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Every online marketer worth his salt knows the importance of the website blog. Both B2B and B2C marketers can benefit from a well updated blog that is filled with informative and engaging posts. That is why a lot of companies consider blog marketing as a vital component of their overall digital marketing strategy. If you have been trying to improve your website’s search engine rankings, maybe you should shift your efforts into rigorous blogging.
However, if you are expecting to create a massively popular blog overnight, chances are good that you would be disappointed! It takes time, creative thinking, and the right approach to attain a loyal group of readers and attract new ones every day. Short term tactics hardly ever work when it comes to blogging. In order to build such a strong source of steady organic traffic, you would first have to plan a killer strategy!
Proceed with caution!
As an SEO professional, you need to plan your moves carefully. Tactics that used to work in the past may get your website penalised today. Similarly, strategies that were never considered effective now work like charms! Knowing what works and what doesn’t is highly important. Considering the dynamic nature of the industry, it is essential that you keep yourself updated. Marketers who are capable of adapting to the changes fare well even in difficult times.
The only way you can generate organic traffic over time is by aligning your content to the current algorithm. Therefore, changing strategies becomes necessary when algorithms are updated. You can also improve your blog’s organic traffic through email marketing and social media marketing. Once you succeed in generating high traffic to your blog, you can expect to turn those visitors into sales.
So, now you know what a crucial role the blog section plays for the search engine ranking of your website and for your overall business. However, the question remains – how should you go about making the blog popular? Here are few proven strategies that bring valuable outcomes when implemented right:
Do not just focus on keywords:
Gone are the days when you could stuff contents with keywords to bring desirable results. Over the past few years, Google introduced a series of algorithm updates that proved that the search engine giant values overall user experience. It became even more apparent with the release of the Hummingbird update that is designed to look at keywords in terms of context. Google aims at understanding the actual intent behind a search query rather than seeing them as a string of keywords.
Does this mean you should stop optimising content with keywords? Of course not! Even though much of the focus should go into creating high quality and unique content, you should put some thoughts into keyword selection as well. Search engines still rely on keywords to comprehend the relevance of the content. However, the algorithm update has made Google smarter. So, it will check the context and will also be able to detect spam contents.
Therefore, you should make sure that the content is informative and useful to the audience. As for the keywords, as long as you are adding relevant and semantic keywords, you should be fine!
Experienced marketers are very well familiar with the power of social media. Did you know that more than 2 million blog are posted every day? To make sure more and more people know about your blog, you would have to resort to social media marketing. By sharing new blog posts, you can not only increase visibility, but you can also lure potential customers to your website. If you are new at this, it would be best to start with Twitter, Facebook and Google+.
By being active on the various social media platforms, you can gain a set of followers and fans. But that does not mean that they will start buying your products right away. Social media followers are different from search users in that they are not thinking of buying your product as yet. But they are always interested in valuable content on topics that appeals to them. By sharing your blog posts, you may be able to tap into those interests. By continuing to offer them what they want, you can keep them coming back to your website.
When it comes to backlinks, some old school marketers believe the more, the merrier! These individuals probably won’t even consider the quality before getting links. Does quantity really rule over quality? Not in this day and age! As you may already know, links are one of the determining factors in search ranking. Banking on this, a lot of companies “sell” links. Getting these links is easy and cheap. You can get hundreds of such links. But think twice before you start practicing this spammy method.
Google puts a lot of emphasis on the quality of links. Even if you manage to get hundreds of links, if they are irrelevant or low quality, you won’t benefit from it at all. In fact, if you are caught using these spammy tactics, Google may even penalise your site. That is why the quality of the inbound links must be high. All the links you generate must be relevant and should be of real value to the users.
Turn to mobile optimisation:
Advancement in technology has significantly diversified your audience. Not all of your potential customers are sitting in front of the computer and searching for products. Since the advent of smartphones and tablets, users no longer rely on their desktop PCs. Instead, they search for products and services using mobile devices. Because of this, your target audience is now divided into two groups – desktop users and mobile users. You may have created the best desktop appropriate website, but it may fail to work properly on mobile devices. In that case, you would be losing potential buyers.
Google has stated that the majority of the searches now come from mobile devices. That is why optimising websites for mobile becomes necessary. Mobile friendly websites also fare well when it comes search rankings. Since the search engine values user experience, it is only natural that it will also prefer websites that are optimised for mobile. In order to make your website more mobile friendly, you would have to focus on three aspects – layout, content and behaviours.
In layout, you need to make sure your posts, menus and pages are optimised for mobile viewing. When it comes to content, the format and length of the content should be appropriate for mobile. Lastly, as far as behaviours are concerned, your sales pages and landing pages may require different strategies. So, do your research before you start planning.