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The Four Letter Word to Increase SEO is B-L-O-G… Blog!

Posted on  by Rob Vinciguerra

blogEvery time we take on a client for social media marketing and SEO the first thing we ask is, “Where’s your blog?” Please understand that we only have to ask that question if the client’s blog isn’t obviously available.

Some companies don’t integrate their blog content into their top level domain. Some have their blog awkwardly buried behind multiple clicks or deep in menus. These businesses have managers smart enough to know that they need a blog, but not how to implement it, and they toss it to their web team as a side project.

Other businesses don’t even have a blog because they don’t understand the value. “What’s the point? They say.

Having a Blog is Crucial

With social media having killer original content equals likes, shares, repins, and retweets. With a website killer original content means traffic, hits, pageviews, low bounce rates, and great SEO.

There are a number of “SEO firms” out there who specialize in “marketing tricks” to get pages ranked higher. These tricks are generally referred to as Black Hat SEO.

White Hat vs. Black Hat SEO

Such tactics include link spamming. This is where the “firm” spams a bunch of links around all over the internet. They’re paying someone in India something like ten cents per link to do this. That person goes around placing product links in comment fields, guestbooks, and forums all over the internet in order to increase the number of sites linking in.

Another method is keyword stuffing, where they place keywords and links in hidden text on the page. Yet another is to put up fake websites that are full of keywords that redirect to the real site.

Search engines frown on this. In the past Google regularly delists companies guilty of these practices, including well known corporations such as BMW and famously J.C. Penney.

Blogs Equal Real SEO

Advice Ninjas is a marketing firm, and we frown on black hat tactics. Instead, we focus on White Hat SEO. In the world of white hat, the blog is a mighty weapon.

It’s not enough to just throw a blog up and call it a day. The blog has to have unique, interesting content (text, images, and video), and it must be integrated into the site, and vice versa. It’s this content that people will find in their searches. It’s this content that will bring them to your site. Once they’re on your site they can buy products and sign up for services. The only way this works, however, is if the blog and the website are fully integrated.

By integration, two key things are meant. First, blog content must be incorporated into the front page, i.e. with a link, title, and a short paragraph. Why? Because that interesting content may bring the web surfer to the front page. If that happens, excellent.

Second, the site must be incorporated into the blog. For instance, the blog should have the same framework as the site. If you’re a fishing pole company selling fishing poles then when a person lands on a blog article that must be obvious. When a person lands on a blog article they must be able to have direct access to whatever product or service being sold.

Here’s a cautionary tale. I once worked on a campaign where the business owner didn’t want to spend the extra money for ten hours of web development to integrate his blog into his website, and vice versa. The result was my team launched a killer campaign, increased the client’s traffic by over 500 percent, and guess what? They didn’t make a single sale. They got people to check out all of this great content and to like them on Facebook and follow them on Twitter, but no one bought a thing because the blog wasn’t integrated well into the business.

Blog, Blog, Blog

There are, of course, several other ways to get good search engine optimization. But this article is about blogs, so we’re keeping the scope to that. The wisdom to be gained here is three-fold. Have a blog. Keep it updated regularly. And fully integrate it into the business’ website. ya.

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