Blogs Provide Fresh Content
Search engines, and Google in particular, favour websites that show signs of activity, tending to 'reward' regularly updated and growing sites with more regular indexing and better rankings. Blogs are ideal for fresh content, since regular posting constitutes new material for the search engines to index. The busiest blogs have large numbers of posts every day, but we’ve found that just one or two a week is enough to benefit the rankings of both the blog and the site it is attached to. Don’t forget that Google also respects age, so adding a blog’s continually refreshed content to a longer established site can have significant ranking benefits for the site.
Blogs Generate Keyword Rich Content
Blogs often focus on a specific subject, so they naturally and quickly become key phrase rich for that subject. To emphasise this focus, there are blogging software plug-ins that enable us to add meta-tags to individual posts, thus providing the search engines with extra information about the content. Whether it is naturally key phrase rich or engineered to be that way, a blog represents a generous bundle of additional Keyword Enriched Content for the site it is attached to, which will improve the site’s keyword rankings. Over time, the blog itself might eventually be ranked in its own right for those keywords. This would mean it could provide double exposure in the search results leading to additional traffic.
Blogs Attract Enthusiasts
Another way our blogs provide expanded visibility for our clients is through blogging directories. Along with online communities and social networks, these directories represent channels for traffic other than the organic search engine results. People will browse directory sites like Technorati and Blogger for blogs that match their interests which they will then follow. With a social media element, these directories are a valuable way of tapping into pre-existing groups of people that are interested in a subject, and we will ‘seed’ our blog in the forums and online communities of related interest groups to try to attract people with interests that match our blog.
The result of attracting enthusiasts to your blog is that they will tend to stay longer and interact more with the blog than a casual visitor. This interaction has the outcome of a lower bounce rate and better ’stickiness’ for the domain the blog is attached to – both factors which contribute to better rankings.
Blogs Can Supply Quality Links
Links are very important. Having a blog attached to a client’s site makes it easy to define the anchor texts for links to the site, which is a major factor in enhancing the keyword ranking for the destination site or page. Of course, the linking blog or blog post will have a suitable key phrase focus, too, which makes it a good quality internal link that will influence keyword ranking. We have also seen cases when a blog we hosted ‘off domain’ has had a positive effect for the site we linked to. In this case, our blog represented valuable ‘link partner’ for our client’s site. In combination with our other SEO work, the blog helped bring our client's site to the first page of the SERP rankings for a troublesome key phrase after previously ranking in the wilderness for months.
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How Blogs Can Boost Your Rankings
