One of the first questions an SEO specialist is likely to ask a potential or future client is if they have a blog or not. Content writing is one of the most intrinsic components of developing an SEO campaign today and many are finding that maintaining a blog is one of the best methods to generate fresh content and generic links for their site. The search engines will rank every web page and each post on a blog is an extra web page that can be indexed. This gives even more opportunities to target the main keywords as well as using some of the coveted long tail keyword variations. Not only does a blog help provide content which can be indexed by search engines, it can also help establish you as a knowledgeable authority in your industry. Blogs can be a major component of a social media campaign. This proves that content can be and should be promoted using social media platforms. But then of course it is important to note that not all blogs are created equal. What should a blog have to be a huge contributor to an SEO campaign?
A Professional Look
Of course SEO is more about the written content that a blog contains than about the appearance of the page. But remember that your goal in maintaining a blog is not simply to please the search engines; you do have human readers after all. When designing the blog it is important to remember that the reader will evaluate the blog by what they see when they land on the page quicker than what they will read. Actually, it the page is disorganized and the layout is difficult to navigate it is likely that they will not read the blog at all. Using a free template will create a better appearance for the blog but it is far better to have a professional design it and customize it for your brand.
Keep the Content Fresh
One of the most important aspects of a blog is that it must be maintained. In order for a blog to be an integral part of an SEO campaign it will need to be updated regularly with high quality posts. It is not necessary to publish every single day and definitely not reasonable; but publishing every other day or at least weekly is more beneficial than being sporadic or only posting once a month. It is also important to write on a variety of topics in order to appeal to a broader audience. Visitors to the blog may have different levels of knowledge about the industry or your company. Try to maintain a balance that can appeal to the new followers while still engaging the faithful ones.
Social Media Integration
Every time you publish a new blog post, it should be shared across your social media accounts. But it is also important to encourage readers to share your blog content with their social media connections. It may be that a first time reader can’t simply re-tweet or share the post. It is essential to include social media sharing buttons on every single post so that it is easily shared by readers.
A blog is written and maintained so that users can read them. But it’s really important to get them to take the time to check out the business website. Link to a static page in your website that is related to the blog content. This allows the reader to check out the business site, learn more about you or your services or fill out a lead form, sign up for a newsletter or download a white paper. Be sure to include a link to your site in every post that is published on the blog.