We get asked this question all the time, “Why should my business have a blog?” So, here is the answer! A well-maintained blog or news section is incredibly important to search engine optimization (SEO). It is crucial to create quality content on an ongoing basis for many reasons. Google now understands semantics and context in search queries and in website content, which means companies have an even better opportunity to tell Google what they have to offer to customers. Writing frequent and varied blog posts, while targeting relevant keyword phrases, gives Google the complete picture of what products and services are provided. Google ranks valuable, recent original content more highly than content that may be outdated or older, and every time a new blog is posted, it is another page on your website for Google to index and rank in search results.
Social media comes into play by syndicating the message or story. The more credible platforms and websites (such as major social media networks) that link back to your website and your content, the more trustworthy Google perceives the website to be. In addition, social media gives others the opportunity to share your content on their own profiles, blogs and websites, which further extends your website’s reach and credibility.
Another great way to syndicate blog articles is to use them as content for corporate newsletters. By integrating the blog with a bulk email software such as Mail Chimp or Critical Impact, you can set up a newsletter template once and then each month (or on a regular schedule) import your blog articles into it to create the newsletter. This requires a bit of initial setup both on the blog and in your chosen email marketing software.
In addition to driving traffic to the website and encouraging lead conversion, the blog/news section of the website serves the purpose of telling Google exactly what your company offers to searchers, giving the website the opportunity to rank in search results for as many relevant topics as possible. The blog also gives the company the chance to engage with existing and potential customers on social media networks and start conversations with them. These conversations could potentially lead to happy homebuyers leaving positive reviews, and Google is beginning to consider reviews when ranking websites in search results.
A blog gives your brand a voice. It allows you to write about pertinent topics relating to your business and become a well-respected expert in the field. Potential buyers will view the company as a trustworthy source of information. If you provide them with knowledge and answer commonly asked questions, they will be much more likely to remember and trust your brand when it comes time to make a purchase. Not only is blogging a great opportunity to build your brand, it’s a chance to set yourself apart from your competitors. Tell your customers what makes you different. What do you have to offer them that a competitor doesn’t? Blogging is a way to connect with your customers on a deeper level and create brand loyalty.
A well-built blog with a sound content strategy can increase the odds that customers find your site. Check out these “Stats You Should Know About Business Blogging” from Hubspot.
- B2B marketers that use blogs receive 67% more leads than those that do not.
- Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
- By 2020, customers will manage 85% of their relationships without talking to a human.
- Companies who blog receive 97% more links to their website.
- Blogs have been rated as the 5th most trusted source for accurate online information.
For more information on how you can incorporate blogging as part of your SEO strategy, contact Marketing RELEVANCE at (770) 383-3360 or fill out our contact form