Using Blogs to Increase Your SEO Effect
From increasing dwell time to improving engagement, brand authority, and quality backlinks, blogs can do wonders for your search engine optimization (SEO) efforts. But how do you ensure your blog content has the best possible impact on your SEO?
This post lists the top three SEO techniques for optimizing blog content that you can do today.
3 Blog Optimization Tips to Improve Your SEO Tactics
Blogging remains one of the cornerstones of good content marketing, supporting your SEO strategies. It can:
- Increase domain authority (DA). This is a website’s trustworthiness and ability to rank highly in search engines results pages (SERPs), measured on a scale of 1–100. The higher your DA, the more likely you are to rank well for competitive keywords. Blogging helps increase DA by generating fresh content and backlinks from authority websites.
- Generate organic traffic. Well-written, keyword-rich blog posts are more likely to appear in SERPs, thereby driving organic traffic to your website.
- Support social media campaigns. Blogs help create content across multiple platforms and get potential customers interested in your offerings. Plus, sharing interesting or educational blogs on social media boosts engagement and increases your follower count.
- Improve user experience. Blogs provide visitors with valuable, informative content that helps keep them engaged on your website for longer, and Google takes note of this when rankings pages.
However, every post should be optimized properly to maximize these blogging benefits. Marina Turea of Digital Authority Partners (DAP) already offers seven incredible tips. Below are three more to add.
1. Define Your Brand and Then Your Target Audience
Most so-called experts advise you to write blogs according to your passion. It works only if you are starting from scratch and doing it independently. If you want a blog for your business, you should take a different approach using these two factors: brand personality and target audience.
First, define your brand. How do you want to project your company in your blog posts? These questions help you determine the tone, style, and content of your posts:
- What is the overall goal of your blog?
- How do you want to represent yourself or your company?
- What are common adjectives that best describe your product or service?
- How do you want others to perceive you: professional, ambitious, laid-back, or reliable?
Besides branding, you consider your target audience:
- What are their demographics? Are they millennials, C-suite executives, or Alphas?
- How do they read blog posts? Do they prefer desktops, mobile devices, or emails?
- What type of content do they engage with?
- What topics and angles will pique their interest?
Use first-party data gathered from your mailing list, analytics, and keyword intent to generate a clear profile of your readers. Also, analyze the content of competitors to gain insights and come up with fresh ideas.
2. Know Content Updates and Apply Them Immediately
Remember, the goal is to create blogs to enhance search engine rankings and visibility. Note the latest news and trends in your niche to make sure your content is up-to-date and useful. This way, you can quickly create an optimized blog post to capitalize on news or update old posts to meet the latest standards.
In 2022, for example, Google launched a series of significant algorithm changes, such as:
- Helpful content. This implies writing for humans, not search engines. In other words, your blogs should be credible, original, and valuable. Most of all, it must display your knowledge and expertise.
- Spam update. This one aims to hit those blogs and webpages that heavily depend on unnatural linking strategies. These include cloaking, doorway pages, paid links, keyword stuffing, and hidden texts and links.
- Product review update. This massive change qualifies those who can review products and services. One of them is a blogger, who is fit to provide an independent opinion.
Algorithm changes can either hurt or help your ranking. Sometimes the effect is sitewide or at the page level. It can be global, regional, or local.
You will know how updates affect your site if you continuously monitor your traffic and engagement, especially when updates are rolling out. Either way, applying the new guidelines and recommendations means you can bounce back fast if you take a hit or supercharge your optimization strategies and beat your competition.
3. Increase Engagement in Your Blog Posts
The benefits of a high level of engagement for branding are substantial. It can drive more traffic, build customer loyalty, increase conversions, and improve your rankings.
And yet, many posts still feel like a one-way street, with engagement often delegated to social media channels. Interactions with your audience can happen in any space, even right in your blog post.
Here is how to do it:
- Do not remove blog comments. In 2021, Google advocate John Mueller said that removing blog comments might hurt your search rankings because the search engine treats them as part of your content. But for safety, run spam filters and keep track of comments religiously.
- Run events. Contests, giveaways, and webinars can get more people in the loop. It will pique your target audience’s interest and allow you to connect with them more deeply.
- Encourage subscribers. Give incentives such as special discounts or access to exclusive content for signing up for your mailing list. This way, you can continue to engage with your readers and keep them updated.
- Create interactive content. Interactive content such as polls, quizzes, calculators, and assessment tools provides a more meaningful experience for readers and helps you capture valuable data about your audience.
- Accept or publish user-generated content (UGC). Leverage the power of your readers and enable them to create content on your blog. It promotes engagement and tells search engines how credible your brand is.
- Explore new ways of displaying content. ArtStation Magazine, for instance, once published a post about how artists are using various technologies to create artwork, especially virtual reality (VR) and augmented reality.
In the age of TikTok and short-form content, you might ask, “Does blogging still work?” The answer is yes, and many studies can prove it.
But the blogging techniques used in 2021 or 2022 may no longer work in 2023 and beyond. To ensure that it continues to support your SEO strategies, update your tactics as well. If you need help, a digital marketing agency can help you stay ahead of the changes and give your blog a competitive edge.