Search Engine Optimisation, or SEO for short, is the process of improving not only the volume of traffic but also its quality. Essentially you are creating content using keywords, terms and phrases that your target audience will use when searching for your products or services.
A Search Engine's primary goal is to monitor and index a truly mind-bogglingly massive database of web pages and then rank them by relevance against other competing websites. A huge undertaking and something Google has been doing since its launch in 1998, and let's face it, they have become very good at it! So much so that ‘Google’ has become a verb; “Let me Bing that” doesn’t have the same ring to it!
When you create a new blog post you are not only creating a new page for Google to consume (think of new content like it's food for Google, feed it well and it’ll love you back), you are also reinforcing the relevance of your existing content on your website. Google will reward websites that have new content added regularly, firstly it tells them that the site is alive and being looked after, secondly, it allows its algorithm to learn more about your business and its services and products.
A blog should be written for humans, don’t spam a page with keywords or phrases, this is bad form; Google is very wise to this and could result in a negative impact on your listings. My advice is to write for your target audience, keep it natural but be conscious of including keywords and synonyms.
Once you have a new blog published it's now time to tell the world it's there and post on social media, not forgetting Google Business Profile (formerly Google My Business). It’s true that the Google algorithm is a closely guarded secret, but you can be sure it watches social media interactions with your content.
Time to get blogging!