One of the main benefits of search engine optimization (SEO) is the ability to garner organic traffic to a company website that will eventually convert into leads, and who doesn’t love generating new leads? Some other benefits include increasing visibility in search, establishing your voice as an industry leader, and leveraging your writing to create influencer relationships. Although many have a general understanding of what the term means, it’s the why and how of SEO that plays an important factor when writing a blog or creating web content for your business. Blogging actually goes hand-in-hand with social media efforts in terms of boosting your SEO, overall site traffic, and online presence. In fact, 20% of marketers describe company blogs as one of their most important channels for hitting their marketing goals according to HubSpot’s 2021 Executive Marketing Leadership Survey.
We’ve highlighted six tips as best practices to keep in mind for overall web content writing to bring value to your industry with insightful writing and thought leadership.
- Use Keywords to Your Advantage
Your URL’s structure provides both users and search engines an idea of what the destination page will be about. Google explains it best:
“A site’s URL structure should be as simple as possible. Consider organizing your content so that URLs are constructed logically and in a manner that is most intelligible to humans (when possible, readable words rather than long ID numbers).”
Additionally, you should also add your main keyword at the top of your page or post because Google puts more weight on terms that appear at the top of a webpage. It’s completely acceptable to use a variation of high-volume and low-volume keywords as well because you’ll want to touch on keywords that span an entire buyer’s journey.
- Internal and External Linking Can Boost SEO Power
If you reference pages that are hosted on your company’s website in your blog post, then you should link to them. This is called “internal linking.” Internal linking makes your site way more user-friendly, and it keeps your readers engaged. For example, since we’re talking about SEO best practices to follow for a company blog, we’d welcome you to check out our own company’s blog. It’s a work in progress, as most things are in digital marketing, but we’re headed on the right track.
External linking also has its advantages. Since you’d be linking to pages outside of your own domain, search engines would see the relevant content of high authority websites linked from your website. Including credible and authoritative external links helps build your brand and increases loyalty amongst your readers.
- Improve Your Page Authority
Your page authority is an indication of how your webpages will rank. Here are some elements to keep on your radar to make sure Google recognizes your webpages enough to be shown to its users:
• Fresh, relevant content
• Inbound and outbound links
• High-quality images
- Importance of CTAs
The CTA (call to action) is a message to the audience to take a desired action. Examples include buttons that say:
• Click here
• Learn more
• Sign up
• Join now
Typically, these CTAs are strategically placed within a blog or article to get the reader to respond. In a recent survey led by HubSpot, 56% of those surveyed said they have made a purchase from a company after reading their blog post. Writers can use CTAs to their advantage to steer the reader to gain more information about a product, provide guidance or example of how the product works, or mention and link directly to the product when it feels relevant.
5. Make Your Title Tags and Meta Descriptions Stand Out
It is always important to have a unique and creative title for your blog post, but it is almost more important to make sure that your title is optimized for SEO. For example, when using a plugin like Yoast SEO with WordPress, you want to include keywords optimized for search in your title so that your blog appears in the results query when readers search for that topic. According to Google:
“Titles are critical to giving users a quick insight into the content of a result and why it’s relevant to their query. It’s often the primary piece of information used to decide which result to click on, so it’s important to use high-quality titles.”
Meta description is the brief summary of a page that is displayed below the title tag and it offers detail into what the page is about. Meta descriptions do not directly impact search rankings, but they can influence click-through rates. For example, you would want to write a detailed description about your blog or website to help the reader understand what about your page sets it apart from others within their search query.
- Images – the Bolder the Better
Two of the most important image best practices are to name your images with descriptive file names and to always use image alt text. By using descriptive file names, you let the search engine understand the content in your image thus providing better search results. The alt text included describes an image and is used by a “screen reader” software so that a person who is listening to the content of a webpage (for instance, a person who is blind) can interact with this element. Google also uses the alt text in their algorithms to understand the content of the image and the page it’s on.
Your audience will look to you for thought leadership and the value you bring to the marketplace as an industry leader. Although writing unique and relevant content for each webpage can be a tricky feat, hopefully with some of the tips we’ve laid out, you too can have a successful SEO strategy to continue developing your reputation and online visibility to garner more web traffic, increase subscribers, generate new leads, and increase sales. Happy SEOing!
Bob Freas & Diana George
Social Media Specialists