The blog: one of the most powerful tools in your company’s SEO armoury, but one that’s sadly often underused. While most websites have a ‘blog’ or ‘latest news’ tab, far too many businesses fire out a few posts in an initial wave of enthusiasm when launching a new site, only to never publish again. But if you want to establish yourself as an expert in your field, drive traffic to your website, and generate more leads (and let’s face it, what business doesn’t want all those things?), you need to start populating your blog page now.
But beware. Effective blogging isn’t as simple as just writing a great post. Make the most from your blog by following these three simple tips.
Utilise keywords throughout your blog
Every new blog post is an opportunity to increase your ranking for a specific search term, so it’s vital that you identify a few keywords and include them throughout your post. Be strategic – consider where they’ll make the most impact on both your customers and the search engine crawlers, for example in the title, headings and subheadings, first sentence, anchor text, title tags and meta descriptions.
Never lose sight of the importance of readability, though. Yes, keywords are essential for SEO, but they should enhance a post, not compromise it. Ultimately, this is a chance for you to sell yourself and your company to potential customers; it doesn’t matter if the search engines love your blog if your customers are bored by it.
Host your blog on your own website
When you blog for business, always blog from your own domain. An integrated blog is by far the best way to boost your own website’s SEO authority. All backlinks to blog posts will contribute directly to your website’s overall SEO strength, and because Google et al love content-rich sites, the more content you have on your site, the better. Conversely, using a third party domain like WordPress or Tumblr helps to build their SEO rather than your own.
That said, there are some SEO benefits to using third party sites. They’re useful for increasing your inbound traffic and giving you good value links, but as many blogging platforms have ‘nofollow’ links, the chances are that they won’t help your rankings anyway (Tumblr is an exception to this).
If you want the SEO benefits of hosting your own business blog but the ease of using a third party blogging platform, consider Kick’s Web Content Management System.
Share your blog post on social networks
Every time you publish a blog post, share it on all your social media platforms. Search engines are notoriously tight-lipped about the extent to which inbound links from social networking sites benefit a page’s overall ranking. However, even if they are ignored by the likes of Google – which is by no means certain – sharing your blog posts on social media is a great way of directing targeted traffic to your website. Be smart about how you share: wherever possible, just post a teaser with a weblink, so that people have to click through to your site to read the whole article. And don’t forget to ask your followers to share your content too.
When done properly, blogging is a great marketing tool: it’s simple, it’s effective and it’s free. Don’t let it languish at the bottom of your ‘to do’ list – get blogging today.