A blog is your company’s most valuable digital marketing tool. Regardless of your who your clients are, the sector you’re in, or the size of your business, you need to be blogging. Here’s why:
Increased Search Engine Traffic
Blogs enable your website to rank for more keywords related to your business, increasing the number of search terms that your web page will appear for in SERP (search engine results pages). If your business is relatively small or specialized your website may only need 5 to 10 pages. Any larger and it could be repetitive or difficult to navigate. Unfortunately that means you will also only have 5-10 keywords. A blog allows you to increase the number of keywords exponentially, in an organised and easy to navigate manner.
Most business websites do not rank well for long tail keywords, but blogs do. Long-tail keywords are short phrases that relate to a keyword in a specific context. For example, a dentist’s website may have a page with the keyword “root canal” but with the addition of a blog the dentist will be able to rank for long-tail keywords like “Do I need a root canal”, “What is a root canal”, “How much does a root canal cost?”, and other related phrases that are likely to be searched by potential clients.
Blogs reinforce your existing keywords. To continue the example above, if a website has a number of blog posts with long-tail keywords containing the term “root canal”, then that website will be more likely to rank highly for that keyword. Linking all “root canal” blog posts back to the primary “root canal” page will help search engines understand the content of that page and provide a rankings boost.
Support Social Media
Blogs provide high-quality content for your social media channels, enabling you to post regular social media updates and distribute regular email newsletters. Why ‘retweet’ or ‘share’ someone else’s content? Doing so will effectively turn a customer away from your brand, and towards another. By producing and promoting your own content you are able to bring customers from your social media channels to your main website.
Add a Personal Touch
Create a personalized connection with your clients and potential clients to cultivate greater brand loyalty, trust, and positive customer perceptions.
Show Your Expertise
Providing regular updates and insights into topics related to your industry forges confidence and trust with clients and demonstrates that you informed and engaged in the latest trends. You’ll become a trusted resource for information relating to your industry.
Inbound links from trusted websites are crucial to SEO. Successful blogs generate backlinks from your own social media channels, and more importantly from outside websites. That may cite or share your insightful blog content.
Generate Leads and Sales
Informative blogs that provide free insights and emphasize your expertise will turn potential clients into leads.
Blogs provide meaningful content for regular email newsletters and email marketing campaigns. Including a free newsletter signup option will also allow you to target potential clients who are already interested in learning about your industry, and want to tap into your expertise in particular.
Long-tail keywords allow your business to rank for geographically specific keywords. A computer repair website will rank for “computer repair” but with a blog you will be able to achieve a higher rank for “computer repair in Townsville”
Blog articles allow you to communicate directly to your customers, and give your customers the opportunity to engage with you through social media channels or comment sections.
Fresh content, increasing numbers of related keywords, and a growing website keep your website fresh. Clients will return for regular updates, and search engines will rank your site higher.