A blog post as an informal way to reach a wider audience, while encouraging Google to re-crawl your website for new content. But just because the delivery is informal, does not mean the optimization should be any less complete. Often times, websites with internal blogs will fail to properly optimize their posts in the way they do their pages. This prevents posts from reaching their full SEO potential, and by consequence, does the same for your overall website. Every blog post made on a website, should present the following:
Call To Action
As a small business in DFW, you may have been very deliberate in embedding calls to action within your web page content. But the same should be true for your posts. The informality of a blog does not extend to its purpose of customer acquisition. While the call to action doesn’t have to be blatant, it should encourage the reader to take further steps in the conversion process. Blogs can serve as an additional checkpoint in your conversion funnel, and therefore contribute to CRO.
Images / Videos
Images and / or videos are important on all web pages, but perhaps even more so on blog posts. To engage readers, visual representation of your overall point is a must. Nobody is going to stick around to read a blog post, unless they are immediately engaged. Though a title can help accomplish that, there is nothing like a well placed image or video. Remember to optimize your visual content as well. Name your image file with lowercase letters and dashes. For example: dfw-small-business-office.jpg would be a proper file name. You should also input ALT text on your image as it contributes to search optimization.
Keyword research doesn’t just apply to main web pages, but blog posts as well. Businesses can be more creative with keywords for posts. Don’t try to rank for huge volume keywords on a blog, as you likely already have a webpage that is optimized for that word. Instead, go for lower volume, lower competition words that might be a diamond in the rough. This is your chance to take some calculated risks and swing for the fences with keywords.
Everybody knows that link building is a primary consideration for SEO. But blog posts, in particular, present an opportunity to link out to authority sites, that may not be appropriate for more formal web pages. Link relevance is still key. Never deceive a reader with an irrelevant link. Still, you might be able to expand your link directory by associating your post with a government website or top industry website. This is a great change to get creative with your links.
Informal does not mean unedited. Every post should be proofread as if it were a main page on your website. Readers notice typos and associate unprofessionalism with content that displays them. Proofreading can also help locate broken links, accidental keyword stuffing, or even non-optimized images. Make sure you double check each and every aspect of your post before your publish it. After all, the goal is for this content to go viral after sharing it via social media. Call 800.231.4871 to discuss the elements of a strong blog post and inquire about our blogging services.