A blog, when leveraged properly, can provide immense value to your SEO program, not to mention your social media and content marketing efforts.
6 ways to get more SEO value from your company blog:
1. Target long tail keywords in the title and content.
Chances are a blog post isn’t going to outrank a large brand for broad keywords like “SEO” or “IT” or “Insurance.” But blog posts, just like the individual pages on your website, can rank in the search engines for a variety of related keywords.
Think back to when you optimized your website—chances are you have a lot of keywords left over that didn’t make it into the content on your website but are still a great keyword for your brand. A blog post is the perfect place to go after that keyword! Long tail keywords tend to be much less competitive and your blog post has a better chance of doing well in the SERPs for related searches.
2. Incorporates the appropriate anchor text with links back to your website.
I see so many sites that don’t advantage of the link building opportunity that their company blog provides. Hopefully if your blog was built on a sub-domain it has been seamlessly integrated into the overall design of your website, but you should still link from individual blog posts to different internal pages on your website.
3. Add social share buttons.
Make it as easy as possible for a reader to share your content; add social share buttons for so readers can share your content with their social network without having to leave your blog. I usually recommend adding the buttons at the top and the bottom of each blog post, again, making it easier for a reader to share your content.
4. Link to other articles/authors.
Don’t be afraid to link to outside sources, especially if you are using them to back up your own opinion. When you promote your blog post you can let the cited authors know with a Tweet that looks like “New post blog title by @yourcompany feat. @citedauthor.”
By adding their Twitter handle to your Tweet it alerts that blogger that you quoted/cited them. They might send you a thank you message or even reTweet your content, which means your blog post gets shared with their social network and you get more targeted traffic over to your blog.
5. Promote your content everywhere.
Publish snippets of your blog post on Facebook, LinkedIn and Google+ profiles. By publishing a snippet as opposed to the whole post you are pushing readers back to your blog to finish the content. LinkedIn Groups is a great resource for most B2B websites. You can join a number of groups that cater to specific sections of your target audience and create content that speaks specifically to that niche and their needs.
Also submit your content to social bookmarking websites. StumbleUpon is still a great source of traffic for a lot of websites and I’ve found that, for my own company blog anyway, that bookmarking a post as soon as it goes live is helping get that post indexed faster in the search engines because it gets the link building ball rolling.
6. Install SEO plugins.
There are a variety of plugins that you can install to help optimize individual blog posts but my favorite is YOAST. The YOAST plugin lets bloggers customize the title tag (which should usually reflect the title of the post itself), write a custom Meta description and list the Meta keywords; these are what a searcher will read in the SERPs. If you don’t create your own Meta data then the search engines typically just pull a random snippet of content from the page to fill the space.
These are just a few of the ways that a company can get a little more SEO value from their blog. Remember: content marketing, social media marketing and SEO go hand-in-hand-in-hand so get all the value from your efforts as you can!
Photo credit: turbonetsolutions.com
Bio: Nick Stamoulis is the President of Brick Marketing, a white hat SEO company based in Boston, Massachusetts. With 13 years of industry experience, Nick Stamoulis shares his SEO knowledge by writing in the Brick Marketing Blog and publishing the Brick Marketing SEO Newsletter, read by over 150,000 opt-in subscribers. Contact Nick Stamoulis at 781-999-1222 or email@example.com