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Blogging for SEO: Content Matters
By: Ryan Stoldt
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While writing for search engine optimization, one thing has become abundantly clear over the past few years. Content is king. The more content a website contains, the more traffic it will ultimately pull from search engines. This does not mean that a website should become so clustered that it is difficult to navigate, nor does it mean that copywriters should plug nonsensical language into a site to make keywords appear more frequently on pages. It means that SEO writers must approach writing for the web strategically, and websites must frequently generate new content to keep readers and customers coming back.
When writing copy for a website, SEO must constantly be considered. Focus on fitting the right keywords into your messaging and plug them into the copy strategically. If copy is well written, readers won’t notice if strategic keywords occur every fifteen words within a site.
Because of this, blogging is an extremely important addition to any website. Blogs are a hotspot for content. If a website posts a daily 200-word post in which they strategically place a keyword roughly 10 times, the website will have 73,000 more words in it by the end of the year, and the website will have nearly 3,500 more placements of keywords. This ultimately creates much more content for search engines to find, which gives companies more ways to be found and a stronger SEO base on the website.
Hubspot’s State of Inbound Lead Generation Report from 2010 suggests that business-to-customer companies that blog generate 88% more leads in a month than non-blogging websites. Business-to-business companies generate 67% more leads than non-blogging websites. This does not mean that blogging is a save-all solution to SEO issues, but it does aid the process.
Like any other form of digital advertising, blog strategy must be thoroughly considered before launch. Before blogging, companies should:
  • Decide what type of content the blog will share. Blogs ultimately help organizations show their expertise, so make sure that the content your organization shares is representative.
  • Map out tone and phrasing for key messaging. This will help organizations develop keywords which will build SEO and keep blog posts on point.
  • Confirm an editorial process for blog posts. Accurate, honest, and errorless blogs will garner trust amongst readers and reinforce an organization’s expertise in a subject.

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About the Author
Ryan Stoldt is a digital strategist with a B.A. in Integrated Marketing Communications from Wichita State University. Find him online here
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