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The meaning of blogging today is vastly different from what it meant a few years ago. Anyone involved in marketing their business online would have noticed this almost as soon as they set up their trendy new website. If you haven’t yet caught up, blogging no longer means sharing your thoughts on a particular topic, hoping that someone besides your friends and family may read it. Instead, blogging is a way for businesses to grow their online footprint and improve their search engine optimisation while having a chance to provide valuable information about their business to their userbase.
As you’ve probably noticed, search engine optimisation is not always as straightforward and easy as it may sound. There are many factors to consider when improving your ranking, and some may even be more important than others.
Here are some tips to help you get the most out of your blog content today.
Keywords Are, Well, Key!
Keywords are usually the central focus of any good blog content. This isn’t always as simple as picking those words which you think may be relevant to your business, but instead, it involves a little bit of keyword research first. Fortunately, the Google Ad keyword research tool is free and easy to use.
Once you have picked the keywords most relevant to your business, your blog is ready to be written! Keyword stuffing (meaning throwing your relevant keyword in as many times as possible) is no longer the best way to obtain results. Google even goes so far as to punish those articles where a keyword is used too many times. So instead, placing your chosen keyword where it naturally fits in the article is the best method. This also means using your keyword within the first 100-150 words of the article, as that will help Google understand what your blog is about much faster.
Your Title Matters
Following on from keywords, it is important to try and use the keyword in your article title. This will allow Google to quickly crawl your page and decide whether your content is relevant to the search query.
The Importance Of Backlinking
One of Google’s most important ranking criteria is that of external websites linking to a post. This helps to build your backlink structure whilst obtaining higher search engine rankings. The best way to do this is to promote your content. Instead of floating across the internet begging other websites to share your blog content, consider networking with other like-minded businesses so that you can help one another.
Another common method is through the use of guest posting. Essentially, guest posting involves writing a blog for another website and including links back to your own blog. This is a great way to live out the adage, “Scratch my back, and I’ll scratch yours”.
Use Headers To Break Up The Content
In more technical terms, the use of headers, otherwise known as H2 or H3 headings in HTML format, allows Google’s web crawlers to summarise and obtain the gist of your article quickly, as well as whether or not they relate to your chosen keyword. Using keywords in your header titles, as mentioned above, will show Google that your article covers the keyword that you’ve included.
Headers are a great way to make your blog more reader-friendly, as these days, many readers have a shorter attention span when it comes to engaging with web content. Splitting your blog up into smaller bite-sized chunks will help your readers to digest the content and keep them coming back for more. This will improve your overall ranking while helping to boost your article’s readability and overall user engagement.
Consider Topic Clusters
Most blogs today are structured by creating individual blog posts to rank on specific keywords. Although this may seem like the only method, it can often leave your blog disorganised, and blog users may find it challenging to locate the information they need.
Another bi-product of individual keywords is that when you write multiple blogs focused around the same keyword, they will compete with one another in engine search rankings. This is where the topic cluster model comes into play. For this model to work, you would choose a broad topic you want to rank for, and then you would create blog content based on specific keywords related to that topic.
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