If your salon has a website, there’s a good chance you have a blog running along with it. And if you don’t, why not?! Blog posts are your opportunity to put a real human voice to your business, to share updates on what services you have on offer, specials you have on, your musings and thoughts. In short, it’s marketing gold and if you don’t have one, you should.

When it comes to creating content though, there are methods and techniques you should know about in order to ensure your blog reaches as big an audience as possible.

Search engine optimisation (SEO), is the practice of increasing the quality and quantity of traffic to your site through search engine results. In short, it’s what makes your blog post appear higher up the list when someone searches for related content through a search engine such as Google.

With that in mind, here are some common mistakes to avoid.

Duplicating content
Simply copying content and running it across multiple URLs can work against you, rather than benefit your results in SEO. “Simply replicating a blog page that you see doing well doesn’t guarantee that your post will also do well,” says digital analyst Chris Jameson. “In fact, it can do the opposite. Google can become unable to tell which content is the originals and which URL to direct users to. So if you have duplicate content, a search engine may choose not to display it in the search results at all.”

Not being mobile friendly
It should come as no surprise that most people consume their content via their phones. Whether while waiting in line at the supermarket on on public transport, mobile scrolling has become the new PC. That said, if your site isn’t mobile-friendly, you’re going to lose your audience and your SEO score will plummet. “Being mobile-friendly comes down to three factors: mobile viewpoint configuration, touchscreen readiness and mobile speed. If you’re weak in any one of those areas, it could affect your SEO score,” says Chris. “Different website platforms will do this differently, but essentially, you need to ensure that your site is set to a ‘mobile viewpoint’.”

Going overboard with the key words
The key word element was created to assist in searchability. It’s a pretty basic concept: choose relevant key words and a search engine will align those key words with an individual’s Google search. Naturally, content creators then went into overdrive and shoved as many key words as they could into the back end. “Current algorithms now penalise sites that have too high keyword densities,” says Chris. “It comes down to Google wanting to give searchers high-quality and relevant content, not spam-like articles that have just overused key words.”

Visit the #BEAUTYSTRONG hub at https://www.professionalbeauty.com.au/beautystrong/

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