Updated: Sep 24, 2021
If you want to give your website’s search engine ranking a boost and increase the number of organic leads that you receive, then you need to develop a search engine optimization (SEO) strategy.
A complete SEO strategy involves several factors, including optimizing your web pages, back linking, keyword research, and most importantly, generating high-quality content that both your audience and the search engines will love. One of the best ways to develop linkable and shareable content is with logging. Blogs are content management systems that are either on your main site, or in a subdirectory or subdomain, and they contain various functions like RSS feeds, trackbacks, and comments. What very few people realize are the benefits they can gain by having an optimized blog containing relevant content. When it comes to creating more leads for your business, there are many benefits that you can gain from optimizing your blog.
Rank Higher with Fresh Content
When you continually update the content on your website, you Increase your chances of ranking higher on Google and other Search engines. Your company blog offers a fantastic way for you to refresh and update your site continually. Not only will this help to attract and keep customers on your site naturally, but the search engine bots also love sites with fresh content. By now, it should be quite clear that, when it comes to SEO, Content is king. All of the best SEO strategies are based on creating good content. Fresh and relevant content is useful to users and will help build interest in your product or service among potential customers.
Have Greater Control Over Your Content
When you are able to produce more unique, useful content for your blog, you have complete control over the message that you are trying to provide to your target audience about your product or service. With SEO optimization you are in full control of your keywords, as well as the links that you place in your posts. Continually providing fresh content for your blog gives you substantial power over your online presence.
Gain Better Internal Linking Within Your Website
This benefit of a fully optimized blog is closely related to having greater control of your online presence. With the ability to control the content that you place on your blog, you can decide to link to different sections of your blog posts to the various pages on your website using the anchor text that you choose. Not only does this kind of linking tell the different search engines what to look for on your site, but it also directs potential customers to your landing or sales pages.
An Easier Way to Attract Inbound Links
One of the most critical factors that you need to consider when it comes to search engine ranking is back linking. When Google’s bots find a website that has no backlinks, it automatically assumes that the site has little to offer. However, a domain that has plenty of backlinks is more likely to be ranked much higher in the search engines because it most likely contains useful content. It is essential to keep in mind, however, is that the backlinks should only be from related or highly respected websites. If your site contains too many backlinks that aren’t relevant, it could end up being penalized.
This is where you can significantly benefit from hosting a blog. Not only does each post that you create offer interested visitors a link that they can share, but you can also generate backlinks yourself by sharing some of your posts with your social media network. Your visitors will always share some posts more than others, so carefully tracking the posts will, in time, give you a better idea of the type of content that you should be creating for your target audience.
Add More Variety to Your Website
Since search engines are looking for content that will be useful to users, you are somewhat limited regarding how much content you can have on your main company website. However, if you host a blog, it will allow you to write about anything that you feel your audience will benefit from and that will help them make a decision on whether to buy your product or service, regardless of whether or not the content fits within your sitemap.
It is highly unlikely that you would place ‘how-to’ or list articles on your main site, yet these have proven to be some of the most popular topics searched for online. Blogging helps to fit in content that is commonly searched for online while helping to increase the potential number of click-through that you receive from your content.
Publish Content That Would Otherwise Hurt Your Ranking
In addition to creating regular blog posts, blogging software is ideal when you want to rank higher on the search engines and get links to certain types of content that could ultimately hurt your main site’s SEO. These include frequently asked questions, product updates, newsletter archives, and online media rooms. Hosting a blog will not only form an essential part of your overall SEO and lead generation strategy, but it is also an excellent way to improve your credibility and give your company a personalized voice.
Focus on SEO
According to a recent study conducted by HubSpot, 75 percent of people never scroll past the first page of the search results. Spending countless hours writing, rewriting, and editing your content, so that it can collect dust on the second page of Google’s search results can be a tough pill to swallow. If you want to increase your search ranking, then you have to focus on creating a highly optimized blog with SEO in mind. It starts with uncovering your best opportunities that exist for doing so and has the potential to yield significant results in your search ranking, which in turn will help to generate more qualified leads.
Identify Authoritative Links
Page authority is a metric that is measured by almost every SEO tool, and it calculates how well a specific page on your site could rank in a search. There are dozens of different factors that can affect this, including the number of inbound links, unique IPs linking to a given site, and individual domains. The higher the page authority, the more likely that page will rank higher in the search engines.
The high authority pages can also help to boost the ranking of other pages on your site, including those that are currently ranking on page two of Google, by simply linking to them. First, you need to identify your most authoritative pages. This can be accomplished by using tools like Moz’s Open Site Explorer (https://moz.com/link-explorer).
Identify High-Positioned Keywords
Now that you know where your pages stand, you’ll need to uncover high-positioned keywords that align with your high authority pages. You can use Google Analytics and filter all the keywords you currently rank for in descending order. Filter your search by anything that appears in a position above ten, which is the first page of search results, to identify your best opportunities for increasing your rank.
Apply the Information
Once you’ve discovered your high authority sites and the high positioned keywords, you can use this information to increase the search ranking of the rest of your webpages, by using long-tailed keywords to link to relevant pages on your site. Add an appropriate link from your high authority pages to other pages on your website improve your search ranking, but it will also enhance your reader’s experience without disrupting the reader’s experience by stuffing a bunch of irrelevant keywords on your most authoritative pages.
A company blog will provide you with many distinct advantages, but you need to be sure to implement it in a smart way, and you need to be willing to put in the work of optimizing your blog and refreshing your blog’s content on a regular basis. However, taking the time to ensure that you commit to the process of blogging will provide you with a significant payoff.
A busy blogging community will provide you with contextual Backlinks that are often rewarded by search engines by ranking your site higher. Regular readers of your blog will usually give a boost to your website’s visibility by sharing items of interest, especially on social media.