A Business Blog has become an imperative part of our search engine optimisation (SEO) and content marketing. It’s the perfect way to help rank your website, engage with customers and provide a wealth of digital content.
Your Business Blog and Search Engine Optimisation (SEO)
Firstly: blogging is a brilliant way to get your website through the rankings on Google. Google ranks websites that have fresh content added to them on a regular basis. This demonstrates that your company has an up-to-date website, is informative and you’re thinking about keeping your customers in the loop.
It is difficult to update your products and services pages
on a regular basis as they are unlikely to change enough. As a result, Google
decided that the best way to understand that a website is up to date is through
blogging. (do keep your product pages up to date though, this will also help!)
Google considers your blog to be the social hub of your
business and an opportunity for you to demonstrate your skills and show that
you are interested in your customers and value them. Adding regular relevant
content daily, weekly or at the very least monthly helps your website move
through the rankings and be more discoverable by your customers, whilst providing
timely tailored and differentiated content.
All this will help lift your website through the rankings
and into the hearts and minds of your customers.
Keeping your Customers in the Loop.
Secondly: A business blog is also an excellent way to engage with customers, show them you're an expert in your field and that you are the only person for the job. A relevant, timely blog showcases the skills and talents available in your business and provides content that will inform, educate and entertain your customers.
If they are relevant and valuable these posts will increase your authority, your credibility and critically build trust with your customers. You'll become the expert, the go to person to solve customer's problems and an essential part of their digital life.
Re-Purposing for a Tonne of Other Content.
Thirdly: Your business blog can also inform your social media and other digital content. Sharing your blog on other networks is a great way to increase it’s reach with your target market. The blog can be sectioned out to provide a week or two weeks worth of social media content. It can become a script for a series of videos, the basis for a presentation, quotes for Instagram and Twitter and a talking point at networking events.
You can also use it for timely or trending content. This improves your chances of being found beyond
traditional search engines like Google or through networks like Facebook,
LinkedIn and Twitter. Social Media networks and search engines will prioritise
trending content.
Relevance, Relevance, Relevance!
A large part of Google’s search results come from the content you have written on the page of your website. Search engines will match a potential customer’s search against the content of the page, the more relevant the page the higher up in searches it goes.
Blogs, by their very nature, are highly specific and
relevant and in many cases may perform better in searches than your normal pages.
Relevance is key to success and no matter how well designed your website is,
poor irrelevant content will see it floundering on page 406.
My previous blog looked at the 5 Cornerstones of Content Marketing, you can read it here.
To Blog or Not to Blog (Yep Blog!)
Working together these three elements will help your website
rank on Google, maintain relevance and value to your customers and introduce
you to new customers. All while demonstrating your expertise, your value and
your integrity.
If you would like to learn more about how I can support your business with blogging, please do get in touch for an informal chat, look forward to hearing from you soon.
Further Reading
Why Blog? The Benefits of Blogging for Business and Marketing - HubSpot
My Favourite – The Random Blog Topic Generator
100+ Amazing Blogging Stats & Facts (Ultimate List) - isitWP