A blog can be a very effective tool in optimisation, but only if it is used with skill. Too many blogs are composed with insufficient thought. It is important to bear in mind that what works well will change over time. If consultancies do not keep up with changes in the sphere of search they can be sure that they will be outperformed by those that do.

At Searchengineoptimisation.co.uk we deliver multifaceted campaigns that are sufficiently flexible to be adjusted on a regular basis in line with the changes in the sphere of search. This means that they are never left behind by innovation or be changes in search engine algorithms. While our campaigns are site-specific, it is the case that the optimisation of most sites includes the use of a blog.

Producing a SEO blog is a bit like making a meal. Each site needs its own blend of content to prosper. Nonetheless, very few blogs prosper if they copy others or if they use stale material. Unique, fresh content should be applied regularly. Google has recently changed its algorithm to prioritise those sites which employ a lot of high quality content.

Earlier in the year, Google’s various Panda updates meant that the sites which did not just original content were threatened and sometimes punished. It became more important than ever to avoid duplicating or paraphrasing content from other sites. It became advisable to use diverse copywriters to push up quality. Google underlined how accuracy was also an issue. Hence the role of editors was highlighted.

More recently, Google has announced an algorithm change which flags up the issue of freshness. This means that there is no way of ignoring the issue. Newly promoted Distinguished Engineer Matt Cutts stressed the freshness point in a list of ten algorithm changes. He reminded us that a large number of algorithm changes occur in a year and warned us not to get carried away, but nonetheless the details made interesting reading.

The freshness change will make an impact on about 35 per cent of searches made. The percentage of search results that will be radically influenced will be nearer 10 per cent. It is possible that it could be just 6 per cent. Google has left it a little vague. Nevertheless, the message is clear in that freshness will be rewarded.

While a blog should never consist of pure news, news can be a useful ingredient in content. It has always made sense to be as quick as possible with news, with the proviso of accuracy maintenance. However, SEO news will have to be more up-to-date than ever in this context where freshness is an even higher priority than it used to be.

News in a blog should never consist of dry facts. Without comment, users will find the content dull and indigestible. The comment should be interesting enough to stimulate the appetite of users to return to the site on other occasions. However, it should not be inappropriate or have the potential to alienate segments of the target audience.

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