Blogging & SEO changed dramatically in 2013 due to Google's Hummingbird search algorithm update. Core changes to Blogging Post Hummingbird Update are critical to driving search traffic.
Kerrie wrote a great blost this morning describing the ActiveRain blog posts with the most comments in 2013. Based on some of the comments, I started digging into Google Analytics, looking at traffic patterns based on traffic from Google.
Looking at the most trafficked blog posts in 2013, I saw some extremely interesting trends. Since many on ActiveRain blog for SEO or traffic from Google, I sorted based on direct entrances from Google, i.e. consumers clicking on these blog posts based on ranking in the Search Engine Results Pages (SERPs). 2013 showed dramatic traffic changes to blogs within ActiveRain, largely due to Google Panda and Google Hummingbird which were large changes to the Google search algorithm which focus on content quality over keywords.
Let's look closely at three different blog posts.
First, this blog post by Christina Asad Edwards Green Product - Recycled Glass Countertops has historically been one of the top traffic driving blog posts on ActiveRain, receiving thousands of visitors per month. The blog post is simple, has a nice picture, and follows a simple 2008, 2009 formula of repeating a keyword phrase in the title and throughout the body of the blog post. Looking at the blog post objectively, it provides some good basic information, but probably is not the most authoritative or best web page on recycled glass countertops. Just based on keyword density, this blog post would do well on Google. But keyword density was deprioritized in the algorithm 3+ years ago or so. The Hummingbird update tries to match content with the user's intent (semantic search). Correspondingly traffic to Christina's blog post fell dramatically over the last 6 months of 2013.
Blog Post Visits Per Month
Blog Post #2 is Sam Cooper's Before and After Fireplace Photos - Remodeled Brick Fireplace. Sam Cooper's blog post is a step-by-step remodel of a room with a fire place. It's a nice and very informative blog post with lots of pictures and clear instructions. Google Hummingbird is all about answering key consumer questions in a conversational tone. How-To blog posts and videos are great for SEO. As you can see below, traffic to Sam's blog post is increasing each month. In December, we typically see a seasonal decline for real estate searches, so I attribute the December decline to seasonality around remodelling.
Blog Post Visits Per Month
Blog post #3 is Gail Robinson's How to Draw a Radius Around A Point on Google Maps. Gail also uses a How-To blog post teaching consumers how to draw a circle around a pin on Google Maps. A simple, but very effective blog post which nicely features Gail's hometown of Black Rock Connecticut. Again, Google likes step-by-step, very informative, How-To blog posts and this post from Gail is smack down the midddle. Unlike the Christina's Recycled Glass Countertops blog post, Gail's post continues to grow in traffic, attracting more visitors each month.
Blog Post Visits Per Month
Key Takeaways for Your Blogging:
- Keyword Density Doesn't Matter. When you are blogging, don't simply repeat the keywords over and over in your blog post. ActiveRain has been advising against thinking about keyword density for many many years now. If there isn't a lot of valuable content in your blog post, Google may actual devalue your blog post for excessive keyword phrases or keyword stuffing.
- High Quality Content is Key. In 2013 Google really focused on the quality of content. Though blogging regularly is critical, writing high quality thoughtful content that can attract backlinks is most important. Take a bit of extra time to do some unique research and write a longer, more in depth blog post on a unique topic.
- How-To Content Is Great Google Bait. Google's Hummingbird optimizes more towards conversational search. Google is really focusing on answering the key questions that searchers have, looking at each word in query (not just the first words). How-To blog posts answer common questions, tend to be rich in pictures an description, and seem to showing up higher highers in the SERPS.
Happy blogging and best of luck in 2014!
Updated:
Debbie asked a question about getting blog posts to show up higher than Q&A forums in the SERPS. I don't know of any magic on this. Generally what I see is that on thin long tail content like property detail pages and Q&A, they don't have a lot of backlinks, so one or two backlinks to a blogpost can make a big difference. The best advice I can offer is to identify some key long tail questions that you can answer in a far superior way, market that blog post to other media sites with resonably high domain authority, and get some backlinks. On thin content as many Q&A questions are your blog post can pop to the top.
Here is my full response to Debbie: SEO Breakdown: How to Diagnose Lost Traffic to Your Blog Post (why make a comment when you can blog about it!?!)
Bill & Liz Spear asked about how to write how to content that is local. I think this is a fundamental challenge of being local and being a small business. Larger sites with high domain authority are showing up at the top because they are national and Google is more likely to get a positive consumer experience by showing high quality content that appeals to more users. My recommendation is to 1) do an in-depth search on what local searches are home owners in ohio using and which ones do you have an advantage on. Try using the Google Keyword Tool or Wordtracker but Google is displaying less and less information to the end user. 2) Write copious volumes of high quality locally targeted content that Zillow or Trulia will not compete on. I can tell you that the large portals are most focused on property search. So identifying the other searches and challenges that a home owner in your local area may be having and writing for that information is critical. ALSO, get backlinks to your best content. That makes a BIG difference.
AWESOME POST
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