This is the last installment of my Seven Reasons to Blog series, and discusses one of my favorite topics surrounding why a business should blog: Blogs are search engine magnets!
It goes without saying that in the current internet marketing landscape, search engines hold premium value. Research shows that up to 70 percent of all traffic to a given website comes through search engines.
In order to build an effective internet marketing strategy one must focus on using methodologies and techniques that will attract the attention of search engines, particularly Google, and obtain good SERP
(Search Engine Results Page) returns. The reason I recommend the use of blogs for business marketing communications purposes is that they help achieve those ends, and do so quite well.
Why are blogs so search engine friendly? There are several reasons.
Google uses a metric called PageRank to determine which sites show up in what order.
The technology inherent in most every blog platform encourages linking. Two components, comments and trackbacks are used frequently by bloggers to communicate with one another. On most blog platforms, those include a link back to the blogger’s website.
Not only that, as other bloggers talk about articles on your site, most will invariably link to them. With Google, the more links into your site the merrier, especially if those links come from highly-trafficked sites.
One of the things I did early on in my blogging career to encourage traffic to my site was to find popular bloggers who were addressing the same issues I was talking about, and place a comment on their posts. I would also write about their posts in one of my own, then use the trackback function to create the link exchange.
Now, I didn’t just “spam” them. The comments and posts I did were substantive and on-topic. My aim was to add value to the conversation, not simply to up my PageRank.
Google puts a great deal of emphasis on what’s known as the “title tag.” Each post on a blog should have a title. The platform turns that into the title tag and includes it as part of the unique URL created for that post. If you’re smart, you’ll optimize that tag with keywords to further enhance your chances of Google ranking your highly.
Two items are of importance here: What’s being said and how it’s said.
One reason blogs often rank so highly in search engines is because they are all words (well, most blogs are).
Google and other engines don’t care a whit about Flash or graphics. They care about content, which includes title and meta tags of course, but body content as well. Blogs are content-centric.
Not only that, but it’s the nature of the content that’s of importance. If you’re a true-blue blogger you’re likely updating your blog on a routine-basis and talking about much the same topics over and over again. Google loves that!
The way you write your content has value as well, if you enhance it with those all-important keywords. I recommend using keywords in your post titles and the same keywords a couple of times in the body content when you can. Don’t make it sound artificial though. And don’t overuse keywords. That can work against you rather than in your favor.
You see, it’s not just happenstance that blogs rank so well with search engines. There is a “method to the madness” that almost guarantees that if you have a well-written, routinely-updated, keyword-oriented blog, it will achieve high placement. Hopefully, the end result will be greater traffic to your website and more business in the long-term.