We’ve taken a look at important matters such as
SEO (search engine optimization) tips and
social media best practices for your business in previous
#TechTuesday articles. Today, let’s examine that general field, but instead concentrate a laser focus on blogging and how frequently making posts can better serve your business’ search presence online.
In order to gain a better understanding and appreciation of the benefits of blogging, let’s first look at how your audience is affected before we turn our thoughts to how search engines respond.
Blogging Lets Your Audience Know You’re an Authority
Put simply: You’re in the business of convincing your audience that you are an expert in your field. A guru. A sage. Heck, a regular leading light. Towards this end, frequent blogging on content specific to your industry increases your impact with customers as an authority figure. And with an increase in perceived authority comes the likelihood of your potential customers actually purchasing your goods and/or services. Plus, frequently blogging about your field helps keep you sharp, too!
Blogging Creates an Educational Resource for Your Audience
Blogging also affords you the opportunity to do a little good and provide a free resource to your audience that they would otherwise lack. Your tips, tricks, and industry know-how that may be included in your blog posts will establish an educational resource for your clients. Aside from being able to pat yourself on the back, you’ll also engender good will among your base, which may itself lead to more business.
Blogging Drives Search Engine Traffic
Now that we’ve examined how your existing audience reacts to blogging, let’s look at how search engines react.
If you wish for your business’s website to achieve a high page ranking, you need content.
Frequent content. Search engines know that users benefit the most from websites that offer constantly updated, original content that is topically associated with the purpose of the website (a.k.a., content that is not repetitive, off-topic spam/trash). Also, engines love when blogs contain
outbound links, or those which link to another, external website (a source) to further validate the authority of your own writing. Search engines take these considerations and principles and use them all to determine how to rank websites. If sites are not frequently updated in a quality manner with sourced links, your page won’t be one of those that is consistently served to search engine users.
Let’s get a little more specific and look at some numbers. When you write a blog post, it counts as an additional indexed page on your website. Once that page is indexed, it’s another shot for you to get featured in a search engine. Accordingly, the more shots you have, the easier it is for search engines such as
Google to drive traffic your way.
According to recent numbers, on average businesses that blog regularly receive
55 percent more site visitors. Also, you’ll receive nearly
100% more inbound links (other sites linking to your site) as a result of your persistent blogging. Those numbers represent a
huge opportunity to receive new traffic and garner more
sales leads. And it’s not necessarily a short-term phenomenon, either. Your blog posts remain indexed forever, and can drive traffic to your company’s web site long after you’ve made the post — even while you’re sipping mojitos on vacation!
Blogging Helps With Social Media
Don’t forget another bonus to blogging: social media help. Occasionally, you or your social media manager may be a bit stumped as to what to share on your business’s social media profiles. However, consistent blogging immediately remedies such situations, giving you a constant source of relevant information to share on social media. This both keeps your social presence looking spiffy while also broadening the reach of your authoritative blog posts.
Blogging is Inexpensive
Did we mention that blogging is an inexpensive way to build up site traffic? Even if you outsource your blog writing, it’s a far cry from having to pay for pricey web ads to drive traffic.
And of Course, S-FX Can Help
Hopefully you now recognize how important frequent blogging is to developing authority, driving traffic, and creating new sales leads, and you’re already plotting out a CEO or employee-based blog in your mind. It’s possible, though, that you feel you don’t have enough time to compose blogs, and there’s no one qualified within your organization to grab the reins, either. If so, know that we
offer blog posting services, newsletter development, and social media management.
Tune in next week here at #TechTuesdays to learn how
Branding Matters for Your Small Business. Until then, good luck with your new company blog!
