How to boost your SEO by blogging

Search engine marketing and SEO are constantly changing. A simple business blog, updated regularly with useful content, can be an easy way for small businesses to appear in search results.

Every new business owner’s first digital marketing question usually goes like this: “How can I make my website show up on Google search so that people will see it?”

The quick and low-cost answer? Create content on your website such as blogging about your business.

By creating blog articles around your company's product or services, search engines may pick them up as relevant content and offer them as search results when a potential customer searches for related keywords.

Unfortunately, blogging isn’t easy. Some of us were born with a flair for words, while others take a long time to think of an interesting topic to write about. Just writing about the same topics based on the keywords associated with your business isn't necessarily going to work.

That said, blogging is one of the most effective ways to get found online. Here are three ways you can get improve your search rankings by blogging.

1. Focus on topics over keywords

RankBrain, Google’s machine-learning artificial intelligence system, is now able to process searches based on intent. In the past, marketers sweated over ranking for every form of the same word. For example, makeup and cosmetics, where a search for each word would bring up different results. Today, a search for “makeup” will also show you results for “cosmetics”, and variations like “beauty”, “beauty products, and so on.

What does this mean? Instead of focusing on the ranking for specific keywords, we should aim to rank for topics instead. Topics for software platforms could include “productivity tools”, “software as a service”, “accounting tools”, “payroll systems”, and so on.

You might be thinking, “Isn’t is harder to rank for topics?” Yes, but the good news is, regular blogging about these topics, using long-tail keywords, will help you rank higher in search. Long-tail keywords, by the way, are words or phrases that are more specific, and longer, than commonly searched individual keywords. For example, most users would search for a generic term like “facebook advertising” while a longtail phrase like “small business facebook advertising in Singapore” would make it more specific to target. Just make sure you’re offering users content that’s useful.

Learn more about Topics Over Keywords here.

2. Find a niche

That said, keywords are still very relevant. After deciding on the topics you want to write about, start thinking about long-tail keywords that your customers search for. You can search popular queries through answerthepublic.com, then evaluate the difficulty of ranking for your keyword using https://serps.com/tools/rank-checker/.

Some industries are much harder to rank for than others, so it’s a good idea to go niche. For example, if your business is selling organic dog food, it’s going to be very difficult to rank on the first page for a term like “dog food”. However, you can be creative by using keywords like “organic dog food for busy owners”.

3. Write often

Think of it this way – the more content you have, the easier it is for searchers to find you, and easier it is for you to convert them into customers. If you’re wondering why you aren’t getting new visits, it’s probably because you aren’t generating enough content.

There is no secret formula to the “ideal” number of times you should share content each week. If you’re just starting out, aim to produce new content once a week, and slowly increase this to thrice weekly – or daily if you have the resources.

Your blogs don’t need to be long, but do aim to write more than 300 words – you want to provide worthwhile information. And from time to time, aim for something over 1,000 words. Experiment and see what gets the best reaction. The key is to make content generation a marketing priority.

4. An SEO checklist for your business blog

Once you have your blog up and running make sure you ensure these parts of the webpage are running correctly.

  • Title: Make sure you have an article title using relevant keywords. It should be relevant to the content in your post and no more than 60 characters. (Most search engines truncate titles to 60 characters.)
  • Descriptions: The text you see in the Search Engine Results Page. It needs to be relevant to the article content, no longer than 150 characters and contain the right keywords. You’ll find the section to add the Description in your CMS.
  • Heading tags: The heading tags on your website are for the keywords. Don’t use any more than 30 heading tags on a page, and keep each one under 120 characters.

Summary

  • Blogging is a cost-effective way to improve your business website’s SEO
  • Focus on topics, themes and engaging content rather than keywords
  • Find a niche where you can tell a unique story
  • Depending on time, aim to create a new piece of content each week.
  • Make sure Titles, Descriptions and Heading Tags are optimised for SEO
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