Selecting a name for your blog is one of the single most important contributing factors in generating traffic to your website. It’s not enough to simply think of a catchy name. While it may seem obvious, a great blog should be named for search engine optimization so your target audience can find your business blog. However, countless businesses (and marketing agencies) miss the mark when it comes to naming a blog for SEO. For instance, how many times have you visited a website and navigated to the blog page only to find the business has named their blog “blog”? Now ask yourself, how many times have you searched for the term “blog”?
Understanding User Intent
Search Engine Journal recently published an article explaining that modern SEO is really all about creating content that satisfies user intent. In other words, it’s about answering questions that satisfy the core questions of your target audience. It’s not just about understanding what your audience is searching for … it’s about understanding why they’re searching for it.
Consider this example: Keyword research shows the number of people searching for the term “blog” ranges from 70,000 to 110,000 per month. While this term does generate a very high level of search volume, it’s also a very broad term. It’s not specific enough. Let’s say your business manufactures electrical components for the automotive industry and you’ve named the corporate blog “blog”. What percentage of your target audience do you think will be searching for term “blog”? That’s right. Probably zilch. You would be much better off optimizing your blog for a primary keyword such as “automotive news” which still generates 9,000 to 12,000 searches per month and is much more targeted.
How to Name Your Blog for SEO
- Just Say “NO”. Commit to yourself (and your business) that you will not name your company blog “blog”.
- Evaluate Your Audience. Every successful SEO campaign is built on having a comprehensive understanding of the target audience and what makes them tick. Ask yourself, “What are their pains? What are their challenges? What are their needs? And, why are they searching for solutions to these challenges?”
- Conduct Keyword Research. Put yourself in the shoes of your prospects and clients. Simply conducting a Google search is a great place to start! Use tools like Google Keyword Planner or Moz to access data on search volume. Regularly study Search Engine Results Pages (SERPs). And, begin to compile a list of primary (head) keywords that are relevant to your industry, satisfy user intent, and generate significant volume.
- Select Your Head Keyword. Assess your list of potential keywords that you identified in Step 2. Determine if one of these terms will be suitable or if you will need to continue researching. At this stage, it’s important to remind yourself that anything is better than the term “blog” as long as it fits the needs of your audience and generates significant monthly search volume (thousands of visits per month, not hundreds).
- Optimize Your Blog Page. Follow the same best practices for your blog page as you do when optimizing a blog post for SEO. Leverage a tool like Yoast for this to make sure technical SEO criteria is being met. For example, you’ll want to make sure the focus keyword appears in URL. You’ll want to include your keyword in the first paragraph of your blog page, ensure it appears in subheadings, and identify the proper keyword density (among other things).
- Begin Publishing to Your Business Blog! Once you’ve named your blog for SEO, you can begin publishing educational content that helps your target audience satisfy their needs. You can begin sharing your knowledge with others and positioning your company as a thought leader.
Re-tool. If you currently have a blog with the name of “blog”, it’s okay. You can easily rename it by following the same process above and redirecting your old domain to the new page. You may need to redirect some of your existing posts (depending on the structure of your permalinks) or canonicalize some of your pages; however, it will be worth it in the long run!
Naming your blog for SEO is just one small part of successfully publishing a business blog. If you have a content marketing strategy that isn’t working or would like to build one from the ground up, we’re here to help! 8020 Digital Marketing is a professional content marketing agency with over 10 years of business blogging, content strategy, and content creation experience. Contact us to request a free consultation and evaluation of your current content marketing efforts! We’ll evaluate your site structure and demonstrate how you can increase blog traffic for your organization.