Blogging: 6 Principles for SEO engineered blogs
Imagine if, by integrating one tool into your site you could:
- Drive traffic to your site
- Influence your customers
- Improve your credibility, and;
- Boost sales, revenue and profits
One tool provides an exceptional way of doing all of these:
A blogging campaign is a brilliant way to inform a customer of the ins and outs of your products or services and build familiarity with your brand.
Brand Journalism strategy:
Organising content campaigns that are search-engine query oriented is a fantastic way of boosting traffic from the most-relevant, highest-quality leads.
Google and other search engines reward the best answers to questions by featuring them prominently on the search engine results page.
Offering high-quality, informative content will draw eyes to the USPs of your business.
In addition to growing your traffic, blogs can play an effective role in customer conversion (turning traffic into sales), as well as customer retention (keeping your existing customers).
A blog can play an important part in social media strategy and email or newsletter campaigns, helping you stay present in the mind of your existing customer base.
6 Engineering Principles for High-Quality SEO Blogs
1. Stay Honest
Whilst research and tool utilisation are quick ways of getting hits, it is important to note that metric-hacking can negatively affect your rank in the long run.
Google’s algorithm changes all the time to prevent SEO malpractice.
Black-hat methods such as keyword stuffing may be a poor investment of time and money and risks ruining your reputation with Google.
It takes commitment to get ranked; it takes a sustained commitment to stay there.
2. Invest in Quality Copy-writing
Google seeks to serve one function… to answer questions quickly, relevantly and effectively.
Google measures page effectiveness through metrics nicknamed bounce-rate and pogo-sticking.
This is the time spend on each page or between different pages for a single search query.
Conciseness, reading quality and formatting all play a major role in satisfying queries. That’s why informative content, formatted to answer questions comprehensively, makes up the best long term strategy.
For impact-full copy-writing, VeenPool regards Frank Luntz’s Words that Work as the go-to-guide for creating pieces that are valuable, memorable and easy-to-read.
3. Do your research
Keyword research is an essential ingredient for successful page optimisation.
High-quality content should have naturally occurring key-words relevant to your line of work, however; orienting your work to high-frequency and long-tail keywords can significantly improve your chances of being found.
There are a number of techniques to identify related keyword opportunities. The most popular tools include Adwords and Semrush. You can even keep tabs on your competition to see what keywords and key phrases they’re using to get traffic.
Keyword formatting is also important. Placing your keywords where they have the most visibility for humans, algorithms and search engine crawlers:
- Headings and subheadings
- Introductory sentences
- Concluding paragraphs
- Anchor texts
- Title tags and meta descriptions
4. Back-Linking, referencing and image optimization
Google looks at relevant backlinks as an indication that your website provides useful information and researched content.
A backlink-rich site makes your content authoritative and in turn, gives your site credibility as an informative resource.
Optimize your images:
Google acknowledges the importance of imagery in its guidelines for image publishing.
Adding more context around site media can aid for the discovery of your site on Google Images or Google Videos.
Filling out the alternate text field with a brief, keyword-rich description of the photo can add some serious SEO muscle to your blog.
5. Offer subscriptions
Prominently placed RSS or Feed Subscription Buttons offer your blog readers the ability to subscribe to your contents via email, or on Google or Yahoo Newsfeeds.
This is a powerful way for your followers to get instant notifications of your latest posts, delivering your work to your readers rather than needing them to come to you.
6. Use social media to broaden your reach
Social media is one of the most effective ways of creating intimate connections with your customer base.
Promoting your blog content via social media draws eyes on your inventory, increases your website traffic and can solidify your stance as an industry authority.
Bonus: Use analytics
Using analytics tools allows you to see what is working and what isn’t.
Quantitative Analytics is a valuable way of staying up-to-date with your site’s measurable performance, allowing more informed decisions and maximising returns on your blogging investment.