Trying to keep up on "best practices" with regards to search engine optimization can seem like a full-time job. Google is constantly changing its algorithms and policies, which is something that obviously plays a major role in how to approach and manage your presence online. One thing that has remained constant is the importance of content, namely blogging!
Here are 8 reasons why blogging is so beneficial and can help grow your exposure online:
1. Fresh, Unique Content: The search engines love to see fresh, new, unique content being posted on a regular basis. In addition to showing the search engines that you are updating your site on a regular basis with this content, it will also give you the opportunity to constantly keep searchers informed about what is going on with your practice. The search engines are working to provide users with what they perceive to be the best results based on a user's search query, which is typically the freshest and most relevant content. Regular blogging is also a way to help separate your practice from your competitors and improve your site's ranking within the search results.
2. Backlinks: One of the more important actions to keep an eye on when it comes to optimization is backlinking. You can find your site getting into a lot of trouble with what the search engines perceive as bad backlinks, and it may be tough to fully recover. There is a lot of value in linking back to your site from other reputable websites. You want to make sure that you are targeting websites that fit the types of things that you blog about. What you want to avoid is having links to your blog (or website in general) from websites that have nothing to do with your practice. Having powerful backlinks will not only show the search engines that your website is important (improving the equity of your site), but it will also help grow your overall online exposure.
3. Keywords (Long Tail): In the past, keywords held a lot of weight with regards to optimization. You used to be able to cram a bunch of keywords in a blog and the search engines would index it. Today, this is not the case. The search engines (namely Google) continue to become more and more advanced; it's almost like they are actual human beings who can think and reason by themselves. When thinking about your next blog, the key is to try to think of unique keywords, but not too unique that nobody would think to use them in their search. With that being said, the best route to take here is to use long-tail keywords and phrases. Instead of trying to place specific keywords throughout your blog, your best bet is to keep track of commonly asked questions your practice gets and answer those in a blog. These are the kind of questions that people are typing directly into the search engines. Users are looking to find answers to their search queries.
4. Sharing Content: Sharing information online has continued to grow, and there are no signs of this stopping anytime soon. When your blogs are shared and clicked on by users, this will help show the search engines that this information is important and will help move you up in the search results through improved rankings. Creating quality, relevant content will entice people to read and share it. The bottom line is, work to share your content as much as you can.
5. Graphics: As you can see from the title of this blog, content is king! It is important to to write appealing blogs that will get picked up by the search engines and viewed and shared by users. One way to help improve the appeal of your blog is to include relevant graphics when possible. Not only is this appealing to your readers, but you can also optimize the images with specific keywords. This can also help describe the image to readers who are not able to view images on their devices.
6. Video: Just like graphics, video will help provide more dynamic information that you can share with your readers. Videos can be optimized just like graphics, and they are also very appealing to online users. Obviously, you want to make sure that any video or graphic that you add is relevant to the topic of your blog.
7. Social Media: The importance of having a social media presence continues to grow. The search engines will pull posts on social media networks into the search results, so there really should not be a reason why you are not taking advantage of these outlets. By connecting your blog to social media profiles like Facebook, Twitter, LinkedIn, etc., you will provide the search engines with more opportunities to help people find your practice.
8. Indexed Page Content: One of the most important reasons to be blogging on a regular basis is that each blog post is viewed by the search engines as a new, separate page on your website. As I mentioned above, the search engines (namely Google) love to see fresh, new, relevant content. A study has shown that blogging can result in 55% more traffic versus businesses that do not blog. The main reason for this is: The blogs are being indexed as pages by the search engines!
To learn more about the importance of blogging and how it can help improve your practice's online exposure, contact us today!
By John Gaumnitz, Internet Marketing Consultant