One thing that will probably always be a crucial component of your brand’s website SEO marketing is its blog. By that we mean not just the regular production of blog content, but also suitable optimisation to enhance its search engine performance.
So what are three things that your organisation can do to ensure your blog delivers from an SEO perspective this year?
Pick a variety of keywords
When you are researching keywords and identifying which ones would be best for use in your brand’s blog posts, it’s important to ensure a healthy mix.
That is likely to mean some branded keywords featuring the name of your company and its products, but also some generic product or service keywords, such as ‘swimming pool chemicals’ or ‘property inventory services’.
Some broader audience-focused keywords ought to be included, too. Indeed, you may find that most of your blog keywords are in this latter category, given that it’s your audience and their needs you need to be largely discussing in your blog posts, rather than simply your brand or products.
Balance search volume and competitiveness
This applies to your non-blog content as well as your blog posts, of course, but it’s vital to mention nonetheless. The process of pinpointing keywords for use in your blog posts will entail attempting to achieve that tricky balance between search volume and competitiveness.
The former of those terms refers to how often a given keyword is Googled each month, whereas the latter concerns how hard it is to rank for.
The ‘sweet spot’ to aim for, as far as organic search is concerned, is a set of keywords that are high in volume, but low in competitiveness. But that’s obviously a difficult balance to strike, so you also shouldn’t completely ignore more competitive or niche keywords, provided that they are relevant to your audience.
Follow established SEO best practice
So, you’re ready to start writing a blog article, with some of the aforementioned keywords sprinkled in. The hard work is hardly over, though. That’s because there are also various well-known ‘best practices’ you are advised to follow when composing your blog content.
You should use your chosen relevant keywords throughout your blog posts, for instance, but not so much that it comes across as spammy. Remember, at all times, that you are writing principally for human users, rather than trying to ‘game the system’ by appealing to search engine bots.
Certain ‘rules’ apply to other elements of your writing, too, such as restricting meta page titles to less than 60 characters, and meta descriptions to less than 160 characters. Image alt titles should be descriptive, too, and incorporate keywords if relevant.
Is your brand’s online blog making a significant and ongoing contribution to your site’s search engine fortunes? Or could you do with the expertise and attention of our professionals in website SEO marketing, so that your company can achieve better results from its online presence?
Whatever the situation right now, by contacting the PENNInk Productions team, you can position your brand advantageously for success on the web throughout 2019.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.