When you go for an SEO consultation, one of the first things you’ll be asked is whether you have been blogging and if you have defined a strategy. There is a lot of hype around how blogging helps with SEO – but what does that actually mean? Thanks to Google’s algorithm updates in the last couple years, publishing quality content that is regularly updated is increasingly important for ranking well in search engine results.
Blogging appears to be the panacea to everyone’s SEO woes, but how does it work? What about blogging tells Google that your website is better than your competitors? Here are the answers:
Google likes fresh content. You can guarantee that a website that hasn’t been updated in a year will not rank as high as one that was updated last week. Create timely content that relates to current events to help signal your relevance.
Quality Backlink Profile
Links to your website are still important for SEO and getting them is a lot more difficult than it used to be. Black hat SEO techniques can get your site penalised by Google and they are best avoided. Not only does blogging show Google that you have a high quality site, it shows readers that you have a good website too helping to you to build relationships with them and position yourself as a thought leader.
When you have informative and unique content people will link naturally to your website. Even when you are doing outreach it’s easier to link to a relevant blog post than a product page, for example.
Anchor Text and Internal Links
Nothing is more annoying to an SEO than getting a quality link from a website with the anchor text ‘click here’ or ‘read more’. When you have a blog you can create internal links with relevant anchor text. When that post is linked to it will pass ‘link juice’ to the pages you linked to, ultimately improving your website’s SEO for relevant keywords.
Google’s search algorithms are not about making websites popular – they want to rank popular websites. Google takes into account the amount of organic traffic you have which is why a viral post can rise in the SERPs quickly. The more quality content you have, the more your site will be clicked on and shared, resulting in new readers, more traffic, and a higher ranking in Google.
Fill out the Image Alt Text! This gives searchers another way to find you so make sure that the photos are high quality, interesting, and pertinent to the blog post. Use keywords in the Image Alt Text that will help your photo rank higher for that keyword, especially if the overall post provides useful information.
Google algorithms also like dynamic content so the more types of media (video, photos) you can include in a post, the better.
Keyword density is quite an archaic measure of SEO – gone are the days of repeating keywords in content to improve rankings – but it is still important. The practice of keyword stuffing can result in a slap on the wrist from Google but the right amount show that your page is relevant to searcher intent.
Choose unique, long-tail keyword phrases that people actually use to search things. For example, instead of ‘ski boots’ as a keyword, try ‘the most comfortable ski boots’. Then consider what that person wants to know when they search for that phrase and answer the question. They probably want to know where they can get them and what makes a ski boot more comfortable than another.
Blogging isn’t for every business, especially if you don’t have the time to dedicate to creating blog posts that answer searcher intent. When you make it a priority, however, blogging is more than a way to improve interaction and give your company a voice. The process can help you seduce Google’s algorithm and push you to the top of Google’s search results.