Writing Blogs to Improve SEO

Last Updated February 14, 2018

Google uses over 200 different factors in deciding how to rank a website. The factors they use are kept secret and continually updated to make sure people can’t cheat their system.

To improve your SEO through content, we’ll look at a different approach to the content you’ve been creating. Blogs are a great way to generate traffic and rapport with the search engines to build more of your organic search engine credibility. Create high-value content, and things will start to change. It’s not going to happen overnight, but you’ll already initiate change when you start writing for people instead of search engines.

We can look at SEO as three separate components.

Paid SEO: Comes in the form of Google AdWords and paid search, where you’re paying to rank at the top of the page.

Organic SEO: Includes your content, links to your site, and even your credibility as a business concerning reviews.

Technical SEO: The technical side covers things like site speed, mobile accessibility, coding structures, and more. For those using EzSites, this is something our team automatically handles for you and continually updates.

It’s important to understand that you can’t just jump to the first page of Google. They have teams of engineers to ensure searches return the most credible, accurate content. If you could, anybody could; which, would populate all search results with spammers and advertisers instead of the content people are looking to find.

Which, that’s all Google is trying to do—understand what someone is searching for and provide that content. For this reason, the best thing you can do for your SEO is to provide a website and content that people want to use. Articles that people want to read, not just recycled materials other people have already written. Look to produce something unique, something only your team can provide.

You’re the tour.
You are the on-spot-expert in your area.
Look to share your unique take.
Your specific insights.

Blogs aren’t meant to be objective; they should relay the passionate convictions of the person writing. What you know, what you’ve experienced + the topic you’ve chosen. The Content Marketing Institute refers to this as the sweet spot.

“Simply put, the sweet spot is where your particular fields of knowledge and your skill sets intersect with a passion point — something you feel is of great value to you personally, or to society at large.”

Kaleigh Moore is a freelance writer who specializes in blog creation for big brands. In a recent webinar on “7 Failproof Steps for a High Converting Blog Strategy”

“You have to go to your audience. You have to ask your current readers what they want from you. You have to give them a voice in that conversation, and make sure that you’re writing about the things that they want to hear from you, and that they need to hear from you.”

Her suggestion of asking your audience plays into our continued advice of understanding who is on the other side of writing by having user personas. When you know who is reading, you can better understand what to create.As you look to start creating these new blogs, I have some good news for you. The world of search engines has changed. For a while, Google loved new material. They wanted you to post new stuff, as often as you could. The more you posted, the higher you’d rank. Those days are gone.

In the world of search, today it’s about quality and engagement. Google is looking at your analytics to see if people are engaging with your blogs. From what we can tell, they would rather see 10 blogs that people read, instead 50 blogs that are rarely accessed. For this reason, start your SEO content strategy by looking to update current blogs instead of creating new ones.

EzSites users have an advantage because our team has access to your website analytics. Email us at ezsites@eztix.com and we can let you know which blogs are getting the most traffic on your site.

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