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WHERE CONTENT & KEYWORDS MEET A GUIDE TO ONSITE SEO EDITION 1

Where Content and Keywords Meet - SEO eBook

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WHERE CONTENT &KEYWORDS MEET

A GUIDE TO ONSITE SEO

EDITION 1

CHAPTER 7 | TIPS FOR GOOD CODING

CHAPTER 9 | URL STRUCTURES

CHAPTER 10 | BLOGGING & SEO PAGES 21-22

TABLE OF CONTENTS

BRANDIGNITY.COM

E-BOOK

CHAPTER 3 | OFFSITE SEARCH ENGINE OPTIMIZATION

CHAPTER 4 | SITEMAP IMPORTANCE

CHAPTER 5 | RESPONSIVE DESIGN

CHAPTER 6 | PAGELOAD TIME

CHAPTER 2 | OPTIMIZED CONTENT

CHAPTER 1 | CHAPTER 1 - RESPONSIVE DESIGN

PAGES 7-8

PAGES 9-10

PAGES 11-12

PAGES 13-14

PAGES 15-16

PAGES 5-6

PAGES 17-18

PAGES 3 - 4

PAGES 19-20

CHAPTER 8 | IMAGE OPTIMIZATION

KEYWORD RESEARCH

Where Content & Keywords Meet

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CHAPTER 1

Where Content & Keywords Meet

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“KEYWORDS ARE THE LIFE BLOOD OF YOUR WEBSITE. WITHOUT THEM YOU ARE NOT GOING TO BE VISIBLE.”

One of the most important aspects of building your website is knowing how to attract the right viewers. It’s not enough to just choose the most popular keywords in an attempt to get a high ranking on search engines – you need to make sure that the type of people you want to attract find your site. Keyword research is the way to handle this, and the tips below will provide you all the information you need to find the right keywords which can define your website.

Early PreparationBecause it is so important to build your website around a select few keywords, you should take the time to determine exactly which keywords you will use before you even start to lay the groundwork for your new site. You can find several keyword tools, including one available through the Google webmaster tools, which can give you a listing of the number of search results associated with each keyword. This will give you a feel for quantity, but you should also run real web searches to see what businesses land at the top of a search page for each keyword. This will give you an idea of what companies you will be listed with and allow you to determine whether you want to be associated with that grouping.

Keyword Research Tools• Google Keyword Tool• Word Tracker• FreshKey• Soovle• Ubersuggest• WordStream• YouTube Keyword Tool• Moz• Raven Tools• Advanced Web Ranking• Keyword Spy• Wordpot • SEMRush • Keyword Eye• Long Tail Pro

Sample Ad CampaignsGoogle, Bing, and other major search engines all provide the opportunity to buy sample advertising at a discount. Purchasing these ads allows you to test your search engine traffic and keyword usage without making a long-term financial commitment to your ad campaign. You can set your sample ad campaign to record information from a few hundred clicks and use that data to determine how successful your keyword is. After you receive your first few hundred conversions, use the analytics tools available with your ads to determine how many people are finding you based on your selected keywords. This can give you an idea as to whether or not you need to adjust the keyword usage on your site.

Look into “Long Tail” KeywordsWhile it is tempting to focus your website’s keywords on the search terms most commonly used online, research has demonstrated that those searches tend not to convert as well as “long tail” searches. A “long tail” keyword is one that contains four or more words and is focused on something specific, such as “Civil War eBooks for sale,” “best price on used cars,” and so on. Customers who engage in these searches are more likely to want to spend money on what they are looking for, which means that part of your work is already done. Find at least one “long tail” keyword that you can incorporate into your site. With engines like Google focusing on context-sensitive searches, this is now a must. Using effective keywords is not only a way of attracting people to your website, but is also a way for you to define your business purpose and identity. The advice above can give you a handle on how to start your keyword research, which will give you a chance to maximize your effectiveness in this area.

OPTIMIZED CONTENT

Where Content & Keywords Meet

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CHAPTER 2

Where Content & Keywords Meet

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“REMEMBER THAT WITHOUT CONTENT YOUR SEO WILL NEVER BE 100%.”

