Why is blogging such a powerful tool for search? A lot of it has to do with the sheer mass on content that gets added to you site over time. If you post 3 or 4 times a week you are adding 12 to 16 new pages to your site every month, over a year that’s an amazing 144 to 192 NEW PAGES a year. Yes Virginia, the search engines do look at how many pages you have.

Now if you figure that every one of those posts contains 2 to 3 possible terms that your future brides may be using to search, you have built a powerful base of keywords, without really trying.
Without really trying I mean that you can’t just write a blog post as a frame for your keywords. You may or may not know that I ghost write for some blogs. The first thing a client says is I want you to include these keywords. Sorry gang, it doesn’t work that way. Don’t get me wrong, keywords are important to search but just seeding your posts with them doesn’t work. You have two end users for your blog: your readers and the search engines. If you write exclusively for search your readers will disappear.

If you want to write effective copy for your readers you have to think more about what you want to say and less about the keywords you think you need..First off, brides don’t search by keywords, they search be questions and descriptions. Second, the images you choose and how you label them may be your most effective search weapon anyway. Unlike a static website, you get more than one chance to hit the words they are using to search.

Let’s look at how that works. Suppose you put up a post talking about a recent wedding and you use descriptive words. Example:

“I loved how this contemporary centerpiece of red and orange gerber daisies turned out for Sara & Mike’s wedding at (local hot venue)in (town) last week.” Follow it up with “Designing the floral décor for (local hot venue) is always fun because it offers so many possibilities.” Now label your image as “Contemporary wedding centerpiece at (local hot venue), (town).”
Every one of those highlighted words is a possible search term but the paragraph reads well to the end user. You add a dozen posts like that a month and without really trying you are going eventually cover just about every possible search term that a bride could use to describe what you do.

Are you starting to see how this works? It is about volumes of descriptive words that you use every day to tell people about your work that just build up over time. You bundle that with a well designed blog that is built to be search friendly in the first place and you have gold.
The bonus is that once indexed by the search engines, those posts are there forever. I am still getting hits off a post I put up nearly 3 years ago on an old blog I don’t even post to anymore. Yes, I do check that stuff and use it to improve my search rankings, but that if for tomorrow’s topic.

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