BUSINESS BLOGGING SEO

Does Your Company Blog Hurt Your SEO?

1 August 2018

Good company blogs are sneaky SEO machines, but plenty of companies have tried blogging without seeing any results. Or worse: their ranking falls once they start blogging.

I talk about blogs being trust-builders. They’re valuable resources for your audience. They position you as an expert in your industry, someone your clients or customers can rely on for advice and information.

But here’s the sneaky part: while they’re doing all that, they’re also humming away in the background and getting you on Google’s radar. Blogs can help your SEO. End of story.

Not only that, but they can boost your ranking in a completely natural way, so visitors to your site aren’t going to feel frustrated or hoodwinked (and Google isn’t going to penalize you for using some not-so-kosher strategies).

There’s only one caveat: your blog has to be fabulous.

If your company blog is an afterthought, it can do severe damage to your rankings.

 

Flashback to SEO 101

How Does Blog SEO Work?

Google – and other search engines – use robots to understand what’s happening on

the internet. These bots (also known as “spiders” or “web crawlers” because tech is creepy sometimes) memorize details about your site and share it with the engine database.

When someone searches, the engine then uses algorithms to sort through all their robot information in the hopes of delivering the searcher exactly what they’re looking for.

In the early days of search (anyone else remember Alta Vista?) the algorithms weren’t very intelligent. When someone searched for “yoga tips for expectant mothers”, they would offer up websites which used that exact phrase. The more often they used that phrase, the higher up in the rankings it would be.

Those were the bad old days. Algorithms are much, much smarter now. They take into consideration a lot of information: links away from your site, links to your site on other pages, how popular your site is, how often and how lately it’s been updated. They also read the page, noting any copied information or stilted language.

 

Why Does This Matter?

The goal for search engines is to make their algorithms understand a site the way humans do. They’re getting close.

Building a blog on your site is like setting out an information feast for search engine bots to take back to the algorithms.

If it’s done well, you can make an excellent impression.

If it’s poorly made – a half-frozen microwave dinner of content – then the bots are going to notice that too.

As far as search engines are concerned, your blog isn’t separate from the rest of your website.

However the algorithms feel about your blog is how they feel about your whole site.

 

Your Business Blog Needs to Deliver Amazing Content for Search Bots

 

Technical Quick Fixes 

If you want to build a banquet for the bots (and your audience), you have to start from the ground up.

Tiny technical mistakes can cost you visitors in the long run. Luckily, they’re much easier to fix than unappealing content.

SEO best practices change regularly, and experts know how to dig into every last detail, but there are still plenty of basic mistakes with quick fixes.

If you’ve been publishing a company blog regularly but still haven’t seen any boost in your rankings, it’s likely that your blog has one or more of these technical pitfalls:

  • Poor formatting (no headings or subheadings)
  • No outbound links (or poor-quality links)
  • Inbound links like “click here” rather than descriptive text
  • Awkward or irrelevant keyword targeting
  • No keyword-targeted metadata descriptions

The nuts-and-bolts aspect of SEO is just the first step in optimizing your blog, but look around, and you’ll find that the majority of company blogs are riddled with basic technical mistakes.

Spend twenty minutes fixing these problems, and you’re already ahead of the herd.

 

Consistently Useful Content

Search engines want to deliver content which visitors will love, so they look for the elements of blog posts which people have loved in the past.

These include:

  • Longer posts with shorter sentences
  • Naturally-used keywords which are relevant to the search terms
  • Graphics, particularly shareable ones or infographics
  • Regular updates – not just new content, but updates to old content

An optimized blog post is packed full of information, kept up-to-date, and has at least two or three graphics for readers to share on social media.

That’s also what an audience-pleasing blog post looks like.

Here’s the big secret about SEO: if you write blog posts your audience will love, the search engines will follow.

There are plenty of statistics about SEO best practice, but as search engine bots advance those statistics start to look a lot like a list of what readers themselves want in a blog.

With Google and other search engines using deep-learning artificial intelligence to master their algorithms, this isn’t going to change anytime soon.

