The Importance of Blogging for your business
Website Content is King!
It is a cliché, but in general, fresh new relevant website content is still king for most business websites. Without it the search engines have nothing to index or serve.
Too often website owners set their nice shiny new site live, and expect an instant and constant flow of new customers. Their content is new only on the day it is published, others in the same field will also be publishing content after them.
So how do you add fresh relevant website content so that it does not detract from your core marketing message that you have spent so long producing? One of the most effective ways to do this is by blogging on your website, creating articles that build on your core marketing message, provide answers to questions, or solicit responses.
Why is it important to blog on your website? Increase search engine indexing of your website Increase keyword reach of your website increase authority of your website
Creation of fresh relevant website content to increase indexing.
As has already been stated, fresh relevant website content is what search engines like. Their algorithms with turn your carefully crafted content into a series of metrics and ranking factors that are applied when any search term is entered, returning potentially billions of results in under a second in response to the query. Fresh website content = Frequent web crawler indexing
Increase the keyword reach of the website.
Correctly written Blogs can increase the positive SEO (Search Engine Optimization) effects of selected keywords used within the content. The density, prominence and positional characteristics of those keywords or keyword search terms, all affect the effectiveness of them, as does linking, or what is termed "on page linking", to other primary pages on your website. Fresh website content = enhanced keyword reach.
Increase your authority and that of your website.
Authority is an expression that can apply twice as it can be applicable to both your customers and to search engines. The more relevant content you publish on your website, the greater the chances are that you may be perceived as and "industry leader" by your existing or potential customers, increasing the trust in your proposition. Search engines also pay attention to authority, of which great website content is a contributing factor. Fresh website content = increased authority.
It is all about increased customer engagement.
Ultimately it is all about increasing customer flow to your website. If a website can not be found then it will not have website visitors (website traffic) or inbound enquiries. Increasing and improving your website content in a consistent and structured way in conjunction with other SEO techniques will improve the chances of your content being served for the search terms that are important in generating enquiries for your business.
Writing content for your website based blog
So now you want to write content, what do you need to do?
It is unfortunately not a case of just writing content if you wish to gain the maximum benefit from your blog post.
Researching keywords and keyword phrases
The first thing to remember when doing any research on the internet is to log out of your Google account and do it in incognito mode, otherwise your search history may influence the results that you see. If you are targeting a different country to that is which you are based then a VPN should be used which will allow you to make it look as if you are in a different location.
There are many resources available on the internet that will guide you one way or another with respect to keyword research, and many commercial packages that may lighten your wallet but not necessarily your load. The primary free keyword research resources can be summarized below.
Google auto suggest
One of the simplest things to do is to start typing in a Google search bar and see what is suggested, open the first four organic results in different tabs and read and digest the content. Do this for three or four relevant keyword phrases to your blog post for creative inspiration.
Google Search Console
Once your website is live and linked to Google Search Console you will have access to the list of keyword searches that has triggered your website to be served, the volume of searches, the click through ratio and average position achieved for each search term. Setting up Google Search Console is simple and straightforward Examining this data can give you an insight into what you may need to write a blog on in the first place, but also what long term keywords you could include in your post.
Google Keyword Planner
As part of Google Adwords, Google provides a keyword planner tool which helps you find related keywords and phrases for your products or services. You do not need to have an active campaign, but you need to set up Google Adwords to use the tool.
How many words should your website blog post contain?
If website content is king, how long should your blog post be?
There is no definitive answer, but analysis has shown that between 500 and 2000 words yields the best results in terms of pages being returned for search terms. The blog post should read naturally and the practice of keyword stuffing (the false repetition of keywords to increase the density of them in any given text to try to influence the search engines) should be avoided at all costs.
SEO the blog post correctly
When completed, the blog post should be completely reviewed in terms of its Search Engine Optimization (SEO). This includes:
Ensuring the blog has a unique page title and page description which are both shown in Google search results. These can be edited by clicking the icon that has a page and a pencil on the bottom menu bar at the bottom of the page in editing mode below
Use SEO Quake available to download for the Chrome web browser here >. This free tool enables you to display and diagnose the important SEO metrics on any web page, including heading structure and keyword density.
Link appropriate text to other pages on your website
Publish the post and submit the blog page url via Google Search Console
The final stage is to ensure that the new page is indexed in (at least) Google via Google Search Console. The new page will be placed in the queue for indexing, and will not have to wait for the page to be discovered on a crawl.
The page should also be posted to your social media channels and to your Google my Business page
Website design, content generation and SEO from Itseeze Camberley
If you need advice, a cost effective means of creating blog posts for your It'seeze website or tailored SEO packages please use the contact form below, call us on 01276 501285 or click on the "book an appointment" button to schedule an in person meeting or zoom call via our calendar management system.
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