The Challenges of Creating Blog Content II – SEO
SEO (search engine optimization) gurus like to say that Google’s search algorithm is the web industry’s best-kept secret. It’s the golden egg that everyone wants to get their hands on. Even if you had access to the algorithm, it wouldn’t be a shortcut to the coveted #1 ranking on Google. Your search engine rankings are a long game – it’s built into the algorithm!
Keeping up with SEO Standards
To make things even more challenging rankings are a moving target because Google is constantly tweaking it’s algorithm. In fact according to some sources it’s updated it 26 times since 2011, when the notorious “Panda” update came out.
Build Links for SEO
At the beginning, an important part of the algorithm was link building. That’s the process of getting sites – preferably with a high ranking themselves – to link to your site.
Links remain an important component of your SEO strategy. (You can check who links to your site on Alexa.) But it’s not the only thing. Content is king. That’s why you must tread the fine line between writing compelling content that attracts readers and that is also keyword-rich. Read more on how to do that in our previous post.
Beating the Bots
So you’ve got an engaging blog, you’ve been writing at least once per week, you’ve got great pictures with keyword-rich meta tags and you’ve generally followed good SEO practices. You’ve built it. You’ve even seen upward movement in your Google rankings. Great! But where’s your readership?
Here’s what’s happening: Google sends out bots or “spiders” that “crawl” your site looking for keywords. They’ve determined that your pages are of sufficient quality to boost your ranking. But bots are pretty stupid. They’re not human readers and they can’t determine whether your blog is actually engaging and worth reading. You need human eyes on your site.
Spreading the Word
Social media is very effective in driving traffic to your site. Promote your blog posts via Facebook and Twitter. Be sure to encourage your friends and followers to share your content with their social networks. Asking isn’t enough; you need original content that’s fun to share. Think of all those LOL catz…
You can also engage in guerrilla tactics by commenting on other blogs and pointing their readers to your site. Don’t be too sneaky. With the ease of hiding behind your computer, honesty and transparency becomes pretty important, or else you might get blocked from commenting. Guest blogs and interviews with other folks in your industry is also a great way to spread the word.
All of this – and don’t forget the fundamentals! – requires a lot of work. Preferably you have at least one staff member dedicated full-time to SEO and social media. At ViMi, we can do all of the above. Contact us today to kick your SEO and social media strategies into gear.