The SEO Value of External BlogsPosted by oicadmin on 05/10/12
Tags: over-optimization , best practices , link building , blogging , website optimization , seo
In today's digital age, blogs have become excellent marketing tools. Having a blog for your business can help to increase awareness about your brand or business as well as establish a greater online reputation. However what sparks the interests of many online marketers is the SEO value of building an External blog for their business.
What's an External Blog?
In essence, an external blog is a dedicated website to publish content. Unlike internal blogs that are a part of business's domain (e.g. www.businessname.com/blog), an external blog is separate domain outside of the company's website (e.g. www.businessblog.com). So what makes an external blog better than an internal blog? The answer to that question centers on the fundamentals of search engine optimization and SEO link building.
Link Building via Blogging
In SEO, external links (otherwise known as "backlinks") directing to a site are like measures of popularity and website credibility to the search engines. A website with several backlinks pointing to its webpages will typically be considered popular, valuable, and trusted, and thus deserving of a top search engine ranking.
The key to remember is that these links are coming from an external source, ideally via relevant content in a blog post or an article. For this reason, managing your own external blog to feed your money site backlinks is one of the most effective strategies for SEO and website optimization. Building optimized backlinks from your own external business blog is one of the easiest and most cost-efficient methods to generate "link popularity" for search engine optimization.
Best Practices Tips
You may be familiar with some of the Google search engine algorithm updates that have recently occurred. In short, Google has been penalizing websites for "over-optimization." That is, sites that have far too many backlinks with exact keyword matching anchor text. As a result, you will want to build links from you blog carefully and in moderation. As tempting as it may be to use targeted keyword phrases in all of your backlink's anchor text, it is wise to mix it up a bit.
For example: let's say you're optimizing your money site for the keyword phrase "Dallas business lawyer." Instead of linking to your website with that exact phrase each time, try using variations like "business attorney in Dallas" or simply "business lawyers," without the geographic modifier. It is also smart to link to your money site using the URL address of the domain (e.g. www.DallasBizLawyers.com) - this will make your SEO link building appear as natural as possible, and will help avoid any risk of "over-optimization" penalties from Google.
The last best practices tip when link building from you external blog is to consider the importance of content relevancy (or "contextual" relevancy of the link). This is another important factor that search engines like Google consider while evaluating the quality of your backlinks.
The practice is simple: only build links that are relevant to the surrounding content. Using the latter example, a link with the anchor text "Dallas business lawyer" should be immersed in blog content all about business law. This contextual relevancy is imperative to ensure that your link building and website optimization efforts are sound.
When you begin developing an external blog for your business, remember to build your blog with a purpose. Have goals for your external blog, and continue to keep the content fresh and focused on specific theme or topic. Blog righteously, my friends.
This article written by Tyler Tafelsky, one of our Internet marketing & SEO Peoria IL specialists here at OIC Group, Inc.