In local SEO, a big question is where to publish your blog posts. Should you stick to your money site, or venture out to other platforms? Let's explore the best practices for publishing blog content and the reasons behind them.
Table of Contents
Publishing Options for Local SEO
There are various platforms where you can publish blog posts, including:
- Brand LinkedIn page
- Medium
- Web 2.0 properties
- Drive stacks
However, while these options are great for outreach, I advise against publishing directly on your money site unless you have a solid understanding of how to manage your content to avoid potential issues.
Why Not Publish on Money Sites?
Publishing blog content on your primary website can lead to competing pages, which might not only confuse search engines but can also dilute your site's overall quality score. When multiple pages compete for the same keywords, it can lower the performance of all involved. The primary goal is to have one optimized page for each search query.
In my experience, I focused heavily on blogging directly on clients' money sites for years. But as Google's algorithms evolved, particularly after updates like the helpful content update, we saw many sites drop in rankings. This prompted a shift towards pruning content that wasn't performing well.
Pruning Content for Better Performance
To prune effectively, you can use Google Search Console to find pages that receive high impressions but low click-through rates (CTR). Pages with high impressions but low engagement signals often hurt your site's quality score. If a page isn’t getting clicks, it’s time to assess its value and consider removal.
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External Publishing: The Better Approach
Instead of posting on your money site, consider leveraging external branded assets. Platforms like Google Sites, LinkedIn, Medium, Tumblr, WordPress.com, and other Web 2.0 properties are excellent choices. These platforms allow you to publish valuable content while building authority for your brand without the risk of competing with your main site.
For example, if you’re maintaining a consistent blogging schedule, aim to publish on different branded assets in a rotating manner. This could look like:
- First blog post on Google Sites
- Second blog post on WordPress
- Third blog post on LinkedIn
- Fourth blog post on Tumblr
This strategy not only helps in avoiding content cannibalization but also builds the authority of your external assets, enhancing your overall SEO performance.
Content Scheduling for Maximum Impact
Developing a consistent schedule for your blog posts is essential. By regularly publishing high-quality content, you increase the chances of ranking well and gaining traction in your local market. Aim for a cadence that fits your capacity, whether it’s bi-weekly or monthly. Consistency is key!
Conclusion
So, where should you publish your blog posts for local SEO success? The answer lies in leveraging external platforms while being cautious with your money site. By doing this, you can enhance your local SEO strategy, avoid competing pages, and build authority for your brand. Remember, the goal is to create valuable content that resonates with your audience while optimizing for search engines.
FAQ
Q: Is blog content worth it for local SEO?
A: Absolutely! Blog content can improve your rankings, engage your audience, and establish your authority in the local market.
Q: How often should I publish blog posts?
A: Aim for at least two posts per month to maintain visibility and engagement with your audience.
Q: What are some good platforms for publishing my blog posts?
A: Platforms like Google Sites, Medium, LinkedIn, and WordPress.com are great choices for publishing blog posts without the risk of cannibalizing your main site.
For more insights, grab the Local SEO Toolkit for free and see how you can optimize your approach. Also, check out the GMB Process Checklist to learn how to rank your Google My Business effectively.