Optimized ContentAlgorithms such as Google’s Penguin, Panda, and Hummingbird search systems are designed to provide only content that is deemed to be high quality. How does you site become a high quality site? The best way to solve this conundrum is to focus on optimizing your content. This involves streamlining your site to avoid dead links, poor readability, and redundancy. It also involves increasing the site’s overall ease of access and sense of purpose, as described below.

Optimizing your HeadersOne of the simplest but most often overlooked aspects of website optimization involves the use of headers in HTML code. In writing HTML, header types are denoted using <h1>, <h2>, and so on, all the way to <h3>. Each header can be set to display as a unique color, size, and font, and the instructions for this go at the top of the HTML code, before you enter anything in the <body> section of the page. Make sure to use the <h1> tags to denote your headers instead of just bolding them or providing some other means of highlights. Search engines like Google look for header tags to determine a site’s major purposes. Using these tags with concise descriptions can help increase your site’s overall rating.

InterlinkingA frequent result of having a specialized business site or a blog is that you have many different topics that are all tangentially related to each other. You can take the chance that your readers will look through your entire site and find the information that can be useful to them or you can guide them right there by linking to other relevant entries right in your current blog.

This practice, known as interlinking, is the best way to make sure your customers stay on your website and increase your overall level of perceived usability. You should use your site keywords as an anchor for these links, since doing so will improve their standing among key search engines.

Build on your SuccessesMake sure you pay attention to your analytics reports at all times. Keep special track of the most common search results that lead people to your website, and then build your content around that. Improving your search standings in one particular area gets you more traffic and conversions than having several lower-ranking results. In other words, it’s better to be #1 for one search result than #10 for three search results. Thus, once you find out that you have gained the status of a trusted authority in one specific area, you should build more blog entries and provide interlinks to topics related to that subject. Be sure that you remain unique in your content, however, as redundancy will hurt your web ranking.

The biggest focus on website optimization should be giving your site a clear and concise mission. You should then do everything possible to connect to that area of expertise and provide a wide range of information about it. The advice above will give you a few oft-overlooked steps in making sure that your site is as optimized and effective as possible.

“BY 2016, MORE THAN HALF OF THE DOLLARS SPENT IN U.S RETAIL WILL INFLUENCED BY THE WEB.”

Source: Forrester Research 2012

PAGE METADATE

Where Content & Keywords Meet

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CHAPTER 3

Where Content & Keywords Meet

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“METADATA TELLS THE SEARCH ENGINES WHAT IS GOING ON CONTENT WISE ON EACH PAGE.”

Think about metadata like the a steering wheel to your website except each page has its own steering wheel. Metadata allows Google to understand the goal of each page. When you do a Google search the link you click in the title tag of your metadata for that specific page you are about to view. Cleaner SEO friendly metadata allows Google to catalog your pages correctly and helps with click through rates.

Metadata literally means data about data; through the use of items like headers, footers, and other material that standard website viewers never receive, it can make a huge difference in terms of search engine ranking and incoming links from other sites. The manipulation of metadata can increase the traffic to your website, help users determine whether the site is for them even before they visit it, and boost your search ranks through sites like Google and Bing.

Specific Examples of MetadataMetadata provides search engines and other external sites with some basic information about your website. This includes the page title, header, and footer. It can also include keyword usage, which is one reason why it is very important to give some thought about how you want to describe your site. What you put in the metadata is what people will view as a site description through search engines and some external links. Putting something meandering and ambiguous here can lead to lost traffic. Metadata also includes meta tags, which appear on some websites. Meta tags are means specifically as a way to provide search engines with more information about a particular website.

Using Meta TagsMeta tags are a specific kind of metadata that are focused on providing information about your site that only search engine users will see. Some examples of useful meta tags include the description tag, which allows you to alter the text shown as the blurb when somebody finds

your site on a search engine and the robots tag, which can alter the behavior of search engines when they display your site. The robots tag also has specific search tags, such as googlebot, which alters the behavior of Google searches specifically. Another tag worth being aware of is the notranslate tag, which tells search engines that you don’t want a specific page translated to foreign languages, focusing instead on local hits only.

Plan your Metadata FirstMany people make the mistake of designing their website first and then adding the metadata afterward. It’s almost always easier to work the other way around, writing out your header, footer, keywords, and tags first and then designing the rest of the site with those items serving as a framework. This guarantees a level of consistency in your website, since you have a specific plan in place that you can stick to at all times. It is especially useful if your site is going to rely on keywords as a major way of recruiting traffic. By knowing your metadata ahead of time, you can have an idea not only of how you want the site to be laid out but also how you want to expand in the future.

