Keeping your site up to date with relevant content is a great way to improve and maintain your search engine ranking and one way to do that is to use a fine-tuned blog.

Plenty of websites create monthly, weekly or even daily blog content to stay relevant to Google’s algorithm, but what do these blog posts actually do for your site? Let’s dive into a few things that can be found in a standard blog post and see why they are beneficial for search engine optimization.

Keyword integration:

Perhaps the most important benefit of creating a blog post site is adding keywords. Each brand has thousands of terms for which you want to rank and including keywords you choose in your blog content, is one way you can improve your search engine rankings.

The first step, of course, is to use keyword research tools to identify the best words or phrases. Try to choose keywords that are relevant to the topic of your blog and that your target audience regularly searches for. I heavily recommend using Google Keyword Designer to measure popularity.

Once you’ve selected your keywords, try to integrate them into your blog as naturally as possible. If you overcrowd the text with the same keyword over and over again, the post will not rank organically and may even be harmful. So be careful not to overdo it.

With this key blogging step, each post will have the opportunity to rank higher based on the keywords or phrases you choose. This means that if Google and other search engines crawl your website and find more natural (neither constrained nor crowded) examples of these keywords, your site will be perceived as a more algorithmically relevant source.

Internal links:

When linking, you simply capture the URL of one of the web pages and paste it into the HTML to create a link to other parts of the site. Optimizing navigation and other link structures is an effective SEO strategy for your entire site, not just your blogs. If relevant, try linking to product or service pages on your site, or even other blog posts.

Linking pages on your site improves search engine crawl efficiency, increases the eligibility of links to those pages and directs customers to the pages that are most likely to convert.

In addition, the link also affects the relevance of the keywords. By customizing the anchor text used for the internal link, Google receives a clear message that the linked page is very relevant to the word or phrase in the anchor text.

Relevant content:

While this may seem obvious to some, make sure your blog content is relevant to your brand. Posting articles on irrelevant topics will only dilute the contextual relevance of your blog and website. It also attracts traffic that doesn’t convert for you. For example, if a clothing brand suddenly publishes an article about Pacific creatures, it is very unlikely that their brand will suddenly rank for water keywords.

Try to develop blog themes that are relevant to your brand while standing out from your previous blog posts. When you create branded blog content with relevant keywords, Google and other search engines recognize your brand as a trusted source of authentic content.

External links:

Links are important, but external links are the primary method used by search engines to determine a site’s eligibility. This, along with the relevance of the content, is at the heart of the algorithms that search engines use to rank content in search results.

Blogging is not for the faint-hearted. It takes time and commitment to come up with great topics and then write and publish. Initially, when your blog finds its readers, the return will be low. However, over time and with consistent social media ads and email newsletters, your blog can become one.

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