Gone are the days where you could produce content on mass, stuff it with the top performing keywords and find your page ranked #1 on Google.
Search engines are now prioritising blog content that provides genuine value for the reader.
Google uses a criteria named E-E-A-T (expertise, experience, authority and trustworthiness) to evaluate the quality of the content shared online. This means that you need to publish content written by “experts” that gives practical and valuable advice, always keeping the consumer’s needs and interests top of mind. We have simplified this process to ensure you are sharing strong, high-performing content with your target audience as part of your SEO strategy.
In short, blogs enable you to include specific keywords and phrases in your website content that your target audience searches for. By incorporating these relevant keywords and common search terms organically within your website, you are increasing the opportunity for your website to appear higher on search engine results page (SERP) rankings - ultimately driving traffic.
Building a strong content strategy in the long term, however, establishes your brand as a leading authority within your industry. This means that users are more likely to trust you, and will keep you top of mind as they move down the funnel.
Either way, generating blog content is a valuable part of your SEO and content marketing strategy.
You need to consider these elements when creating impactful blog posts for your website:
Similar to most online content, quality trumps quantity.
It is pointless writing 1000 word blog articles if the content is stuffed with keywords, filled with top-level and generic information. There is much greater value in producing shorter articles of 500-700 words that focus on sharing insightful and pragmatic content with your target audience.
Not only is this great for SEO purposes, but it also builds a more positive overall user experience with your brand. You might find that users will continue to visit your website for more information, building your authority and trustworthiness in the online space.
Author personas have become a fantastic means to show Google that your blog content is trustworthy, and highlights that it is written by genuine experts. Consider building website pages for each of your blog writers that includer their industry experience, links to their LinkedIn profile and other social platforms, as well as specific qualifications.
Generating fresh and relevant blog topics can sometimes prove challenging. Use the following to generate ideas for your blog topics:
When strategically considering how to rank nationally SEO wise, blog content is a great way to become more visible in search engines and build your brand authority within your industry.
As the Co-Founder and Senior SEO Strategist at Rocket Agency, Garry has worked to launch and improve marketing campaigns for leading Australian and international brands including Meriton Suites, Luna Park and Medecins Sans Frontieres.
Garry combines his solid mathematical background with a grounding in actuarial studies with business insight and empathy to create cutting-edge marketing campaigns. As a lifelong learner, he stays up-to-date with martech trends in this fast-moving digital space. At Rocket, he has led a team of PPC and SEO specialists that have run award-winning ad campaigns.