Scenario 1: Keith has had a blog going for several months. He’s been consistent in posting new content, writing one quality post per week. However, his best efforts haven’t put his blog or his company on the first page of Google. Keith’s web guy, Bill, suggests slowing down on the posting as he gets to work on improving the search engine optimization of the content and the blog. There’s no point on posting if you’re not on the first page.
Scenario 2: Wendy’s thinking about staring a blog, but is worried about how long it might take to see an ROI. Wendy’s nowhere near the first page of Google, and only has a vague idea of which keywords she wishes to optimize. Wendy’s web guy, Tim, says that she should go ahead and start blogging. The SEO and Google rankings will be evaluated as we go, and they’ll both improve over time.
So, which web guy offered the right advice? Which one will see better results in the long run? Those who said Wendy and Tim would be correct, as they have taken more of an ongoing evaluative approach toward blogging. Although Ken and Bill are currently evaluating the blog, slowing down on the blogging puts them in a position to miss out on some key search engine optimization opportunities.
One of those opportunities is the SEO within each blog post. Including keywords in your titles, tags, photo descriptions, and content is also valuable to the blog as a whole. Over 70 percent of blog traffic comes from search engines, and most people aren’t searching for a new blog to read, but for information. So, it’s more likely that people will stumble upon a particular blog post instead of the blog itself. Slowing down on creating content means fewer chances on being found. Working on SEO is an ongoing, as well as a one-time, improvement.
Another thing that search engines like is dynamic, fresh content. Slowing down the publication of content slows down the regularity of new content. This gives those blogs that are similar to yours a chance to go up in rankings, especially if they publish more regularly than you do. More posts and more content also means more indexed pages, which is another thing that search engines favor. The more indexed pages you have, the more search engines like you, and each post counts as an indexed page.
The one thing that is unclear with both scenarios is which keywords they want to be on the first page for. If these are generic, highly competitive keywords, then forget it. Those keywords are so competitive that it’ll almost be impossible to get on the first page of results. When blogging, it’s better to target key phrases or long-tailed keywords instead of the generic, competitive ones. The long-tailed keywords are less competitive, and targeting those sorts of keywords can make your online marketing more targeted as well. Hits generated from the longer keywords are more likely to convert to leads instead of those hits from the more generic keywords. You’re more likely to address needs with the longer keywords.
So, the moral of the story is that it’s much better to blog and to keep blogging, than to stop to work on SEO. Stopping to improve SEO ruins key opportunities to improve search engine rankings in the first place. Search engine optimization, as well as blogging, ought to be an ongoing process, not a one-time event. When starting out, the SEO should come first. But, the blogging needs to be happening in order for the SEO to make much more of a difference in your rankings and your lead generation.