The online marketing times have changed considerably over the last year or two. SEO has rapidly evolved from being a game of beating Google with underhand methods to being a game of working with Google using strictly white hat techniques.
Nowadays, the only way to safely get your site to the top of Google is to adopt natural methods of improving your rankings. If you’re still using black hat techniques then you’re walking the thin line between top rankings and your site being banned by Google completely. One key element that Google’s bots keep a keen lookout for is quality, relevant content that relates to the keywords that Google users type in to their search bar. So, let’s have a look and see if a blog can help you keep Google happy.
Can blogs help with keywords?
I’ve seen too many people stressing wildly over keywords, trying to develop intricate strategies of inserting them into their website copy to attract that all-important traffic. The more keywords you try and target, the harder it is to fit them all seamlessly into your content.
If you’re having issues with using your keywords, or your content just reads like a load of keyword stuffed garble, then there’s really no need to panic. All you have to do is look for a strategic way to keep your content engaging and informative whilst having a keyword rich website.
Larger websites rarely have an issue with finding space for their keywords, but many small businesses have smaller websites, consisting of only around five or six pages. For these sites, keywords pose a problem…a problem that can be effectively dealt with simply by running a blog.
Blogs give you the freedom to write posts focused on one or two of your chosen keywords, thereby allowing you to create content that is relevant to those keywords. All of your blog content is considered your web site content by the search bots, so you’ll start ranking for keywords in your blog even if you don’t have them in the rest of your web copy.
Can they help with content?
If you’re currently spending time on your online marketing campaign then chances are you are sick of the word ‘content’. It’s the hard truth that content is the be all and end all of digital marketing. Google now places huge emphasis on the quality and relevance of content when it performs its searches. So if your site only has a few pages with little text content, then those little search bots are not going to be showing your site favourably in the SERP’s.
For smaller websites that struggle with content the blog is like the Holy Grail. It is a clear cut avenue to keep adding additional content to your website. If you update your blog regularly (weekly or fortnightly is best, but even monthly is good if you’re really strapped for time) then you’re giving those fussy bots something new to crawl when they come through.
When your blog starts building content and keywords your site will start to benefit. Google loves fresh content and relevance, and if used wisely, the blog will satisfy both of these needs.
Can they help with business?
Business owners can be so absorbed with getting their website to rank highly that they forget about how SEO is linked to their business. You want better rankings to attract more traffic, but you also want that traffic to turn into paying customers. If it doesn’t, then your SEO efforts are wasted.
So how does traffic turn into paying customers?
Well, to work this one out you need to understand what makes you a paying customer when you visit a website. For many people it is broken down into three parts:
• Whether the site has what they’re looking for
• Whether the site has the info they need
• Whether the site looks like a trustworthy, authoritative site for its products & services
If a website ticks all of these boxes, then there’s little reason for a potential customer to look anywhere else.
So how do blogs achieve this?
It’s quite elementary really. Blogs give you a platform to display your knowledge and expertise about your business niche. If you are adding high quality content to your blog that provides topics such as industry news, hints and tips, and the developments within your own business, then you are reassuring any potential customers of your authority. The knowledge you disclose in your blog can be a great way for customers to identify you as a company they can trust, and if you update your blog regularly, then these customers are going to come back to your site for the latest news.
In layman’s terms…blogging helps!
Blogging is a practice that is now commonly used by many businesses for the simple reason that it helps with SEO and it helps with business in general. Think of a blog as your online journal, but one that can be sprinkled with keywords to double up as a ranking boosting traffic magnet. Invest a little time in a blog and before too long you’ll be reaping the rewards.