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How to SEO Your Company’s Blog
Having a company blog is a tried and true technique that can quickly boost your company’s search engine rankings. As you may have realized, Search Engine Optimization (SEO) can be tricky if you don’t know what you’re doing. Implementing a blog on your company’s website is just one method of SEO you could try, but there are several other on page optimization techniques you can employ to increase your site’s rankings. Whether you choose to optimize your company’s website yourself, or hire an SEO company to optimize the site for you, the techniques remain the same. SEO is all about finding that perfect balance between what is user-friendly and what is discoverable by search engines. You want your website to make sense to users, but you also want to inject keywords and other SEO techniques wherever you can so that the search engines can index your site appropriately. This article will outline 10 simple tips you can implement to optimize your company’s blog for SEO purposes.
Tip #1: The Use of Keywords – For each blog post, you’ll want to select a couple of keywords to target. Try to choose words or small phrases that you think people will be searching for. Within each article, you can inject your chosen keywords or key phrases several times throughout the content of the post. It is recommended that you use these keywords not only in the content of the blog, but also in the page title, the article title, the URL of the page, the heading tags, and the alt text for any images you have incorporated in the blog. Be careful though – a blog article that is ridden with keywords and does not make much sense otherwise will not be favoured by users or by search engines. It is easy to get caught up in “keyword stuffing” (the overuse of keywords to the point where it no longer makes legible sense), but try not to let this temptation get the best of you. Your blog, and thus your company’s website, will fare better if you always remember to write for humans first and search engines second. Be creative and crafty about the use of your chosen keywords, as opposed to carelessly inserting them at any given opportunity.
Tip #2: URL Structure– Closely related to the use of keywords, you can further optimize your company’s blog by placing your keyword(s) in the URL of the particular article. Many blogging platforms will generate their own, unique URLs for your blog post that usually do not include your targeted keywords, which is why this is an SEO tip that is often overlooked. By manually altering the URL of each of your blog articles and tastefully inserting the keyword you want to optimize for within the URLs, you are giving the search engines more information as to what your site is all about, which is the whole point of SEO in the first place. The more relevant you appear to the search engines, the greater the chances that more appropriate traffic will be driven to your site.
Tip #3: Images – Adding images to your company’s blogs gives your articles an extra flair and visual appeal, but also serves as a valuable SEO opportunity. You can optimize the use of the images in your blog post by changing the alt text for each image to a brief, yet descriptive explanation of what the image is depicting. This is useful for users who may be accessing your blog from different platforms that perhaps do not support the display of images, as it provides a concise description of what the image should look like. But perhaps more importantly, alt tags give search engines further information about the page’s content, boosting your site’s rankings overall because of the page’s relevancy. You can further optimize the use of images in your company’s blogs by inserting your targeted keywords for that article within the alt text description.
Tip #4: Heading Tags – This is yet another place you can insert your targeted keywords. Once again, after you’ve selected the keywords you want to optimize a specific blog article for, you can make good use of these keywords in both the title of your article and in the headers or subtitles (such as H1 or H2 tags). Titles and heading tags are weighted more heavily by search engines, so inserting keywords within them further emphasizes what your article (and site) is all about.
Tip #5: The Importance of Categories – If you are using a blogging platform, such as Word Press, be sure to create categories to index each of your company’s blog articles within. Doing so further directs search engines by essentially “telling” them what your site is about. Having categories is also a user-friendly practice, since it allows readers to browse previous blogs that have been archived in a categorical format that makes it easy to access the information they are seeking. It is often helpful to set up a navigation bar to the side of your current blog article so that users can easily locate other company blog articles of interest.
Tip #6: Internal Links – Similar to keeping categories and archives in a side navigation bar on each of your company’s blogs, internal links are an important component of SEO for blogs. Having a “Site Map” on each of your blogs makes for easier navigation and improves your SEO by providing links to other relevant pages on your site. Within each blog article, you could also link back to your company’s homepage – a process known as internal linking. Doing so helps to boost your SEO rankings by maximizing the relevancy of your site. Additionally, if you mention something in your current blog article that is related in some way to a previous blog you’ve posted, interlink the two relevant pages.
Tip #7: Frequent Updates – Fresh content is a fundamental component of good SEO practices. It may seem obvious that old, stale content decreases your site’s ranking on search engines and deters users from returning to your site, but this is one of the most preventable causes of a website ranking poorly on search engines. The good news is: it’s easily fixable. By updating your company’s blog regularly (at least a couple of times per week), search engines will index your site more frequently, giving your website the upper hand when it comes to rankings.
Tip #8: Duplicate Content – Tied into updating your blog regularly with fresh content, you’ll want to be careful not to post content just for the sake of it – particularly duplicate content, or content that has already been used elsewhere. This means you should not copy content directly from another website or blog, and also means you should avoid posting duplicate content on different pages within your own website. Doing so will make your website look unprofessional and “spammy” to users, but will also be ranked downward by search engines. While you should definitely post blog articles frequently on your company’s website, you should make a conscious effort to do so in a unique and original fashion.
Tip #9: Topics – It is generally advisable to stick to one blog topic per post. There are several reasons for this, but the main ones are that a more focused blog article 1) makes it easier for search engines to determine what your site is all about, and 2) makes it easier for readers to follow and understand what you’re talking about. It is inevitable that some blog topics are quite extensive, and may naturally take a lot of space to fully explain, but you may want to consider breaking these particular topics into smaller chunks so that it is more manageable for your users and more easily indexed by search engines.
Tip #10: Length – Similar to keeping your company’s blog to one topic per post, you should also consider the length of each post. There is a delicate balance to strike between a blog that is too short (generally less than 250 words) and a blog that is too long. For example, if your blog article is too short, it may not include the optimal number of keywords within its content, and thus may get overlooked when search engines attempt to rank the site. On the other hand, if your blog article is too long, it becomes difficult for your readers to follow, and usually leads to a higher bounce rate. As previously stated, some topics are going to require lengthier posts than others, and in cases like these, you should break up your blog into smaller chunks with subtitles so that it becomes easier for users to locate the information they’re seeking.
Overall, optimizing your company’s blog articles is closely related to on-page optimization techniques. By following these ten simple tips, you can quickly maximize your company’s blog articles for SEO purposes and ultimately boost your website’s search engine rankings.