Developing a Blog Strategy

by / Tuesday, 27 August 2013 / Published in Blog, Online Marketing

An SEO cornerstone for any website is a content rich company blog that is updated frequently.  Developing a blog strategy is key when trying to capture multiple keywords to rank your website in organic search results.  Before you go off in multiple directions trying to reach for many keywords, it is beneficial to have a blog strategy in place that creates a road map for online content and SEO.  Whether you are tackling a blog on your own, or hiring a blogging service to manage your blog, it is important to have a plan that outlines your targeted keywords and content so that nothing gets missed.

Here are 6 things that can help in developing a successful blogging strategy for any business online:

1. Create a Google Adwords AccountScreen Shot 2013-08-26 at 1.17.51 PM

Google Adwords is easy to set up, and essential to developing an online blog strategy.  Using the key word tool in Google Adwords, narrow down short and long tail keyword phrases that pertain to relevant topics on your website.  Short tail keyword phrases would look like ‘social media’ or ‘Facebook’, while long tail keywords would include ‘social media management for real estate companies’ or ‘using Facebook to market a real estate company’.

2. Use Low to Medium Competition Keywords

Search for keywords in Adwords that have at least 1,100 monthly searches with a Low to Medium competition level.  As you go through, make a list of keywords to use as blog titles and topics.  Remember, the deeper you go with long tail keyword phrases, the more valuable keywords you may find.
Don’t over do it at first.  Target 5-10 keywords and see how your blog strategy performs over the course of a few months, then adjust as needed.

Screen Shot 2013-08-26 at 1.19.05 PM

3. Set up Google Alerts

Google Alerts is a great tool to help keep your blog current.  Set up alerts weekly, daily, hourly or even as they happen to ensure that your company blog is always ahead of the competition when providing industry news.  Depending on the schedule of your blog strategy, set up Google alerts to deliver a few hours before you plan to write each blog.  Set up alerts based on industry news, respected professionals, keyword phrases and companies that are not in competition with your brand, although it never hurts to know what your competition is doing.

4. Consult a Blog Strategy Service Provider

There are a number of great online marketing agencies that offer blogging services and blog strategy development.  It almost goes without saying that the company blog for these agencies should be looked at before contracting services, as many use their content department for their company blogs.  Many services offer free consultations to determine the best approach for your company’s blog strategy.

5. Diversify Content

When it comes to Google, content is King as they say.  A company blog should serve as a daily content hub that is up to date and informative.  The key here is understanding what companies lack in their blogs.  For example, if 3 blogs are published about a single news event, but none of them mention a certain key fact, creating a blog around that missed item is a great way to pick up back links.

Consolidating content from multiple blogs is another effective way to gain back links, but be sure to link to the content that is referenced as your blog can be penalized for duplicate content.

6. Link to Any Credible References

As stated before, without linking to content you reference in the blog, your company runs the risk of being penalized for duplicate content.  That being said, drop a few Do Follow links to credible websites and see what happens.  If the content on your blog is credible, you may see a few back links pop up from the said website.

A more successful approach to gaining links via an blog strategy is to link to websites with credible information and a lower page rank.  Newer bloggers tend to get more excited when others link to their content, so this is a great way to facilitate a link building relationship.

When it comes to SEO, blogging is essential to successfully rank for multiple keywords both short and long tail.  If your company is tackling a blog, consider speaking with an online marketing agency to establish a clear direction with reachable goals.  All blogs should be geared to provide information on a consistent basis that engages customers and encourages linking.