Even with the algorithm changes in the Google search engines in 2011, blogging is still one of the best ways in improve your Google rankings.
There are two reasons for this. First off, a blog can provide a website with more keyword-rich pages that will be indexed. Secondly, blog posts mean opportunities for incoming links. Both of these factors mean—and can catapult a website in terms of Google rankings.
But how can one effectively use a blog for this purpose?
The key here is to maintain the blog regularly. As mentioned early, a blog works primarily because it gives Google more pages to index. If, for example, you post one blog entry every day, that’s automatically 30 more pages to your site—and 30 more pages to index. A stagnant website will lose in rankings against a website that has constant posts.
But the real factor here is quality content. Google likes a site with incoming links, more so if the links from pages relevant to blog’s content. Google likes it more, however, if the links come from high-ranking, important websites because it is an indication that the blog (and, in turn, your website) is relevant.
However, it’s not just a matter of number of pages, especially with the recent updates in Google search engine algorithms. A site with bad quality content will decline in rankings—even if it has several pages that can be indexed. The key here is quality over quantity.
One way to make sure of quality is to make sure the content is relevant to the keyword. Also, utilise social media sharing tools.
Your blog content should also be original, as duplicate content may be seen as spam. This could be a problem if you rely on canned or shared content, so consider this. Also, try to limit advertisements as pages with several ads might be considered as a spam page.
Of course, relevance of keywords and how much they are searched remain to be important factors. Use tools in order to find out what keywords get searched the most. Also, the blog should be part of your website; do not put up a different blog page as it would be indexed separately.
Remember that the best way to get high Google rankings via a blog is to provide what the user wants—and that’s relevant information and high-quality content.