What’s the Best Way to Utilize a Blog?

Recently, there was a meme going around on social media dealing with the topic of food bloggers. The meme essentially poked fun at food bloggers, who always seem to include a blog about the story that inspired the recipe. This frustrates the recipe seeker, who simply wants to know what they need to add to their grocery list.

But there’s a reason behind this for these food bloggers. What many casual observers may not realize is that the entire reason why that recipe popped up high in their search results for “what to make for dinner tonight”.

How does this work? At the simplest, it comes down to proper search engine utilization by the blogger. Search engine optimization (SEO) is one of the single most fundamental aspects of digital marketing, and it’s the reason why food bloggers use so many words.

More Than Good Content

Quality of content is one thing that helps a page rank higher organically. This means that simply posting a recipe’s ingredient list will typically not grab the attention of the search engine’s algorithm. So the writer must get creative.

This is just one important tactic to remember when optimizing a company’s blog. A blog should be useful, informative, and original. Putting up anything else is a waste of time, and it increases the risk of losing customer loyalty if they find a blog that is outdated, incorrect, or vague.

Take the time to plan out a content calendar. Let’s say that an event management firm wants to enter the luxury space. They would be wasting everyone’s time to publish blogs on planning on a budget or how to DIY a party if their target market is in fact luxury.

Instead, the marketing manager can do some keyword searches. What are individuals within the target market searching for? Perhaps they are searching for “party planning services” or “luxury event planning” — a blog on how to throw the most elegant party may or advice on hiring the right event management firm would do well for these searches.

Content That Stands Out

And remember: quality is key. Simply filling a 500-word count is not going to cut it if the content isn’t worth reading. Tell stories. Grab attention. Give information that isn’t easily found elsewhere. If there are already three pages of results on “luxury party venues in New York”, perhaps there is a different topic that this blog can focus on instead.

Stuffing keywords is also poor practice. A page will not naturally rank higher simply because a keyword appears 85 times in one article. In fact, this can actually kick the quality score of the blog down, meaning it will have an even tougher time ranking.

Instead, fit keywords in where they make sense, and find innovative ways to apply them. Tell an anecdote or give advice that isn’t found on every other blog. Just by taking these small extra steps, a website can make more headway with organic growth.

The coveted first-page position on Google is not easily won, and it’s not something a business can pay for. Sure, an ad can be placed that will show on the homepage, but organic rank still matters. Take the time to solidify the quality of the blog and its content, and the blog can do wonders for the overall marketing landscape for any business.

-Ronn Torossian, 5WPR CEO

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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