to drive traffic to your website.
About the author: Corey Doane is a contributing editor for 365 business tips. She has a B.S in Public Relations from San Jose State University and has experience in PR, marketing and communications.