The blog medium has long since developed from a pure hobby medium to one of the most important marketing tools. In addition to private individuals, companies have gradually started blogging.
However, this often happens without a concrete strategy, so there are no visible successes and the potential of a company blog cannot be exploited. You can find out here how you can change this with SEO measures.
Why blog as a company?
As a company, investing time in a blog can at first glance seem like a lot of work with no visible gain. A blog with high-quality content works for you in the end and can be extremely valuable for your inbound marketing.
Image: With a well-run blog, you can actively shape your public image and thus promote brand building. It makes you appear as an expert in your field and gives your company a face. This increases your recognition value and is more likely to be remembered.
Customer interaction: Everything delivering added value for (potential) customers is a principal advantage. In this way, interesting articles and attractively packaged information can be shared by readers, which gives them a greater reach. The increased traffic to your site can be cleverly redirected so that you end up making real profits.
The importance of SEO measures
So, running a blog offers a lot of opportunities to grow your business. However, even the best content will not do you much good if it is not shown to the target audience. Fortunately, you are not at the mercy of your fate, but can significantly increase your visibility through the conscious use of SEO measures. But there are also dos and don’ts when it comes to search engine optimization.
Read Also: Master the Art of Crafting Powerful Eye-catching Headlines for Your Blog Posts
SEO Problems: Avoid Pitfalls
Missing keyword research
If a keyword analysis is not carried out, but simply written straight away, you run the risk of writing past the target group. For example, you should not rely on global keywords for local targeting and, if possible, avoid competing directly with large companies.
Too little search volume
The lack of keyword research from point 1 often leads to wrong decisions regarding the topic. Because combinations of topics that are too unusual do not rank on Google. On the other hand, of course, the keyword should be specific enough that it attracts the right readers.
Neglecting reader-friendliness
Despite trying to position your blog and thus your company well, you must not lose sight of your readers. If your texts have too many keywords, the quality suffers. Despite optimization, the content must be of high quality and offer added value.
Outdated content
After publication, blog articles are often no longer updated and new articles are written on the same topic. This is problematic because the same keyword can accumulate on the blog, which makes it difficult for Google’s algorithm to assess the relevance.
These SEO strategies work
Internal links
Subpages that can only be reached with a large number of clicks often do not rank well. It is worthwhile to internally link one of your posts to an older and less successful one, for example.
Update
You should update your articles at regular intervals to keep the information up to date and keep an eye on the keyword without creating unnecessarily many distracting articles.
Link building
You want to get as many links as possible for your blog because backlinks show Google the importance of your blog. The type of these links is not completely irrelevant, they should be of a certain quality so that they are useful to you. To do this, you can link to the article yourself via your social media profile. Cooperation with other blogs, such as guest articles or mutual sharing of links, also helps you achieve a better ranking
Mobile-first
In the meantime, the majority of people visit your site via a mobile device and no longer via the classic PC. You should therefore check the template you are using: Does everything look professional and tidy when you call up the page on your smartphone? How fast do the images load? Does the writing look warped? In case of doubt, for example with WordPress, a template can simply be changed.
Don’t forget pictures
Images in blog posts are a tricky topic because although they embellish the article and make content attractive, they offer some sources of problems. If your images are too large, the page loads more slowly, which reduces your ranking on Google. In addition, it is worth naming the file itself in advance and the alt text within your content management system after the keyword.
Permalink
The name of the URL to your blog post can be changed. So, you should change the combination of numbers into a short sequence of words that the keyword contains. However, be sure to do this before the article is published and not afterward, otherwise your link may no longer work.
Conclusion
As a company, you should keep a blog because you can present yourself there differently than in your other texts. In the public eye, you gain in personality and thus also in recognition value. Before you get started though, consider the options that SEO gives you. If you approach each article strategically and follow the tips, your blog can be successful too.