Is Google bad at social
Study shows: blogs are often poorly visible to Google
Too great a link depth can be bad for your own blog
Many blogs make the same mistake: A majority of the posts are difficult to reach for Google because it simply takes too many clicks to get to the respective subpage.
According to a study by Perficient Digital, more than two thirds of the blogs examined have a link depth greater than five. Just like by human users, this content is also more difficult to find by the search engine. 100 randomly selected blogs were examined for the study, so it cannot be assumed that they are representative. The results are still interesting.
The classic blog structure often causes the problem automatically
Much of the content is even further away from the main page: 31.5 percent have a link depth greater than 21, almost ten percent even 50 and more.
Often, content that can only be reached with many clicks or levels is barely visible to search engines. The blog loses ranking potential because a lot of content is simply not recorded by Google.
A classic blog shows posts in chronological order. If you want to see older posts, you have to scroll through or use the search function. This generally makes it difficult to get to older posts. The menu or the division into categories can help here.
The solution: sensible internal linking
The most effective solution, however, is good internal linking. Thematically matching posts should contain cross-links and thus form a network of links within the blog. The category pages also serve as link distributors, but can only do this to a limited extent from a certain number of contributions. Sensibly placed links help the user to find older but relevant articles and at the same time make the search engine's job easier.
How a blog can bring long-term traffic
A blog reports on current events and developments, but can also contain content that will remain relevant in the long term. In this way, a blog can also generate constant organic traffic that is not exclusively related to news. In the present study, 92 percent of all content was classified as evergreen content, i.e. content that is relevant in the long term.
Due to the generally used blog mechanics, which ensure that content is displaced by new ones over time and thus moves further back, "timeless" content is also displaced. With this in mind, it would make more sense to post such content outside of a blog. A separate content area is therefore also recommended by the authors of the study. In this, content that is particularly popular could also be placed particularly prominently.
How do you run your blog? More current content or a focus on evergreen content? What happens to older posts?
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