Is it worth spending your time, energy, knowledge and sometimes money to have a blog on your website or online store. From a specialist’s point of view, SEO is an idea that can be described briefly as excellent. What speaks for having a blog on the site and what is a blog?

A. The presence of a blog means the systematic addition of new content thematically related to the page’s offer, which can translate into better page indexing by Google and, as a result, higher positions. A page with new content is perceived by Google’s web robots as more attractive, more up-to-date, potentially more interesting to the reader. That is why they are ready to reward it with a higher position in the search engine ranking – of course if the texts posted on the blog are unique, correct and valuable.

B. We gain the ability to perform internal linking using blog entries that supports positioning. In blog entries (including those already published) it is worth adding links leading to products or categories that logically relate to the topic of the entry.

C. Properly writing and extensive texts on blogs index well, ensuring good visibility of the website – many a person can get to the website thanks to the text from the blog that they found in the search engine.

D. The saturation of keywords on the page increases. Inevitably, texts added to the blog are often thematically related to products or services, the promotion of which the client is particularly interested in. This is reflected in the use of certain terminology that also includes keywords. As with us, you can find a lot of information on positioning, content marketing or text paraphrases.

E. Blog on a website or online store is a help in positioning on the so-called long tail.

F. Blog can perform the function of supporting the sales process and become part of the conversion funnel. This benefit is unrelated to SEO, but worth noting.

G. Blog helps to shape and strengthen the desired image of the company.

Since we already know why it is worth to engage your funds and have a blog on the site, now it’s time for a few tips on how to run a company blog to work effectively for better search engine positions.

What is a blog – basic guidelines

A. Subdomain or subpage?
A better solution from the SEO point of view is a blog that is part of the website, functioning as a subpage available at e.g. www.company-name.com/blog.

B. Length of texts published on the blog.
The length of the text should be adapted to the subject, so that the text appears complete and exhaustive of the issue. it is also worth considering how it can be perceived by a potential reader – whether it will provide him with the information he needs, and at the same time be understandable and simply enjoyable to read. The length of the entry is also important. We urge you to diversify in this area and adapt to the nature of the blog post. After all, there can be such concise, very informative, in which there is nothing to dwell on, as well as their opposite – topics demanding a comprehensive entry. It can be assumed that the minimum length is 1000-1200 characters (counted with spaces); Of course, this would not apply to an entry saying that the company is not in the middle of a long weekend or that it is changing its headquarters.

C. Frequency of publishing texts.
Fortunately, the blog supporting the positioning process does not require pharmacy accuracy in the publication of texts. There is no requirement to publish texts daily. Entries also do not have to appear in a perfectly even interval. We suggest introducing 4-7 unique texts per month, focusing on their size and quality rather than the frequency of publication. Longer texts, even less frequently published, can bring more SEO-benefits to a website than the often released “serfdom” blog.

D. Use of keywords in texts.
When writing texts for a blog, it is worth using the keywords selected for positioning our website. One text should contain 1-2 keywords selected for positioning. Avoid reaching too often for one word and using it in most of the written texts – in order not to achieve the opposite of the intended effect. The frequency of occurrence of a keyword in a dedicated text should be 1-3 times depending on the length of the text and the possibility of its use – so that the text looks sensible and attractive in terms of language. The keyword should be used unchanged and not split by another word. An exception can be made for the place name. Introducing it in a rigid and unchanged form, such as “cleaning Boston air conditioning” can be stinging in the eye of the reader. In this situation, the text “cleaning of air conditioning” and “Boston” may appear separately. Of course, it is possible to use these changed forms in the text, but they do not have the function of a keyword then. Of course, keywords do not have to be entered in every entry.

E. Division of text into parts.
The preferred form of text placed on the blog is an entry divided into paragraphs, blocks, parts. A good idea might be to use a frame or information box. Blog text should not look like an overwhelming monolith. The title and subtitles should also be used for the natural and logical division of the text. They should be marked e.g. as h1, h2, h3 – depending on the length and planned division of the text. Whenever possible, we’ll enrich titles and headings with keywords. Of course, not every headline must contain them – let’s reach for them in a reasonable way. It is worth using the bold option in the text for phrases containing keywords or for the keywords themselves (the number of bolds – moderate, giving an exaggerated impression). At the same time, there is no reason to use several font types within one entry.

F. Adding graphics to the entry.
The text should include graphics or charts that will also visually divide parts of the text and make it easier to read. Let’s not be afraid of graphics! It is worth noting here that the graphic that illustrates the text can also be used to enter a link to our entry. The link in the graphic can also be used e.g. to perform internal linking within our website.

G. Adding links to the entry – tips & tricks
Blog entries may contain links entered in the text or graphics leading e.g. to specific subpages or products corresponding to the content of the entry. Entering a link to the entry to be effective support for SEO and not harm our site, must be skillful. If we do it, it is worth remembering a few principles of “SEO”:
– the link does not have to be in every entry,
– enter 1-2, a maximum of 3 links to one entry; their quantity is related to the length of the text (more links can be included in longer text),
– if the blog has outbound links that do not lead to our website or other customer-owned pages (e.g. other blogs or online store), then these links should be marked as “nofollow“
– it is very important if we do not want to weaken our website (and since we decided to position it, we definitely do not care about this effect),
– Links to subpages within one site do not have to receive the ‘nofollow’ attribute.

Note: the above recommendations for blog entries can also be used in the context of keeping the news section.