marketing agency small business best blogging practices
March 20th, 2012

Behind The Scenes Blog Best Practices

by Chris Dunn

Having a blog can serve as an effective search engine marketing strategy and allows you to connect and share content with your customers on a regular basis. While the content you produce is the most important factor to be considered, there are many behind the scenes elements that play a role in how search engines index your blog posts.

Post Titles
Your post title is what will grab your reader’s attention. This field is imperative when it comes to Google, Yahoo and Bing crawling and indexing your site. Post titles must be clear, keyword rich and entice viewers to want to click on your blog post. Make sure you have a balance between a creative title and one that is easy to read. If a title is confusing it may not offer the reader searching the answer to what they are looking for.

Post Description
Similar to the page title, having a post description will help with search engine ranking factors, as well as tell viewers what your page is all about. To create a quality meta description for your post make sure it is unique and easy to read, offers keyword rich content that could not be represented within the title and a maximum of 160 characters in length.

Having blog categories help keep your posts organized and essentially files your posts so that your viewers can easily navigate your blog. As you update your blog daily or weekly, many of your post will quickly be buried. Having categories will help your reader find older posts or ones that are most relevant to them. You may choose to set up categories based on your company’s services or interest topics surrounding your industry.

Tags are used to identify interest topics within a blog post. They make it easier for users to find similar posts within your blog. Search engines, in particular, tend to use tags to index your posts. As a best practice, use no more than 10 tags for an individual blog post. Remember to strike a balance between creating tags that are broad and tags that are specific. Offering both will help readers narrow down their search based on what actually interests them. When setting up tags for your blog, you may choose to make them product names, concepts or ideas.

A blog permalink is a permanent link or URL for an individual blog post. Blogging platforms typically auto generate a p= link for each individual post; however, when creating your posts you have the option to create your own unique permalink. Permalinks should be keyword rich and easy to ready. When creating your permalinks, make sure that you use hyphens, as opposed to underscores.

It is essential to provide links to older posts where relevant. By offering a reader more information as a follow up to the current post, you are making the reader more informed and your posts more valuable! Linking to previously written posts will help reiterate the topic, drive traffic to the older posts, push further keyword rich content and assist search engines in crawling your site. Many times published content is ever-green; therefore, linking to older posts will create valuable internal links within your blog, as well as give new life to old content.

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