Metadata provides users and search engines alike with useful information about your website. You can alter the metadata at any time and the effects will be felt almost immediately on the different search engines that display your site as part of the results. This gives you real-time control over your site optimization and content that can’t be found anywhere else.

SITEMAP IMPORTANCE

Where Content & Keywords Meet

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CHAPTER 4

Where Content & Keywords Meet

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“SITEMAPS ALLOW THE SEARCH ENGINES TO LOOK AT YOUR SITE FROM THE BIG PICTURE STANDPOINT.”

Sitemap Importance: XML and HTMLHave you ever noticed that some websites on Google show subcategories that can allow users to jump to the specific section they want? This is a result of the webmasters making full use of their sitemap, which is a crucial part of optimizing your website to attract new viewers. Sitemaps can be created using either XML or HTML code, and there are benefits and drawbacks for each method. Read on to learn more about how to maximize your sitemap usage.

What is a Sitemap?On the web design end, a sitemap is a simple collection of code that is accessible to web crawlers and search engines. A few simple lines of code allow you to list your website in a hierarchical order, with the most commonly visited sites listed first and the pages you want to direct traffic to given as much prominence as you would like. Among other possible items you can include in a sitemap, you can indicate when the page was last updated and how often it is updated on average, giving users a good idea of how often they should return to your website. As a whole, sitemaps are key in providing a glimpse of your site’s content before users even visit the page and will give you a better way to promote dynamic pages.

If you plan to have a site that develops according to the needs of your readers and customers, you should strongly consider installing a sitemap. Several utilities, including Google Tools, provide assistance in this regard, but learning how to build the code yourself is also a fairly easy task.

XML versus HTMLThere are two general ways of generating your sitemap. You can either use HTML or XML coding. HTML is the classic way of handling a sitemap, but requires a large amount of work for large websites. HTML sitemaps require coding for

every single page on a site, although this code also tends to get prioritized by search engines. XML is faster and more efficient for larger sites, but requires all language to be precise in order to work at all. If you use an XML sitemap, you may also want to download an XML verifier app that can ensure your code works properly. Many users actually combine the two, building a sitemap in HTML and then handling future edits with XML coding.

How to Know if you Need a SitemapSo how do you know if you need a sitemap and, if you do, what coding method is best for you? Sitemaps are particularly useful for large and dynamic websites that change often and contain accurate, up-to-date information. They are also very handy if you use a lot of infographics, videos, or other images. Such visual media doesn’t typically show up in a search engine, but a sitemap can provide a reference that allows your website to be accessed by topic and keywords, regardless of the actual text on the page. Google recommends the use of HTML coding, which is more recognized by search algorithms, but many users also suggest combining HTML with XML as described above.

Here are a couple of sources to help you build a sitemap if you don’t already have one.

• https://www.xml-sitemaps.com• http://www.web-site-map.com/• http://www.freesitemapgenerator.com/

RESPONSIVE DESIGN

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CHAPTER 5

Where Content & Keywords Meet

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“RESPONSIVE DESIGN IS THE ANSWER TO YOUR MOBILE WOES.”

Responsive DesignHow do people access your website? If you’re not sure or if they do so in multiple ways, you might want to consider using responsive design. Responsive design simply means that your website adapts to fit the best display settings for the device people are viewing it on. That means that somebody accessing your site with a desktop computer will view things differently than somebody accessing it from their smartphone. How do you do this? Read on to find out.

Examining your Graphical LayoutThe most basic manner in which responsive design alters a website is to scale the graphics to fit a smaller screen when the site is accessed through a mobile device. If you want your site to be responsive in this manner, you will need to consider how you want images scaled. Large images that are quite busy will probably benefit from being partially cropped to fit a smaller screen rather than simply shrunk down, since scaling them down can make them unnecessarily difficult to see. Logos and text-based graphics, on the other hand, should definitely scale to a smaller but readable size. This is especially true of your brand’s logo and any slogan that comes with it.

