Implementing and maintaining a blog on your domain should be an integral part of any online marketing strategy, not only for leveraging SEO potential but also to build and maintain real relationships with your clients, partners and customers.
We often speak to business owners who would like to incorporate a blog into their existing website, but they are a little unsure of where to begin. That’s why we have decided to put together a list of basic considerations and requirements when looking to install a blog onto an existing domain.
Set up and configuration
Establish which platform your current website is build on, as many modern content management systems are designed with blogging capabilities in mind. If you find you don’t have blogging functionality, then speak to your web developers regarding the options. One option could be to install a popular publishing platform such as WordPress onto your domain.
Consider how to present your blog in terms of its title and main themes. Internet users are regularly searching for blogs on specific topics. Take the time to establish how you intend to incorporate your branding, company tag lines and marketing messaging into your blog – your blog has the potential to be a powerful selling tool, as well as a resource for content.
Functionality and Usability
Your blog needs to include essential options and functionality. Many blogging platforms will include essential functionality but you should run a check and decide on which plug-ins are required. We recommend that your blog at least includes: RSS feeds, a dynamic sitemap, spam filters, an SEO data editor, analytics integration, social sharing buttons options and comment management. You should also ensure that permalinks related to your posts are configured to display keyword rich and SEO friendly URL’s.
In order for users to remain on your site and explore your content, you need to consider their experience. The inclusion of archives, category pages and a search function will go some way to facilitate this requirement.
Your blog is also a perfect to build internal links to other pages of your site. This not only helps to direct users to other relevant resources, but it also helps to spread domain authority throughout your related internal pages. Build internal links sensibly, using relevant anchor text.
Research and Content
Conduct keyword research, subscribe to your competitors blogs and search the web for content inspiration. This will help you to establish which topics people are searching for and which content is performing well in terms of attracting links and attaining rankings. This will place your in a better position to optimise your posts so that they are discovered for relevant searches and interested readers.
If you intend to have multiple authors contributing to your blog, then ensure that you have specific author pages built into your site. This will allow individuals to claim authorship of their content and a personable feel to your brand.
Performance and Tracking
Track and monitor the performance of your blog by ensuring that you are tracking your posts using Google Analytics. There are plugins that will facilitate this, or you can ask your web developers to ensure that this is in place. This will enable you to see which posts have performed well in terms of driving traffic to the site, and it helps to paint a picture bigger picture regarding the interests and behavior of your readers.