Company for SEO
Numerous companies start blogs to better connect with customers (but often through a narcissistic lens). In most cases, Public Relations departments manage social media and blogging for companies which is great for promoting key messages and distributing information. That’s the Push side of PR. But the Pull is often overlooked.
Most corporate blogs are not only boring, but they’re disappointingly difficult to locate on search engines. Key messages, voice and timing are considered, but keywords to drive search traffic are not.
Numerous PR practitioners have approached me after I’ve given a SEO for PR presentation and mention that they’ve never thought of, or just don’t know how, to include search keywords in the copy. Here are a few, simple tips I’ve followed for years here at Online Marketing Blog that companies can follow to increase search traffic and visibility to corporate blog content.
1. Research a Keyword Glossary – Whatever the target audience for your corporate blog is, journalists, customers, employees, partners, analysts, investors or others – they ALL use search. Use a keyword research tool to build out a keyword glossary of topics that are in demand. Share that glossary with content creators as a reference when planning, creating and publishing content online – including blog posts.
2. Create a Blog Content Plan – Starting a blog is easy. Sustaining a blog over years is not. Get into the habit of creating a structured, yet flexible content plan for your company blog. Decide that some days will follow a format and others are wildcards. Then assign keyword/topics to the planned articles, tips, interviews, surveys, liveblogging, company news, curated industry news and other content types. Most importantly, tap into feedback mechanisms like comments, keyword search traffic, off-post citations, social sharing metrics and links to make sure you’re on-track.
3. Include Keywords in Posts – There have been numerous how-to’s on optimizing pages but to sum up optimized blog post writing, follow these guidelines: Find a balance of optimizing for readers and search engines. Omit one and you lose the other. Do both well, and you will boost relevant search traffic and engagement.
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