There are numerous of buzz-worthy terms in digital marketing, but none are as important to your digitalmarketing strategy as blogging. Blogging is a cornerstone of the foundation for content marketing, social media, earned media, and search engine optimization (SEO).
People are searching the Internet in new ways, and anyone can throw some money at targeted ad buys, but agencies with data and content-driven marketing strategies are the ones poised to win.
Blogging is good for SEO, and it all starts with earning organic traffic.
1. Increase Site Relevancy
One of the most important search criteria for gaining Google's trust is your domain's relevancy. The more inbound links you have from reputable domains, the higher you're likely to rank in Google's SERPs (Search Engine Results Page) because you'll be seen as a relevant resource. However, gaining these backlinks can prove difficult, especially for e-commerce or branded sites that don't have a blog.
A consistently updated blog, even if it's only one or two posts a month, is your opportunity to fill pages within your domain with insightful and useful information that may eventually gain backlinks. This is typically a long-term play, but it is a sure way to improve your chances.
This is a very time-consuming area of Digital Marketing, and is often overlooked by businesses, whom have other tasks they deem more important to carry out. GoDigital offers various options and customised packages within SEO, and these include writing blog articles.
2. Build Reputable Backlinks
Using your blog as a portfolio, your next step is to guest post as a thought leader across blogs, websites, and media sites to gain backlinks through earned media.
Gaining a guest post or even a column in mainstream media outlets like Forbes, Entrepreneur, Huffington Post, and the Wall Street Journal can really boost your site's SEO rankings.
However, this can be difficult if you don’t know where to start. So a shortcut is to register for HelpaReporter.com as a source. This service signs you up for an e-mail list of topics currently being researched by journalists around the globe. If you participate as a source for these articles, you'll gain a mention in the article, often with a link back to your website. Both will ultimately help your SEO efforts, although a backlink is especially helpful in raising your domain authority.
Having your name and company endorsed by the editors of a prestigious publication gives your words more value, exposes you to more platforms, and draws in more qualified leads over the long-term. Keep reaching out to any sites with authority in your industry to gain a reputation that extends beyond search engines.
3. Raise Long-Tail Keyword Ranking
To build a great blog, you'll need to divide everything into categories and tags. Categories should be broad and related to your industry. An eBay marketing platform
would want blogs related to eBay's sales categories, sellers tips, etc., whereas a commercial construction company would want categories for each industry it serves.
Within these categories, you’ll need to research long-tail keywords (longer and more specific phrases, rather than one-off specific keywords). This will help you to figure out what information users are searching for in regards to your target categories. These long-tail keywords will become the basis of each blog article posted in each category.
Start with the highest value search terms using Google AdWords Keyword Finder and SEMRush, and brainstorm 10-20 topics to figure out what articles to write. Search the selected topics/terms (e.g. typing them into the Google search bar) to see what's already ranking on page one. This will ultimately help you create better content and give you insight into what your competition is posting.
4. Add User-Generated Content
By writing insightful, meaningful, and useful blog content, you'll naturally build organic traffic to your domain. Readers will eventually start commenting, and as more traffic flows, a handful of your blog articles may become discussion pages for specific topics.
You can encourage blog commenting, by commenting on other blogs with links to your blog articles. But be aware that depending on how much time you want to put into it, this is a task that can take an entire marketing team to accomplish. Keeping up on current discussions related to your blog topics provides contextual backlinks pointing to interior pages on your domain and raises your search ranking.
Over time, user-generated comments can exponentially increase a page's content, as well as the amount of time users spend on-page during each session.
5. Age Matters
Once you have a blog going, the trick is to keep it going. Many websites are taken down or archive content. After a decade of hard work, you may find only a small percentage of your actual links are still around. Auditing for dead links is important to keep your blog active and at the top of SERPs. Google and other search engines reward longevity, so the longer you can keep your blog (and the reference links to it) alive, the more fruitful the results will be. With a blog, you're not just building SEO links – you're actively engaging with the media industry and contributing to the knowledge pool of the world at large. This is how you build a sustainable shelf life for your brand.
A stagnant blog may end up doing more harm than good to your brand, so it's important to keep publishing great content. A professional content writer and/or team can make this happen, and it's often a good idea to hire outside help to ensure content doesn't become overly promotional.
6. Gain Social Media Content
Blogs are also great because they help build social content. When optimized correctly, blog articles come with an image and snippet that can be promoted across multiple social media platforms. This provides a great opportunity to share links across social sites without coming off as overly promotional. While there’s debate about the effectiveness of social media on SEO, there's no doubt social links such as; LinkedIn and Facebook do show up in search results in various ways. A marketing agency with specialized blogging and social media teams can go a long way in building your site's long-term search rankings.
If you're still not convinced that a blog can increase your search rankings and by extension revenues, contact us at firstname.lastname@example.org, and we'll be happy to offer you a free consultation. In a consultation meeting with GoDigital, we'll analyse your current position and what opportunities lie ahead, as well as offer you advice and strategies on how to improve your digital presence.