The success of a corporate blog should not be left to chance. The bad news is that in many innovative companies, the company’s blog continues to be treated half-heartedly. The search engine optimization (SEO) for the corporate blog is often neglected. However, to gain long-term readership via search engines, SEO plays a major role.
For this reason, I would like to present seven comprehensible SEO tips from which your corporate blog can benefit in the long term.
What is SEO and how does it influence the success of your Corporate Blog?
SEO stands for Search Engine Optimization and includes all measures that place a website or a blog on the front places at Google & Co. An improved ranking of blog content in search engines influences the extent of organic reach. First and foremost, make sure that your blog content ends up on the first search engine results page for a particular keyword.
The first three places are particularly worthwhile. People looking for a specific term statistically choose one of the first three websites to appear. In order to increase the number of your blog readers permanently, a good ranking is therefore indispensable.
7 SEO tips that you can implement without problems
Produce High Quality and Relevant Content
In the first step, your articles should be of high quality and relevant to your target audience. Qualitative and interesting content causes the reader to read an article to the end and to call up further subpages. A high-quality blog article includes the following items:
- Correct spelling and pleasant reading flow
- The clear structure of the article (eg headlines, bullet points, enough sections)
- High resolution and matching videos or pictures
- Thematic adaptation to the target group
In this way, the residence time on the website can be increased and at the same time, the bounce rate can be lowered. This data is an important quality signal for search engines. In the long term, the readability of the articles thus has a positive effect on the search engine ranking and should be used as an SEO measure.
Do not write pure SEO Texts
Marketers who continue to rely on pure SEO texts will not succeed in the long term. SEO texts often house a large number of identical keywords until a certain keyword density is reached. If you include as many identical keywords as possible in your article, you harm the reading flow of the text. More appealing is to include the main keyword in the most important parts of the article. This topic will be discussed in more detail in the next section.
In the rest of the text, you should also complete the main keyword as a synonym or through related search terms. In this way, your blog article supports a specific topic, not just a single keyword. Although a density of 0.5 to 2.5% is recommended, it should only be a reference for you. Focus mainly on writing a reader-friendly text for your readers. Overall, this SEO tactic can make a big difference to your corporate blog in the long term.
Put the keywords in the most Important places
Once you’ve finalized your article, the main keyword can be placed in places like the title or meta description. Here, the reading flow and the search intention of the reader should be considered. Use precise and memorable titles that catch the eye of the reader!
The title of your article should, of course, contain your main keyword. Although it makes sense to put the keyword at the top of the headline, it should count the overall score. The headline needs to grab the readers’ attention – to the position of the keyword is secondary.
The permalink is the URL of your blog article. When creating, make sure that the relevant keyword is included. Ideally, you can copy the entire heading of your article. In doing so, you should make sure that all the information entered is correct before you share the article on social media. A subsequent change would render the published link useless.
SEO Title and Meta Description
SEO titles and meta-descriptions are an important part of SEO, as they appear as a quick preview of your article in the search results. For this reason, the main keyword should be mentioned in both cases. The SEO title is relevant to the search engine ranking and should be chosen wisely.
Incidentally, the ideal length of this title is 70 characters (including spaces). The remaining characters are not displayed in the search results and are useless. In the image below you can see how easy the SEO title and the meta-description can be implemented by a plugin like Yoast
By contrast, the meta description has no direct influence on the search engine ranking. It informs the Google searcher about the content of the article and should be formulated in less than 152 characters (including spaces). Within this preset, you’ll need to create a description that will make the searcher click on your website. For this reason, in this section, as well as the main keyword, a matching Call to Action (CTA) should also be selected.
Optimize your images for the Search Engines with an ALT tag and a Filename
Your post picture, as well as the used pictures within the article, must also be optimized for the search engines. For this, you should first change the file name of your images before uploading. Ideally, give it the filenames of one of your keywords or a brief description of the imagery. The URL of the image is thus also provided with the named file name and has a positive effect on the SEO.
Afterward the title of the picture, as well as the alternative text (ALT-Tag), must be defined. These subtleties can be changed directly within the article editor or in the media library. In both cases, you will find a field with the titles and alternative text. There you can make a short and fitting description of the picture. These changes are important because your images can rank in Google Image Search this way. In addition, the images used by the ALT tag become accessible and can be picked up with a screen reader.
Use a selection of internal and external links
Internal linking is an important on-page SEO measure because it redirects the link juice of a blog article to other subpages of a website. This tells Google that these subpages are also relevant to a particular keyword. In addition, the readers stay longer on the entire site, whereupon again increases the residence time and lower bounce rate.
Ideally, you should have three to four internal links in your article. Accordingly, you can link to suitable blog articles or other subpages at a suitable place in your text. Ultimately, this approach will make your article faster and easier for Google to index using this approach.
External links are underestimated as an SEO tip. These links are said to have a negative impact on ranking as they pass the link juice to external sites. In fact, external links can be valuable to the SEO result. In this case, however, several points should be considered. Within your text, link exclusively to websites that match your topic and have a high level of authority.
By doing this, you are indicating to Google that you are providing readers with valuable additional information from other websites. Google thus registers that your website is a trusted and relevant source for your target audience. The external link is thus an important SEO measure, which should not be disregarded.
Build Valuable Backlinks
Hardly any other of the SEO trends have changed as much in recent years as the implementation of backlinks. These are links that are placed on external websites and refer to a blog article. Although 10 years ago the mass of backlinks still counted, nowadays the quality is in the foreground.
The selected sites should have a high Domain Authority (DA) and be thematically relevant to your article. In the best case, contact the operators of such websites as a first step. Then you submit the offer to write a guest article, which ends up with a link to your blog article. Although time-consuming, this approach is considered one of the most effective ways to build a valuable backlink profile.
Use SEO Plugins
Those who rely on the WordPress platform for their company blog should take a closer look at the SEO plugin from Yoast. This free plugin is a useful tool to implement a part of the on-page optimization of your entire website and your corporate blog. After a quick setup of this tool, you can immediately use it for your blog articles.
In addition, the Yoast plugin provides you with an SEO analysis for your blog articles in real-time, which is shown below. The individual points of criticism are evaluated and classified according to the colors of a traffic light.
When creating a text, you will be offered suggestions for improving SEO. These hints indicate how high the keyword density is, whether there are internal links, or if the length of the meta title is correct.
Green means that one point has been correctly implemented and could have a positive effect on the ranking. A red traffic light sign means that this information should be flown over again. In principle, not all proposals have to be implemented. It is also a selection of guide values.