Ever wondered why your website is dwindling on page three of Google when your local competitor is right up there on page one? Are you asking yourself what’re they doing and you’re not? Well to put it simply, one reason is that they’re probably blogging. Should your business website have a blog?
By publishing regular blogs onto your site you’re feeding the search engine machine the thing that it loves the most … fresh content.
By creating and uploading regular blogs, you’re keeping your website fresh and popular. The more content which is published the more you’ll see an increase in your rankings. After all, every time you post a piece of content a new page will be indexed on search engines. This is especially beneficial because Google will see that your site is being kept up to date posting quality content. This can also drive organic traffic back to your website.
Blogging is regularly thought of as a juvenile hobby by teenagers in their bedrooms, but that couldn’t be further from the truth. Whether you’re a small business or a multinational corporation, blogging should be an integral part of your content marketing strategy. If you are frequently blogging about your company and industry, you’re going to become a figure of authority in your field of expertise. This is known as content marketing.
Content marketing is a strategy based on creating and sharing valuable written content with your target audience, and establishing your business as your industry’s leader. By posting topics which resonate with your market and show your knowledge, you are marketing your skills for your business, service or product too. For example, if you own a gas engineering firm and you are constantly writing articles about changes and developments in the industry or your professional knowledge of boilers, central heating and new technology people will know that your website houses all the information that they could possibly want and need.
Publishing blogs provides valuable content for your social media team. On your Twitter, Facebook, LinkedIn and other social platforms you’re engaging with potential customers by providing them with useful information and you make it easy for them to share your content with others in their sphere of influence. By linking to your blog from social media, you’ll see an increase in web traffic and, therefore, potential customers. When connecting directly from your social media, your clients are able to get to know and trust your business from the comfort of your online home base.
People who regularly check out your blogs are likely to use and recommend your services due to the relationship they’ve developed with your brand – this is before they’ve even used your products or services. Consumers like to be informed and they appreciate that you’re the one teaching them, which deepens your connection with your customers. In our constant consumer-focused lifestyle – this relationship between customer and brand is crucial.
How’s it done?
Don’t feel daunted by blogging, just make sure that your blog is over three hundred words and relevant to your business. Three hundred words may sound a lot but once you’re into the swing of it, you’ll soon smash that figure! Also, you should aim to update your blog page regularly. It is a pet peeve of many web users to visit a blog page only to find it is stale and hasn’t been updated in months.
Promoting your blogs on your social media channels converts to web traffic. The purpose of having a website is to then turn this traffic into leads and generating business. A proven way to generate a steady flow of leads is by adding a call-to-action at the end of each blog post. A CTA should be a concise, actionable request for your potential customer.
Additionally, each blog post adds another indexed page to your site and demonstrates to Google that your website is being actively maintained and updated.
Lastly, blogging is essential if you want a great SEO score. As much as Google is constantly changing its algorithms and policies, one thing that never changes is its love for fresh and relevant content. You probably don’t change the pages on your website often which is why a steady blog is indispensable to Google’s ravenous need for fresh content. By blogging, you build relationships with your readers, position yourself as an expert in the field, and perhaps most importantly, provide new content for Google to index.
Want more blogging advice? Cyberfrog can help design an effective digital marketing and content marketing campaign and, if you’re short of time, even run it for you. Please contact us for a chat – we like talking to people!