Here are some helpful links to responsive design:

• http://www.brandignity.com/2013/10/what-you-need-to-know-about-responsive-web-design-and-seo/

Single URL ImplementationIf you prefer to use one URL for all items, you can still implement a responsive design by making your website device agnostic. That means that the site will look generally the same but automatically scale to fit any size screen. This is a good option for sites that rely less on graphics or that has graphics which do not lose clarity when shrunk in size. This method of design uses the <div class> code, in which everything on your site is effectively a table

with invisible borders. Everything within that table then scales to fit a certain percentage of the screen, based on the information you input. Note that using this method will require you to test major updates on multiple platforms to ensure compatibility. Responsive design is here to stay, and it happens to be one of the best ways to make your website rank highly in terms of quality among a variety of different search algorithms. Using one of the options above or a combination of both will help improve the end user experience and make your site more appealing to more people.

PAGELOAD TIME

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CHAPTER 6

Where Content & Keywords Meet

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“GOOGLE REALLY DISLIKES LONG PAGE LOAD TIMES. MAKE SURE YOUR CODE IS EFFICIENT.”

Page Load TimeHow quickly does your site load up? This is an important question that you should make sure you address before you even launch your website. Users don’t like to be kept waiting, and improving your page load time is one of the best ways you can make sure that customers will return to you time and time again. Read on to find some basic ways that you can make even the fastest site go faster. The easier your website loads up, the less incentive there is to go to a different one.

Optimize your ImagesImages tend to be the number one way in which good sites get slowed down during the loading process. You should invest in a good photo editor and optimize each image you use on your site. Logos with only a few colors in them should be .GIF files, photographs should be in .JPG format, and high-quality transparent images should be in .PNG format. You should also re-size each image rather than scaling it down. If you have an image that is 600 pixels wide by 300 pixels long and you need to fit it in a 200 pixel by 100 pixel space, you should shrink it down rather than just decreasing the aspect ratio to fit the site. A program like Photoshop can decrease the size easily without losing any of the image’s quality.

Move Script Commands to the BottomAll browsers have a limit on the number of items they can load at once, and they view the code from a top-down perspective. That means that if you have a lot of script commands at the top of your site, the browser will execute those commands before loading up the other content on the site. In most cases, the script commands are less important than getting the base content loaded. If you move your script language to the bottom of your site, that allows browsers to load up all the visible content that users need to see right away. The browser can then execute any and all scripts while the user is already browsing the site. In most cases, the user won’t even notice that the site is still

technically loading.

Use External FilesIf you have JavaScript or CSS commands built into your website – and most sites do – you are potentially wasting your users’ time if you keep those commands built into the HTML code. If you place these scripts in your HTML, the site downloads the code each and every time the page loads. For repeat visitors, that means they’re wasting precious seconds waiting to download content they already have cached. By contrast, if you make use of external files for JavaScript and CSS, you will be able to decrease the overall size of your HTML document and streamline the website as a whole. Users who have visited your site before will see the content immediately, since it won’t need to be downloaded. It’s very simple to improve your overall page load time. Just follow the simple steps above and you will be able to get users through the loading process faster and having them enjoy your site right away.

TIPS FOR GOOD CODING

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CHAPTER 7

Where Content & Keywords Meet

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“YOU WOULDN’T BUILD A HOUSE WITH ROTTED OUT WOOD WOULD YOU?”

Tips for Good CodingThe way you code your website makes all the difference in the world. Good code can streamline a website and make it much easier to use, while bad code can gum up loading times and generally hurt the user experience. Your code should be simple to load and easy to read by both yourself and others. Making sure you follow the best practice guidelines presented below will help improve your site loading time and also make the website more accessible to users as a whole.

Provide Commentary and DocumentationAll coding languages have ways to enter text that is not technically part of the code but which serves as instructions or notations that help define what the code does. You should use this opportunity for documentation and commentary at all times, even if you are the only person designing code on your website. Using the documentation process means that other web designers you hire or work with will be able to understand exactly what your code does and why it is there. It can even be useful to you individually, since it allows you to come back to a stretch of code that you might have long since forgotten about and ascertain exactly what it’s there for and why you decided to implement it in the first place.

