In recent years, SEO has changed the game for marketers as a focus area that can no longer be overlooked. Unfortunately, it can feel at times as though the rules to the game of SEO are always changing. If your website is in need of a boost to score some “points” with Google and improve search performance but you don’t even know where to begin, consider adding a blog.

A blog can help your site by both improving the experience for your visitors and offering a lift “behind the scenes” to increase SEO. Here are just four of the ways a blog can improve your website’s SEO:

Build links
Inbound links – those links coming into your site from an external website – are seen as a “vote of confidence” by search engines and are a key component of how they rank your site. External websites will be more likely to share and link back to your page if you are creating strong content that is relevant to their readers. However, be cautious of trying to game the system – search engines value quality of links over quantity.

Longtail keywords
Blogs provide a great opportunity to capitalize on industry trends and topics in real time, incorporating the key words your audience is likely searching for at any given moment. While there is certainly value in the use of short tail keywords (shorter and more general, i.e. “pickup truck”), you can make a greater impact on your search performance with the use of long tail keywords (more specific, i.e. “red pickup truck 4WD”) that better address a specific audience need and have less competition in the game.

Original content
Search engines reward sites for featuring both original and regularly updated content – two obvious benefits of blogging. According to HubSpot research, B2B companies that publish 11 or more blog posts per month receive nearly three times as much traffic as companies posting 0 or 1 blogs per month. Regularly updated content keeps a site more interesting and engaging to visitors, and can help your site climb to the top of the Google “leaderboard.”

Grow your network of internal links
Internal linking is just what it sounds like, putting in links that take the user to another page within the same site. Internal linking is important because it can keep users on your website for a longer duration of time, and help search engines crawl your site, potentially boosting search performance.

Keeping up with the latest SEO best practices can be challenging with the ever changing set of rules. But while you may not be able to stay on top of every recent trend and recommendation, it is important to implement at least some baseline SEO tactics to keep your site competitive in search rankings. Creating and maintaining a site blog is one such tactic that can go a long way toward improving your search performance and winning over your audience with a better overall website experience.

See examples of Celtic’s client work here.

Author

Blair Ciecko

PR/Social Director

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