Contextually relevant content is an integral part building brand awareness. Blogs are now viewed as a valuable form of content, an integral component of an in-bound marketing strategy, and one of the main pillars of a well integrated marketing program: Content – SEO - Social Media – Outbound marketing – Inbound marketing – Public Relations – Communications.
But it isn't just about writing something and simply publishing it to a blog. How does one blog seem so well tuned for search engine optimization, while others are virtually invisible? Before you can realize SEO benefits from blogging, you must understand and utilize the techniques necessary to develop a well tuned blog and blog article. To make your blog bloom, you not only must include the obvious requirements of diction, syntax, and creative thought, but also the following important components:
Your article title should tell both the readers and search engines what your article is about. It should be clear, concise, and include the focus keyword(s) included in the article.
Example: Tips for Business Marketing, Column by Inventist Media
Your keywords of the article fall in line with URL and Title. Your blog platform will have a field to designate these keywords.
Example: Inventist Media, Marketing, Tips, Business, Column
Note: Since we're not providing the full example of the article, other keywords that maybe included in the keywords field may be "Prescott", "Prescott Arizona", and "marketing consultant" since our article is about Inventist Media, a marketing and advertising consultant of Prescott Arizona and those things would be mentioned in the full article.
The URL should be search engine friendly and tell the search engines what the article is about. Again, utilizing keywords of the article. Most blog platforms, like WordPress, allow you to edit and customize the URL of your article.
Again, keywords are used in the URL: Inventist Media, Marketing, Tips, Business, column
*This is an example of a Search Engine Friendly URL. For more on Search Engine Friendly URLs, read more here.
Your blog may also have a field to designate a focus word(s). This may be one word, or a string of words, or term. Focus word(s) are keywords that are the topic of your article. Take on the persona of the potential reader who may be searching for an article like this. Since Inventist Media is a business marketing consultancy, we want people to find us if they are looking for tips on how to market their business. Becoming a valuable resource of information is key to converting readers to clients.
Example: In this case, the focus word(s) / term may be "business marketing tips".
Headers play roles in both aesthetics of the article layout by breaking up the text and providing the reader a quick view of where the article will be taking them. The headers should be used as H2 and H3 tags for SEO purposes. Use keywords in these headers.
Embedded Imagery & Alt Tags Or Alt Attributes:
Creating rich content is key and therefore imagery is a must. When including pictures, illustrations, and infographics, make sure the file names of the images have keywords included. Additionally, utilize alt tags (alt attributes) with keywords to describe your images perfectly. Your blog platform should have a field to fill in the image's alt attributes.
Example: File name of the infographic in the article = business-marketing-tips-blog.jpg
Example: Alt attribute of the infographic may be = "marketing tips how to write a blog"
I love outbound links. They provide deeper info for the reader should they choose to drill down for more information. Some still think more than (3) outbound links is counterproductive to SEO, but I have not experienced this. Linking to relevant information on the main topics within your article is a great form. Your readers will regard you as a great source of information, and will return for more.
MAKE CERTAIN TO CONFIGURE YOUR EMBEDDED LINKS TO OPEN IN A NEW WINDOW. NEVER TAKE THE READER OFF YOUR PAGE, FORCING THEM TO HIT A BACK BROWSER BUTTON TO GET BACK TO THE ORIGINAL ARTICLE.
EVEN IF YOU LINK THEM TO ANOTHER PAGE ON YOUR OWN WEBSITE, CONFIGURE THE LINK FOR A NEW WINDOW. THAT WAY, THE READER WILL HAVE MULTIPLE PAGES OF YOUR SITE OPEN ON THEIR DESKTOP OR DEVICE.
Sorry, I was 'yelling' here. I constantly see links that take people off page. This is bad form.
Article Formatting & Aesthetics:
I touched on article format and aesthetics earlier under "Headers". Format and the "look" of your blog post are so important. Ever click on a link that "looks" interesting, but when the page opens your eyes get hit with seemingly unending strings of words and sentences without any headers or images?
Utilize the following to complement the textual info:
- Bullet points
- Bolded terms
Add these techniques and your blog will bloom. Happy Spring!