I recently showed a college student a blog post I was working on, and he asked me what percentage of the content I dedicated to keyword phrases. He had taken a course in SEO, and he understood keyword density. So do I. But even as an SEO copywriter, it’s not really something that I take into account when writing content anymore.
Rather than give him a percentage, I explained to him that the number of times a keyword is placed within an article isn’t as important as it used be. Yes, keywords still play a big role, but the quality of the content has become a more critical factor in getting higher search results. That’s where blogs come into play.
The Rise of the Blog
Back in the day (1990s to early 2000s), blogs weren’t as widely accepted as they are now. Saying you had a blog was like telling people that you’re kind of a geek and you really like to talk about yourself. Last May, eMarketer reported that 53.5% of Internet users would read blogs in 2011. That’s 122.6 million blog readers. Today, blogs have become an effective way for people to share their 
opinions; stay updated on news, trends and topics that interest them; and have ongoing conversations with others who share those opinions and interests. For businesses, blogs have become a necessary tool for reaching customers on a higher level and improving SEO.
The rising value of blog content has not gone unnoticed when it comes to search results – Google wants to put the content that people read in front of them, and right now, that means blogs.
Keep Your Content Fresh and Relevant
Google favors new, fresh content, and in today’s fast-paced market, content can get outdated pretty quickly. Maintaining a continually updated blog on your company website allows you to keep adding new content to your site without having to completely rework product or service pages. In addition, the content must contain valuable information – Google Panda updates now put low-quality content created solely for link building at the bottom of search results.
Guest Blog, Guest Blog, Guest Blog
Writing guest posts on other blogs has a number of benefits, one of which includes SEO value. Guest posts often allow back links to your blog and website within your blogger bio. Good relationships with authoritative bloggers can be incredibly valuable for SEO, especially if the blogs have high page ranks, as Google is impressed by link quality and diversity. Networking also helps establish your own blog as an authority in your niche.
Social Sharing
The better quality the content, the more it’s shared through social media. Google recognizes social sharing, such as tweets, retweets, Facebook likes and Google +1’s. Internet users are much quicker to share a blog post, rather than a website page, through Twitter. With the rise of Pinterest, blogs that post quality images are also being shared more, resulting in increased traffic and higher search rankings.
Do you have a blog? Are you using it to improve your SEO strategy?
Author:
Jacqui MacKenzie is a writer for Straight North, one of the leading Internet marketing companies in Chicago. She writes for a wide range of clients, from providers of GPS for vehicle tracking to broadcasting equipment specialists. Check out the Straight North blog! @ straightnorth
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This is in line with what I do. I’m aware of SEO. I don’t let it dictate my content. I have a keyword tool in my head that asks “What are people asking?” and I write a blog post about it. SEO is still important in that I realize a lot of good, quality content is necessary, and I am conscious about titles, descriptions, etc. But it’s not SEO in the definition of the past.