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Search Terms are keywords and phrases that people use to find your BizBlog on search engines like Yahoo! and Google. When determining your rank, search engines take into account all the text inside your BizBlog by creating a profile of keywords within it. Profiles are paired up with people's search terms - hopefully matching your business with their searches.
Keywords establish a focus for your BizBlog in the eyes of a search engine. Your business profile should include keywords that accurately describe your business, products, and services. And your blog should constantly reinforce the same keywords and even build on them by incorporating periphery topics.
To get a better understanding, let's take a look at search terms used to find The Framer's Workshop BizBlog within the last 24 hours. This information was collected by a third-party traffic analytics program:
Most of them seem to match the business description perfectly, like 'diy poster frame' and 'frame shop berkeley'. What's interesting are the more specialized phrases like 'Barry Bonds 756 Homerun Framed Photo', 'matt cutters in berkeley', and 'Berkeley CA wine delivery'. I find them interesting because they contain keywords that are not usually associated with a picture framing business, yet they successfully lead the searcher to Framer's BizBlog. Why? Because these topics were mentioned in Framer's blog. Framer's effectively gains more search engine exposure just by incorporating periphery topics that can relate to their business.
For example read: Barry Bonds' 756th Home Run Memorabilia Framed!
This is an important point to understand. When blogging about their business, The Framer's Workshop has an opportunity to introduce new subject matter that can diversify their content and enhance their exposure.
Don't dilute your blog by including anything and everything. Be creative and have fun with it. Try using local content to target a regional audience.
Here's a quick and easy way to optimize your blog for search engines: link to other websites related to your topic. Search engines consider several factors when ranking your blog, one of which is how often you include relevant outbound links.
Consider adding a list of two or three outbound links at the end of your blog post. Here are a couple examples:
â€¢ A hairstylist might write a blog post about thermal reconditioning, then link to websites featuring a similar topic, perhaps a Wikipedia article about hair straightening, an About.com article listing flat irons, or tips on caring for chemically-treated hair.
â€¢ The owner of a coffee shop could write a blog post about an exotic new coffee drink. Outbound links could include a historical account on the origins of coffee, a website listing reasons to drink coffee instead of soda, or even a Wikipedia article on coffee beans.
Don't worry about driving traffic away from your BizBlog. Simply link to non-competitive websites and your readers will not be led astray. The hairstylist, for instance, wouldn't link to local hair salons. Rather, he or she would link to material that complements the information presented in the blog post.
Remember, start linking, and watch your search engine ranking grow!
As you start adding blog posts, you'll notice that older items will begin falling off of your front page, and into your BizBlog archive. To reference previous posts â€“ or even current posts â€“ directly, you'll want to use the post's permalink.
A permalink is a permanent link to a specific web page or blog post. They allow other websites to link directly to a post, or for you to deep link back to your archived posts. Permalinks are important, because they allow you, and your visitors, to have a single entry point back to a single post.
Deep linking is a fancy phrase meaning: linking to web pages â€œdeep insideâ€ your website, or in this case, blog posts inside your BizBlog. They allow you to reference previous posts, which may no longer be displayed on your front page. Bloggers often link to their archived posts hoping to increase page views per visitor.
Links are important to Search Engines
Search engine crawlers analyze a website's link structure to determine its relevancy to the rest of the web. They index not only a site's keywords, but also the links found on each page. Larger search engines will associate the content found in those links with the content from the original linking page. This builds a relationship between a site's content and what the site is linking to, helping search engines determine the focus of a website. Linking to your previous posts helps reinforce your BizBlog's focus.
Knowing that search engines determine a lot about a site from its link structure, it is important to grow your inbound and outbound links.
Linking is a Good Thingâ„¢.
Links are important for your BizBlog. They enable you to directly cite other websites, allow anyone to reference your blog posts through permalinks, and provide search engines with contextual information about your BizBlog.