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The update has affected a large percentage of search results, giving companies a real reason to integrate their blog page into their main website. The update has meant that the first few pages of search results are usually populated with blogs and articles that relate to that specific term; more so than business websites (not including long-tail keyword or local searches). As an example, if you were interested in buying an iPhone and searched for an exact term ‘iPhone’ (short-term keyword), the first page of results will be filled with blogs, reviews, news articles and message forum posts relating to that topic. Conversely, if a search is made for ‘buying an iPhone’ (long-tail keyword) or ‘mobile phone shops in London’ (local keyword), the result pages will be populated with business websites. This article will cover two related topics: how to improve your website’s SEO with blogging and how to improve your blog’s SEO. Your business website’s SEO can be improved by a blog in the following ways: Fresh Content A blog page will provide your site with fresh content. When search engines crawl your website they will notice the frequent updates and new URLs and recognise that this is updated content. The freshness update mentioned earlier will be taken in to consideration when ranking is determined. New Keywords Targeted Blogs are a great way of adding additional keywords to your website. When another website links to your blog using these keywords, link juice is passed along with it. This helps your site rank for these keywords and adds to the list of keywords you were already targeting. Enhancing Niche Authority Blogging about your particular niche builds authority. A blog that gives useful tips and instructions to visitors helps acquire expert status. If a potential customer has a choice between two businesses, they are more likely to choose the one that demonstrates in-depth knowledge through their blog than the one that doesn’t. Going Social Blog posts are easily shared on social media. This brings in social signals that assist your website’s search engine rankings. Sharing your own content on social networking platforms increases interaction with users and enhances word-of-mouth marketing. Internal Linking Blogs allow you to build internal links into your main website and this passes link authority to your homepage and inner pages. Links can be made from your products/services pages to any relevant blog post and posts can be linked to one another if the subject matter is related. If you have downloadable PDFs or a subscription form on your site, a call-to-action on a blog post that links to these landing pages will not only encourage interaction and increase conversions, but also pass on link juice. Your blog posts could also receive links from other authoritative pages, which would pass authority with them. Internal linking also allows you to use anchor text associated with your chosen keywords. External websites are likely to link to your page with generic anchor text such as ‘click here’ or ‘read more’, but having internal anchor text that you control allows you to use targeted anchor text when linking your pages.