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Why & How to Search Engine Optimize Your Blog Content

Feb 6, 2018 9:00:00 AM

Why & How to Search Engine Optimize Your Blog Content

 

It’s not enough just to blog. In today’s digital age, blogging needs to be done with intention.

With specific goals in mind.

With deep research about your target customer.

And most importantly, with SEO terms and phrases on hand and at the ready.

It might sound like a lot of work, but blogging is one of the best investments you can make in your company’s success. When done right, it can position you as an expert in your field, bring in qualified, ready-to-buy leads and even propel you to the top of Google search rankings.

But how exactly? And what can you do to ensure that’s just what your blogs do? Let’s dive right in.

Why & How to Search Engine Optimize Your Blog Content

What Optimizing Your Blogs Can Do for Your Business

Optimizing your blogs for search can have huge benefits for your company. Though its main goal is to improve your search rankings, it also increases your brand’s visibility, brings in more (and better) leads and improves your online traffic and sales.

Here’s how optimized blogs do it:

  • They associate your brand and website with the keywords your customers are searching for. Over time, this means you’ll start to rank higher and higher for those terms – and more customers will be able to find you and your services.
  • They give search engines new content and URLs to crawl on a regular basis. If your website is static and unchanging for months on end, search engines have no reason to crawl it, index your pages or rank you higher. As they say, “Out of sight, out of mind,” right?
  • They provide you opportunities to work keywords into meta tags, URLs, photo tags and other back-end areas. The more you can use your keywords thoroughly and comprehensively throughout your website, the better. By optimizing your photos, you may even appear in Google image search, too, giving you another chance to reach potential customers.
  • They give your website more authority and clout thanks to quality, informative content. Higher authority websites have higher rankings in Google and other search engines, so the most quality content you post, the more it can boost your search presence.
  • They boost your social media presence when blogs are shared, tweeted and liked. Always post your blogs to your social media accounts, and encourage your followers to share and interact with it. Search engines give a lot of weight to links that are shared on social media, as it usually indicates useful, quality content.

But optimizing your blog content isn’t as easy as throwing a few random keywords into every other sentence. In order to get the results and rankings you’re looking for, it takes a careful, thought-out strategy from the very beginning.

Why & How to Search Engine Optimize Your Blog Content

How to Search Engine Optimize Your Blogs

There are a few steps to optimizing your blogs for search. The first, and arguably the biggest, is to research your company’s keywords and phrases. This can be done using Google’s Keyword Planner (free) or paid tools like SEM Rush or Moz.

Your main goal when determining which keywords to target is to find ones that:

  • Will bring in qualified leads – What are your customers searching for? What are their struggles? What services and products do they need? Think from the customer’s point of view to get a good idea of what terms and phrases they’d enter into Google.
  • Are specific to you, your geographic area and your products – Targeting a term like “bicycle shop” is going to be hard, because you’ve likely got thousands and thousands of other companies out there doing just the same. But targeting red Huffy bicycle? That’s going to have much less competition and draw in customers who are way further into their buying journey. That means a higher chance of a sale and bigger results from your SEO efforts.
  • Have decent search volume – There’s no point in targeting a term that only gets 10 searches per month (unless you sell a really high-dollar product and don’t need many sales). Pay attention to the search volume on the terms you’re considering, and look for ones that have the potential to bring in a decent number of leads and sales month over month.

Once you’ve chosen your keywords, it’s time to start working them into your blogs. Pick one or two terms to target in each post, and follow these steps:

  1. Use the main term in your headline, URL and page title. Try to use the term in a subheading somewhere in the post as well, and make sure the subheading is tagged with an <h2> or <h3> in the post’s HTML.
  2. Work the terms into your post content seamlessly. Use the terms at least two or three times throughout the content, and try to do it without drawing too much attention to them. You want the content to flow and be readable. Throwing keywords in willy-nilly can make it look spammy and may turn off potential customers.
  3. Use the terms in your meta tags. Your keywords should be in your meta description and meta title, and if you have photos in your post, use a term or two in the image’s alt tag as well.

Keep in mind: blogging is a marathon, not a sprint. It takes time to see the impact of any SEO effort, so keep at it, and try to post a new blog at least once a week, if not more.

As you post new content, search engines will index those new URLs and start to associate your website – and your brand – with the keywords you’re targeting. Over time, that will help you rank higher in searches, and it will give you more visibility with potential customers.

Why & How to Search Engine Optimize Your Blog Content

Get Help Optimizing Your Blog

Want to make sure you’re choosing the right keywords or optimizing your blog content properly? Get in touch with Outlet Creative Group today. Our team is here to help.

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