 

Is Your Business Blog Damaging Your SEO Infographic

 

The Human Element

The actions of your audience aren’t just a barometer of how well you’re doing in the search rankings.

They also impact it.

When a visitor clicks onto your site and clicks away in under a minute, that tells the search engine that your site just isn’t that interesting to them.

When your visitors not only hang out on your site for extended periods but also link back to your pages from social media or their blog, the search engine bots take notice.

Search engines assume (usually correctly) that popular sites get that way for a reason, so they’re more likely to direct more traffic to leaders.

Attention, natural inbound links, and social media chatter all have an impact on your SEO. Your blog can inspire those for your business, or it can discourage them.

Of course, this doesn’t mean that blog posts have to go viral to be useful.

Offering extraordinary content consistently is more important than going viral. (Not to mention more reliable.)

It’s the same story as before: if you please your audience, they’re going to reward you with the statistics search engines look for.

Offering extraordinary content consistently is more important than going viral. (Not to mention more reliable.)

 

Your Blog Needs Fixing. Now What? 

SEO is no longer about gaming the system. Like all content marketing, it’s about confident generosity.

If you offer your audience content they’ll love, your company blog will be both an invaluable marketing tool and an SEO machine.

If your blog is an afterthought, it’s time to either delete it entirely or rethink your strategy.

Here are a few questions to get you started:

  • Are you using your customer or client profiles to create targeted content?
  • What metrics do you use to evaluate the success of your blog?
  • Do you have staff with the right skills to focus on blogging, or should you hire a freelancer? (Hello!)
  • Are your customers or clients aware of your blog?
  • What blogging schedule can you commit to and maintain for long enough to measure its impact?

Offering excellent content is only going to increase in importance as the landscape becomes more and more crowded.

Refocus your blogging strategy now to stay relevant to both search engines and your audience.

If your company blog is an afterthought, it can do severe damage to your rankings. There's a way to fix that, though. (Hint: Your audience is going to love it.)

Good company blogs are sneaky SEO machines, but plenty of companies have tried blogging without seeing any results. Or worse: their ranking falls once they start blogging.

I talk about blogs being trust-builders. They’re valuable resources for your audience. They position you as an expert in your industry, someone your clients or customers can rely on for advice and information.

But here’s the sneaky part: while they’re doing all that, they’re also humming away in the background and getting you on Google’s radar. Blogs can help your SEO. End of story.

Not only that, but they can boost your ranking in a completely natural way, so visitors to your site aren’t going to feel frustrated or hoodwinked (and Google isn’t going to penalize you for using some not-so-kosher strategies).

There’s only one caveat: your blog has to be fabulous.

If your company blog is an afterthought, it can do severe damage to your rankings.

 

Flashback to SEO 101

Google – and other search engines – use robots to understand what’s happening on

the internet. These bots (also known as “spiders” or “web crawlers” because tech is creepy sometimes) memorize details about your site and share it with the engine database.

When someone searches, the engine then uses algorithms to sort through all their robot information in the hopes of delivering the searcher exactly what they’re looking for.

In the early days of search (anyone else remember Alta Vista?) the algorithms weren’t very intelligent. When someone searched for “yoga tips for expectant mothers”, they would offer up websites which used that exact phrase. The more often they used that phrase, the higher up in the rankings it would be.

Those were the bad old days. Algorithms are much, much smarter now. They take into consideration a lot of information: links away from your site, links to your site on other pages, how popular your site is, how often and how lately it’s been updated. They also read the page, noting any copied information or stilted language.

 

Why Does This Matter?

The goal for search engines is to make their algorithms understand a site the way humans do. They’re getting close.

Building a blog on your site is like setting out an information feast for search engine bots to take back to the algorithms.

If it’s done well, you can make an excellent impression.

If it’s poorly made – a half-frozen microwave dinner of content – then the bots are going to notice that too.

As far as search engines are concerned, your blog isn’t separate from the rest of your website.

However the algorithms feel about your blog is how they feel about your whole site.

