The number one blogging tip for businesses that are trying to improve their ranking on the major search engines is very simply: keep it natural.
This is also results in the number one benefit of blogging for business, which is the search engines find your site and in so doing, promote your site, which is why blogging is important for your business.
This blogging strategy for business applies to beginners as well as those who have been in the “search engine game” for quite a while. So what do we mean by keeping it natural? Possibly the following scenario is a perfect example.
A manufacturer has been placing blog posts on its site – part of a content marketing strategy – for more than a year. However, the blog has not improved the company’s rankings or added that many visitors to the site. The company discovers that a key reason this is happening is that they have not placed enough keywords or the correct keywords into their blog postings.
As a matter of fact, most of them, and we’re talking about more than 150 posts, have no keywords in them at all. In addition, there are no links in the posts, whether internal links to the company’s products or external links to supporting information that would add credibility to the blog. And in those blog posts that do have links, many links no longer work or go to web pages that have been taken down, resulting in the dreaded “404 Page Error.” By the way, broken links in blogs is also seen as a no-no by the search engines.
So this manufacturer puts together a team and they rewrite all the posts as fast as they can and place as many links in them to their products and outside sources as they can. They are in a rush to get rid of the old blog posts and have made a game of it. The winner of the game is the person who gets the most repackaged posts on the site each day…and keeps the meaning intact.
Unfortunately, what this manufacturer is doing – rushing to repackage its posts in the hopes of improving search engine optimization – may have devastating results. It sends shockwaves out into the Internet. And when it does, Google, and likely Bing and Yahoo, may suspect this manufacturer is trying to play a search engine game. The end result could be the search engines blacklisting this site. Essentially this means the site no longer exists as far as they are concerned.
So how do we avoid getting in this search engine game trap?
We keep it natural. It is fine to repackage the blog posting in order to add relevant keywords and links to them…but we do this slowly and naturally, avoiding the shockwaves.
Blogs should always be well written and provide the visitor with quality information. This can take some time. So instead of your team rushing to click the “publish” button so many times every day, let’s scale that back to publishing one or two repackaged posts a week. That’s much more natural and will actually be welcomed by the search engines. It shows the site is alive, being updated, and should be checked out.
An additional problem that comes up when old blogs are repackaged quickly is something called “keyword stuffing.” That’s when the team looks for as many places as possible to add keywords, even if they don’t really fit into the content. You won’t get away with this. This is an old trick that the search engines have known about for more than a decade, and it can result in your site spending some time in what we can call the “search engine game slammer.”
Some healthy and safe guidelines with keywords include the following:
- Decide what your main keyword is for this blog post; there may be several, but one should stand out as the most relevant.
- Put that most relevant keyword in your blog post’s title.
- Include that keyword in your post’s first sentence (sometimes it helps to bold or italicize it).
- Sparingly sprinkle the keyword and other keywords throughout the blog.
- If you have subheads, which you should, add keywords to the subheads.
- Make sure the keyword is found in the last sentence of the post.
- And most importantly, use the most relevant keyword about once every 100 words in the post. If the blog is 600 words, for instance, the keyword should be included no more than six times; sometimes a bit less is a bit more when it comes to effective SEO.
Finally, we have to accept the fact that blogging for business is a complicated process and it takes time to see results. As someone who has written for trade publications for more than 15 years, I can tell you that writing a 1,000-word blog post that is safely and correctly search engine optimized takes a lot more time than writing an article for a print publication. In most cases, SEO is not even a consideration in print and if the publication does plan to put the article online, the editor will usually tinker with it so as to fine-tune the SEO.
However, when publishing blogs on a company website, always remembers the number one blogging tip is to keep it natural.
Can you guess what the keywords for this blog post are?
Among them are the following:
- Benefits of blogging for business
- Blogging tips for business
- The Number 1 Blogging Tip for Businesses
- Search engine game
- blogging strategy for business