There’s a debate raging in the world of SEO. Some marketers believe Google’s Penguin update takes things too far. Others are just trying to stay afloat in a world of constantly evolving search best practices.
As far as I’m concerned, none of these arguments matters in the grand scheme of things — especially for blogs. Because there’s only one golden rule when it comes to creating a search-friendly web presence.
Create great content and do it often.
For bloggers, I hold this to be a self-evident truth. Leave the really complicated white-hat SEO stuff to marketers.
You shouldn’t need to focus content around keywords. That negates the intrinsic principles of blogging: to cater to your audience above all. Wanna be found? Create high-quality content that people can share socially. Build links with other major publishers in your area of expertise. Guest post on other blogs. While not as simple as it sounds, it sure makes a lot more sense than starting with a list of keywords and trying to build content around them.
And creating that high-quality content often means constant reindexing in search engines.
The veil of competition
Of course, keyword optimization still plays a role for businesses. But businesses assume a level of competition that’s well above what you’re trying to do as a blogger.
Bloggers are only competing for mindshare. They’re competing for a few precious moments out of their audiences’ busy schedules. They aren’t directly competing with other bloggers.
Other bloggers are your friends.
They’re partners in the world of disseminating high-quality content to readers. If you have the time and energy, you can build relationships with other bloggers to help grow your own audience.
The best thing you can do for your own blog is make sure you’re posting often. With this in mind, you can grow organically. Sure, you’ll get a huge traffic spike when your post goes viral — but the readers that stick around for the next post are the ones that are most valuable to you.
In the long run, that’s all Google is looking to do anyway: reward high-quality, high-consistency content creators with high-quality, high-consistency readers. The system isn’t perfect. It’ll keep evolving. The only thing that must remain consistent is the search engine’s focus on delivering high-quality content to those who want or need it most.
Why you’ll be found anyway
What I’ve learned over my years of blogging is that it takes time to build an audience. The only way to speed that up is to post tons of content.
That’s exactly what’s happening here at Copywriting Is Dead. The more I post, the more people find me organically. I’ve never spent time on keyword research. Why spend time on keywords when you can’t guarantee they’ll return the traffic you want? Instead, you can spend that same time creating more content that your audience may find useful.
If you’re worried about slow traffic on your blog, have patience and post new content often. To keep their attention, your audience expects consistency almost as much as it expects quality.