Search engines on the Internet are constantly watching for engagement with your website in order to rank sites. SEO, short for search engine optimization, means setting up your website and content to show up more frequently through online search results. SEO gives you the power to reach people who are currently seeking information related to your business.

One excellent content strategy to enhance your website’s SEO is blogging. When you regularly are updating your blog you are producing fresh content to keep visitors coming back to your site, boosting engagement and therefore ranking.

When Kelly Merydith, the co-founder of Ahimsa Yoga Studios in Illinois, started working with Straight North, a marketing company that offers web design, pay per click and SEO services, she was told to start a blog immediately to help rank higher in search results.

“It’s important to continually be adding content to your website,” said Merydith. “In general, the more content that you have on your site the more your words will hit the searches for people looking for a certain thing around town. We try to add value in that way through the blogs. Straight North told us what to put in, how many words per page and all the ins and outs we needed to understand to start our blog up.”

Blogging shouldn’t feel like an added stress, however. It might feel like you need to be posting once or twice a week, but that isn’t the case. Merydith recommended posting a minimum of two blogs per month to help with your studio’s SEO.

Blogging gives you a chance to connect with your students,” said Merydith. “I always think about how sometimes if you like a company you will play around on their website for awhile and read their blog posts. You can convey your company’s brand and voice really well through a blog.”

One of the main struggles people find when starting or following through with a blog is coming up with content or subjects to discuss that are relevant to your studio’s audience. What do they want to spend their time reading?

Merydith said to start with topics that will teach your students something and gives them value. If you create content interesting enough to keep them coming back to read it again or to remind them of something you said, you are boosting your engagement and SEO.

“Try writing about Shavasana variations or yoga philosophy 101 — something that students will want to keep going back to the site to check out,” said Merydith.

Another topic Merydith makes sure to cover in her blogs is any event or special Ahimsa Yoga Studios have going on. She makes sure to include the name of this in the blog title, which in turn boosts SEO ranking.

“If we have a toddler yoga series coming up we would title our blog post ‘Toddler Yoga Elmhurst,’” said Merydith. “Then, people searching that will easily find it. Pay attention to how you want to show up in the search results. Consider if your studio has a specialty, like if you are a hot yoga studio, you would say ‘Hot Yoga Classes in [insert your city here].’”

Blogging provides you with content both search engines and your members will equally enjoy. These additional pages will boost SEO, engage your members and help you page better serve your business.