Do you think you are a Bad Blogger? Let’s Find Out.
BLOGGING: YOU’RE DOING IT WRONG!
We’ve all seen the company blog with mediocre content, completely filled with exact-match anchor text pointing to the same page every time. This approach used to work just fine, but is now not only making your company look bad, but also potentially hurting your SEO.
Below I’ve outlined 2 easy fixes to your “blogging” approach to give your site the best SEO benefit with the most natural backlink portfolio.
Linking to Your Site: Anchor Text
Think about how people writing natural blogs (not for SEO purposes) link – typically they will mention an exact URL or a brand name to point to a site. For example, “Check out where I got these shoes: http://shop.nordstrom.com/c/designer-shoes”, or “I got these fabulous shoes from Nordstrom”. Having a high ratio of links with the words “shoes” “women’s shoes” and “designer shoes”, for example, looks unnatural and may impact rankings.
Instead of focusing on exact match keywords, try and mix up the way you are linking to your site. Post a full URL (http://shop.nordstrom.com/c/designer-shoes), a long-tail keyword (“Women’s shoes at Nordstrom”), and especially focus on brand to show that you have authority on the subject for which you’re writing. Cut back on the amount of short, exact-match anchor text you are using.
Linking to Your Site: Target URLs
In SEO, we focus on ranking for a keyword on the most relevant page – the one that speaks most to that keyword, as well as the one that may be most likely to convert once visitors come to your site. But targeting one URL for one set of terms doesn’t mean that’s the only place on the site that has relevance.
Going back to the Nordstrom shoe example, for the term “women’s shoes” we’d likely want the main page to rank: http://shop.nordstrom.com/c/designer-shoes. But couldn’t some of the sub-category pages also be relevant for that term? http://shop.nordstrom.com/c/designer-flats is a page that technically features women’s shoes as well, so we may also want to build links for the term “women’s shoes” to this page.
Think of it as building support beams to the target page – these votes of confidence with links to sub-category pages will give value to the main “shoes” page, and show it as being a relevant category overall.
Your brand is relevant across all pages of your site – not just the homepage. Be sure to build some branded links to the interior pages as well.