In addition to driving users to a website, blog posts can also be considered a productive method for building web authority through the use of keywords. However, creating and publishing unique and high-quality content through a heavy amount of blog posts is no quick task.
Generating this type of high-quality content on a regular or even weekly basis is time-consuming and requires much thought and strategy.
In efforts to test the effects of blog posts on a website’s user engagement, Surgo Group conducted a two-month-long case study that compared the unique blog post to the canonical blog post. Before we dive in, below is a brush up on some SEO terminology.
What is a canonical tag?
A canonical tag allows a website to repost content and cite the original/preferred source without duplicate content penalties from search engines.
What is a canonical blog post?
Simply a blog post that contains a canonical tag in it’s backend. Meaning, the blog post was copy and pasted in it’s entirety (including links and photos) and published by another source while crediting the original source.
What was the experiment?
- The quality of content?
- The amount of content being produced?
What was the sample size?
For perspective, Surgo Group published a total of 48 articles during this two-month period. Of the 48 articles posted, 22% reflected the organic content, and 77% reflected the canonical content. The canonical posts utilized were derived from high quality and reputable sources only. A total of 25 different sources were used.
What were the findings?
The case study resulted in an overall positive effect on the website.
- The average SERP (search engine ranking position) increased by 2.5.
- Content increased. The website saw 3x the amount of usual content
- Social media generated by each new blog post lead to an increase in website traffic from Facebook and Twitter.
- Pages Per Session saw a minimal, but present, increase of .23.
So, although organic content is always preferred by search engines, Surgo Group found that canonical tagged blog posts do provide an efficient way for websites to increase their blog content without facing any SEO penalties, as long as tags are properly inserted and sources are credible.
Want to know more about canonical blog posts and content marketing strategies? Contact us today at firstname.lastname@example.org