Blog Your Way to SEO Success and Watch Your Visitors Grow!
December 22, 2010 by Scot
Almost everyone, even remotely connected with website ownership will
ask me how they can make their
website appear in the top spots in Google/Yahoo searches. I will then
describe how we gather a list of possible search terms that we want to
target, and optimize these terms throughout the website. Of course this
is a very general description of a more complex and detailed process.
Generally these techniques are designed to get Google/Yahoo to notice
your site, index your content and highlight your keywords. While this
is a great start, it does not guarantee top ranking from Google/Yahoo.
You will likely have several websites using the same SEO techniques,
competing for the same keywords. So why would Google/Yahoo give you a
higher placement over these other sites? The answer lies in
understanding what Google/Yahoo want so that they give preference
toward your site.
Give Google/Yahoo What They Really Want
We need to remember that Google/Yahoo are in business to draw people to
THEIR site. To remain
competitive, they need to deliver QUALITY search results to their users
are truly valuable and relevant. Imagine if you conducted a search and
received a list of sites that employed special "tricks" designed to
"fool" the search engine into giving them top ranking. Your search
results would look similar to a spam filled mailbox with all types of
unwanted, unsolicited communication, and unrelated content. You
probably would not continue using this search engine.
several processes to help them determine the value and relevancy of
sites they index regarding certain search terms. They even have
detection tools to identify which sites are attempting to "fool" them,
which can result in the site becoming blacklisted from all listings
from the search engine. Tricks and techniques may work for a
while, but nothing works better than providing exactly what search
engines and their users are looking for: valuable, relevant content.
What is Relevant and Valuable to Your Users?
To determine what content your target audience values we need to take a
step back and imagine your customers BEFORE they discovered your
products/services. They had a problem or a task that needed to be
the same problem that your product solves. They visit Google/Yahoo to
search for possible solutions or a diagnosis. Now what search terms
might they use? These search phrases might begin with, "How to..." or
perhaps a hot topic or common issue in their industry. Do
this exercise for each of your products and services as well as your
different audiences you wish to attract. When you are
finished you'll have a great list of search terms to use, but also some
keen clues in developing
new content and subject material.
Adding Relevance and Value to Your Website
Most businesses will have web pages describing each
product/service they offer. At the very least, consider how you might
add these search
terms and supporting content to these product/service descriptions.
Rather than merely describe the product/service, address the specific
problems or issues it solves.
An even more powerful tactic is to develop a web page devoted to
addressing this topic and provide good,
relevant, helpful, advice or information, keeping it as unbiased as
possible. Keep your focus on HELPING the user rather than SELLING them.
You might consider inviting users to comment or ask additional
questions which then creates a dialog with you. Provide social network
and bookmark service links so that users
can share your page with others or save it for future reference. Adding
an RSS feed and/or email subscription service will allow users
to receive updates when there are changes or new articles/posts added.
Many of these techniques can be used quite effectively as part of a
"Solutions" or "Education" section of your site. In recent years, the
rise of the corporate blog has provided another venue. While many
businesses have used their blog to deliver the latest corporate
information and news, others have had greater success in keeping their
blog postings relevant to the customer's world and creating an online
environment that encourages dialog and sharing.
Having and Maintaining a Blog has many advantages:
Blogs are usually easy for a client to learn and administer themselves,
adding new articles, edits, responses, etc. quickly and easily, without
requiring the assistance from a web developer. More importantly, a blog
A blog often divides its posts (articles) into several categories,
which allows users to find related content that is of most relevant to
them. As you add additional posts, your blog can become an invaluable
resource to both your existing, and potential customers.
- Allows you to address the common problems and issues your
audience might face, and offer your product or service as a solution.
- Creates an open dialog with your users which builds trust and
awareness in your brand.
- Establishes and brands you as an 'expert' in the field.
- Increases links coming into your site as users share your pages
with others, effectively promoting your site.
- Increases your SEO value to those who may not be aware of your
company or product.
- Positions your product as a viable solution.
- Provides you with valuable feedback on how your public views your
product and how to improve it.
Sounds Great in Theory, but Where's the Proof?
The popular blog service, Hubspot recently surveyed 1,500 small to
companies and found:
These results are pretty impressive. Other than the initial cost of
setting up and designing your blog, there is virtually no additional
cost to maintain it. How is that for a great return on investment? Obviously there is
some time involved to write and post articles, respond and dialog with
customers. But isn't this just a part of your sales and marketing
efforts? If not, perhaps it should be.
- Bloggers had 55% more traffic to their site than those who did
- Bloggers had 97% more inbound links to their site. This is
Google/Yahoo since this indicates high value content, and raises your
- Bloggers had 434% more indexed pages. The more indexed pages you
in your site, the better chance of someone finding you through the
From the Design Team, Promotions and SEO