Consistency is ImportantWhile it is possible to write code without providing any sort of indentation or notation and have it work perfectly well, most people benefit from a little bit of formatting. Assuming that you do format your code for readability, it’s important to maintain a level of consistency at all times. People each have different styles, but if you stick to one indentation

and formatting style you will be able to create code that is readable and editable by anybody. Similarly, you should stay consistent with your naming schemes, keeping capitalization, underscores and so on formatted the same throughout your code. Consider your formatting to be a sort of personal style guide and stick to that style no matter what.

Duplication is EvilThere is a principle out there known as DIE, which means Duplication is Evil. This is also sometimes referred to as the DRY principle, which means Don’t Repeat Yourself. Regardless of the acronym, the message stays the same. Keep repetition out of your code. Repeating code not only obfuscates the purpose of your work, but it also slows down the loading time of your website. When you have completed your code, scour it thoroughly to make sure that each line has its purpose and that no line is running a redundant command. For every piece of redundancy you have, the user’s browser will take an extra moment to load. This means you’re hurting the end user experience if you repeat yourself. The principles above are simple to remember, but nonetheless a lot of people repeat those mistakes time and again. Keep these principles of readability and speed in mind and you will be able to create code that is functional, streamlined, and easy to edit in the future.

IMAGE OPTIMIZATION

Where Content & Keywords Meet

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CHAPTER 8

Where Content & Keywords Meet

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“PROPER IMAGE OPTIMIZATION IS IMPORTANT FOR HEALTHY SEO.”

Image OptimizationWe live in a visual world, and websites that make strong use of images tend to get more hits, conversions, and repeat traffic than other websites out there. Because of that, it is important to make sure you use images whenever possible. However, it is also important to keep in mind that your images need to be optimized. Poor use of images can decrease loading time, lead to a lot of broken links, and hurt your SEO. To use images to their fullest, follow the advice below.

Use your KeywordsEven though images don’t usually have any linked text on a website, you should still make sure that the file name you use includes your keyword. In most cases, it is best to keep the file name to just your desired keyword unless you have a lot of similar files and doing so would make things confusing. You should also keep all your images on one folder on the site rather than tucking them away in different folders. Doing so will dramatically increase the number of times that your pictures come up during web image searches. Remember that anybody doing an image search has the option to visit the source page of the image that pops up, so you are effectively increasing your SEO power with this keyword usage.

Use Alt Text and Anchor TextAlt text is the text that appears if an image fails to load or if you hover your mouse over an image for a few moments. Many people don’t include this text, meaning when it comes up, all a person sees is a file name. It is much better to include descriptive alt text which can improve readability for those who have trouble loading your images. Alt text is also included in search engine queries, which means that the judicious use of your keywords in this text can improve your web search standings. Similarly, anchor text should be used whenever you link to an image from a block of text. The anchor text is also used by search

engines, and together with the alt text can provide a huge boost to your rankings.

Be Clear and ConciseJust as with text, images work the best when they are used judiciously and not just crammed with redundant keywords. You should only use images when they are relevant to the content you provide. If you don’t have an image that fits the content, don’t put something in there that doesn’t make any sense just so you can keep a certain visual layout. Similarly, you should make sure that your file names, alt text, and anchor text make sense if somebody is viewing them out of context. Cramming keywords into these items when they don’t make sense just decreases the level of site accessibility and can also hurt your search standings. Using keywords is important, but don’t get carried away. The use of images is a great way to improve your SEO and get your site noticed by more people. Just make sure to follow the advice above and find a place where you can use your keywords properly without cramming them in where they don’t make much sense.

URL STRUCTURES

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CHAPTER 9

Where Content & Keywords Meet

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“OPTIMIZED URL STRUCTURES ARE ALSO GOOD FOR CONVERSIONS.”

URL StructuresEvery element of your website has something that needs to be optimized for some use in the SEO world. This includes the URL itself. A URL needs to be easy to remember so potential customers can easily get to your landing page, but it also needs to be consistent in structure whenever users leave that landing page to look elsewhere. When it comes to formatting your URLs, the advice below will help you reach a good level of consistency and accessibility.

Basic URL StructuresYou should make sure to use sub-directories when possible in order to separate your different site sections into easy-to-remember categories. You should also keep your URLs readable at all times. While major sites like Amazon.com use long strings of text and product numbers to identify items, this is one area where it’s best not to imitate the market leader. Keep your URLs brief and readable so users know where they are just by checking the web address. Between words, you should use hyphens rather than underscores. However, you should avoid using more than three or four hyphens in the URL is possible, since some search algorithms might view an overly-hyphenated address as a sign of possible spam.

