Blogging is one of the most effective ways for your business to stay relevant in today’s constantly evolving digital landscape. According to Opt-In Monster, companies that blog get 97% more links to their website. Plus, websites which also have a blog have 434% more indexed pages, a.k.a. web pages visited and recognized by search engines. Think of it this way: the more content you have on your website, the greater the opportunity your website has of getting found by potential customers. However, don’t just throw word spaghetti at the walls of your blog and hope something sticks. It won’t. Instead, use these SEO tips on your blog for maximum impact.
Why Does My Business Need a Company Blog?
Before we dive into SEO tips, let’s look at why your company needs a blog. First, all major search engines, including Google, Bing, and Yahoo, love having fresh, relevant content to index. Blogging is an easy solution for consistently producing new and interesting content for your company website. Your company’s blog provides a platform for inserting relevant keywords, questions, and solutions to problems for which your target demographic searches on the internet.
Secondly, blogging allows you to foster relationships with current and potential customers while building credibility. It’s an easy way for you to boost the know, like, trust factor that’s so essential for developing brand loyalty. Plus, you’ll establish your business as an industry leader. The more valuable content you produce for your audience, the more top of mind you’ll remain. Moreover, your blog is a platform that you own, unlike social media where your content is at the mercy of tech giants and their ever-changing algorithms.
Next, blogging allows people to connect with your brand. This medium allows you to provide value for your target audience while also allowing them to see a more personal side of your business. You can dive into your brand message and open up about your company, values, and industry standards in a way that’s not possible with outbound marketing techniques.
Types of Content for Your Company Blog
While publishing a blog is a great way to boost your SEO and provide value to current and potential customers, it’s not always easy coming up with creative content ideas. Here is a short list of different types of blog content to help you get started:
- Answer frequently asked questions about your business or niche
- How-to articles on your area of expertise
- Industry news updates and your take on their impact
- Controversial topics in your niche
- Listicles or list articles
- Interviews with key players in your industry
- Behind the scenes look at current projects in your business
- Highlights of a recent event
- Round up of your favorite tools for your business or niche
- Monthly updates and statistics for your business
- Video blogs (Vlogs)
- Invite guest bloggers to contribute relevant content to your site
The options are really endless when it comes to blogging and that’s the beauty of this medium. You get to use your creativity and voice to uniquely position your brand within your niche. Just be sure to use the following SEO tips to drive results with the content you create.
SEO Tips for Boosting Website Traffic with Your Company Blog
Keywords & Keyphrases
After selecting a topic for your blog post, conduct keyword research to ensure you’re creating content strategically. A keyword or a keyphrase helps search engines understand the content of your blog post and rank the webpage within search engine results. You’ll want to have one main target keyword or keyphrase which you use throughout the blog post. Then, search for 2-3 additional keywords relevant to the topic to include as well. Cumulatively, these keywords will help optimize your blog post to rank in search engines.
To choose the most impactful keywords for your article, take into consideration these 3 factors: search volume, authority, and relevance. For example, selecting a keyword with 6,000 searches per month as opposed to 60,000 searches per month increases the likelihood of ranking higher.
Additionally, look for keywords that have a low competition. For relevance, get into the mind of your target audience. Try to utilize keywords or keyphrases for which they are likely to search. Then, if your ideal keyword has an extremely high search volume, use one of our favorite SEO Tips. Find a more accessible search volume for ranking by adding more words to create a key phrase.
Consider this example:
- Keyword: food
- 13,600,000 monthly search volume
- Keyword: wine
- 1,830,000 monthly search volume
- Keyphrase: food and wine
- 33,100 monthly search volume
- Keyphrase: food and wine pairings
- 3,600 monthly search volume
For which keyword or keyphrase would you most likely be able to rank higher in search results? If you answered food and wine pairings, then you are correct!
Use These Tools for Keyword Research
Google Keyword Planner is ideal for keyword research and developing a keyword strategy for your content.
Ubersuggest is a fantastic tool for conducting keyword research. Discover which keywords and topics bring your competitors the most traffic. Plus, get SEO tips on how to better optimize your content.
Google Trends helps you explore trending topics in your niche so you can create relevant, click-worthy content.
Bonus SEO Tip: Use a question as your keyphrase to boost your rankings in search engine results.
Think about common questions your target audience asks related to your niche. Then, develop content around those questions using the actual question as your target keyphrase.
SEO Tips for Using Headers
Headers (H1, H2, H3, etc.) form a hierarchy structure for your blog post. This structure allows search engines to easily crawl and understand the content, thus helping your rankings. Additionally, headers improve readability, which is also important for search engine optimization. More on that later. Finally, headers and subheaders provide an additional space to include target and related keywords. Use them! And keep the word count to under 300 words per header.
Titles for Blog Posts
The titles of your blog posts should not be left as an afterthought or thrown together haphazardly. An optimal title length is 6-8 words. This length increases your click-through-rate (CTR) by 21%! One of our best title SEO tips is to include your exact keyword(s) at the beginning of the title. It helps further optimize your blog post. Plus, be sure to create a title your target audience won’t be able to resist clicking. If you don’t consider yourself a wordsmith, then download one of the countless plug-ins available to help you create click-worthy titles.
Images & Alt Text
Amongst the many SEO tips for blogging, including images and image alt text is one of the easiest and most impactful ways to optimize your content. In fact, articles with images get 94% more views as opposed to those with no visuals. So, don’t skip images. If you don’t have photos on hand, create infographics or other imagery to include or look to a stock imagery website for visual content. Try Canva, Envato Market, Unsplash, and more.
Most importantly, be sure to include image alt text with your target and supplemental keywords. When you upload the photo to your blog post, there is a field titled ‘image alt text’ where you can include these details.
Internal backlinks are a great way to improve on-page SEO. They also help to increase session duration, or the amount of time a user spends on your website. To use them most effectively, link to other blog posts, products, or pages on your website relevant to the topic.
Also, include external links to other websites related to the content of your blog post to boost SEO. However, be sure the pages you’re linking to are not trying to rank for the same target keywords as your post.
Why Readability Matters
Readability is the practice of making your writing easy to understand for your target audience. There are many factors which play into readability, including:
- Headings and subheadings
- Sentence length
- Use of transitions words
- Limited use of passive voice
- Paragraph length
- Not starting 3 consecutive sentences with the same word
- Inclusion of images
And more! Search engines mimic humans. Therefore, readability factors into SEO and rankings in search engine results. Plus, readable, user-friendly content improves your website’s user experience, which is always beneficial. Reading your content to yourself out loud is a great way to edit your work and improve readability.
Yoast SEO Plug-In
For actionable SEO tips while you’re publishing blog content, we recommend the Yoast SEO plug-in for WordPress. Yoast analyzes your content in real time, highlights areas of improvement, and gives tips for how to optimize your content for search engines before publishing.
Blog Content that Works for Your Business
In order for your company blog to have the most impact, be sure to implement these SEO tips on every single blog post.
Before writing your first blog post, do your research. Develop a plan for keywords you want to rank for and topics your target audience is actually interested in.
Create a blogging content calendar, like you would for social media, utilizing this research. Consistency is one of the most important aspects of blogging. So, whether you post one, two, or three blogs per week, choose a cadence you can realistically maintain.
Finally, get the most mileage out of blogging by repurposing your content. Break down a blog post into different social media posts and send new blog updates to your email subscribers or in your weekly newsletter.