For blog publishers today, search engine optimization (SEO) is one of many factors to draw in new followers and expand networks of relationships. Assuming your blog is built with a solid technical SEO foundation (and, all LexBlog-hosted blogs are), blog publishers (you) should be familiar with practices followed by search engines today in order to set yourself up for success as you publish content.
We at LexBlog would like you to stay updated on best practices for your blog's SEO.
“Good” Content (i.e. Content Shared by Influential People) is King
The differentiating factor for SEO today is: good content. “Good” content means content that resonates with your target audience and is endorsed by other influential people online.
Write for People (Search Page Results Will Follow)
Every day leading search engines work to make search page results more relevant to each person performing each search. Specifically, for each piece of content (i.e. blog post) search engines ask:
- Would a reader trust the information presented?
- Are the topics driven by genuine interests of readers of the site?
- Does the page provide substantial value when compared to other pages in search results?
- Is this the sort of page a reader want to bookmark, share with a friend, or recommend?
- Does the author have a strong online reputation and authority (endorsed by others online)?
Based on this, strive to do the following four things:
Step One: Know What Your Audience Wants to Read About, And Write About It
Strive to be informative, relevant, actionable, and brief. Inspire your audience to share your posts. Let first-hand knowledge of your clients’ concerns lead you to write insights they would value. Provide commentary leading influencers in your clients’ industries would share with others. Write an engaging headline, include an image, and provide links and citations (see step two) so content is scannable on a screen.
Step Two: Cite Current Leading Authorities
Include citations through embedded links to leading online publications to demonstrate you share high-value content in addition to your own writing.
Step Three: Build Up Your Online (Author) Reputation
Share posts you author with your network and on social sites (notably Google+ for Google SEO). Get cited by others as an authority in your field to grow your reputation and earn credibility. If you syndicate content to other sites, confirm canonical tags point back to your original posts to prevent duplicate content penalty.
Step Four: For Every Post, Do PR Work
In today’s online environment, just publishing using best practices is not enough. You must also let others know you have published something. Immediately after you publish each post, share the post with the people in your network who would find each post valuable. Do this publicly (through a network update, e.g. a LinkedIn group) or privately (through a personal email). And, always remember to reach out to anyone you cited. Chances are, they will share your material in return.
But remember: The most important thing you can do for SEO today is: write good content.
Technically speaking, LexBlog takes care of optimization work on your blog including optimizing and submitting sitemaps to Google and Bing, updating title tag structures, and more. We are also available to coach you on content writing so you can get to the core of "SEO" today. Read more about your technical blog foundation in this Support Center article.