One of the very common errors I see between companies making an investment in SEO is the fact they’ll write 4-5 internal blogs each month. When it comes to external blogs and syndication, there is no defined strategy.
Exactly why External Subject material is Crucial – Backlinks are the basis of Google’s algorithm. Google views your site as trustworthy when other sites link returning to it. They don’t wish to see a site that is spammy linking returning to your site. If you attempt and control the system, you will get hit with a Google penalty and your site won’t rank in any way. You don’t want this. What Google would like to see is trustworthy and relatable backlinks speaking about your site.
Distribution – Whenever a company with a minimal domain authority writes 4-5 internal blogs every month, nobody will almost certainly see the subject material. It’s the same as writing a great novel and nobody reading it. (Find out more about domain authority here.) In case you have a reliable domain authority and you also are writing great subject material, there exists a good chance it is going to get available on Google’s search engine, which is precisely what you want from an internal perspective.
You should make sure your site has enough authority and credibility for the blogs (and your site) to rank. This is when backlinks enter in to play. It may increase your credibility, that will also increase your domain authority.
Key Ratio – For each and every one hour your company invests into SEO, 45 minutes needs to be spent looking for distribution and a quarter-hour needs to be spent writing the subject material. Write less subject material. Search for more distribution. This can be tough for most businesses to swallow, but it’s the cold hard facts. Should your website ranks for long tail keywords for each and every blog post you write, you are able to disregard this ratio. For almost all sites which can be having difficulty ranking, this is where your focus needs to be.
Harold’s Hockey Store – I’m a huge hockey fan so I’m going to create a fictitious small business in Columbus, Ohio (where my agency happens to be located). The name with this clients are Harold’s Hockey Shop.
Let’s say Harold just exposed his hockey store in downtown Columbus. You will find 10 other local hockey shops out and about that he has to contest with. His ultimate goal is to buy on the 1st page of Google search engine results. This can be a tough task considering his website is new and that he is competing against hockey shops that were running a business for 10-plus years. Basically If I were managing Harold’s SEO, before ever writing an internal blog post, I would get in touch with these kinds of publications to start out my distribution strategy.
Outreach Strategy – Local blog on the Blue Jackets (Columbus’ NHL team). Harold is a big fan and may contribute valuable insight. National e-commerce site like TotalHockey.com where Harold could contribute subject material for their blog regarding the top skates for high school players over a shoestring budget.
Community papers and mass media channels where Harold could eventually be utilized for a source for pond hockey and roller skating related quotes. Local bars in Columbus which can be specifically designated as being a Blue Jackets bar. Harold could contribute article subject material for their site about his favored Canadian draught beer or best hockey brews.
Concentrate on 4-5 external blogs – If Harold could forge relationships with 4-5 relatable sites like the ones mentioned previously each month, he would not merely be reaching his target market with quality subject material, he’d likely get valuable brand recognition and back links pointing returning to his site. He would also gain awareness for his logo and he could generate referral traffic from his brand being mentioned within each blog post. Harold could also be considered more trustworthy as increasing numbers of subject material gets published.
Harold will still need to make sure the cornerstone of his site (on-site SEO) is in good shape as well as the user experience is first class. He needs to submit his local address to a local directory, like Moz Local or Yext. Contributing external subject material is merely one part of the pie. Yet it could be the biggest part of the pie that is most overlooked. This might come as being a shock to many, but start to look for more distribution and quit writing a lot subject material! Until you have solidified the relationship, obviously.