Today, I want to share a quick keyword trick to help you optimize your blog, specifically, how to use Google Search Console to rank for more keywords (e.g., semantic SEO) and get more blog traffic. We’ve written about how important the right content is for your business and provided tips about how you can upcycle older blog posts to help drive more traffic to your site.
Obviously, if you’re a business owner or executive and care about your business like I do, you’re interested in getting more sales performance from your company’s website. Better sales and marketing performance don’t just happen. They happen when we care as much about the creative and technical aspects of blogging, keywords, written content, and web copy (and how they influence the buyer journey in digital marketing) as we do about our brand design, website design or the user experience.
Why Blogging Is So Important To Your Business
In the world of inbound marketing, blogging is the primary method for attracting potential customers to your website. That’s because blogging fills a knowledge gap. Search engines have changed how we find solutions. No one hops in a car and spends hours driving from store to store anymore. Our first stop is a search box on Google, Bing, Youtube, or Facebook. Most of the time, our decision journey begins with a search query to a problem. The same goes for your target audience.
Yet, even after we’ve convinced a business owner they need a website, many companies still approach their digital marketing with a “build it and they will come” attitude. Or worse, keep throwing money at old school techniques like “smile and dial” cold-calling, expensive trade shows, or large, un-targeted mail campaigns. Yes, you need a business website! You need to optimize your website for lead generation and higher conversions! Yes, definitely focus on technical SEO like keyword development, alt-tags, on-page SEO, backlinks, etc. But NOTHING beats having a business blog.
According to HubSpot, businesses who regularly post blog articles on their website see a 55% increase in website visitors than businesses who don’t. Choosing NOT to blog today is saying “no thanks” to a major source of website traffic. Traffic that your competitors are more than happy to take from you.
Additionally, in their study, HubSpot found: Companies that blog have far better marketing results. Specifically, the average company that blogs has:
Using Google Search Console to rank more keywords
Let’s say you’re convinced. You already have a website and you’re consistently blogging. You’ve dialed in your digital marketing strategy and you’re ready for more. More visitors from your target audience, more leads, and more conversions. Congratulations! This little keyword trick from Neil Patel is something you won’t want to miss.
In the following 6 steps, I’ll show you how you can use Google Search Console to understand your blog article performance, which articles you should optimize for more growth, how to discover new, high-ranking search terms, and then how to weave new semantic keywords into your articles to make Google present your blog posts to your potential audience.
Ready? Let’s go.
Step 1: Log into your Google Search Console and navigate to Performance
Visit this link if you don’t already have a Google Search Console account.
Step 2: Select Pages to view your top trafficked webpages
This is a list of top visited pages on your website, according to Google.
Step 3: Choose a page with high impressions and low clicks
These are pages that show up in various search results, but visitors are not clicking through because the article is missing relevant keywords.
Step 4: Select Queries and review the top semantic keywords
Next, these search queries will show you all the search variations (semantic SEO) that your article should include.
Step 5: Weave new, relevant keywords into your blog article
Now for the fun part. Go back into your article and look for these search terms. Can’t find them? Neither can your potential customers. We’re going to add these new terms into your text.
Look for natural places to weave these new keywords into the body of your blog article. No keyword stuffing! Think of ways to expand on your original thoughts. Answer additional questions. Provide more context. Be creative and have fun.
Step 6: Submit your post for re-indexing by Google
Once you’ve added in your new keywords, it’s time to tell Google about the changes. Thankfully, Google makes this super simple. Paste your article’s URL (the one you made the changes on) into the search box at the top of Google Search Console. Then select Request Indexing.
Pulling it all together
Your blog should be one of the key drivers of traffic to your business website. It’s a great place to showcase your expertise and answer your prospective customer’s burning questions. Especially when they’re exploring solutions and looking for potential partners to help solve their problems. The challenge is, many companies are still not blogging. Those that are may not be tracking their blog performance.
Thankfully, Google provides free analytical and URL tracking tools, like Google Search Console, to improve your keyword ranking and get more traffic to your blog. If you’re struggling to convert visitors into customers on your website or need help to put together a winning inbound marketing strategy, drop us a line. We’ve helped dozens of tech, SaaS, and business consulting companies grow. Imagine the possibilities for yours.