Top 5 Reasons why Great Blogs, get poor Rankings
No matter what you have heard, keyword research should still be a top priority when creating marketing campaigns. Topics and keywords should thematically link all on-site content to your business plan.
Keyword-optimized content helps to position individual web pages to rank higher organically and improves impressions in lead generation campaigns.
When the blog is on your website, the keywords should be informational long-tail keyword phrases. For example, include question phrases: how, what, when, where and why or actionable phrases: top “tips” and “hacks” to improve XYZ.
Make specific keyword phrases bold in a meta description. This can increase the click-through rate. You should aim to influence semantic SEO (multiple keyword phrases with similar meaning). Great for voice searches.
Be warned: Keyword stuffing or high keyword density could get a spam flag and be boring = not encouraging a following.
Don’t forget the best practice for URLs and metatags and targeted keywords to rank individual pages. Keywords also play a role in your site architecture.
This is often overlooked. Things to remember about internal links include:
- They create prepared paths for users to dig deeper into your website with less effort
- A page without internal links is an “orphan”/a dead-end with no bridges. Search engines won’t “crawl” them. Increase crawl budget with internal links.
- They show the architecture and top pages of your website.
- It propagates link equity (used to be called link juice) which is a ranking factor i.e. certain links pass value and authority from one page to another, a signal that boosts rankings.
- Hyperlink anchor text should contain keywords thereby indexing linked pages
Of course, backlinks are still the platinum standard of ranking factors but internal linking amplifies their value. Aim for max five internal links per article. Make a list of the internal links. Which pages have the most authority? Put internal links on those pages to other high-value internal pages.
A drop-down menu showing featured posts or having those posts on the home page will distribute authority to the blog posts. The home page is the most authoritative. Create a strategically limited number of links between blog posts and your home page. It must be an even distribution of link equity across the domain.
Write for your readers, not search engines. It’s usually best to keep content light. Build awareness around a need and give your readers actionable tips, showing them that you are willing to give in order to ‘get’.
Be consistent with content, developing familiarisation with your brand’s personality and keep the quality of the content high. The average attention span is approximately eight seconds: tasty header, good meta tags, easy scannability and a clear message.
An animated GIF or video will give your readers a mental break between batches of paragraphs. These will increase their dwell time. Use your white space plus an image every 350 words, it avoids “word overwhelm”.
Two-thirds of writing should be editing. There are apps which can help you create concise and clean content for your readers.
Images And Videos
Image file formats and sizes can deteriorate SEO performance for you so keep them as .jpg, and all vector images as .png. Always put keywords in the image alt text. Store all your video files in a single folder and produce a video sitemap to make indexing easier. Put keywords in video meta descriptions to help with indexing. A HubSpot survey showed that 43% of consumers want more video content.
If you want to up the ranking of your digital marketing efforts and blogs today, contact us. The depth of SEO, marketing and journalism knowledge in our team will be able to answer all your questions and help you to drive up your rankings and crawl budget.