Recently a number of bloggers have been asking us about about Search Engine Optimization (SEO), including bloggers who are successfully using Social Media Optimization (SMO) techniques. This came as something of a surprise, but it seems clear that a lot of bloggers forget to target all audiences possible, which can reduce overall readership potential. We, for example, focus more on SEO than SMO – though a balance is ideal. Further, using SMO techniques targets a relatively limited range of people – with a somewhat limited range of interests. Alternatively, SEO can bring in search traffic from all over the world, and specifically helps bring in people who are interested in the content they searched for that is on your page!

With that in mind, I will be writing a few posts with SEO strategies for bloggers who want to target search traffic. Don’t forget: these don’t have to conflict with SMO, they can be an added bonus! This first set of steps is really easy to follow and a good introduction to SEO for blogs:

(1)  Use the free Overture Keyword Tool to find a search phrase. If your blog is, for example, about ‘race cars’ try putting the words ‘race’ and ‘cars’ in the search box. You’ll notice right away that tons of people search for race cars, of course. Now, getting your site to come up on searches for that phrase is going to be tough (just Google that same set of words to see how many sites you are competing against!).  Pick a few sets of keywords from the results that are a little less high traffic but still have significant search volume and are relevant to your site, like ‘modified race car’ or ‘street race car.’

(2) Use Google and do a search for the phrases you have selected. How relevant are the results? How many results are there? How high are the PageRanks of the top sites (if you have a Google Toolbar installed that shows you automatically? If you find that the top results are highly relevant and detailed, that there are a lot of results or that their PageRanks are all very high, you may want to target a different keyword phrase or string (by inputting your keywrod phrase into Overture and going ‘one level deeper’ to add another keyword to the phrase). If not and you have found something worth targetting, then write a post about 

(3) Your post should contain the keyword phrase or string in the headline (e.g. Cool Modified Race Cars) and should repeat key words or phrases in the body text as often as possible. Also, if possible, encourage people link to that post using the anchor/title text that matches your keywords of choice (e.g. modified race cars).

(4) Check your results for keyword density using a Keyword Density Calculator. Most people suggest shooting for a density of between three and five percent. That can be quite difficult (five percent in this case would mean that your phrase should be 1/20th of the text, which means integrating it into almost every sentence!). Try to mix things up – rearrange the order of the keywords and where they fall in the text. And above all: make sure the content isn’t comprimised while you are going for keyword density!

Once you get the hang of this system it is pretty easy to use. It is also a good way for bloggers who are having writer’s blog to figure out new topics related to their core issues of interest. Best of all, SEO brings in search traffic which can give new life to a blog that has a set readership. Finally, SEO also means that if your SMO strategies every fail you have something to fall back on!