Great Blogs, Poor Ranking, What’s Wrong?

We all know that SEO is important, however, as agencies, it’s vital to always ensure you’re employing the best practices for the best results.

Let’s do a health check on your clients’ blog habits and see if you need to remove any of these errors:

Keyword Structure

No matter what you have heard, keyword research should still be a top priority when creating marketing campaigns for your clients. Topics and keywords should thematically link all on-site content to their business plan.

Keyword-optimized content helps to position individual web pages to rank higher organically and improves impressions in lead generation campaigns.

When the blog is on your client’s website, the keywords should be informational long-tail keyword phrases. For example, include question phrases: how, what, when, where and why or actionable phrases: top “tips” and “hacks” to improve XYZ.

Make specific keyword phrases bold in a meta description. This can increase the click-through rate for your client. You should aim to influence semantic SEO (multiple keyword phrases with similar meaning). Great for voice searches.

Be warned: Keyword stuffing or high keyword density could get a spam flag and be boring = not encouraging a following.

Don’t forget the best practice for URLs and metatags and targeted keywords to rank individual pages. Keywords also play a role in your client’s site architecture.

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SEO is here to stay. If your agency struggles to rank client blogs and content at the top of search engine results pages, you might consider outsourcing this task to a reputable white-label digital partner like us. We’re gifting you this voucher to test the service and see if the fit is right for your agency.

Internal Links

This is often overlooked. Things to remember about internal links include:

  • They create prepared paths for users to dig deeper into your client’s website with less effort
  • A page without internal links is an “orphan”/a dead-end with no bridges. Search engines won’t “crawl” them. Increase crawl budget with internal links.
  • They show the architecture and top pages of your client’s website.
  • It propagates link equity (used to be called link juice) which is a ranking factor i.e. certain links pass value and authority from one page to another, a signal that boosts rankings.
  • Hyperlink anchor text should contain keywords thereby indexing linked pages

Of course, backlinks are still the platinum standard of ranking factors but internal linking amplifies their value. Aim for max five internal links per article. Make a list of the internal links. Which pages have the most authority? Put internal links on those pages to other high-value internal pages.

A drop-down menu showing featured posts or having those posts on the home page will distribute authority to the blog posts. The home page is the most authoritative. Create a strategically limited number of links between blog posts and your client’s home page. It must be an even distribution of link equity across the domain.

Good Content

Write for your client’s readers, not search engines. It’s usually best to keep content light. Build awareness around a need and give your client’s readers actionable tips, showing them that your client is willing to give in order to ‘get’.

Be consistent with content for your client, develop familiarisation with your client’s brand’s personality and keep the quality of the content high. The average attention span is approximately eight seconds: tasty header, good meta tags, easy scannability and a clear message.

An animated GIF or video will give your client’s readers a mental break between batches of paragraphs. These will increase their dwell time. Use your client’s white space plus an image every 350 words, it avoids “word overwhelm”.

Two-thirds of the writing should be edited. There are apps that can help you create concise and clean content for your clients.

Images And Videos

Image file formats and sizes can deteriorate SEO performance for your clients so keep them as .jpg, and all vector images as .png. Always put keywords in the image alt text. Store all your video files in a single folder and produce a video sitemap to make indexing easier. Put keywords in video meta descriptions to help with indexing. A HubSpot survey showed that 43 per cent of consumers want more video content.

Need Great Blogs For Your Clients Which Have Great Ranking? Contact Us!

If you want to up the ranking of your client’s digital marketing efforts and blogs today, contact us. The depth of SEO, marketing and journalism knowledge in our team will be able to answer all your questions and help your agency to drive up your clients’ rankings and crawl budget.

Related Tag: Outsourced SEO Agency


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