Content marketing and creating robust webpages, blog articles, and other marketing resources are a crucial part of SEO. In fact, content marketing has been found to produce an incredible return for businesses and marketers in the form of improved impressions, conversions, and overall digital engagement. However, if you’re taking the time to write blogs and new content without a significant improvement in key SEO metrics then you may have to audit your content.
Before you analyze your website content and blogs, you need to first understand why your content isn’t performing as well as it should. This can speed up the time it takes to perform and audit and allows a webmaster or digital marketer to review the most likely issues with your online content. As an important disclaimer: writing blogs and new content takes time in order to produce visible SEO results. It can take a few weeks and even several months to see considerable results.
Take some time before you hit the panic button to re-determine the best content strategy moving forward. If you’ve already taken the time to reanalyze your site, then you may want to begin a content audit.
But first, here are some of the most common reasons why your blog may not be performing as well as it should. We’ll also provide some immediate fixes to help your content deliver those SEO results you’re looking for!
Issue #1: Your Blogs Don’t Have On-Page Optimization
Many businesses start blogging without realizing that there are other factors that help improve a blog’s performance SEO-wise. These factors help popular search engines like Google identify key information about your blog topic. Many factors can help improve a blog’s SEO optimization, as explained in a previous version of our content series:
A few of the on-page elements that marketers need to account for including:
- Effective header tag hierarchy to help search engines identify the main points of your list content. Use H2s for main sub-headers and subsequent headers for other parts of your list. Remember the hierarchy using this quick guide, starting with H1 as your article title tag( H1, H2, H3, H4, H5, H6.)
- Images to help build alt-text on the page and to create catchy visuals for your reader. Images are sometimes used a way to coordinate the main points of an article.
- Internal links to help readers find other related information about your topic
- Clear and efficient writing that helps your reader understand the main points of your article quickly.
The above factors are a great checklist to ensure that you have proper tags, links, images, and copy that is SEO friendly. Always have these on your blogs to improve performance. Go back and check older blogs to add these features to improve older content. This also applies to landing pages and service pages on your website.
Issue #2: Your content is suffering from a thin content penalty or duplicate content penalty
Businesses that are new to creating SEO on blogs may struggle with thin or non-detailed content penalties. These penalties are when search engines like Google rank certain blogs or sites lower due to minimal, under-developed, and non-comprehensive content. Specifically, Google algorithms like Penguin and Panda aim to provide search engine users with the most useful and detailed content. If your content does not meet minimum standards for word count, readability, original copy, and detail then you’ll see a potential drop in SEO.
Older blogs that are duplicated from other sites, minimal copy below 250-300 words, and that are written poorly need immediate revision. Use the tactics below to create engaging and detailed blog content:
- Short sentences and short paragraphs help readers to easily follow your content pieces
- Grammar check as much as you Spellcheck any written content pieces
- Limit incorrect punctuation and overuse of certain punctuation types (commas, ellipsis)
- Brainstorm content to address consumer questions and provide detailed solutions for a reader
Work with your creative team members to come up with blogs that address industry hardships or pain points, incite interest, or show to fix problems.
Issue #3: Your website’s technical SEO is not set up to enhance your content
Websites with dedicated blog pages and sections also need special technical SEO in order to capture more impressions and user searches. If you have an older website, you may want to double-check if it has the right types of schema markup for blogs, articles, lists, how-tos, and similar types of data. Schema markup allows a search engine to identify the most important details of your business/website. This special data can also highlight certain content pieces in search results.
Google provides several rules that webmasters and marketers to ensure their schema markup is readable by search engines. Make sure that you use supported formats like J-SON or Microdata and test them frequently. Schema can help promote your blog content to improve rankings.
Technical SEO adjustments that can affect your blog includes factors that impact overall website performance. Slow pages, unformatted redirects, lack of a sitemap, inconsistent metadata, and even more factors can impact your SEO. If you need to manage these factors then give our team a call and we’ll audit your site for free!