While these items are basic to experienced SEO professionals and are germane to all blogs, these issues are not generally known among general B2B marketing professionals. While things may look good on the surface of a blog, a look under the hood can reveal significant roadblocks to achieving the SEO success you’ve been seeking.
Guide Search Marketing with Excerpts on Blog’s Home Page
Make sure your blog’s homepage contains only an excerpt or abstract from each post, and a link to the single-post page. Optimizing individual posts and getting the post URLs indexed is the key objective. You want your traffic to come to posts inside your blog, not the homepage.
Rewrite Title Tags To Drive Search
You want the visible title of your post to be engaging and creative, inducing site visitors to read more and share your post with others via social media. Creative and engaging titles, however, aren’t always keyword rich. Specify a keyword-rich title tag to help with search. Keep in mind, the title tag isn’t just for search engines; the title tag is also the heading of the search result. Make sure your title tag also induces searchers to click on it.
Optimize Search Effectiveness With alt tags on Images
All blog posts should contain images to create visual interest for the reader, and each should have alt tags specified. Alt tags should be written with search in mind. If you’re not specifying alt tags aligned with the keyword strategy of the page, you’re missing another significant opportunity to tell the search engines what the post is all about.
Exercise Control Over What Is Indexed
Make sure you control what content you want indexed. A quick look at what the search engines indexed from many blogs showed low value URLs. Among indexed pages were URLs resulting from the blogs’ on-site search tools, and author, date, and tag archives. These URLs were indexed at the expense of indexing single-post URLs; many single-post URLs were not indexed. Blogs have lots of ways to get to the same content. These are great for users, but can create problems with duplicate content and unwanted things getting indexed (e.g., blog search tool results).
Write Strong Meta Descriptions
Many blog posts do have meta descriptions, however, they are generally written with little care. Depending on the nature of the query, search engines may choose to display the meta description of the post as the search-result snippet. Ensure meta descriptions are aligned with the keyword strategy of the post and are interesting enough to get searchers to click on the search result. While the meta description may not always get chosen as the search result snippet, just in case it does, make sure it has the potential to pique searchers’ interest enough to click on the result.
Use 301 Redirects to Drive Search Marketing
The lack of 301 redirects on many blogs creates several versions of each page. Having multiple URLs for the same content will cause PageRank to be split among these pages rather than being concentrated into a single URL, especially as others linking to the content link to a variety of URLs instead of a single URL. While certain blogging platforms like WordPress automatically include the canonical tag on posts, your blogging platform may not. Yet, if your blogging platform does include the canonical tag on posts, you would still be better off fixing these issues rather than relying on the canonical tag.