Get smart about search engine optimization. Identify the key words for searching for a posting’s subject matter, and think about the best way to incorporate those search terms into the title and body of the post.
Earlier in any sequence of words those keywords appear, the stronger the signal Google will receive. For example, “Hiring a Patent Attorney: Seven Things to Look For” will rank better than “Seven Things to Look For When Hiring a Patent Attorney,” because the desired keywords, “patent attorney,” come earlier in the sequence. and keeping every blog title to under 120 characters, so that readers can easily tweet it.
The single strongest variable in Google rankings is the number and authority of sites that link to a posting. “The more powerful the website that links to you, the stronger the influence on Google, and the better the rankings,” . The more useful your content is, the greater your chances that other sites will link to it.
Be a part of the conversation, both on your blog and of others in your industry. Drive traffic to other blogs, and respond as much as you can to both negative and positive comments about your own blog. If you allow commenting on your blog, be sure to have the resources to handle negative feedback. If you don’t enable comments, be prepared for the conversation to pop up elsewhere online.
“People are talking about your company or your products whether you like it or not,”. “Blogging, as a component of a proactive social business strategy, offers an effective capability for company leaders to engage in the conversations and helps create the opportunity for a vibrant exchange of information and ideas with prospective and existing customers.”
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