Use Canonical URLsIf you have different URLs for similar pages, it will probably help you to designate one of these URLs as the canonical one. This is simply a matter of using the <link rel> HTML tag, which allows you to designate which version of a certain page’s URL should appear in search engines. For SEO purposes, this means that if you have two different URLs for the same page, they both read as the canonical URL. Any hits that

lead to the non-canonical page will instead redirect to your canonical page. This can improve your web search standings. It can also help a site that uses multiple similar pages to avoid getting the dreaded “low quality” tag placed on it by search algorithms such as Google Penguin.

Keyword Usage and the # SymbolAs with all other items on your website, you should insert keywords into your URLs whenever possible. This is another reason why it’s better to use static URLs that include a title separated by hyphens rather than dynamic URLs which list a series of letters and numbers in no discernible pattern. You should also be aware that any search engine out there stops reading URLs the moment they see a # symbol. This is because that symbol is associated with the HTML anchor tag and often leads to the same page. Thus, if you plan to use a # symbol in your URL, you should make sure the # gets used after all relevant keyword usage and other URL descriptors. Otherwise, you might be hurting your overall search rankings. Your site’s URL structure should be simple and intuitive. Most of all, it should remain consistent across the board. If users can find your site again by just punching in the URL of a certain page from memory, it increases your chance of repeat visits and conversions.

BLOGGING & SEO

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CHAPTER 10

Where Content & Keywords Meet

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“BLOGGING AND SEO HAVE A STRONGER CONNECTION THAN YOU MIGHT THINK.”

Blogging and SEODoes your website include a blog section? If it doesn’t, it should. Blogging is a good way of improving your search standings while also showing your customers a side to your business that they didn’t previously know about. You can make your blog as professional or personal as you would like, as this is a chance to show off where your priorities lie. No matter what sort of blog you maintain, however, you should make sure to follow the simple guidelines below.

The SEO Benefits of BloggingThere are many benefits associated with blogging. A blog is essentially a chance for you to get your name out there and direct traffic to your website all while controlling the message you deliver. A regularly updated blog section increases the number of indexed pages on your site, which increases your search engine rankings. It also gives you a chance to direct people from the casual reading environment of the blog to a more sales-oriented section of your website. Finally, a well-crafted blog is likely to draw more attention from social media circuits and other bloggers. This means that whenever you post something interesting you will receive organic links back to your site that can help drive traffic and sales.

Post Titles and PresentationIf you want your blog to attract readers, it’s all a matter of title and presentation. If you can present your entry with some sort of number (i.e., “Top 7 Summer Hairstyles”), that will be more effective than something that could be viewed as more artsy and poetic (i.e., “The Styles of Summer”). You should also make sure that your blog title follows after the title of your post in the HTML header section. This makes sure that

the first thing searchers will see is the title of the article they’re looking for, followed by your blog’s title. With a blog, you aren’t marketing your brand as directly. Instead, you are marketing a single post on the hopes that readers will find it useful and return to your site again and again for more.

Keywords, Images, and SEO Logic ReversalThere are some ways that creating a blog follows traditional SEO logic and some ways it does not. For example, you should use your keywords throughout a blog post, although you should vary them slightly from post to post to make sure your blog doesn’t become redundant. You should also avoid cramming keywords into your post, which can lead to a decrease in search engine standings. Just keep your content organic and useful. When it comes to images, though, the SEO logic gets reversed slightly. While images are typically an excellent way to make your site more appealing, they can be distracting on a blog. Use one image as a lead-in to the text, but don’t use additional images unless necessary. Anybody hoping to boost their SEO effectiveness should absolutely include a blog section on their site. Make sure you use proper titling, presentation, and keyword placement. By doing that, you will find many backlinks and your entire website will get a huge boost when it comes to search engines.

Additional resources:

• http://www.brandignity.com/2013/12/the-10-commandments-for-creating-great-content-for-your-business-blog/

• http://www.brandignity.com/2013/12/10-mistakes-that-can-hamper-your-blog-success/

• http://www.brandignity.com/2013/10/getting-into-action-what-bloggers-should-do-everyday/

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