With increasing exposure and focus on social media as a business marketing tool, you could be forgiven for thinking the humble blog has had its day. Indeed, whilst some social media users effectively use a business page as a blog, it shouldn’t be forgotten that the traditional blog – when optimised for search engine success – remains one of the most powerful marketing tools available.
Recent research carried out by Hubspot identified that businesses who use blogs as part of a consistent content strategy on average have 97% more inbound links, 434% more indexed pages and 55% more visitors. Surprised? Well don’t be.
Increase Traffic With a Business Blog
In this article, we’ll take a look at how blogging can help your company achieve better returns from your internet investment.
In terms of Search Engine Optimisation (SEO), blogs represent a fantastic opportunity for building inbound links. A well-written, interesting blog provides a wealth of information encouraging others to create links.
For example, take amateur US photographer Ken Rockwell, a knowledgeable photography enthusiast who writes objective, informative and unflinching reviews on photography equipment. Look at literally any photography related site or forum and it shouldn’t take you too long to find mention of his name. His reviews are held in such high regard that even major players such as Nikon have realised his use in terms of promotional kudos. Ken earns a comfortable living off his blog/site alone.
Major search engines such as Google index pages individually, yet in terms of SEO it is still usually the primary page (homepage) that receives the most attention, because this is where many companies focus their efforts.
With blogs, any links relate directly to any mention of a particular post, whether the link has been shared or referred to. This in turn helps to spread links across different pages of the website itself, encouraging page indexing across the website as a whole.
Many marketers aren’t aware that SEO is a two way street – outbound links are also vitally important. With the depth and variety of content included in a typical business blog, there are far more opportunities to post outbound links to external content. This will increase your blog/site’s value in the eyes of both visitors and search engines alike.
In terms of your average brochure website, there are only finite opportunities to push certain keywords before you overload either the visitor or search engine ‘ indexing bots’ that scan content on the web.
Blogs represent a fantastic opportunity to experiment with different keyword strategies and boost your rankings with fresh, engaging content which, by happy coincidence, leads us onto the final point…
Search engines love fresh content. The more content is created, the more attention that content receives from the search engines. Incorporating a blog feed or even creating a content management system within your main site is an extremely useful tool in raising the profile of your website.
Of course, it goes without saying that regular updates are pretty vital to the success of any blog. If you want to keep the attention of both your readers and the search engine, get blogging!
If you would like help implementing a blog for your business, call us on 01454 261111.