 

Your Business Blog Needs to Deliver Amazing Content for Search Bots

 

Technical Quick Fixes 

If you want to build a banquet for the bots (and your audience), you have to start from the ground up.

Tiny technical mistakes can cost you visitors in the long run. Luckily, they’re much easier to fix than unappealing content.

SEO best practices change regularly, and experts know how to dig into every last detail, but there are still plenty of basic mistakes with quick fixes.

If you’ve been publishing a company blog regularly but still haven’t seen any boost in your rankings, it’s likely that your blog has one or more of these technical pitfalls:

  • Poor formatting (no headings or subheadings)
  • No outbound links (or poor-quality links)
  • Inbound links like “click here” rather than descriptive text
  • Awkward or irrelevant keyword targeting
  • No keyword-targeted metadata descriptions

The nuts-and-bolts aspect of SEO is just the first step in optimizing your blog, but look around, and you’ll find that the majority of company blogs are riddled with basic technical mistakes.

Spend twenty minutes fixing these problems, and you’re already ahead of the herd.

 

Consistently Useful Content

Search engines want to deliver content which visitors will love, so they look for the elements of blog posts which people have loved in the past.

These include:

  • Longer posts with shorter sentences
  • Naturally-used keywords which are relevant to the search terms
  • Graphics, particularly shareable ones or infographics
  • Regular updates – not just new content, but updates to old content

An optimized blog post is packed full of information, kept up-to-date, and has at least two or three graphics for readers to share on social media.

That’s also what an audience-pleasing blog post looks like.

Here’s the big secret about SEO: if you write blog posts your audience will love, the search engines will follow.

There are plenty of statistics about SEO best practice, but as search engine bots advance those statistics start to look a lot like a list of what readers themselves want in a blog.

With Google and other search engines using deep-learning artificial intelligence to master their algorithms, this isn’t going to change anytime soon.

 

Is Your Business Blog Damaging Your SEO Infographic

 

The Human Element

The actions of your audience aren’t just a barometer of how well you’re doing in the search rankings.

They also impact it.

When a visitor clicks onto your site and clicks away in under a minute, that tells the search engine that your site just isn’t that interesting to them.

When your visitors not only hang out on your site for extended periods but also link back to your pages from social media or their blog, the search engine bots take notice.

Search engines assume (usually correctly) that popular sites get that way for a reason, so they’re more likely to direct more traffic to leaders.

Attention, natural inbound links, and social media chatter all have an impact on your SEO. Your blog can inspire those for your business, or it can discourage them.

Of course, this doesn’t mean that blog posts have to go viral to be useful.

Offering extraordinary content consistently is more important than going viral. (Not to mention more reliable.)

It’s the same story as before: if you please your audience, they’re going to reward you with the statistics search engines look for.

Offering extraordinary content consistently is more important than going viral. (Not to mention more reliable.)

 

Your Blog Needs Fixing. Now What? 

SEO is no longer about gaming the system. Like all content marketing, it’s about confident generosity.

If you offer your audience content they’ll love, your company blog will be both an invaluable marketing tool and an SEO machine.

If your blog is an afterthought, it’s time to either delete it entirely or rethink your strategy.

Here are a few questions to get you started:

  • Are you using your customer or client profiles to create targeted content?
  • What metrics do you use to evaluate the success of your blog?
  • Do you have staff with the right skills to focus on blogging, or should you hire a freelancer? (Hello!)
  • Are your customers or clients aware of your blog?
  • What blogging schedule can you commit to and maintain for long enough to measure its impact?

Offering excellent content is only going to increase in importance as the landscape becomes more and more crowded.

Refocus your blogging strategy now to stay relevant to both search engines and your audience.

Shay Sinclair

Shay Sinclair

Writer. Content Marketer. Gryffindor.

Shay Sinclair is an absolute geek about writing, wellness, and helping wellness businesses grow (through writing). Over five years of writing and ghostwriting she’s done everything from connecting multi-national wellness companies with their clients to increasing traffic for tiny start-ups. (She’s also a journalism graduate, so she hates talking about herself.)

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