Corporate Blogging SEO Best Practices
Part of the Corporate Blogging For Dummies Cheat Sheet
Search engine traffic can dramatically impact the success of your corporate blogging strategy. Corporate blogging programs that implement search engine optimization best practices into their blogging strategy may obtain over half of all traffic from search engines. That’s a fantastic acquisition opportunity for your company, and one that cannot be ignored.
Optimizing your blog for search engines is an ongoing process. Onsite SEO can be broken into three parts: platform, theme design, and individual blog post content optimization.
The following is a list of SEO techniques that should be implemented on every corporate blog:
Robots.txt implementation that blocks crawler from unnecessary folders, such as the administration panel, and points to the XML sitemap.
Automated XML sitemap generator that is updated upon publishing changes.
Automated pinging to submit sitemap to search engines and other services that will fully crawl the blog.
Canonical URLs to ensure that backlinks are weighted properly for content found in multiple locations.
Page structure that puts relevant content on top and other content, such as sidebars, farther down in the actual HTML.
Page titles formatted with post title followed by blog name, ensuring keyword rich post titles weigh well with search engines.
Headings for blog titles are H1 tags, post titles are H2 tags, and content subheadings are H3 titles. Sidebar headings should be H4 or lower.
Post titles are keyword-rich for improved indexing by search engines and worded to grasp the search engine users' attention.
Meta descriptions are keyword-rich and compel the search engine user to click through the search engine results page.
Blog post body uses keywords within the first 60 words; the content sounds natural and keywords don’t take away from the value of the post to the reader. Repeat important keywords naturally throughout.
Image alternative (alt) tags utilize keyword-rich descriptions of images within your blog posts.
Anchor text uses internal links to link from one blog post to the next to help search engines crawl your entire site, increase visitor onsite time, and improve overall engagement.
Remember that you are writing for the reader more than the search engine so make the content valuable to the reader. Every post should answer a question and provide value to your corporate blog readers. If it doesn’t, you need to adjust the post.