If you sit at your computer and go to the websites of the first companies that you can think of, it is almost certain that each of them will have a blog on their website. It might not be called a blog (it might be called a ‘News’ or ‘Updates’ section), but nonetheless, it will function in the same way.
The question remains, then, why?
To give a simple answer, posting updates on your website is an efficient and effective way to increase your online presence and, depending on your style of business, build a sort of relationship with your customers.
However, this takes some effort; the blog is not going to write itself. You have to be willing to take some time to post good content at regular intervals.
In this blog, we will outline the importance of blogging in terms of expanding your business.
Blogging and Website Traffic
Increasing traffic website traffic should be at the heart of any effective marketing campaign. One of the simplest ways of achieving this is by maintaining a regular business blog.
You should consider your website’s blog like another marketing channel. Just like e-mail marketing, exhibitions and trade shows, or social media, an excellent blog is yet another method of growing your business and increasing sales.
You may have been running a blog for a number of years. It is crucial to keep in mind that even if you feel like it hasn’t gone anywhere, it will have been working in the background to improve your Google ranking.
However, it is never a bad time to improve your content with an aim to increase traffic, improve your conversion record, and expand your search engine authority.
Blogging is a powerful branch of marketing, but like any other technique, it requires some investment to really excel. It is comparable to business cards, for example. Consider which would be more effective; professionally designed and printed business cards or to cut up an A4 sheet of paper prepared in Microsoft Word? The answer, clearly, is no.
This does not mean that you have to find your inner Ernest Hemingway and write a novel each and every time you post a blog. You just need to make sure that it is written correctly (online Grammar checkers can help with this), and it should be a few hundred words long.
A couple of paragraphs about a product which has been mostly copied and pasted simply won’t do; Google has to read it as original.
Keep Content Regularly
It is never a good look, both for Google and for any readers, to post irregularly. One blog every year will do nothing for your business. As such, it is always a good idea to have a few ideas ready to go so that you are never caught out.
Keep in mind that consistent quality posts are key when it comes to creating the holy grail; a ‘compounding post’. These blogs will pay huge dividends, not just increasing your traffic in the immediate window after being posted but will continue to improve your traffic over an extended period of time. In some cases, for many years to come.
Blogging and SEO
One thing to keep in mind is that you are not always writing for people; you will also be writing for the benefit of the Google robots which scan your page.
You need to keep in mind that each and every time you post a blog, it counts as a new page. As a result, Google will continually scan your site and realise you are adding content, granting you new authority. This authority will push you up their rankings, increasing the chance you will ‘organically’ win new customers.
Google will increasingly scan your site in anticipation of new content, allowing you more opportunities to load your content with keywords. Using these keywords will mean that the blogs will appear on Google searches for specific search terms, again allowing more opportunity for customers to find your business.
Moving up the Google rankings is like moving your shop from a small village, to a medium sized town, and eventually, when you are at the top, to the high street of a large city.
Get in Touch
When you have a business to run, it is perfectly understandable that blogging is not at the forefront of your priorities. It might also be the case that writing is far from your strong point. However, our blog service will allow you to maintain a fantastic and effective blog while focusing on your business.
At Soapbox, we are a web development and online marketing company. To make an inquiry about the many ways in which we can improve your business, give us a call now on 0141 429 1356.
Alternatively, complete our contact form, and one of our personnel will be in touch as soon as possible.